Companies that send campaigns choose to measure either total or unique metrics, but often are explicit about which one they use. It matters how one person who opens an email ten times is counted—are they counted once in the open rate, or ten times?
The default in Zaius is to use Unique because metrics are centered around customers and not events. Knowing how many of something happened will provide misleading guidance, as opposed to knowing how many customers did something. Both are provided, so that comparisons can be made between providers.
How to Switch Between Total and Unique
To switch between Total and Unique, click at the top of both the primary campaign page and the individual campaign pages.
Total vs. Unique Definitions
At the All level, these metrics are across all campaigns, if a group is selected then it is across the campaigns in the group, and within a campaign, it is for that campaign.
Unique metrics are also unique by message sent. This is relevant for recurring and continuous campaigns, which can target the same customers multiple times within a single campaign (see example #3 below).
|Sent||# email sends||# of users sent email|
|Open Rate||# opens/# sends||# of users opened/# of users sent|
|Click Rate||# clicks/# sends||# of users clicked/# of users sent|
|Global Unsubscribes||# global unsubscribes||# of users globally unsubscribed|
|List Unsubscribes||# list unsubscribes||# of users unsubscribed from list|
|Conversions||# of conversions||same as total|
|Revenue||sum of revenue||same as total|
|Qualified||# of qualified||# of users qualified|
|Hard Bounces||# of hard bounces||# of users with a hard bounce|
|Soft Bounces||# of soft bounces||# of users with a soft bounce|
|Spam Reports||# of spam reports||# of users that gave a spam report|
|Click-to-Open Rate||# clicks/# opens||# of users clicked/# of users opened|
|Aborts||# of aborts||# of users aborted|
If 5 one-time campaigns are sent to 100 customers, the total sends are 500, but the unique sends are 100.
Total sends = 500 total emails sent
Unique sends = 100 unique customers that were sent an email
#2: Opens and Open Rate
A one-time campaign to a single customer. If that customer opens that same email 5 times, the total opens are 5, but the unique opens is 1. This would make the total open rate 500%, but the unique open rate 100% (see more on this below).
Total sends = 1 total email sent
Total opens = 5 total emails opened
Total open rate = 5 total opens / 1 total send = 500%
Unique sends = 1 unique customer that was sent the email
Unique opens = 1 unique customer that opened the email
Unique open rate = 1 unique open / 1 unique send = 100%
#3: Recurring and Continuous Campaigns
Recurring and continuous campaigns can reach the same customers multiple times. For example, a Cart Abandonment campaign is run continuously, allowing a maximum of one email per day per customer. After 1 day, 50 emails were sent to 50 separate customers. Each customer opened the email 4 times. At the end of day 2, another 50 emails were sent to the same 50 customers, who did not open them this time.
In the end, each of the 50 customers received 2 emails each, from the same overall campaign. They all opened the first email 4 times, but opened the second email 0 times.
Total sends = 50
Total opens = 50 emails * 4 opens each = 200
Total open rate = 200 / 50 = 400%
Unique sends = 50
Unique opens = 50
Unique open rate = 50 / 50 = 100%
Total sends = 50
Total opens = 0
Total open rate = 0 / 50 = 0%
Unique sends = 50
Unique opens = 0
Unique open rate = 0 / 50 = 0%
Day 1 and 2 combined:
Total sends = 100
Total opens = 200
Total open rate = 200 / 100 = 200%
Unique sends = 50 unique customers * 2 unique emails each = 100
Unique opens = 50
Unique open rate = 50 / 100 = 50%
Which is right?
Both unique and total metrics have their uses, but unique metrics will provide a more accurate result in understanding how well your campaigns are reaching your customers. With total metrics, open rates can exceed 100%, which may not be valid for certain reporting use cases.
To illustrate this point with an extreme example, if a campaign is sent to 10 customers, and only 1 of them opens the email, but that customer opens the email 20 times, would you expect an open rate of 200% (total) or 10% (unique)?
Total open rate = 20 total opens / 10 total sends = 200%
Unique open rate = 1 unique open / 10 unique sends = 10%
As shown in the above example, total metrics are often higher than unique metrics, but unique metrics may portray a more accurate picture of how your campaigns are performing.
Comparing campaign metrics to other tools
Many other tools default to using total metrics. They do this for a simple reason: As explained above, total metrics are often higher than unique metrics. This makes the campaigns, and the tools themselves, seem like they are performing better than they actually are and don't provide the right guidance for improvement.
However, if you are using a tool that calculates total metrics instead of unique metrics, simply switch the option in Zaius over to total for your performance comparisons. Metrics always revert to the Zaius default of unique on page load.
Conversions and revenue: total, not unique
Conversions and revenue do not change when switching between total and unique metrics. In either case, Zaius is reporting the total conversions and the total revenue from those conversions.