We’ve started rolling out a major update to campaign analytics, introducing a new logic model that provides more precise tracking and segmentation of campaign performance. This guide explains how each metric is calculated and how filters behave.
📐 1. Metric Definitions and Logic Flow
1. Recipients
Definition: Total number of contacts selected for the campaign.
Sources: Recipients can come from lists, manual additions, or bulk “Add to Campaign” operations — including those added post-launch in continuous sending campaigns.
2. Skipped
Definition: Contacts excluded before email sending begins.
Skip Criteria:
Unsubscribed contacts
Contacts that previously bounced
High-risk contacts identified during list cleaning
Contacts missing an email address
Impact: These are not queued for delivery
3. Sent
Definition: Contacts are queued for email delivery.
Formula:
Sent = Recipients - Skipped
Note: Being marked “Sent” means they were successfully queued for delivery (not necessarily delivered).
4. Delivered
Definition: Emails that successfully reached the recipient’s inbox or spam.
Formula:
Delivered = Sent - Failed
5. Failed
Definition: Emails that could not be delivered due to:
Full inbox
Domain blocking
Undetected invalid addresses
Or other errors
6. Opened
Definition: Contacts who opened the email.
New Behavior: Includes recipients who clicked. This fixes prior issues where recipients who clicked were not counted as opens.
7. Clicked
Definition: Contacts who clicked a link within the email.
8. Unsubscribed
Definition: Contacts who opted out using the unsubscribe link.
9. Marked as Spam
Definition: Contacts who reported the email as spam.
🔍 2. New Filtering Capabilities
Previous filter logic supported only single-select filters.
✅ New Filter Enhancements
Multi-select filters now available:
E.g., filter by clicked AND opened.
New Opens (Excluding Interaction) option:
Allows you to view recipients who opened but did not click.
Additional statuses to filter by:
Queued
Scheduled
Unscheduled
Unsubscribed
🕓 Timing & Sync Considerations to know for troubleshooting
Sending Lag: For large campaigns (e.g., 50k contacts), there may be delays between queuing and actual sending. During this phase:
Counts may show discrepency between Recipients and Sent. For example, 0 “Sent” but full “Recipients.”
Status will be shown as Sending in this phase.
Continuous Campaigns:
Adding a contact past the initial send time for continuous sending campaigns may have a 5–10 min delay before showing as “Sent.”