## What metrics does Bird track? Learn about the metrics you'll find across Bird. **General metrics** | **Metric name** | **Definition** | | ----------------- | ----------------------------------------------------------------------------------------------------------- | | Total recipients | The total number of contacts targeted by a campaign. | | Unique recipients | The number of unique contacts to which at least one message was sent or at least one journey was triggered. | **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. | **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 | - Rejected / Total Recipients - %Percentage of emails which are rejected out of targeted emails | | Admin bounce rate | - Admin Bounces / Total Recipients - %Percentage of emails which admin bounced out of targeted emails | | Delivery rate | - Delivered / Sent - %Percentage of emails which are delivered out of Sent. | | Accepted rate | - Accepted / Sent - %Percentage of emails which are accepted out of Sent. | | Delayed rate | - Delayed / Accepted - %Percentage of emails which are delayed out of accepted emails. | | Open rate | - Open / Delivered - %Percentage of unique recipients who opened the emails out of who got the email delivered. | | Click-through rate | - Clicks / Delivered - %Percentage of unique recipients who clicked at least one link in the email out of who got the email delivered. | | Spam complaint rate | - Spam complaints / Delivered - %Percentage of unique recipients who marked the email as spam out of who got the email delivered. | | Unsubscribe rate | - Unsusbcribes / Delivered - %Percentage of unique recipients who unsubscribed out of who got the email delivered. | | Bounce rate | - Bounces / Sent - %Percentage of emails which had in-band bounce out of sent emails. | | In-band bounce rate | - In-band Bounces / Sent - %Percentage of emails which in-band bounced out of sent emails. | | Hard bounce rate | - Hard Bounces / Sent - %Percentage of emails which hard bounced out of sent emails. | | Temporary bounce rate | - Temporary Bounces / Sent - %Percentage of emails which temporarily bounced out of sent emails. | | Soft bounce rate | - Soft Bounces / Sent - %Percentage of emails which soft bounced out of sent emails. | | Block bounce rate | - Block Bounces / Sent - %Percentage of emails which block bounced out of sent emails. | | Undetermined bounce rate | - Undetermined Bounces / Sent - %Percentage of emails which bounced due to undetermined reasons out of sent emails. | | Out-of-band bounce rate | - Out-of-band Bounces / Sent - %Percentage of emails which had out of band bounce out of sent emails. | **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 | - Delivered / Sent - %Percentage of SMS messages which are delivered out of Sent messages | | Failure rate | - Delivery Failed / Sent - %Percentage of SMS messages which are failed delivery by carriers out of Sent messages |