Email Analytics and Info
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Information

  1. All the metrics are calculated and displayed in the App's Timezone.
  2. Email Campaigns created in the older UI will have the analytics and info sections shown as per the older campaign analytics and info UI. For more information on the older UI, refer to Email Campaign Analytics.

Overview

Navigation: Engage -> Campaigns -> Click on the row that displays the information about the campaign for which you wish to see the analytics information.

The following sections are available on the screen that opens up:

  1. Campaign Details - contains information about the campaign and its status. For more information, refer to Campaign Details.
  2. Analytics - contains information about the various metrics that are tracked for the campaign and has the following sections:
  3. Click analysis - contains information about the number of clicks on each link in the email. For more information, refer to Click Analysis.
  4. Info - contains information about the campaign's target segment, content, preview, and delivery schedule. For more information, refer to Campaign Info.

Campaign Details

This section contains the following information:

  • Campaign type
  • Campaign ID
  • Campaign creation and updation details
  • Team information
  • Approver's list/ Approved by/ Rejected by (if CAF is enabled)
  • Campaign status - A campaign can have the following states: Active, Expired, Not Sent, Paused, Scheduled, Sending, Sent, and Stopped. If Campaign Approval Workflow (CAF) is enabled, two more states are possible for campaign status: Under Review and Rejected.

Actions allowed in the Campaign Details section

Action Description
Refresh This action loads the page afresh with the campaign's details as of the moment.
Edit This action lets you edit the campaign.
Duplicate This action lets you duplicate the campaign and opens the campaign editor page with all the details of the current campaign. 'Duplicate -' is appended to the duplicate campaign's name.

Approve

This action lets you approve a campaign under review if CAF is enabled. This action is available only for users who are added to the list of reviewers for the campaign. For more information, refer to Campaign Approval Workflow.

Reject

This action lets you reject a campaign under review if CAF is enabled. This action is available only for users who are added to the list of reviewers for the campaign. For more information, refer to Campaign Approval Workflow.

Stop

This action is allowed when the campaign is in the 'Sending' state and lets you stop the campaign.

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Campaign Analytics

The analytics section contains information about the performance stats and revenue metrics.

Global Analytics Filters

These filters are applied to all the sections in the Analytics tab.

  • Date Range- Select the date range for which you want to view the performance stats.
  • Attribution Type- Select the attribution type (Click through, In-session, and View through) to view the analytics information for the specified attribution type. The default attribution type is View through attribution. Refer to the paragraph below for information on attribution types. For more information, refer to the paragraph below.

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Attribution Types - You can track your conversion via three methods: View through, click-through, and in-session attribution. With conversion tracking, marketers can see which campaigns have led to achieving business goals (conversion goals for the campaign). If a customer clicked on your email and converted, it would be termed a click-through conversion, and if a customer opened your email and converted afterward, it would be termed a view-through conversion. In-session conversions are those conversions that were made within 30 minutes after the notification click.

For example, consider the case where three customers, namely Users A, B, and C, received your email from campaign C1.

  • User A clicked on the message and did the conversion event within 30 minutes (we assume it to be the same session) of clicking.
  • User B clicked on the message and did the conversion event 2-3 hours after clicking.
  • User C saw your message, later launched the app directly, and made the conversion.

When you attribute this conversion to campaign C1, User A is direct attribution, while User B and C are indirect attributions.

Attribution Type Description Example
View through

The view through attribution is an Impression based tracking and is displayed by default when campaign analytics is loaded. View-through attribution is the total number of conversion goals executed by users who received your communication within the configured attribution window from the time of receiving the campaign. This appears as a default filter in your Campaign Performance.

If the user received your email at 7 AM and your Attribution window was 12 hours, the user conversion events till 7 PM will be attributed to this campaign using View-Through Attribution.
Click through

Click-through attribution is click-based tracking. Click-through attribution is the number of conversion goals executed by users who clicked the notification within the configured attribution window from the time of click.

If the user receives your email at 7 AM, clicks it at 8 AM, and your Attribution window is 12 hours, the user conversion events till 8 PM are attributed to this campaign in Click-Through Attribution.
In-session

The in-session attribution is based on In-session tracking. The in-session attribution is the number of conversion goals executed by users within 30 minutes after clicking your communication.

If the user receives your email at 7 AM, clicks it at 8 AM, and your Attribution window is 12 hours, the user conversion events till 8:30 AM (within 30 minutes of starting the session) will be attributed to this campaign in In-Session Attribution.

 

Attribution Window - Attribution Window is the duration calculated from the time a user receives or clicks the campaign having specific conversion goals. For example, two campaigns with a conversion goal as a purchase are created. Campaign C1 at time H hours and campaign C2 at H+12 hours. The customer achieves the conversion goal for purchase with the campaigns C1 and C2 at time H+15 hours. The conversion of customers is attributed both to C1 and C2.

In MoEngage campaigns, the maximum attribution window is 36 hours. When you send more than one campaign with a difference of less than 36 hours, then set the attribution window:

  • Lesser than 36 hours
  • With the duration difference in sending the campaigns.

For example, if you are sending campaigns at the difference of 12 hours, then set the attribution window as 12 hours.

Campaign Performance Stats

Campaign performance provides the impact of your email campaigns.

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Actions that can be performed in the stats section

  1. Choose the number view or the percentage view to see the stats as numbers or percentage values.
  2. View the unique or total occurrences of stats by selecting Unique or Total in the dropdown at the top of the section.
  3. Pin metrics - you can pin the metrics you want to see using the Pin metrics dropdown at the top right corner. You can pin up to five metrics. The selected metric pins are available in the Pinned Metrics section. Click Show all metrics to see all the metrics being tracked for the campaign and Hide unpinned metrics to see only the pinned metrics for the campaign.PinMetrics.gif

The following campaign performance stats are available:

  1. Conversion Metrics - These metrics pertain to the conversion goals set for the campaign. The higher these metrics, the more effective your campaign! The conversion metrics tracked for your email campaigns are shown in the table below.
    Metric Description
    Converted Users

    This metric shows the number of unique users who have completed the primary conversion. Converted Users were previously called Conversions. This metric displays the number of times users converted from each campaign. For campaigns having only one recurrence, conversion represents unique users who have accomplished the primary conversion goal event at least once within the attribution window. For active campaigns, conversions represent the number of unique users converted per instance of an active campaign. Higher conversions indicate higher effectiveness of your campaign in driving the business goals. 

    Example

        1. If a user receives one Campaign Instance on Day X and another on Day Y and converts once on both days, the conversions are counted as two (instead of being counted as one in the previous version.)
        2. If a user receives one campaign instance on Day X and converts twice from the same campaign, conversions will be counted as 1.
        3. If a user receives two campaign instances of the same campaign on Day X and converts for both of them, conversions will be counted as 2. 
    Event (Primary) This metric shows the total number of primary conversion goal events within the attribution window (configurable) from the time user received the notification.

    Event (Primary) - The conversions for active campaigns are several conversion events from all campaign notifications. The metric is the cumulative primary conversion events after the start of the first campaign.

    Example

    Suppose a user receives an email for a purchased campaign. If the user made two purchases, then the conversion events are two.

    Conversion Rate(CVR)

    This metric shows the percentage ratio of users who have performed the conversion event. The conversion count is tracked as Unique. Higher conversion events indicate higher effectiveness of your campaign in driving the business goals.

    CVR for the various attribution types is listed below:

    • View through attribution CVR = ((Unique conversions) / (Total impressions)) * 100
    • Click through attribution CVR = ((Unique conversions) / (Total clicks)) * 100
    • In-session attribution CVR = ((Unique conversions) / (Total clicks)) * 100
    Revenue Metrics

    There are three revenue metrics for your campaign if they are enabled for the primary goal.

    • Total Campaign Revenue is the sum of the total order value across conversion events attributed to the campaign.
    • Average Order value = (Total Revenue/ Number of conversion events)
    • Average Revenue per user = (Total Revenue/ Number of unique conversions)

    These revenue metrics are tracked for all attribution types- View through, Click Through, and In-session attribution.

  2. Delivery Metrics - The delivery metrics tracked for your email campaigns are described in the table below.
    Metric Description
    Attempted This metric shows the number of users who qualified for the campaign and for whom MoEngage tried sending the message.
    Sent

    This metric represents the total number of emails sent to the users. The number does not reflect the following:

    • Duplicate or invalid emails
    • Bounces or unsubscribed or complained users
    • Emails with email Frequency Capping and Personalization failures.

    Sent rate is calculated as (Sent/Attempted)*100.

    Delivered

    The total number of emails delivered to the users. This information is provided by email delivery partners like SendGrid.

    The delivery rate is the percentage ratio of users to whom the emails were sent and delivered.

    Delivery rate = ((Total delivered emails) / (Total emails sent)) * 100.

    Note: The delivery rate applies to email campaigns sent using Sendgrid.

    Failed To Send

    This metric represents the Failed rate and shows the percentage of campaigns that failed out of the campaigns that were attempted to be sent by MoEngage.

    Failed rate is calculated as (Failed To Send/Attempted)*100.

    Bounced

    The total number of emails that bounced due to incorrect email addresses and rejections from the mail server.

    Bounce indicates both hard bounce and soft bounce of emails.

    Bounce rate is the percentage of users who had the bounce of emails.

    Bounce rate = ((Total hard bounces) + (Total soft bounces)) / (Total Sent emails)) * 100

    Hard Bounce

    The total number of email addresses that were rejected by the mail server due to:

    • Incorrect email address
    • Invalid email address
    • Email address does not exist
    • The email addresses are quarantined and do not receive emails from MoEngage.

    Soft Bounce

    The total number of email addresses to which the email was not successfully delivered due to temporary issues such as the mailbox being full, the mail server is not active, and so on.

    The email addresses are not quarantined and will receive the emails next time.

  3. Engagement Metrics - The engagement metrics tracked for your email campaigns are described in the table below.
    Metric Description
    Opened

    The total number of times users have opened the email. MoEngage tracks a user open by adding a unique 1px invisible image in the email template. An open is recorded when this image gets downloaded when the email is opened by the user.

    Email open count could be affected or inflated by Apple's Mail Privacy Protection (MPP). Apple acts as a proxy for the user and opens the emails prior to the user actually opening the email, thereby restricting access to the user's location, device, and other things to marketers. Check this blog to understand how this affects open counts and how you can work around it. MoEngage will filter all the machine opens and discard them from the counts shown in the dashboard.

    OPEN RATE (Unique)

    The percentage ratio of users who have opened the email delivered to them.

    Open rate (Unique) = ((Total Unique Opens) / (Total delivered emails)) * 100.

    Clicked

    Clicks represent the total number of clicks on any link in the email by the users after the email delivery.

    Click to Open Rate (Unique)

    This metric is the percentage of unique clicks to opened emails.

    Click to open rate = ((Unique Clicks) / (Unique opens)) * 100

    Click through Rate (Total)

    The percentage ratio of total clicks for email messages delivered successfully.

    Click through rate = ((Total clicks) / (Total number of emails delivered)) * 100

  4. Retention Metrics - These metrics pertain to the number of users who have unsubscribed from receiving communications from your brand or have marked the email as spam. The retention metrics tracked for your email campaigns are described in the table below.
    Metric Description
    Spam

    Spam represents the total number of users who marked the email as spam in their inbox.

    Complaint rate is the percentage of users who reported the email as SPAM.

    Complaint rate = ((Total complaints) / (Total Delivered emails)) * 100

    Unsubscribed

    This metric represents the total number of users who have clicked the unsubscribe link and unsubscribed after receiving the email sent from the campaign.

    When a user unsubscribes from receiving all communications from your brand, promotional emails are not sent to them.

    Unsubscribed rate is the percentage of users who clicked the unsubscribe link.

    Unsubscribed rate = ((Total unsubscribes) / (Total Delivered emails)) * 100

    Note: The Unsubscribed metric includes users who have unsubscribed at Sendgrid as well. For example, if a user is marked as having unsubscribed in Sendgrid and the same information is not available with MoEngage, MoEngage will send the email to Sendgrid, and Sendgrid will not send the same to the user. This then would be counted towards the Unsubscribed metric in MoEngage.

Variation Performance for Default Locale

You can see the breakdown of performance metrics (Opens, Clicks, Conversions, Conversion goals, and so on) for each variation in the default locale. This helps you assess and compare the effectiveness of the variations.

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Conversion Goals Performance

You will be able to see this section when you have set more than one conversion goal for your campaigns. The section compares the performance of goals set by the marketer for the campaign.

Total Conversions: Will show all goal events for the respective goals i.e., if a user made a purchase twice, it will be shown twice. It is the equivalent of conversion events covered in the sections above.

Unique Conversions: Goals are unique across the users converted per campaign instance. It is the equivalent of the Conversions metric covered in the sections above.

ConversionGoal

Campaign Delivery

The campaign delivery stats section helps you understand the delivery funnel and the number of users that were removed in each funnel stage.

CampaignDeliveryStats

The various delivery funnel stages are explained in the table below:

Funnel Stage What it represents
Users with Email Represents the total number of users in the segment who have an email attribute
After B/U/C removal Represents the number of users after removing email addresses that have bounced earlier, unsubscribed, or reported spam complaints from the Users with Email count.
After Invalid/Duplicate removal

Represents the number of users obtained after removing Invalid emails (missing "@" & ".") and Duplicate Emails (multiple users with the same email address) from the After B/U/C removal count.

After FC Removal Represents the number of users obtained after removing emails that have crossed Frequency Capping as defined in the FC Settings from the After Invalid/Duplicate removal count.
After Personalization Removal Represents the number of users obtained after removing emails for which the email could not be sent due to personalization failure.
Sent Represents the number the count of emails that have been sent.
Delivered Represents the total number of emails delivered to the users. This information is provided by email delivery partners like SendGrid.

Error breakdown

This section describes the various campaign delivery failures and their reasons. Errors are categorized under the following heads:

  • Failed to Send errors - these errors happen when the email has not been sent, and they could happen due to one of these reasons:
      • users who have been removed as they were part of the campaign's control group
      • users who have been removed from the campaign because of earlier bounces, unsubscribes, and complaints
      • users who do not have a valid email address or in case of duplicates (many users having the same email address)
      • users for whom personalization attributes were not available and thus were dropped from the campaignEmail_ErrorBreakdown.png
  • Failed to Deliver errors - these errors happen when the email was sent by MoEngage but could not be delivered to the user. This could happen due to any of the following reasons:
    Error Description Resolution
    SMTPException This is a generic SMTP error and happens when the SMTP connection was interrupted or closed.  You will have to check with the SMTP Provider or try again later.
    SMTPDataError This error means that the SMTP Provider has refused to accept the emails sent by MoEngage.  You will have to check with the SMTP Provider to resolve this error.
    SMTPSenderRefused This error means that the sender's address was not accepted by the SMTP Provider. You will have to check with the SMTP provider or try again later.
    SMTPRecipientRefused This error means that the recipient's address was not accepted by the SMTP Provider. You will have to check with the SMTP provider or try again later.
    InvalidSMTPHostDetails This error means that the SMTP host details provided are invalid.  You will have to check the email configuration settings on the MoEngage Dashboard.
    SMTPAuthenticationError This error means that the SMTP authentication details are invalid. You will have to check the username and password added in the email configuration settings on the MoEngage Dashboard.
    EncryptedConnectionFailed This error means that the SMTP connection failed due to TLS/SSL protocol issues. You will have to check with the SMTP provider or try again later.
    Error in Attachments These errors could be because the file size in an attachment was too large, the attachment URL was invalid, there is no file available on the added URL, and so on. You will have to check the attachments added in Step 2 (Content) of email campaign creation.
    CustomAPI These errors happen when a connection cannot be established with the custom API endpoint configured for your account. You will have to ensure that the API endpoint is correct and retry sending the campaign.
    MaximumLimitExceeded This error occurs if the credit limit of your account with the SMTP Provider has been exceeded.  You will have to check with the SMTP Provider and update the credit limit before trying again.
    Content API errors These errors occur when the personalized attributes are not available for some users or when a connection could not be established with the Content API endpoint. You will have to ensure that the API endpoint and the configuration information are correct and retry sending the campaign.
    Email Unsubscribe Drop

    Consider that there is more than one user profile, for instance, A and B, with the same email ID. If User A has unsubscribed in the past, it will reflect in User profile A, but not in User profile B. 

    Hence, if A and B are targeted in an Email Campaign, MoEngage will drop User A and will show an error saying Failure to Send as part of BUC check

    However, MoEngage will try to send that campaign to User B. This will result in an "Email Unsubscribe Drop" error as Sendgrid will not attempt the email delivery for User B as it identifies profiles based on email IDs. 

    Avoiding multiple user profiles with the same Email ID.

Personalization Errors

You can see personalization errors in the Failed to send error category in the Error Breakdown Table. Click See breakdown in the Name column for Personalization errors to get a detailed view of the number of users for whom personalization has failed and their reasons.

Personalization Failed.png

Personalization errors can be classified into the following categories:

Error Category Description

User Attribute

This denotes the unavailability of the user attribute used in personalization either because it is not available in the system (for example, copy-paste errors) or it is not available for the specific user. For example, if the first_name user attribute is used in personalization and it is not available for a user, this will result in a User Attribute error.

Event Attribute

This denotes the unavailability of the user attribute used in personalization either because it is not available in the system (for example, copy-paste errors) or it is not available for the specific user. For example, if the product_name event attribute is used in personalization and it is not available for a user, this will result in an Event Attribute error.

Campaign Attribute

This denotes an unavailability of campaign-specific information used in personalization. For example, if campaign tags have been used for personalization and the campaign tag attribute is missing, this will result in a Campaign Attribute error.

Undefined

This denotes errors that happen when MoEngage is unable to fetch the value for the attribute used in personalization. For example, if the image attribute is unavailable for a specific product in a product set, this will result in an Undefined error.

Unknown

This denotes any error that does not fall into any of the categories mentioned above.

Note: The number of failures listed in the Personalization Failed category under Failed to Send denotes the unique number of users for whom personalization has failed. In some cases, this might differ from the count shown in the Personalization failure analysis UI as multiple failures can happen for the same user, and they might be counted under each of the failure categories shown in the UI. For example, if a user were to have a user attribute and event attribute failure, they would be counted for the number of failures in both these sections in the analysis screen while they would be counted as one in the Personalization Failed section.

Personalization Failure Analysis.png

Content API Analysis

In the case of a response other than 2xx, you will see the error code or the response of your Content API in the Content API analysis section below the error breakdown table, as shown below.

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Note

If the Content API being used in the campaign does not provide a 2xx/successful response, campaigns might still be delivered if the empty response has been handled in your JINJA code added in Step 2 of Campaign Creation (the content/message creation step).

Click Analysis

Click analysis and tracking help you understand which Call-to-actions (CTAs) work and can help you hone your email marketing strategy. You can view the performance of each link in your email and understand what works well and what doesn't with Click Analysis.

Note:

  • MoEngage tracks any URLs inside <a> or <area> tags only. URLs inside any other tag will not be tracked by MoEngage.
  • "Mailto:" URLs are not tracked by MoEngage.

Click Map

A click map shows the links available on your email using a preview. In this section, you can:

  • view a heat map that helps you understand which links have performed better than others. Every link is named with Link# (where # represents a number. The first link for example, would be called Link1).
  • hover over a link to view the link name, unique and total clicks.
  • click on the link in the heat map. This will highlight the details about the link in the click breakdown table.
  • see a click breakdown table that has the following information:
      • Link Name
      • Link URL
      • Unique Clicks for the link
      • Total Clicks for the link
  • You can click on each link to view the link and no. of clicks (unique & total) that occurred on that CTA. You can also export this preview along with click data a pdf by clicking on the printer icon.

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Campaign Info

You can view the information about the campaign sent using the Campaign Info tab.

Timeline Audience Trigger criteria Scheduling Conversion Goals

Timeline indicates the time taken for various stages in publishing the campaign and gives a view of the current state of the campaign. This section is available for One Time and Periodic campaigns and contains information about the following:

  • Segmentation Query - contains information about when the segmentation query was started and when it was completed.
  • Campaign ready - contains information about when the campaign was ready to be sent out from MoEngage post the required internal processing. For ASAP campaigns, this time will represent the campaign sending time.
  • First sent - contains information about when the first batch of emails was sent from MoEngage and when the first email was sent.
  • Last sent - contains information about when the last message was sent for the campaign.

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Preview and Content

You can preview the email in either the Web or Mobile mode here for each locale and variation. The following details are available apart from the preview of the email:

  • Subject
  • Preview Text (if available)
  • CC/BCC (if available)
  • Email Connector
  • Sender Name
  • From email address
  • Reply-to email address
  • Attachments

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