Report Devices Metrics

The Devices tab on a report provides insight into what types of devices your contacts use to read your messages.

Knowing what devices your contacts use to engage with your messages can save time and effort when designing and testing messages and organizing your marketing campaigns. While you want to make your messages accessible to a broad audience, understanding the percentage of contacts who use mobile devices vs desktop can help you make the right choices when unavoidable design compromises need to be made.

The Devices tab is divided into three areas, each with a distinct label. We've broken up this help topic into sections based on those areas to make information easier to find. Every metric from every area of this tab can be found in the table at the end of this help topic.

Summary

This section offers a quick glance at the metrics that are related to different types of devices. Devices include:
  • Desktop is engagement from all desktop and laptop computers.
  • Phone is engagement from all mobile phones.
  • Tablet is engagement from tablet-sized device. (Larger than a phone, smaller than a laptop.)
  • Other is engagement from game consoles, smart TVs, wearable computers (smart watches), and unrecognizable devices.
Device Summary

To export the summary metrics, click the export Report Calendar Filter icon then chose whether to export in CSV or Excel format. All of the counts in the section can also be viewed in the Performance Over Time graph.

Comparisons

This section provides a visual comparison of opens, clicks, conversions, and revenue by device. It's a way to quickly see trends and if there are any issues that might need to be addressed. Each device is represented by a different color on the circle and you can mouse over the segments of the circle to focus on that segment.

Comparison Report
Comparison Description
Total Opens This lets you quickly see how contacts open the messages they're sent.
Total Clicks This lets you quickly see what devices contacts tend to use when they open messages. You can compare this to the Total Opens metrics to see if people tend to engage more frequently when they're on a certain type of device.
Conversions This lets you quickly see what devices contacts tend to use when they convert. Comparing this with the Total Clicks metrics can help you understand if your message is easier to convert from via different devices. It can also provide insight into how easy, or not easy, to use your site is depending on the type of device contacts use to convert.
Revenue The revenue metric comparison can be used to make decisions about campaign segmentation; do contacts who use a certain type of device spend more?

Performance Over Time

This section provides a configurable graph that can be used to:
  • View counts, rates, and revenue metrics by device at different points in time.
  • See time-based trends for individual metrics.
  • Visually compare different metrics, and their trends, against each other.

You can view any count, rate, or revenue metrics for a device on this graph. Count and revenue metrics are represented using a line graph and rate metrics are represented with bar graphs. Each metric is color coded and the guide for metrics currently represented on the graph are provided in the legend below the graph. Click the filter Performance Over Time Filter icon and click on the radio button for a device and metric combination to either add or remove it from the graph.

You can mouse over the graph to see the visible metrics at different points in time.

The time range shown is the length of time set for the report. You can change this by clicking the calendar Report Calendar Filter icon and settings a different report range. When you do this, all of the other metrics on the report will also be updated.

All Devices Tab Metrics

All of the metrics from every section of this tab are listed below in alphabetical order.

Remember, when looking at metrics on this tab, these metrics are specific to the type of device contacts used. Open rate, for example, is the open rate for the associated device. So if the open rate for desktop is 3%, then 3% of all contacts who received a message opened the message on a desktop computer.

Metric Description Why It's Useful
Average Order $ (AOV) This is a comparison of the number of orders to the total revenue. It is important because it provides insight into how much contacts are spending, on average, each time an order is made.
Click Rate

The click rate represents the number of unique clicks that were recorded, as compared to the number of unique opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO) The calculation does not take into account the history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a day prior to the start of the report are included in the calculation. For example, a contact may have opened a message on a previous day, but clicked on the message on a day within the report range.

The click rate is important because it represents the second level of contact engagement. The click rate gives you an indication of how effective the email you sent was at getting contacts to click the links contained therein. The click rate can also give you an idea of how effective the placement and design of your calls to action are.

Conversions

The conversions metric represents the unique conversions recorded. Conversions track contacts who placed an order after interacting with a message delivery (email or SMS). Bronto records unique conversions the first time a contact makes a purchase connected with a message delivery. For example, if a contact buys something from you through a message link, and later makes a second purchase, only one unique conversion is recorded.

The purpose of sending email marketing messages is to compel your contacts to perform an action. Opens may tell you if the subject line is well written, and clicks may tell you how engaging the content is. However, conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.

Conversion Rate

The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded. The calculation does not take into account the history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a day prior to the starting date of the report are included in the calculation. For example, a contact may have clicked on a message on a previous day, but converted on a day within the report range.

The conversion rate metric is important because it indicates how effective the email you sent was at getting your contacts to perform an action. Whether it's making a purchase or downloading a white paper, the goal of email marketing is to compel your contacts to perform an action.

Open Rate

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate The calculation does not take into account the send history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a date prior to the start of the report are included in the calculation. For example, a message was sent 100 times a previous day and 100 times on a date within the report range. The message is opened 125 times within the report range. In this case, the Open Rate on the report is 125% because the message was opened more times than it was sent.

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

Orders The number of unique orders that are associated with the message. This is important because it lets you compare the number of orders to the revenue and revenue per email metrics to determine if revenue is coming from a high volume of orders or from a small volume of high-revenue orders.
Revenue

The Email Revenue metric represents the total revenue tracked for emails sent from the application. This revenue is tied to specific emails sent from the application.

The Email Revenue metric is important because it allows you see the revenue that directly ties to your email marketing efforts.

Revenue Per Email

The Revenue Per Email metric represents the average revenue tracked for an email successfully delivered from your account.

The Revenue Per Email metric is important because it allows you to see how much revenue, on average, a successfully delivered email earns.

Total Clicks

The total clicks metric, similar to clicks, is important because it represents a level of contact engagement beyond just opens and begins to highlight the effectiveness of your message content. Where as with clicks your are able to determine that contacts were interested in the content of your message, total clicks allows you to get some idea of the frequency of that interest.

The total clicks metric is a total of all times links were clicked in a particular message, delivery, A/B split test, automated message rule, or delivery groups

Total Opens
The total opens metric represents the total number of opens recorded for a particular message, delivery, A/B split test, automated message rule, or delivery group. If contact Alex Example opens an email you sent them 5 times, and contact Jayne Example opens an email you sent them 10 times, then 15 would be recorded for the total opens metric.
Note: The total opens metric is not the same thing as the opens metrics (which records unique opens). For more information on the opens metric, see Opens Metric.

The total opens metric, similar to opens, is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

Unique Clicks The unique clicks metric is the sum of all the unique clicks recorded for a message. A unique click is recorded the first time a contact clicks any link contained in a message. If a contact clicks a link 9 times, 1 unique click is recorded. If 2 contacts each click a link 10 times, then 2 clicks are recorded. If a single contact clicks 5 different links, than 1 unique click is recorded. This is important because it helps you better understand the relationship between clicks and conversions. The conversion rate compares the total number of clicks to the total number of conversions. You can compare the number of unique clicks to the number of conversions to see the rate at which the number of contacts who click a link convert.
Unique Opens The unique opens metric is the sum of all the unique opens recorded for a message. A unique open is recorded the first time a contact opens a message. This is important because it helps you better understand the relationship between opens and clicks/conversions. The click rate compares that total opens metric with the total clicks metric. You can compare the number of unique opens to the number of click to see the rate at which the number of contacts who open a message click a link.