Report Overview Metrics

The Overview tab on a report provides a high-level view of the metrics associated with a report.

This tab is a good place to start when you want to understand the "health" of a message and recognize where message engagement might be failing or succeeding. Do you have a lot of opens but not a lot of clicks? Is the conversion rate particularly high for this message? The answers to these questions can help you understand the effectiveness of the design decisions you made in the message.

When you notice an unusual metric here, you can click the tab that corresponds with the metric type to dig deeper into what is going on. For example, if you want to know more about your delivery metrics, click the Deliverability tab.

The Overview tab is divided into five 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.
Note: Both the delivery and A/B Split reports have a delivery information heading located at the top of the Overview tab. The content in this area is defined in the help topic for these reports.

Summary

This section offers a quick glance at the metrics that are related to counts, that is, how many times something happened. This includes things like how many times your message was sent. All of the counts in the section can also be viewed in the Performance Over Time section.

Revenue

This section provides a quick breakdown of the revenue per email and revenue per order so you can see how these relate to the total revenue a message has generated. Look here to quickly see if your revenue is being driven more by the number of contacts making purchases or the amount of money contacts are spending.

All of the revenue metrics in this section can also be viewed in the Performance Over Time section.

Rates

This section breaks down the percentages for you. While the Summary section gives you the different count (how many) metrics, this section gives you the percentage of engagement. These percentages are frequently calculated by comparing different counts.

Performance Over Time

This section provides a configurable graph that can be used to:
  • View counts, rates, and revenue metrics 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 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 Report Calendar Filter icon and click on a metric 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.

Comparisons

This section id="section-5" provides a visual comparison of rates against each other. It's a way to quickly see if there are any issues that need to be addressed. Each metric is represented by a different color on the circle and you can mouse over the segments of the circle to focus on a segment.

Comparison Report
Comparison Description
Sent vs Delivered The expectation is that most of the messages you send are delivered successfully and this lets you see if that's happening. If you see that Delivered is a small segment compared to Sent there is a sending issue you need to address. You might want to investigate the validity of the contacts on the lists or segments you sent to.
Delivered vs Total Opens This lets you quickly see if contacts open the messages they're sent. If Total Opens is a small segment compared to the Delivered segment, you might want to try adjusting your sending options or subject line. Running an A/B Split test can help you investigate these issue.
Total Opens vs Total Clicks This helps you see if contacts who open your messages are engaging with them. If Total Clicks is a small segment compared to the Total Opens segment, you might want to reconsider message design choices.
Contact Loss This breaks down the sources of contact loss to complaints, unsubscribes, and/or bounces. Knowing where contact loss is coming from, particularly if this metric is high, can help you understand how to stop it.

All Overview Tab Metrics

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

Clicks, opens, orders, and conversion count metrics are counted on the day they occur, regardless of when their associated delivery was sent. On a message report, this means that there could be more opens than sends, for example, on a given day since some of the opens could from previous days' deliveries. If your click, open, or conversion rate is larger than 100%, it's due to metrics being collected for deliveries whose sends and/or delivered metrics were collected before the start date on the report. You can click the calendar Calendar Icon icon and adjust the time range to include the send and delivery metric.

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

The click through rate represents the number of clicks that were recorded, as compared to the number of emails delivered.

The click through rate gives you an overall indication of contacts who, first received your message, and second, were engaged enough to open it and click on a link.
Tip: The click through rate metric is a legacy calculation. For a more useful calculation, we suggest you view the click rate. The click rate is determined by the number of unique clicks over the number of opens. For more information on the click rate, see Click Rate Metric.
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.

Contact Update Rate This metric represents the percentage of contacts who updated information using a manage preferences link contained in the email compared to the number of contacts who were sent the email. This is important because a high rate can reveal an issue with the accuracy of your contact data. If you notice that the contact updates number is high, dig a little deeper and find out what updates contacts make using the manage preferences page. Depending on these actions, you may need to rework the content of the email, or reevaluate the lists or segments you've sent to.
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.

Delivered

The emails delivered metric represents the total number of emails that were successfully delivered. DMA/EEC equivalent: Accepted

The Emails delivered metric is important because it let's you know how many total emails were successfully delivered. Once you know how many emails were successfully delivered, you can begin further evaluating the levels of contact engagement (opens, clicks, conversions). You can also figure out how many unsuccessful emails were sent.

Delivery Rate

The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate

The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.

Net Response Rate Net Response Rate is a composite metric that represents open rate times click through rate times conversion rate. This is important because it represents the most comprehensive performance of your email content as it relates to opens, click throughs, and conversions from end-to-end.
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/ Total 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.

Sends
The emails sent metric represents the total number of emails that were sent.
Note: Deleted email deliveries will still be counted as part of the emails sent metric.

The emails sent metric is important to know for two main reasons. First, you need to know the number of emails sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the emails sent metric is the starting point for evaluating how many of your emails actually got delivered.

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 opens metric represents the unique opens. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric 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.