Campaign Metrics Glossary
This page collects the metrics Yespo uses in campaign reports: what each one means, how it is calculated, and why the same metric can show different values in different reports.
The formulas come from the Home Page Performance Dashboard. Where a particular report counts something differently, it is stated below.
Absolute Metrics
| Metric | What it is |
|---|---|
| Reach | Number of unique contacts covered in the selected breakdown. |
| Sent | Total number of messages sent. |
| Delivered | Total number of messages delivered. |
| Opens | Number of opens. Not calculated for SMS. |
| Clicks | Number of clicks on links. |
| Conversions | Number of target actions for the selected conversion event. You choose the conversion event yourself in the dashboard settings. |
| Purchases | Number of attributed orders. |
| Revenue | Total value of attributed orders. |
| Launches | Number of times a workflow was launched, excluding test launches. Available in the workflow breakdown only. |
Conversions and Purchases are different metrics. A conversion is the event you selected as the target action, and it may not be a purchase. A purchase is an attributed order, and it is what feeds Revenue and AOV.
Calculated Metrics
| Metric | Formula | What it shows |
|---|---|---|
| Frequency | Sent ÷ Reach | How many messages an average reached contact received. |
| DR — delivery rate | (Delivered ÷ Sent) × 100% | What share of sent messages reached recipients. |
| OR — open rate | (Opens ÷ Delivered) × 100% | The ratio of opens to delivered messages. Depending on the report, the numerator is all opens or unique opens only. |
| CTR — click-through rate | (Clicks ÷ Delivered) × 100% | The ratio of clicks to delivered messages. Depending on the report, the numerator is all clicks or unique clicks only. |
| CVR — conversion rate | (Conversions ÷ Clicks) × 100% | What share of clicks ended in the target action. |
| AOV — average order value | Revenue in the selected breakdown ÷ Purchases in the same breakdown | How much an average order brings in. |
| Revenue share | Revenue of a channel, workflow, or broadcast ÷ total revenue × 100% | The contribution of a channel, workflow, or broadcast to total revenue. |
AOV is calculated within one breakdown: a channel's AOV is the channel's revenue ÷ the channel's purchases, a workflow's AOV is the workflow's revenue ÷ the workflow's purchases, and a broadcast's AOV is the broadcast's revenue ÷ the broadcast's purchases.
CTOR (click-to-open rate) is not shown on the dashboard. It shows the ratio of clicks to opens:
CTOR = (Clicks ÷ Opens) × 100%
For a specific campaign it is calculated from the values in that campaign's summary report. See Bulk Email Reports.
How Counting Differs Between Reports
The OR and CTR formulas are the same across breakdowns, but they use total or unique opens and clicks depending on the report.
- Dashboard — General, Channels, and Workflows breakdowns. Opens and clicks are counted as total events. One contact can open a message or click a link several times, so OR and CTR in these breakdowns can in theory exceed 100%.
- Dashboard — Broadcasts breakdown. Opens and clicks are counted as unique: each contact is counted once. CVR is measured against unique clicks.
- A report for an individual campaign (Campaigns → Reports) counts opens and clicks without duplicates.
- The reaction time chart in a campaign report counts every open, including repeat opens by the same contact, so its figure can differ from the summary Open Rate.
- The click map has two modes: by contacts (unique contacts, the total can exceed 100%) and by clicks (each link's share of 100% of clicks).
Reach is also defined differently per breakdown:
| Breakdown | What counts as reach |
|---|---|
| General | Unique contacts with the SENT status |
| Channels | Unique contacts with the SENT status within each channel |
| Workflows | Unique contacts for whom the workflow was launched |
| Broadcasts | Unique contacts with the SENT status for each broadcast |
In the Broadcasts breakdown, Sent and Frequency are not shown.
Channel Specifics
- SMS has no open tracking, so opens and OR are not calculated for it.
- In-Apps and widgets are counted by views instead of sends and deliveries, because of how they are displayed.
- For Mobile Push + In-App bundle messages, the click event is not tracked on the Mobile Push side — clicks are attributed to the In-App report.
Limits of the Data
- Some delivery confirmations arrive within 72 hours. Such deliveries are counted on the day the relevant messages were sent.
- Revenue, revenue share, and AOV are available only for channels with revenue tracking configured. On the dashboard, AOV is shown in absolute-values mode only.
- Apple Mail Privacy Protection can inflate the number of opens. Don't use Open Rate as the only measure of campaign performance: read it together with complaints, errors, unsubscribes, CTR, and per-domain statistics.
Related Articles
- Home Page Performance Dashboard — the full list of dashboard metrics with breakdowns
- Bulk Email Reports — performance of an individual campaign
- Message Analytics — metric trends over a period
- Deliverability Control Process — reference ranges for CTR, complaints, and errors
Updated about 3 hours ago