Campaign Metrics

When you start a campaign, it begins generating metrics on the overview page.

When you click a campaign, you land on the Overview page, which contains high-level metrics and configuration details that can help you understand how your campaign has performed overall. The Metrics page contains more specific information about how people progressed through your campaign, and how the individual messages in your campaign performed—were people clicking links in them, or did they convert?

Dates and frequency of metrics

The date-picker determines the period of time over which we show charts and metrics on the Overview and Metrics tabs. By default, we show metrics for the past 30 days on a daily basis, but you can change the scope of metrics to show how your campaign has performed over a longer or shorter period. If you set a long enough period, you can also set the metric frequency to weeks or months rather than days.

Use the date picker to select the specific dates you want to see metrics for.

Select Daily or Weekly to set the frequency for metric calculations—the X-axis in charts, the number of messages calculated in performance metrics, etc.

 Custom date ranges are limited to the previous 120 days

You can select longer, predefined date ranges from the left side of the date-picker, but you can’t select a custom date range beginning more than 120 days ago.
date picker for metrics
date picker for metrics

Overview

The Overview tab is designed to help you understand how your campaign performs at a glance.

You can pick the channelsA messaging channel—email, SMS, etc. Each channel has its own delivery provider(s) and settings in your workspace. you want to see metrics for on this page, if you only want to see metrics for some of the messages in your campaign.

campaign overview charts
campaign overview charts

Journeys messaged

A journey is an individual person’s path through a workflow. Journeys messaged represents the total number of journeys that resulted in at least one non-delay action—a message, email, webhook, push, SMS, or Slack message. This chart helps you understand how many times people have experienced your campaign.

We use “messaged” as a metric to weed out instances in which a person may have triggered a campaign but is filtered out before experiencing a message or another action. “Messaged” is an effective calculation of the number of times people experienced your campaign and can help you understand how wide an audience your campaign reaches.

People may enter your campaign multiple times; this metric is based on unique journeys, not unique people.

Opened messages

This chart shows the percentage of messages that your audience opened, out of the total number of messages delivered or sent. We calculated opened messages based on messages delivered where possible.

If you disabled email open tracking at the workspace level, and your campaign is email-only, this chart is empty.

As an increasing number of email clients provide privacy settings that let people block tracking pixels, open metrics may appear misleadingly low. You can disable email open tracking at the workspace level, so that you aren’t distracted by potentially unreliable open rates. In general, we recommend that you focus on Converted and Clicked metrics instead; these metrics reliably measure customer actions based on your messages.

Delivered represents messages that verifiably reached a person, where sent represents messages that left Customer.io, but we may not have information from the delivery provider to verify that the message actually reached a person.

Clicked messages

This chart shows the percentage of messages that your audience clicked, out of the total number of messages delivered or sent. We calculated opened messages based on messages delivered where possible.

Delivered represents messages that verifiably reached a person, where sent represents messages that left Customer.io, but we may not have information from the delivery provider to verify that the message actually reached a person.

Journeys Converted

If your campaign includes a conversion goal, this chart tracks the number of journeysAn individual person’s path through your campaign workflow. A person “activates” a journey when they reach a non-delay action in your workflow. resulting in a conversion.

If your campaign does not include a conversion goal, this chart is empty. We recommend using conversion goals to determine the effectiveness of your campaigns: are your campaigns having their desired result? Are people making purchases, joining your service, etc based on the messages you send?

Campaign Details

The Details panel shows you how your campaign is configured. Click Edit next to any of these items to change an aspect of your campaign.

Message Leaderboard

The leaderboard shows how your messages performed in terms of sends, opens, clicks, or conversions. Click the tabs to see how your campaign’s messages perform across the different metrics.

The leaderboard shows the number of channels you send messages to in your campaign.

Click or to change the sort order for the leaderboard.

message leaderboard chart
message leaderboard chart

Active Tests

If your campaign included A/B tests, the Active Tests card shows the metric splits for each test—how each message in the test performed. The winner for each metric in a test is marked with a .

Determining the winner in an A/B test helps you learn about the tactics your audience appreciates, so you can format your future messages to improve message performance and maintain a relationship with your audience.

Metrics

The Metrics tab shows more in-depth stats about your campaign. This tab can help you better understand how your campaign, and specific messages in your campaign, have performed over a specific time frame.

At the top of the Metrics tab, you can select whether you want to see a metrics by Percentage or in raw Count totals.

Each chart on the Metrics tab has a icon. Click this icon to copy a link right to your chart, exactly as you have it configured, and share it with someone else.

When you change chart settings, we add query parameters to the URL in your browser. These parameters represent your settings on the metrics page, so that you can bookmark or share your insights with other members of your organization. These links help you and your team learn how your messages perform, so you can improve communications to better support your audience.

Performance & Delivery

This chart shows how your messages in each ChannelA messaging channel—email, SMS, etc. Each channel has its own delivery provider(s) and settings in your workspace. perform, in terms of the metrics each channel generates—sent, delivered, clicked, converted, etc.

Click any metric to turn it off or on in the chart.

performance and delivery chart
performance and delivery chart

By default, the chart shows Aggregate metrics for all messages in the channel. Change this to Individual to compare messages in the same channel—e.g. compare emails in the campaign. When you switch to individual metrics, you can select the metric you want to compare.

In the top right of the chart, you can change the channel of messages you want to see Performance and Delivery metrics for.

Journeys

A journey is the instance of a campaign workflow experienced by an individual person. The Journeys chart shows how many people have experienced different aspects of your campaign within a timeframe—how many people started a journey, received a message, etc.

journey metrics chart
journey metrics chart

Journey metrics are calculated based on the total number of people who triggered your campaign within the selected time frame. However, a campaign trigger doesn’t necessarily represent someone who experienced your campaign. People can trigger a campaign, but be filtered out before they start the campaign (Started) or receive a message (Messaged).

Click the individual metrics to turn them on or off. The chart can show:

  • Triggered: People who matched the campaign trigger. People who trigger your campaign can be filtered out before they start it, representing a discrepancy between this metric and Started. You may want to compare this metric to Started to determine if the scope of your campaign is too wide or your filter is too narrow. You can only see this metric when you use the raw Count.
  • Started: People who matched the campaign trigger, filter(s) and completed a non-delay action. Because you can potentially filter out people after they meet your campaign trigger, the Started metric effectively represents the total number of people eligible to experience your campaign.
  • Messaged: People who experienced a message action in your campaign—an email, SMS, push notification, webhook, or Slack message.
  • In Progress: People who have Started your workflow, and are waiting in a delay in your workflow, but have not yet exited, converted, or been filtered out.
  • Completed: People who completed your campaign workflow by making their way to an exit action.
  • Filtered out: People who matched your campaign trigger, but did not experience a journey/workflow. These are people who exited the campaign before experiencing a Started or Messaged state due to your campaign filters or other criteria during a delay action at the start of your campaign.
  • Exited early: People who exited a campaign before completing an exit action. This may happen if a person stops matching the trigger and filter conditions while in a delay, their profile is deleted, or you manually remove them from a campaign.
  • Converted: People who achieved the conversion goal for the campaign. People are “converted” when they enter or exit a designated segment in response to, or within a set time of, a delivery. If your campaign does not have a conversion goal, this metric is empty.

 Journey metrics are scrollable

Depending on the height of your screen, you may not see all of the metrics listed above. The list scrolls, so you can find and turn each metric on or off—without taking up your whole screen.

The links chart shows the total clicks for each tracked link in your campaign. This list helps you determine how well links in your campaign perform.

Message Metrics

The Message Metrics table shows stats for each message in your campaign for the time frame you set at the top of the page (defaulting to 30 days). Click to select up to five metrics that you want to see in the chart, and use the Channel drop down to determine the types of messages you want to see in the chart.

Click any of the metrics in the table header to sort messages by that metric in ascending or descending order.

message metrics chart
message metrics chart

Hover over any metric to see how we calculated it. Where possible, we base metrics on the number of messages Delivered—messages that actually reached a person—because it produces the most trustworthy metrics. If we don’t have a Delivered metric, we calculate metrics based on messages Sent.

You can toggle the following metrics in the chart, up to five at a time.

Sent (default) Your message has successfully made it from Customer.io to the delivery provider. It is their responsibility to ensure the message is properly delivered, and we’re waiting for further information to determine if the user interacted with it.
Delivered (default) Delivered means that we’ve received confirmation from the delivery provider that an email was sent to the recipient’s email service provider (ESP).
Opened (default)

The user opened your message.

For email, we count the open when the recipient’s email client loads an invisible image (tracking pixel) or when the recipient clicks one of the links in the email. If a customer has images disabled in their email client and an open is tracked based on a click event, the “Opened Email” and the “Clicked Email” events will show as having occurred at the same time.

To track opens for push notifications, you need to send us an event. If you are not sending the “opened” events for push notifications but are using tracked links in the push content, the “Opened Push” and “Clicked Push” will occur at the same time based on the tracked click.

The Open Rate is calculated by dividing the total number of opened messages by the number of messages delivered, measuring the percentage of your messages that people opened.

As an increasing number of email clients provide privacy settings that let people block tracking pixels, open metrics may appear misleadingly low. You can disable email open tracking at the workspace level, so that you aren’t distracted by potentially unreliable open rates. In general, we recommend that you focus on Converted and Clicked metrics instead; these metrics reliably measure customer actions based on your messages.

Clicked (default) The user clicked on any link in a message where link tracking was enabled. We also track clicks on individual links.
Converted A message is marked as converted when an end-user meets your conversion goal and that was the last message received before the conversion goal was met, by default. Learn more about how conversions work.
Unsubscribed (default) A message is counted as unsubscribed when a user clicks the unsubscribe link indicating they want to be unsubscribed for future messaging. You can read more about how unsubscribes work in Customer.io.
Marked as spam For emails, this means that the end-user marked the email as ‘Spam’ via their email service provider. All subsequent emails are then marked “suppressed.”
Failed A failed message never made it to the delivery provider. We have a separate article to help you diagnose why your message never left Customer.io.
Bounced For email, this means the user’s email address wasn’t valid. This could be a hard bounce (usually a permanent issue like a non-existent email address) or a soft bounce (a temporary issue like a full mail box). In the case of hard bounces for emails, subsequent messages to those addresses will be given the “suppressed” status.
Suppressed

A message is marked as suppressed if:

  • the email address we tried to send it to was previously a hard bounce (a permanent failure such as an invalid address), or
  • the end-user marked any previous email message as spam. In this case, all subsequent email messages after the “spam” mark will be marked as “suppressed”.

Export campaign metrics

On the Metrics tab, you can export metrics for your campaign to CSV files.

  1. Go to the Metrics tab in the campaign you want to export metrics for.
  2. Click Create Export and select the type of metrics you want to export.
    • All-time metric totals: aggregated message metrics over the life of your campaign.
    • Message metrics: Message metrics per day over the date range you select.
    • Journey metrics: Journey metrics per day over the date range you select
  3. For journey and message metrics, select the date range of metrics you want to export and click Export. Metrics are organized daily by timestamp from oldest (row 2) to newest.
  4. Go to Data & Integrations > Exports to download your export.
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