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Email in Performance Analytics

Use Performance Analytics to track the health of your email audience and performance.

You can view information about your email messaging in Dashboards, Looks, and the Engagement ExploreA pre-defined query in Performance Analytics you can use as the basis for building custom Looks..

Dashboards and Looks

You can access multiple Dashboards and a standalone Look in the Shared folder. Go to Reports, then Performance Analytics, then the folder icon (), then Shared, then Email.

The standalone look, Campaign Activity Report, displays raw data, including sends, opens, clicks, and bounce metrics for your campaigns over the last seven days.

Shared Dashboards:

DashboardDescription
Customer Email Activity (Last 30 days)All email events that occurred over the past 30 days. This includes all the email send events and custom events that occurred over this period, detailed per day.
Email Campaign Level DashboardMessage performance by Campaign CategoryAn optional delivery feature used to group messages of similar types or messaging strategies for aggregate reporting. Campaigns help you track the efficacy of both your individual messages and a messaging campaign as a whole.. Only email messages with a set campaign category appear on this Dashboard.

This Dashboard can show you which of your campaigns have been most and least successful, helping you improve messaging and engagement in the future. Select Filters to filter by campaign.

Email Deliverability DashboardRecent deliverability rates: opens, clicks, bounces, unsubscribes, and spam complaints.

This Dashboard reports metrics by domain, which can help you pinpoint deliverability issues with your various email domains. High or increasing open and click rates may indicate high quality messages and an engaged audience, and a sudden, dramatic drop can indicate deliverability issues. Declining or steadily-low bounce, unsubscribe, and spam complaint rates indicate healthy deliverability. If these rates increase, you should investigate a deliverability issue with your email domain.

Email Main Aggregate DashboardGeneral information about your email project over the last seven days. Aggregate Metrics - Last 7 Days shows various rates compared to total message sends over the last seven days with an activity trend over a monthly period. Activity Over Time is broken down by sent count, unique open rate, unsubscribe rate, and hard bounce rate. Alerts shows the percentage change in different alerts, comparing the seven-day rate to the previous 90-day rate. Campaign Alerts shows the percentage change in different alerts for each campaign, comparing the seven-day rate to the previous 90-day rate. Also includes Recent Campaigns information.

Engagement Explore

Use the Engagement ExploreA pre-defined query in Performance Analytics you can use as the basis for building custom Looks. to analyze the performance of your campaigns. Data returned is at the user level.

First, open the Explore:

  1. Go to Reports, then Performance Analytics.
  2. Select the folder icon (), then Shared.
  3. Under Looks, select Explore Glossary (Explore Glossary EUCS for EU customers).
  4. Select Engagement, then Navigate to Explore.

Next, add DimensionsGenerally, a string field in Performance Analytics. They can be grouped and can act as filters or members of a data set. and MeasuresA numeric field in Performance Analytics — like a count or sum. Measures appear in orange within an explore. to your query. Email-related Dimensions and Measures are listed in the next sections. For additional usage information, see Exploring Performance Analytics data.

 Note

When exploring data, E-mail Metrics - Device Properties Dimensions and Measures cannot be combined with Email Metrics Measures.

General data

Get general counts and information about your email messaging.

After opening the Engagement Explore:

  1. In the sidebar, select Message Metrics.
  2. Under Dimensions, select Email, then select any of the following:
    • Bounce (Yes / No)
    • Bounce Category
    • Bounce Reason Name
    • Click (Yes / No)
    • Click Count
    • Delivered (Yes / No)
    • Email Address
    • Link Name
    • Link URL
    • Open (Yes / No)
    • Open Count
    • Spam Complaint (Yes / No)
    • Unsubscribe (Yes / No)
    • Unsubscribe Event Type

Device-specific data

Get device-specific data captured through email engagement events click, open, and initial_open. These provide valuable insights into your engaged audience, including Is Mobile, which indicates if the email was opened or clicked from a mobile device, and Is Prefetched, which can be used to determine if the open event came from an Apple prefetch or Gmail prefetch.

  1. In the sidebar, select Message Metrics.
  2. Under Dimensions, select E-mail Metrics - Device Properties, then select any of the following:
    DimensionDescription
    Agent FamilyAgent or client type based on user agent
    Device BrandDevice Manufacturer based on user agent
    Is MobileIndicates if this was a mobile device
    Is PrefetchedIndicates if the event was likely a machine-driven engagement, for example through Apple Mail Privacy Protection or Gmail Prefetch
    OS FamilyOperating system based on user agent
    OS VersionOperating system version based on user agent

Post-send event data

Get raw counts and rates (as percentage of total email sends) of post-send email events. You can use these to measure performance of your messages in terms of deliverability and engagement.

  1. In the sidebar, select Message Metrics.
  2. Under Measures, select E-mail Metrics, then select any of the following:
    • Bounce Count
    • Bounce Rate
    • Click to Open Rate
    • Delivery Count
    • Delivery Rate
    • Hard Bounce Count
    • Hard Bounce Rate
    • Link Unsubscribe Count
    • Link Unsubscribe Rate
    • List Unsubscribe Count
    • List Unsubscribe Rate
    • Soft Bounce Count
    • Soft Bounce Rate
    • Spam Complaint Count
    • Spam Complaint Rate
    • Total Click Rate
    • Total Clicks
    • Total Open Rate
    • Total Opens
    • Unique Click Count
    • Unique Click Rate
    • Unique Open Count
    • Unique Open Rate
    • Unsubscribe Count
    • Unsubscribe Rate

Engagement event data

Get raw counts of email engagement events. Use these to measure performance of your messages by device type.

  1. In the sidebar, select Message Metrics.
  2. Under Measures, select E-mail Metrics - Device Properties, then select any of the following:
    MeasureDescription
    Total ClicksTotal number of email recipient clicks of a tracked link in the message
    Total Full OpensTotal numbers of email recipients that opened a message in a mail client, rendering a tracking pixel at the bottom of the message
    Unique ClicksUnique number of email recipient clicks of a tracked link in the message
    Unique Full OpensUnique numbers of email recipients that opened a message in a mail client, rendering a tracking pixel at the bottom of the message