Email Summary

See the engagement of your campaigns and triggered sends over time with Email Summary. Located in the Analytics menu under Summary, this report offers a consolidated view of all your sends within your configuration.


Change metric window days from the Analytics Settings modal. Select the gear icon above the headline metrics to open the modal. From this screen, select your metric window days. The metric window days option is a time windowing function. Selecting one of the time windows will show the metrics attributed to a campaign starting the day of the send and ending on day 7, 14, or 28.

What this means:
  • Selecting 7 will show your selected metrics, for example clicks, attributed to a campaign within 7 days from the send.
  • Metrics that are attributed after day 7 will not be shown. If a message is opened and clicked on day 8, that will not be included.
  • If you need to see metrics attributed after day 28 or during a different specific time period, use the date picker to select a custom range.

The Report

View aggregate data for your email sends. Locate the Email Summary report in the Analytics menu, under Summary.

The report is broken up into three main sections, numbered in the following image.
  1. Headline Metrics
  2. Filters
  3. Charts

Note: Reporting is about 3-6 hours lagged from real-time. As data comes in, it is updated continuously.

Headline Metrics

This section includes numerical and percentage data for your email sends over a specified time. By default, you will see the Delivery rate, Open rate, Clicks/Opens, Optout rate, Conversion rate, and Email revenue for a one month period. You can add more options or remove any you don't need to see.

Add Metrics

Select the blue plus icon at the end of the Headline Metrics row to add metrics. This adds another metric box to the row with a drop down menu. Select the metric you wish to add from the list.

Remove Metrics

To remove any metric from the headline row, hover over the top right corner of the box. Select the x in the corner of the box. The metric will be removed immediately.

Apple MPP Metrics

Email Summary provides special metrics to improve accuracy and mitigate the effects of Apple MPP.  The metrics specific to Apple MPP are:

  • Projected open rate - The open rate of the recipients whose interactions were not hidden by Apple MPP. (Click here to view the previous release article.)
  • Total unique open rate - The % of received messages that were opened, includes both human and machine unique opens.
  • Pre-cached open rate - % of messages pre-cached by a machine open.
  • Real open rate - % of messages opened or clicked on by a human.
  • Real and pre-cached open rate - % of pre-cached messages that recipients later clicked on a link and/or read outside of the Apple Mail app.

For a complete description of the metric, see the Email Summary Metrics section.

Filter Data

The Configuration options available for the Summary view allows you to change the date ranges that the reporting pulls from, change views between 'Summary' and 'Table', and change the filters that matter to you. You can also change your metric window days.

View by Date

Quickly and efficiently select date ranges for analyzing your email performance. Select your own date range using the date picker or use one of the date range presets to make a quick selection.

As you make changes to the selected dates, the headline metrics and displayed data will both change to reflect data for your selected time period. 

Date Presets

Select from seven date range presets to quickly see only the data you need. The default preset is Previous Day, so you see the most recent data when you open Email Summary. 

The available presets include:

  • Previous day 
  • Current day 
  • Previous week 
  • Previous month 
  • Previous quarter 
  • Previous year 
  • Custom date (define your own date range) 

Date Picker

Use the date picker to select a single day or a specific range of dates. As you select dates, the preset options will change based on your date range. For example, if you select the previous week as your calendar date range, the preset option for Previous Week will populate the date preset dropdown menu. 

Filter by Message Type

So you can keep your email summary view organized, all filters are behind the filter icon . Click the icon to open filter options and select the type of message you wish to view.

Filter by Campaign

If you select Campaigns, more filter options are available.

Selecting either Lists or Labels shows the search options.


Either type the list or label name into the search box or scroll through your available lists or labels using the dropdown menu. Select one or multiple lists or labels to compare performance on a specific date or over time.

Filter by Triggered Message

Selecting Triggered Messages from the filter options gives the option to filter by label or by Lifecycle Optimizer flow.

Selecting Labels or LO Flows opens further filtering options.


Type the label or flow name in the Select box or use the drop-down menu to scroll through the available labels or flows. Select a single label or flow to see the performance over time, or select more to compare performance.

Table View

View message metrics as charts or in a table view. When you select the filter icon and set the filtered message type to Campaigns or Triggered, more configuration options are available. Select Table to switch to table view:

If you keep the filter options open, you can filter the table by list as you can the charts:

Customize the Column View
Customize what data you see and the order you see it in. Select the table icon to open the Selected Metrics menu. Click on any of the column titles to sort by that column. The Campaign Name will always be pinned. You may pin any other metrics by selecting the pin icon next to the metric name.

Use the checkboxes to add or remove metrics. Select the double bars next to the metric name and drag it into the correct position.

List Removals

If this feature and metric is enabled on your account, you will see a column in the Campaigns table view for List Removals. A List Removal occurs when a user unsubscribes from a specific list associated to a Campaign send by clicking the email service's unsubscribe link. The email service then sends this information in a feedback loop, which the system then parses where a customer manages multiple brands in one instance.

The Email Summary table view with an orange box around the List Removals column.

Note: If you wish to have List Removal metrics available in Email Summary, speak with your CSM or Support.


Each metric within the Headline Metrics section has a corresponding line chart.

If you wish to download or save your charts, hover over the top right corner of the top chart. A download icon appears with an options menu.

Report Sharing and Bookmarking

To share a report, copy the URL and share it. To view a shared report, past the URL into your browser. To bookmark a report with headline metrics and filters already configured to your preference, use your browser's bookmark functionality and label the view according to your preference. When you're viewing a shared report, the top bar is yellow, tells you who is sharing with you, and contains an Exit Shared View button.

Export Email Send Data

Email Summary allows you to export both chart and table data.

Export Chart Data

To download Email Summary charts:
  1. Select the aggregate data you wish to export using the available filters.
  2. Hover over the top right corner of the top chart. A menu will appear with two options:
    The download button triggered to show the menu. Download either a chart image or chart data.
    1. Download image as...
    2. Download chart data as...
  3. Select one of the options to download an image or the chart data.
    1. Hover over Download image as... to select from one of the image options: PNG, JPG, SVG, or PDF.
    2. Hover over Download chart data as... to select from one of the format options: CSV, XLSX, or JSON.
  4. When you select an option, the download will start automatically.

Export All Table Data

To export all table data:
  1. Select the Filter icon to open the message filters.
  2. Select Campaigns or Triggered and apply any other filtering with the Lists and Labels options.
  3. Navigate to the Table view.
  4. Click the Download icon to the left of the date range picker to open the export menu. 
  5. Select All email metrics from the export options. Your CSV file will download immediately.

    Note: Data is available starting from Winter 2017 onwards.
When you open your file, it should resemble the following image:
An example CSV file shown in Excel for Mac.
The CSV file is shown in Microsoft Excel for Mac.

There are two general sections of the file - the leading rows, and the data content.

Within the leading rows, you can get more information about when the download was generated, what Email Summary link generates this report, and the timezone of the data itself.

The data content includes all of the metrics available for Email Summary. Each row is a send, with associated send metrics, metadata, and deep link to the detail view. See Email Summary Metrics for more information about what each metric means.

Export Selected Table Data

Export only the data you have selected. 
  1. Select the Filter icon to open the message filters.
  2. Select Campaigns or Triggered and apply any other filtering with the Lists and Labels options.
  3. Navigate to the Table view.
  4. Click the Selected Metrics icon to open the selection pane.
  5. Select which metrics you wish to display. 
  6. Select the Export icon to open the menu.
  7. Click Selected table metrics. The CSV file will begin downloading immediately. 

Email Summary Metrics

SentCount of the number of emails sent for the corresponding Campaign or Triggered send in the time period selected.
Unique BeaconsThe count of users who opened an email where a beacon event was captured by the system. Includes inferred opens, which are counted when the system does not detect a beacon event but captures a click event after the email send.
Total unique Open rateThe percent of messages in a campaign that were opened. This includes both machines and human unique opens. Defined as explicit opens divided by emails sent for a given campaign/triggered send during the date range selected.

Pre-cached open rate

The percent of messages sent in a campaign that were pre-cached by Apple MPP.

  • If a message is later visibly read by the recipient, the message is still counted in this metric to show it was initially pre-cached by Apple MPP.
  •  If you saw, for example, 13% pre-cached on one campaign and 33% on another campaign, then 13% of the first campaign's list of recipients are Apple users with Apple MPP. In the second campaign, 33% of those recipients 

Real open rate

The percent of messages sent in a campaign that a human being opened. 

  • This is confirmed as a real, human interaction because it is not a pre-cached open event or a link in the email was clicked. 
  • This number can include messages that were pre-cached but were  later opened outside the Apple Mail app or clicked on by a human. 

Real and pre-cached open rate

The number of pre-cached messages that are also counted as Are Real.

  • An Apple MPP user may have a message pre-cached by Apple MPP but then clicked on a link or opened their email outside the Apple Mail app. This made their interaction with your message both real and visible. 

Projected Open Rate

The open rate of all recipients in a campaign whose open activity is not hidden by Apple MPP.

  • This is intended to help you compare campaign or subject line performance across multiple campaigns or cells that may have different ratios of Apple and non-Apple users, as shown by different Were Pre-cached percentages. 
  • Projected Open Rate may help you estimate what your open rate could be across the campaign. 
  • If Apple consumers would respond differently than non-Apple consumers to your campaign, or if the campaign is to Apple customers only, then the Projected Open Rate will be less helpful in estimating the hidden opens among the recipients whose messages were pre-cached by Apple.
Unique ClicksThe count of users who clicked one or more times for corresponding Campaign or Triggered sends that fall within the date range specified.
Clicks to Open Rate (CTOR)The clicks metric divided by the opens metric given a blast/triggered send within the date range selected.
Clicks/SendsThe clicks metric divided by the send metric given a blast/triggered send within the date range selected.
Clickthrough Rate (CTR)The percentage of people who clicked on at least one link in your message.
Hard bouncesThe count of failed delivery instances of an email send due to a permanent reason such as a non-existent address.
Soft bouncesThe count of instances where an email send encountered a delivery problem or failed delivery.
Delivery countThe count of emails sent minus bounces (which include softbounces and hardbounces).
Delivery rateThe count of emails sent minus bounces, divided by emails sent. Bounces include hardbounces and softbounces.
Email revenueThe total price of item(s) purchased by a user, where attributed to a send. The Purchase API must be implemented for this metric to render a non-zero value.
AOVAverage Order Value. Calculated by the total purchase revenue over the total number of purchases.
PageviewsThe number of pageviews generated by clickthroughs from a  Campaign or Triggered send. The Javascript library generally needs to be implemented for this metric to render a non-zero value.
PV/M (pageviews per thousand)The number of pageviews generated by clickthroughs from a Campaign or Triggered delivered count, per thousand. The Javascript library generally needs to be implemented for this metric to render a non-zero value.
PurchasesThe count of users who performed a purchase action on your properties, attributed to a Campaign or Triggered send. The Purchase API must be implemented for this metric to render a non-zero value.
REV/M (revenue per thousand users)The sum of purchase revenue generated by purchases from a Campaign or Triggered delivered count, per thousand users messaged. The Purchase API must be implemented for this metric to render a non-zero value.
Conversion rateThe purchase count over the clicks for a given Campaign or Triggered send.
ComplaintsThe count of users who marked an email as spam in the inbox (as opposed to using a hosted page to opt out), and were opted out.
Complaint rateThe count of user complaints divided by the count of emails delivered, for a given Campaign or Triggered send.
Opt outsThe count of users who have chosen to opt out of one or more lists.
Opt out rateThe count of users who have chosen to opt out divided by the count of emails delivered, for a given Campaign or Triggered send.
UnsubscribeThe number of application-level unsubscribes received from an ISP for a message that is sent to a user. These unsubscribe events are usually initiated when an end-user takes an action as a prompt, by buttons they may see at the top of their email window.