Understand email campaign report percentages

Learn how we calculate the percentages you see in your email campaign reports.

Overview

We use calculations, in combination with your email campaign activity, to create the valuable percentage metrics you see in your campaign reports. In this article, we’ll show you where each value comes from and how we calculate each section of the report.

Understand the percentages in your email campaign reports

To view your campaign report percentages, go to Email > Reporting > Campaign reports and select a campaign.
All equations are written as X / Y x 100 = %. If there’s no data available for the Y value, 0 is used.

At a glance

This is how we calculate the At a glance percentages:

• Emails sent
  Number of emails delivered / number of emails sent x 100
• Unique openers
  Number of unique opens / number of emails delivered x 100
• Unique clickers
  Number of unique clickers / number of successful sends x 100
• Replies
  Number of replies / number of emails delivered x 100
• Unsubscribes
  Number of unsubscribes / number of emails sent x 100
• ISP complaints
  Number of ISP complaints / number of emails delivered x 100

To learn more about email reports, check out our articles on Email reports.

Delivery report

This is how we calculate the Delivery report percentages:

• Delivered
  Number of non-openers / number of emails delivered x 100
• Soft bounced
  Number of soft bounces / number of emails sent x 100
• Hard bounces
  Number of hard bounces / number of emails sent x 100
• Skipped
  Number of email send failures / number of emails sent x 100

To learn more about email deliverability, check out Understanding bounces and suppressions.

Interaction

This is how we calculate the Interaction percentage:

• Click-to-open rate
  Number of unique link clicks / number of opens x 100

To learn more about the Click-to-open rate, check out Understanding the campaign report overview.

Top links and clicks

This is how we calculate the Top links and clicks percentages:

• Clicks
  Number of link clicks / total number of clicks x 100
• Unique clickers
  Number of unique link clickers / total unique clicks x 100

See also

• Understanding the campaign report overview