The Campaigns page displays a variety of metrics associated with campaigns.
Campaign Metrics Definitions
Qualified: The number of times customers qualified for the campaign based on the segment, campaign constraints, and other options in the Target section of the campaign configuration.
Sent: The number of times the message was sent. This can be lower than the Qualified number when abort statements are used inside a template.
Opens: The number of times customers opened the email and/or app push message and/or clicked the web push message.
Open Rate: Compares the number of customers who opened the message to the number of customers who were sent the message (Opens / Sent expressed as a percentage).
Clicks: The number of times customers click on a link in the message. *Only applicable to email.
Click Rate: Compares the number of customers who clicked a link in the message to the number of customers who were sent the message (Clicks / Sent expressed as a percentage).
Click-to-Open Rate: Compares the number of customers who clicked a link in the message to the number of customers who opened the message (Clicks / Opens expressed as a percentage).
Unsubscribes: The number of customers who unsubscribe from the message. *Only applicable to email.
Conversions: The number of purchases made as a result of a message being opened or clicked by a customer. (The standard Zaius attribution model attributes conversions and revenue to the campaign that a customer most recently opened or clicked, looking back a maximum of 3 days.)
Revenue: The total revenue associated with conversions. For revenue, Zaius uses the subtotal fields on orders.
Bounces: The number of times a message bounces from customers' email providers. This can happen, for example, when a mailbox is full, or when an email address doesn't exist. *Only applicable to email.
Spam Reports: The number of times a customer marks a message as spam. *Only applicable to email.
Total vs. Unique Metrics
On the Campaigns page, at the top of the aggregate metrics tile, there is an option to change between unique metrics and total metrics. Total metrics calculate the total number of events, whereas unique metrics calculate the total number of unique customers that those events are associated with.
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).
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, whoe 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.