Report Builder

Overly prescriptive reporting interfaces make it difficult to efficiently zoom in and out on performance data across the various ways you use email. Our report builder is designed to provide a highly customizable reporting interface that facilitates quickly measuring overall account performance, individual journey performance, and even specific audiences within a journey.

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Applying Filters

By default, the report builder will open a report summarizing account performance globally, across all journeys and broadcasts. In order to manipulate the data and get more specific, we'll start adding filters by interacting with the UI to the left of the reporting table:

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  1. The first set of filtering options enable you to drill down to specific triggers or a combination of triggers. This is useful in a situation where you want to report on the performance a single trigger over time. As you apply filters to the dataset, the report will update accordingly:
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  1. Next, you'll select the version of the journey you'd like to report on. Since journeys are versioned when major changes are introduced, this enables you to report on each individual journey version separately:
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  1. Next, you'll choose which metrics to populate on the reporting table. The default view covers a lot of ground, but there may be situations where you'll want to layer on additional metrics from the table below:

Metric Definitions

MetricDefiniton
Delivered EmailsThe number of emails successfully delivered within the selected audience(s).
Unique Email OpensThe number of unique emails opened within the selected audience(s).
Open Rate(Unique Email Opens) / Delivered
Unique Email ClicksThe total number of emails clicked within the selected audience(s).
Click Rate(Unique Email Clicks) / Delivered
Click-to-Open Ratio(Unique Clicks) / (Unique Opens)
Attributed ConversionsThe number of sessions which converted after being contacted, taking into account custom attribution rules.

For example, ignoring open-conversions on an email marked as click-through only.
Attributed RevenueThe amount of revenue from all attributable converted sessions in the selected audience(s).
Average Attributed Order Value(Attributable Revenue) / (Attributed Conversions)
Journey Start AttemptsThe number of attempted journey starts prior to suppression filtering.
Journeys StartedThe number of journey started for the selected triggers.
Journeys Not StartedThe number of journeys that were attempted that did not start.
Journeys Not Started (Not-Qualified)The number of journeys that did not start due to the session being disqualified.
Journeys Not Started (Frequency Capped)The number of journeys that did not start due to journey or account level frequency capping.
Journeys Not Started (Already in Journey)The number of journeys that did not start due to the session already being active in the same journey.
Journeys Not Started (Journey was Inactive)The number of journeys that did not start because the journey was inactive.
Journeys Not Started (Reached Daily Limit)The number of journeys that did not start due to account daily frequency limitation.
Journeys Not Started (Reached Monthly Limit)The number of journeys that did not start due to account monthly frequency limitation.
Journey Start Rate(Journeys Started) / (Journey Starts Attempts)
Journey Did Not Start Rate(Journeys Not Started ) / (Journey Start Attempts)
Total Audience SizeThe total number of sessions which started any of the selected audience(s).
Contacted Audience SizeThe number of sessions which were contacted (sent an email) within the selected audience(s).
Possible RevenueThe total amount of revenue of all sessions in the selected audience(s).
Possible Item CountThe total number of items of all sessions in the selected audience(s).
Total Conversion RateThe number of sessions which started any of the selected audience(s) on this date which have converted.

(Total Conversions) / (Total Sessions)
Contacted Conversion RateThe number of contacted sessions which started any of the selected audience(s) on this date which have converted.

(Contacted Conversions) / (Total Sessions)
Click Attributable Conversion RateThe number of sessions which started any of the selected audience(s) on this date which are attributably converted via click.

(Click Attributed Conversions) / (Contacted Sessions)
Open Attribuable Conversion RateThe number of sessions which started any of the selected audience(s) on this date which are attributably converted via open.

(Open Attributed Conversions) / (Contacted Sessions)
Conversion Count
Total RevenueThe amount of revenue from all converted sessions in the selected audience(s).
Total Item CountThe total number of items of all sessions in the selected audience(s).
Contacted ConversionsThe number of unique customers which converted after being contacted within the selected audience(s).
Contacted RevenueThe amount of revenue from all contacted sessions in the selected audience(s).
Contacted Item CountThe total number of items from all contacted sessions in the selected audience(s)
Attributed Item CountThe total number of items from all attributably converted sessions in the selected audience(s)
Click Attributed ConversionsThe number of sessions which converted after clicking, taking into account custom attribution rules.
Click Attributed RevenueThe amount of revenue from all click attributable converted sessions in the selected audience(s).
Click Attributed Item CountThe number of items from all click attributable converted sessions in the selected audience(s).
Open Attributed ConversionsThe number of sessions which converted after opening, taking into account custom attribution rules.
Open Attributed RevenueThe amount of revenue from all open attributable converted sessions in the selected audience(s).
Open Open Attributed Item CountThe number of items from all open attributable converted sessions in the selected audience(s).
Average Order Value(Total Possible Revenue) / (Total Sessions)
Average Order Item Count(Total Item Count) / (Total Sessions)
Average Item Value(Total Possible Revenue) / (Total Item Count)
Average Possible Order Value(Total Possible Revenue) / (Total Sessions)
Average Possible Order Item Count(Total Possible Item Count) / (Total Sessions)
Average Possible Item Value(Total Possible Revenue) / (Possible Item Count)
Average Contacted Order Value(Contacted Revenue) / (Contacted Conversions)
Average Contacted Order Item Count(Contacted Item Count) / (Contacted Conversions)
Average Contacted Item Value(Contacted Revenue) / (Contacted Item Count)
Average Attributed Order Item Count(Attributable Item Count) / (Attributed Conversions)
Average Attributed Item Value(Attributable Revenue) / (Attributable Item Count)
Average Click Attributed Order Value(Click Attributed Revenue) / (Click Attributed Conversions)
Average Click Attributed Order Item Count(Click Attributed Item Count) / (Click Attributed Conversions)
Average Click Attributed Item Value(Click Attributed Revenue) / (Click Attributed Item Count)
Average Open Attributed Order Value(Open Attributed Revenue) / (Open Attributed Conversions)
Average Open Attributed Order Item Count(Open Attributed Item Count) / (Open Attributed Conversions)
Average Attributed Item Value(Attributable Revenue) / (Attributable Item Count)
Sent EmailsThe total number of emails sent within the selected audience(s).
Bounced EmailsThe number of emails bounced within the selected audience(s).
Rejected EmailsThe number of emails that were rejected by recipient mail servers.
Email Send ErrorsThe number of emails that failed to send due to a syntax error.
Emails Not Sent (Unsubscribe)The number of emails that were suppressed because the customer was unsubscribed.
Emails Not Sent (Hard Bounced)The number of emails that weren't sent because the customer previously hard bounced.
Emails Not Sent (No Consent Given)The number of emails that weren't sent because the customer had not provided explicit consent.
Emails Not Sent (Frequency Cap)The number of emails that weren't sent because of frequency capping settings.
Emails Not Sent (Suppressed Domain)The number of emails that weren't sent because of domain suppression settings.
Emails Not Sent (Invalid Email Address)The number of emails that weren't sent because email validation failed.
Total Email OpensThe total number of emails opened within the selected audience(s).
Total Email ClicksThe number of customers who unsubscribed while in the selected audience(s).
UnsubscribesThe number of customers who unsubscribed while in the selected audience(s).
Unsubscribe RateUnsubscribes / Delivered Emails
Clicks per EmailThe average number of times a customer clicks a single email, given that they click it at least once.

(Total Clicks) / (Unique Clicks)
Opens per EmailThe average number of times a customer opens a single email, given that they open it at least once.

(Total Opens) / (Unique Opens)
Delivery Rate(Delivered Emails) / (Sent Emails)
Bounce Rate(Bounced Emails) / (Sent Emails)
SPAM Complaint Rate(SPAM Complaints) / (Delivered Emails)
Rejection Rate(Rejected Emails) / (Sent Emails)

Adding Metadata

It's easy to add additional metadata and summary columns using the dropdowns above the table:

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Saving Views

Once you've customized a reporting view to your liking, you can save out the configuration and come back to it anytime:

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Exporting Custom Reports

To export your custom reporting view to CSV, click the Download Report icon:

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