Metrics
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Intro
Metrics throughout Customer.io show you how well your messaging strategies are working or if there's anything unexpected happening. We provide a variety of views so you can learn about everything from workspace-wide performance to Campaign journeys.
Core Concepts
Performance and Delivery Metrics
Sent
Sent means that your message has successfully made it from Customer.io to the delivery provider. It is now 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
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
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.
Clicked
The user clicked on any link in a message where link tracking was enabled. We also track clicks on individual links.
Click-through rate
The click-through rate is calculated by dividing the total clicked messages by delivered messages. This measures how many clicks you receive from the messages that actually made it to the user's inbox.
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. You can read more about how conversions work.
Unsubscribed
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".
Journey Metrics
Started
A Journey starts when a person matches the campaign's trigger and filters. This metric will display the total number of people who matched the trigger in the timeframe you're viewing.
In Progress
A journey is in progress if the Person is still making their way through the workflow. For a journey to be in progress, it means that the Person is waiting in a delay. This metric will display all Journeys currently still in progress out of the total number started in the timeframe you're viewing.
Completed
If a user makes their way to an Exit action in a campaign, that Journey is marked as complete. This number will include all the Journeys that terminated and did not exit early. This metric will display all Journeys that have completed the Journey out of the total number started in the timeframe you're viewing.
Exited Early
It is possible for People to exit a campaign before getting to an explicitly defined Exit point. This metric will display all Journeys that have exited early out of the total number started in the timeframe you're viewing.
Some ways an early exit could happen:
- The Person stopped matching the trigger and filter conditions while waiting in a delay and the Exit Conditions for the campaign are set to kick them out when that happens.
- The Person was manually removed from the campaign.
- The Person's profile was deleted.
Converted
A Journey converts when the person meets the conversion goal set for the campaign. If there is no goal set, this value will not be present. This metric will display all Journeys that converted out of the total number started in the timeframe you're viewing.
What we track for each message type
For different types of messages have different metrics available:
If the metric is not tracked for a given channel, you'll either see a '-' or 0.0% in its place, depending on the location in Customer.io.
Working with Metrics
Metrics appear in the app in multiple locations. What you will see depends on the page you are viewing when inspecting your messaging performance. You can also export metrics. Use the following links to jump to what you'd like to do.
View Workspace Metrics
To view all metrics across the entire workspace, you can reference the Workspace Dashboard or the Analysis Page. From the Analysis Page you can view and compare performance across multiple campaigns and message types in both table and chart views.
Dashboard view
The Workspace Dashboard gives you a high-level view of how everything in your workspace is running and performing. Each card serves a unique purpose and gives you insights into different areas of the workspace.
Segments
The Segments card allows you to see how membership counts for specific Segments have changed over time. You can choose any Segment you'd like from the drop down and your selection will be saved the next time you view the page. Pin the two Segments you care most about and keep an eye on them every time you login.
Leaderboard
The Leaderboard card shows which Campaigns and Broadcasts have the highest and lowest sends, opens, clicks, and conversions across the workspace. This is helpful in identifying messaging strategies that work best, as well as highlighting places where improvements can be made.
Performance and Delivery
Cumulative performance and delivery metrics for the entire workspace over a given time frame are shown in the Performance and Delivery cards. Use these cards to identify any noticeable trends or spikes over time that might need more investigation. This is also a great way to compare metrics month-over-month or week-over-week for quarterly reports.
Tests
The Tests card shows all running tests in the workspace at the current time. This helps highlight tests that have been running longer than necessary, or that might be ready for completing based on their stats. Dive directly into the details of the test by clicking it in the list.
Links
The Links card shows the total link clicks for every link in the workspace. This allows you to view click metrics for links over any time range, and across any channel.
Run report
On the Analysis page you can choose to view any set of Campaigns, Newsletters, or API-triggered Broadcasts you'd like by defining the report criteria. Reports allow you to retrieve data for Campaigns and Broadcasts based on common tags or naming conventions. Here are a few examples of things you can accomplish with these reports:
- Locate your top performing marketing campaigns.
- Analyze deliverability of all your transactional campaigns together.
- Compare journey volume and performance of two similar campaigns.
Each report might take a few seconds to run and will run again automatically any time you change the report criteria. Once the results are returned, however, you can toggle any of the display options you'd like without re-running the full report.
Table view
The table view of a report displays every Campaign, Newsletter, or Broadcast that met the report criteria in a table format. The top row of each report shows the cumulative total for all rows in the table. This allows you to understand the performance of an entire category of messages.
In the table view you can display any five metrics columns at a time, for any channel you prefer. Each column can be sorted, giving you the ability to locate top and bottom performing Campaigns or Broadcasts.
Chart view
The chart view of a report allows you to view metrics over time for the Campaigns, Newsletters, and Broadcasts that met the report criteria. You can view one metric over time for each Campaign, Newsletter, and Broadcast using the "Individual" chart type, or you can view the cumulative metrics of all results over time using the "Aggregate" chart view.
Both chart types can be viewed with percentage values or raw counts, grouped by daily, weekly, or monthly totals, and filtered by channel type.
View Campaign Metrics
Once a campaign is running, you can see the metrics on the Overview tab.
The All-time Metrics chart shows Sent, Marked as Spam, Unsubscribed, Bounced, and Suppressed email counts as well as Opened, Clicked, Converted, and Failed rates for the life of the campaign.
The Volume & Performance charts let you view Link Clicks, Opens, Sends, and Conversions for all emails or one email at a time. These charts can also be filtered based on 30 day, 12 week, or 12 month time ranges.
The Delivery Metrics table shows Sends, Opens, Link Clicks, Conversion Rates, Spam Rates, Unsubscribe Rates, Bounce Rates, and Undeliverable Rates for each message in the workflow.
Journey Metrics
The Journey Metrics view for a campaign gives you a picture of how people are moving through your campaign.
A Journey in Customer.io is one person's path through a workflow. If a person enters a campaign multiple times, they will have multiple journeys for that campaign. Journey Metrics are metrics based on the total number of journeys through the campaign, rather than based on the total number of messages sent. Journey Metrics paint a better picture of how you're interacting with the people who enter your campaign.
The Journey Metrics values can be viewed based on any date range you'd like. The view will show metrics for all the Journeys started in the selected date range. For example, if I select the range Jan 1, 2019 - May 31, 2019 UTC
To add a date range filter, click the date input in the upper right corner and select your preferred range on the calendar.
Workflow Metrics
Workflow metrics allow you to see deliverability metrics within the context of your visual workflow. To view these metrics, navigate to the 'Workflow' tab of your campaign. Click the 'Metrics' tab of the canvas side tray. This will switch the canvas into metrics mode.
In this view, each metric appears on the bottom of the workflow item. You can toggle the metrics you'd like to view and the time period presented in the side tray.
Total Path Metrics
The 'Path Totals' workflow items at the beginning of each branch path show the cumulative metrics for every item from the beginning of the path through to the reconnection point or exit block. This allows you to compare the performance of each path.
Each metric total is calculated using only the workflow items that have a value for that metric. For example, if a workflow item does not track clicks, the total path Clicked metric will not include that item.
View Broadcast Metrics
View Newsletter Metrics
Once a newsletter has been sent, you can see the metrics on the Overview tab.
The All-time Metrics chart shows Sent, Marked as Spam, Unsubscribed, Bounced, and Suppressed email counts as well as Opened, Clicked, Converted, and Failed rates.
View API-triggered Broadcast Metrics
Once an API-triggered Broadcast has been triggered, you can see the metrics on the Overview tab.
The All-time Metrics chart shows Sent, Marked as Spam, Unsubscribed, Bounced, and Suppressed email counts as well as Opened, Clicked, Converted, and Failed rates.
The Volume & Performance charts let you view Link Clicks, Opens, Sends, and Conversions for all emails or one email at a time. These charts can also be filtered based on 30 day, 12 week, or 12 month time ranges.
The Delivery Metrics table shows Sends, Opens, Link Clicks, Conversion Rates, Spam Rates, Unsubscribe Rates, Bounce Rates, and Undeliverable Rates for each message in the workflow.
Export Metrics
All-time metrics
From the overview pages of your Campaigns, Newsletters and API-triggered Broadcast, you'll have an option to export the all-time metrics.
Volume and performance metrics
For Campaigns and API-triggered Broadcast, you can export volume and performance metrics as well.
If you switch your view from 30 days to 12 weeks or 12 months, the export will shift to that timeframe as well. This will give you either daily numbers for the last 30 days, weekly numbers of the past 12 weeks, or monthly numbers for the past 12 months.
Journey metrics
For Campaigns, Journey Metrics can be exported from the Journey Metrics tab.
