Contents
This widget displays key mailing metrics to help you evaluate performance and analyse how your audience interacts with your messages.
To open it, go to Marketing → Home and find General statistics.
You can move or hide the widget. Click Configure in the upper-right corner to do so.
Widget configuration and filters
The widget includes five filters:
- Mailing type: Email, SMS or WhatsApp.
- Period: the period for which statistics are generated.
- Segment: a specific customer segment whose mailings you want to analyse. Statistics use the current number of customers in the segment.
- Mailings: a specific mailing to include in the statistics.
- Orders: choose All orders or Completed orders. All orders is selected by default.
All orders includes orders attributed to mailings, except orders whose current active status belongs to the cancellation group.
Completed orders includes only orders from that set whose current active status belongs to the completed status group. Orders with a zero value are also included in the completed order count. In this mode, revenue is calculated as revenue from completed orders.
Changing the filter recalculates Revenue, Orders, Average order value and Orders (CR). In SMS and WhatsApp statistics, ROAS and ROMI also depend on the selected revenue when extended statistics are available.
Important!
Statistics become available some time after a mailing is sent, as delivery responses and recipient interactions are received.
Metrics appear once the minimum delivery status data is available and are updated as further data arrives.
Open and click data continues to update after all emails have been delivered.
Monetary metrics
- Revenue: total sales revenue. It is calculated from orders according to the configured conversion type. Revenue from multiple mailings sent in the selected period is added together.
- Orders: number of orders placed.
- Average order value: total revenue divided by the number of purchases.
- Costs: Email costs are calculated from the number of emails sent in the selected period. For example, if you purchase a package of 5,000 emails but use only 500 that month, costs are calculated for those 500 emails. SMS costs are calculated from the number of messages sent in the period. WhatsApp Business costs include only delivered template messages sent as part of mailings in the selected period. Service/Support message costs are not included in this metric.
Note
All financial metrics are shown in the system’s base currency.
Main mailing metrics
- Sent: number of successfully sent communications.
- Delivered: number of delivered communications, expressed as a percentage of Sent. It may be lower than the number sent, for example, if a customer’s email address does not exist or is unavailable.
- Opened (OR, Open Rate): number and percentage of unique opened communications, calculated relative to Delivered.
- Clicks (CTR, Click-Through Rate): number of unique clicks. It shows recipient interest in the mailing and is calculated relative to Delivered. Only the first click on a link in an email is counted, regardless of the number of links.
- Orders (CR, Conversion Rate): number and share of orders relative to delivered emails.
- Clicks to opens (CTOR, Click-to-Open Rate): clicks as a percentage of opened emails, showing subscriber interest in the content.
- uOR (Unique Open Rate): number of unique opens. Only the customer’s first opening of a communication is counted.
- uCTR (Unique Click-Through Rate): number of unique clicks on message links.
- ROAS (Return on Advertising Spend): return on mailing advertising costs, calculated as
Mailing revenue / Mailing costs × 100%. - ROMI (Return on Marketing Investment): return on mailing marketing investment, calculated as
(Mailing revenue − Mailing costs) / Mailing costs × 100%.
Delivery errors, spam complaints and unsubscribes are displayed as percentages. The available metrics depend on the selected mailing channel.