Reporting Metrics Definition
Learn about the marketing metrics you'll find across Bird.
Learn about the metrics you'll find across Bird.
General metrics
Metric name | Definition |
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Recipients | The total number of contacts targeted by a campaign. |
Journey metrics
Metric name | Definition |
|---|---|
Total runs triggered | The number of times a journey is triggered. |
Total runs completed | The number of times a journey is triggered and completed successfully. |
Unique recipients entered | The number of unique contacts that a journey has been triggered for. |
Unique recipients completed | The number of unique contacts that a journey has been triggered and completed for. |
WhatsApp metrics
Metric name | Definition |
|---|---|
Sent | Number of WhatsApp messages that were sent successfully from Bird to WhatsApp |
Sending failed | Number of WhatsApp messages that failed to be sent successfully from Bird to WhatsApp |
Delivered | Number of WhatsApp messages that were delivered by WhatsApp to the WhatsApp app of the recipient. This is a double tick delivery. |
Delivery failed | Number of WhatsApp messages that failed to be successfully delivered by WhatsApp. |
Opens | Number of unique recipients who read the WhatsApp message at least once sent from the campaign. This is a blue tick read receipt. The Open metric is captured only for users who have Read Receipt turned ON in their WhatsApp settings. |
Clicks | Number of unique recipients who clicked at least once on any link button, quick reply button or link in the body added to the WhatsApp message template. Note that link clicks are only tracked when you use Bird's link shortener which is ON by default. |
Queued | Number of WhatsApp messages which are neither delivered nor failed by WhatsApp. These are either waiting for delivery on WhatsApp due to unavailability of WhatsApp users to receive messages. These messages may or may not get delivered within 30 days of sending based on the recipient's availability. This includes scenarios where WhatsApp users don’t have internet availability, blocked your business account or others. |
Delivery rate |
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Failure rate |
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Open rate |
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Click rate |
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Email metrics
Metric name | Definition |
|---|---|
Total recipients | Number of total contacts to which a campaign is targeted |
Unique recipients | Number of unique contacts to which at least one message was sent or a journey triggered |
Sent | Number of emails which were attempted to be delivered. |
Rejected | Number of emails which were rejected by Bird due to policy or technical reasons. |
Admin bounces | Number of emails that were bounced by Bird. Not counted in Bounces. |
Delivered | Number of emails which were successfully delivered to the recipient’s mailbox provider. |
Accepted | Number of emails delivered which didn’t subsequently bounce. |
Delayed | Number of emails which were temporarily rejected by the recipient’s mailbox provider. |
Opens | Number of unique recipients who opened the email. These emails were displayed or had a link clicked. Opens do not include prefetch opens. |
Clicks | Number of unique recipients who have clicked at least one link in the email. |
Spam complaints | Number of unique recipients who marked the email as spam |
Unsubscribes | Number of unique recipients who either submitted the unsubscribe page or clicked the list-unsubscribe link in the header. Learn more about list-unsubscribes. |
Bounces | Number of bounced emails. Total of In-Band and Out-of-Band Bounces. Bounces do not include Admin Bounces. |
In-band bounces | Number of emails that bounced on delivery attempts. Total of Hard Bounces and Temporary Bounces. |
Hard bounces | Number of emails that bounced due to permanent delivery issues. |
Temporary bounces | Number of emails that bounced due to temporary delivery issues. Filtering rules or unknown reasons. Total of Soft Bounces, Block Bounces and Undetermined Bounces. |
Soft bounces | Number of emails that bounced due to temporary delivery issues. |
Block bounces | Number of emails that bounced due to a mailbox provider's filtering rules. |
Undetermined bounces | Number of emails that bounced due to undetermined reasons. |
Out-of-band bounced | Number of emails that bounced subsequent to a successful delivery. |
Rejection rate |
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Admin bounce rate |
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Delivery rate |
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Accepted rate |
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Delayed rate |
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Open rate |
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Click-through rate |
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Spam complaint rate |
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Unsubscribe rate |
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Bounce rate |
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In-band bounce rate |
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Hard bounce rate |
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Temporary bounce rate |
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Soft bounce rate |
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Block bounce rate |
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Undetermined bounce rate |
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Out-of-band bounce rate |
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SMS metrics
Metric name | Definition |
|---|---|
Total recipients | Number of total contacts to which a campaign is targeted |
Unique recipients | Number of unique contacts to which at least one message was sent or a journey triggered |
Sent | Number of SMS messages from the campaign that were sent successfully from Bird to carriers. |
Sending failed | Number of SMS messages from the campaign that failed to be sent successfully from Bird to carriers. |
Delivered | Number of SMS messages from the campaign that were delivered to the recipient’s messaging app by the carriers. |
Delivery failed | Number of SMS messages from the campaign that failed to be successfully delivered by carriers. |
Delivery rate |
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Failure rate |
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