Analytics Glossary

The following terms are used across the Analytics pages in My Sailthru.

Term In Reports Definition
Action The type of user action logged and sent to your system from Sailthru as a postback. These include any changes from a Sailthru hosted page (e.g. optouts), hardbounces, or signup confirmation link clicks. For each action type, see API Postbacks.
Active Users who have recently clicked a link in one of your emails, but did not do any additional browsing on site. The window for recent activity is determined by your Engagement Days setting.
AOV Average Order Value. Calculated by the total purchase revenue over the total number of purchases. Note, this does not include ad revenue.
Avg Lists The average number of Primary Natural Lists that this list’s users are on.
Beacons The number of unique users who opened the email with images enabled in their email client, loading your included beacon image. (In order to track opens, your emails must contain a beacon.)
Clicks For users on the list, the percentage of campaign sends that result in at least one email click. Note that mass mailings typically have some number of undeliverable messages (bounces), so the percentage of clicks is typically higher when it is based on your number of delivered emails rather than sends.
Clicks / Opens The click rate of confirmed openers, calculated as the number of users who clicked at least one link compared to the number of confirmed opens.
Click Mult URLs Clicked Multiple URLs. The percentage of emails sent for which the user clicked multiple links within the message. Note that mass mailings typically have some number of undeliverable messages (bounces), so the percentage of clicks is typically higher when it is based on your number of delivered emails rather than sends.
Confirmed Opens All users included in the Beacons statistic, plus those who clicked a link within the message yet did not load a beacon. This is the minimum number of users who definitely read your email.
Delivered Percentage of emails sent that were sent, minus any hardbounces or softbounces.
Disengaged Users who opened or clicked your emails or visited your website in the past but have not done so recently, i.e. within your chosen engagement days window.
Dormant Users who signed up prior to your chosen engagement days window but have never clicked or opened your emails.
Engaged Users who have spent time browsing your website recently (within your Engagement Days window). To track Engaged users, you must have the Sailthru Personalization Engine script tag on your website, otherwise, data about site activity can not be collected and users cannot be listed as Engaged.
Engagement A chart of the engagement levels of your users.
Estimated Opens An estimate of the total number of users who have opened the email, regardless of whether they enabled images in their email client, allowing the beacon to load. (This estimate is based on the ratio of opens to clicks for those users with images enabled. That ratio is then multiplied by the total number of users who clicked.)
Hardbounce A failed delivery of an email due to a permanent reason such as a non-existent address. Hardbounces are automatically invalidated and will not be mailed to.
Identified Pageviews The percentage of pageviews that are from known users, those identified as having an existing Sailthru user profile on your account..
Live All users who are Engaged, Active, or Passive.
Optout Users who have chosen to unsubscribe globally from all of your email. Opted out users will automatically be suppressed — not sent to — even if they are still on the list that you are mailing to.
Orders Total orders placed on the selected day or within the selected hour of the day.
Pageviews The total number of times that pages from your site were visited in the selected time period.
Pageviews + Unknown Pageviews graphed with an additional dotted-line overlay representing the number of those pageviews attributed to “unknown” or “anonymous” users-those not identified as having an existing Sailthru user profile on your account.
Passive Users who have recently read one of your emails with images turned on, but have not clicked recently. The window for recent activity is determined by your Engagement Days setting.
Purchased Items Total purchased items on the selected day or within the selected hour of the day.
Purchases The number or percentage of users who went on to purchase. You must implement the Purchase API for this data to appear.

If listed as a percentage, represents purchase conversions–users who purchased out of the total number of users included in the send. Note that mass mailings typically have some number of undeliverable messages (bounces), so the percentage of purchases is typically higher when comparing with your number of delivered emails rather than sends

PV/M The number of pageviews generated by clickthroughs from this campaign, per thousand users messaged. You must implement Sailthru’s Personalization Engine JavaScript on your site in order to track this.
Revenue Total cumulative revenue for the day (as of the current or selected hour of the day, if any).
Rev/M The amount of revenue generated by purchases from this campaign, per thousand users messaged. You must implement the Purchase API for this data to appear.
You may define the value per thousand pageviews on the Settings page of your account. This value is calculated by the following formula:Rev/M = Total Revenue / (Total Sent / 1,000)
Sent The number of emails sent in a campaign mailing. This corresponds to the number of valid email addresses within the associated list.
Softbounce A report of a delivery problem or failed delivery. Among other reasons, messages may soft bounce at the server level, because of a resource exhaustion such as a full disc, or because of spam filters. A softbounced message may eventually be delivered and Sailthru makes redelivery attempts of softbounced messages. If you’d like to learn more about non-delivery messages and email protocol you can read more here.
Spam Report The number of users who reported your email as spam and were automatically opted out.
Top Revenue Items on your site that are responsible for the most revenue for the selected date.
Top Pageviews Pages on your site that are responsible for the most pageviews for the selected date.
Total Beacons/M The number of total beacon impressions that were registered, including repeat opens, per thousand users messaged.
Total Beacons/M – Clicks The number of users who clicked at least one link in the email. In order to track clicks you must have selected Link Tracking within the basics tab of your blast or template editor.
Total Clicks/M The number of total clicks (including multiple clicks by the same user), per thousand users messaged.
Total Subscriptions The combined total of subscriptions to all lists for a given source.
Valid Email addresses to which we have successfully delivered a message. Sailthru keeps a complete record of every email added to your account, including hardbounces and opt-outs. For this reason the number of valids on a list will almost certainly be less than the total list size.
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