Analytics overview
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
|