This article explains the key performance indicators (KPIs) used in the new Analytics experience and how to interpret them. It helps you understand how messages perform across email and SMS, from delivery and engagement to revenue attribution. Each KPI is defined in clear business terms so you know what is measured and how the data is calculated. This makes it easier for you to analyze campaign performance, compare channels, and make informed optimization decisions based on consistent metrics.
| KPI in Sigma | Business Definition | Additional information |
|---|---|---|
| Delivered messages | Message was successfully delivered to the recipient inbox. Transactional emails included. | We look at scheduled time and includes all statuses of the emails. We include this metric several times in the dashboard, in the top for all channels and all types (manual and automation), and later on broken down. Transactional message means it is being sent even if recipients have not consented to communication (order emails, back in stock etc) |
| Messages sent | Message was successfully sent from our system. Transactional emails included. | We look at scheduled time and includes all statuses of the emails. We include this metric several times in the dashboard, in the top for all channels and all types (manual and automation), and later on broken down. Transactional message means it is being sent even if recipients have not consented to communication (order emails, back in stock etc) |
| Delivery rate | Share of sent messages that are successfully delivered to recipients. (Delivered messages/Sent messages) | We include this metric several times in the dashboard, in the top for all channels and all source types (manual and automation), and later on broken down, into source type and channel. |
| Number of sendouts | One sendout is in this dashboard equal to for example one newsletter. That sendout then generates one message per recipient. | One newsletter is equal to one sendout. That sendout is sent to 30 000 recipients = 30 000 messages. |
| Number of Automation workflows | Counts how many automations that have triggered messages during the chosen period. | |
| Soft bounce | Temporary delivery failure (e.g., mailbox full, server timeout) | |
| Hard bounce | Permanent delivery failure (e.g., invalid email address, domain not found) | |
| Unique opened | Counted if the contact opened the email at least once. | This is a binary flag, i.e., we do not count how many times the same email has been opened by the same contact in these metrics. Opens are inflated by false opens. This is something that has increased during the past years. This metric can still be an indicator, but should not be seen as the absolute truth. What causes false opens?
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| Open rate | Share of delivered emails that are opened by recipients. This ratio is calculated with unique values. | This KPI applies only to email (not SMS), and can be broken down by message source (manual/automatic). |
| Unique click | Counted if the contact clicked any links at least once. | This is a binary flag, i.e., we do not count how many times the same email has been clicked by the same contact in these metrics. We only show unique clicks. So if the same users have clicked several times in an email we do only count that as one. |
| Unique CTR | Click Through Rate. Share of delivered email messages that generated at least one click. | This KPI applies only to email (not SMS), and can be broken down by message source (manual/automatic) |
| Unique CTOR | Click To Open Rate. Share of opened email messages that generated at least one click. | This KPI applies only to email (not SMS), and can be broken down by message source (manual/automatic) |
| Unsubscribe | Total number of unsubscribe actions taken by the recipients of the message | This KPI applies both to email and SMS |
| Unsubscribe rate | Share of messages where a user clicked unsubscribed, divided by all delivered messages. | This KPI applies both to email and SMS |
| Attributed revenue | Based on the chosen period, of all messages delivered, how much revenue can we connect to these messages, based on the criteria set in attribution strategy filter. | The attribution strategy consist of: Attribution window; 1, 3 or 7 days. Attribution event; last received, opened or clicked Obs Store type is not included in BETA yet but we are working on it! Store type: Where did the customer do the purchase, online = E-com, or in store = physical store |
| Attributed revenue per delivered | The attributed revenue for the period divided by all delivered message for the period (not only those generating revenue) | This KPI depends on the attribution strategy applied, and can be broken down by channel (email/SMS) and message source (manual/automatic). Note that SMS has only “delivery” attribution type with 1 or 7 days. |
| Number of receipts | Not included in BETA | |
| Average receipt | Not included in BETA
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| Conversion rate | Not included in BETA |
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