Engagement Metrics and Interest Tags - Metrics

The following list of metrics are available. These are calculated once a day.

Technical note:
Recurring executions and multiple transactional triggers are taken into account individually when calculating metrics.
Customers also using Campaignwill notice that interactions on Campaigncommunications are also taken into account for the EMIT email metrics. However, interest tags are not shared between Campaignand Engage.

Engagement metrics

These metrics are collected for messages delivered within the given default time frame of 90 days. So, when a message was delivered more than 90 days ago but viewed within the last 90 days, that view will not be counted.

Following metrics are available in the Email Engagement profile extension.

SENT Number Total count of emails sent during the EMIT time window. Each recurring message is counted as 1.
DELIVERED Number Total count of emails delivered during the EMIT time window. Each recurring message is counted as 1.
CLICKED Number Number of unique emails clicked during the EMIT time window. Only emails that were delivered during the EMIT time window are taken into account for this calculation.
OPENED Number Number of unique emails opened during the EMIT time window.
Only emails that were delivered during the EMIT time window are taken into account for this calculation.
DELIVERED_LASTDT Date Time The last time an email got delivered. This information takes into account data from outside the EMIT time window.
CLICKED_LASTDT Date Time The last time an email was clicked. This information takes into account data from outside the EMIT time window.
OPENED_LASTDT Date Time The last time an email was opened. This information takes into account data from outside the EMIT time window.
DELIVERY_RATE Percentage # of emails delivered / # of emails sent.
This rate can still change due to asynchronous bounces at a later stage.
VIEW_RATE Percentage # of email opens / # of emails delivered (used message type = "MAIL" and event action = "VIEW").
This rate is based on unique interactions.
CLICK_RATE Percentage # of email clicks / # of emails delivered (used message type = "MAIL" and event action = "CLICK")
This rate is based on unique interactions.
DESKTOP_ENGAGEMENTS Number Number of email views and clicks on desktop.
MOBILE_ENGAGEMENTS Number Number of email views and clicks on a mobile device.
TABLET_ENGAGEMENTS Number Number of email views and clicks on a tablet.
MOBILE_USAGE_RATE Percentage Number of email views and clicks on mobile devices divided by the sum of the number of emails viewed on desktop, mobile and tablet.
TABLET_USAGE_RATE Percentage Number of email views and clicks on tablet divided by the sum of the number of emails viewed on desktop, mobile and tablet.
EML_OPENRATE_OVERALL Percentage Open rate over all available emails (= unique emails opened versus emails delivered = EML_OPEN_COUNT_UNIQUE / EML_DELIVERY_COUNT). Shows the interest in your company and your subject line.
OPEN_RATE_EVOLUTION Number Represents the evolution of the ‘Open rate’ by comparing the penultimate (5 emails before the last 5 emails) ‘Open rate’ to the ultimate (last 5 emails) ‘Open rate’.
This means that the last 10 emails are split into 2 groups. The 5 most recent ones and the 5 before these. The ‘Open rate’ is then calculated for each group and compared. If the more recent group has a higher ‘Open rate’ than the earlier group, the ‘Open rate’ is increasing. If the more recent group has a lower ‘Open rate’ than the earlier group, the ‘Open rate’ is decreasing.
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Exceptions:
At least 10 emails must fall within the default 90-day time window for EMIT. If there are less than 10 emails in this time window the rate falls back to 0, meaning no evolution.
CTO_RATE Percentage CTO rate over all available emails (= unique emails clicked versus unique emails opened = EML_CLICK_COUNT_UNIQUE/EML_OPEN_COUNT_UNIQUE). Shows the interest in the content of your email. (How well targeted is this person?)
CLICK_RATE_EVOLUTION Number

Represents the evolution of the ‘Click rate’ by comparing the penultimate (5 emails before the last 5 emails) ‘Click rate’ to the ultimate (last 5 emails) ‘Click rate’.
This means that the last 10 emails are split into 2 groups. The 5 most recent ones and the 5 before these. The ‘Click rate’ is then calculated for each group and compared. If the more recent group has a higher ‘Click rate’ than the earlier group, the ‘Click rate’ is increasing and the evolution is UP (+1). If the more recent group has a lower ‘Click rate’ than the earlier group, the ‘Click rate’ is decreasing and the evolution is DOWN (-1).

Example: There are 4 emails clicked out of the last 5 emails and 5 emails out of the 5 emails before that. This results in a downward evolution.

Exceptions: The 10 emails must fall within the default 90-day time window for EMIT. If there are less than 10 emails in this time window the rate falls back to 0, meaning no evolution.

CTO_RATE_EVOLUTION Number Represents the evolution of penultimate (5 emails before the last 5 emails) ‘CTO rate’ to ultimate (last 5 emails) ‘CTO rate’.
This means that the last 10 emails are split into 2 groups. The 5 most recent ones and the 5 before these. The ‘CTO rate’ is then calculated for each group and compared. If the more recent group has a higher ‘CTO rate’ than the earlier group, the ‘CTO rate’ is increasing and the evolution is UP (+1). If the more recent group has a lower’ CTO rate’ than the earlier group, the ‘CTO rate’ is decreasing and the evolution is DOWN (-1).

Exceptions: At least 10 emails must fall within the default 90 day time window for EMIT. If there are less than 10 emails in this time window the rate falls back to 0, meaning no evolution.
DELIVERY_FREQUENCY Number Represents the average number of emails delivered per week when looking at the time frame between the first email delivered within the EMIT time window and the end of the EMIT time window.

Example: There are 56 days between the first email and the end of the time window. 500 emails were delivered within this time frame. This results is a delivery frequency of 500 emails/8 weeks = 62 emails/week.

Exception: If there are less than 5 deliveries within the default EMIT time window, this falls back to 0.
DELIVERY_FREQUENCY_EVOLUTION Number

Represents the evolution of the penultimate (5 emails before the last 5 emails) delivery frequency to the ultimate (last 5 emails) delivery frequency. A tolerance of 10% is used.
The delivery frequency for the ultimate emails, is calculated by using the number of days between the first email and the last one of these 5 emails => 7* (#deliveries/#days). The same applies for the delivery frequency of the penultimate emails.
If the frequency increases it will indicate +1. If the frequency decreases, it will indicate -1.

Example: The last 5 emails were delivered in a time frame of 10 days (frequency = 3.5). The 5 previous emails were delivered in a time frame of 15 days (frequency = 2.33). In this case the evolution is UP (+1). When dividing 2.33/3.5 the result is 0.66 which is smaller than the 0.9 tolerance.

LAST_SERIES_UNOPENED Number The size of the sequence of emails which are not opened, meaning that the last opened emails were EML_STATS_UNOPENED_SERIES_CNT-1 emails ago. Helps to measure the (des-)interest of a contact and checks if a 'rest'-time is appropriate.
EML_DELIVERY_DT_FIRST DateTime Datetime of the first email sent to the contact (minimum datetime based on the available data) -> max 4 years back.
EML_OPEN_DT_FIRST DateTime Datetime of the first email opened by the contact (minimum datetime based on the available data).
EML_CLICK_DT_FIRST DateTime Datetime of the first email clicked by the contact (minimum datetime based on the available data).
MOBILE_OPEN_RATE Number # of unique mobile push opens / # of mobile push deliveries
MOBILE_OPEN_RATE_EVOLUTION Number

Represents the evolution of the ‘Open rate’ by comparing the penultimate (5 mobile messages before the last 5 messages) ‘Open rate’ to the ultimate (last 5 mobile messages) ‘Open rate’.
This means that the last 10 mobile messages are split into 2 groups. The 5 most recent ones and the 5 before these. The ‘Open rate’ is then calculated for each group and compared. If the more recent group has a higher ‘Open rate’ than the earlier group, the ‘Open rate’ is increasing. It the more recent group has a lower rate than the earlier group, the ‘Open rate’ is decreasing.

Exceptions: The 10 mobile messages must fall within the default 90 day time window for EMIT. If there are less than 10 mobile messages in this time window the rate falls back to 0, meaning no evolution

MOBILE_CLICK_RATE Number # of unique mobile push clicks / # of mobile push deliveries.
MOBILE_CLICK_RATE_EVOLUTION Number

Represents the evolution of the ‘Click rate’ by comparing the penultimate (5 mobile messages before the last 5 messages) ‘Click rate’ to the ultimate (last 5 mobile messages) ‘Click rate’.
This means that the last 10 mobile messages are split into 2 groups. The 5 most recent ones and the 5 before these. The ‘Click rate’ is then calculated for each group and compared. If the more recent group has a higher ‘Click rate’ than the earlier group, the ‘Click rate’ is increasing and the evolution is UP(+1). If the more recent group has a lower ‘Click rate’ than the earlier group, the ‘Click rate’ is decreasing and the evolution is DOWN(-1).

Example: There are 4 mobile messages of the last 5 messages clicked and 5 mobile messages for the 5 messages before that. This results in a downward evolution

Exceptions: The 10 mobile messages must fall within the default 90 day time window for EMIT. If there are less than 10 mobile messages in this time window the rate falls back to 0, meaning no evolution.

MOBILE_DELIVERY_FREQUENCE Number Average number of deliveries per week, taken from the first date of the first mobile push message in the EMIT window, until the end of the EMIT window. 7* (#deliveries) / DAYS(end of window - date of first mobile push). Provides information on the cadence.
MOBILE_LAST_PUSH_DATE DateTime Datetime of the last mobile push message that was delivered. Provides information on the cadence.
MOBILE_LAST_OPEN_DATE DateTime Datetime of the last mobile push message opened.
MOBILE_LAST_CLICK_DATE DateTime Datetime of the last mobile push message clicked.
MOBILE_UNOPENED_SERIES Number Longest series of unopened mobile push messages within the EMIT window.
SMS_DELIVERY_FREQUENCY Number Average number of deliveries per week, taken from the first date of the first SMS message in the EMIT window, until the end of the EMIT window. 7* (#deliveries) / DAYS(end of window - date of first SMS message). Provides information on the cadence.
SMS_LAST_SMS_DATE DateTime Datetime of the last SMS message that was delivered. Provides information on the cadence.

Important Note : All metrics from EML_OPENRATE_OVERALL on in the above list are currently only available in the API. This means all engagement metrics linked to mobile messages and SMS.

 

Interest metrics

Interest metrics will be available from the profile extension Email Interest. These Interest Metrics only take active tags into account. Non-active tags are not included. A non-active tag is a tag that is still used in message links and item properties, but that no longer exists in the Tag list.

TOP_TAG_1 String Tag with the highest number of clicks, only on emails.
(Example: FASHION_WOMEN_DRESSES)
TOP_TAG_2 String

Tag with the 2nd highest number of click, only on emails.
(Example: ELECTRO_TV_LCD)
TOP_TAG_3 String Tag with the third highest number of clicks, only on emails.
(Example: FASHION_WOMEN_TROUSERS)
TOP_TAG_4 String Tag with the fourth highest number of clicks, only on emails.
(Example: ELECTRO_COMPUTERS_LAPTOPS)
TOP_TAG_5 String

Tag with the fifth highest number of clicks, only on emails.
(Example: HOME_LIVINGROOM_TABLES)
TAG_CLICK_TOTAL Number Total number of clicks for all tags, only on emails.
It is the total amount of clicks on links that have a category/tag assigned to them.
(example: 10)
TAG_COUNT_[CODE] Number Per tag, a column with the number of clicks, only on emails .(e.g. TAG_COUNT_SPORTS)
(Example: 7)