View email campaign reports
Track delivery, opens, clicks, and conversions for your email campaigns
Once you've sent your email campaign, Bird automatically collects and analyzes data on its performance. This guide walks through how to access your reports and understand the metrics tracked.
Each email campaign report includes an overview and multiple tabs with more detailed insights.
Overview
The Overview tab displays a high-level summary of your campaign performance, including:
Total – Total number of messages in the campaign.
Sent – Number of messages successfully sent.
Delivered – Number of messages delivered to recipient inboxes.
Bounces – Number of bounced emails. This includes both in-band and out-of-band bounces.
The Recipient activity section provides a breakdown of how individual contacts engaged with your campaign:
Sent – Total messages sent.
Opened – Number of recipients who opened the email.
Clicked – Number of recipients who clicked a link.
Skipped – Messages skipped due to send rules such as global holdout or recent contact.
Unsubscribed – Number of recipients who opted out of future marketing emails.
Spam – Count of recipients who marked the email as spam.
The Link activity section shows which links were clicked, and how often, helping you identify the most engaging parts of your email content.
The Engagement section provides more detailed insight into how recipients interacted with your campaign content.
Total opens – Includes both partially and fully viewed emails.
Initial opens – Opened but not scrolled through to the bottom.
Opens – Emails opened and scrolled to the bottom (tracked using a bottom pixel).
Open rate – Percentage of delivered emails that were fully opened.
Total clicks – Total count of all link clicks.
Total clicks by link – Click counts per individual link.
Unique clicks – Number of recipients who clicked at least one link (each recipient counted once).
Click-through rate (CTR) – Percentage of delivered emails with at least one unique click.
Click-through open rate – Percentage of fully opened emails that included at least one unique click.
Unsubscribes – Number of recipients who opted out.
The Bounce tab provides information about failed delivery attempts:
Hard bounce – Permanent delivery issues (e.g., invalid address).
Soft bounce – Temporary issues (e.g., inbox full).
In-band bounce – Bounce that occurred during the delivery attempt.
Out-of-band bounce – Bounce occurred after successful delivery.
Block bounce – Rejected due to spam or filtering rules.
The Rejection tab displays contacts who were rejected from receiving the message prior to delivery—for example, due to suppression settings or list configuration.
The Delivery tab shows the sending and delivery breakdown:
Total – Total number of campaign messages.
Sent – Number of messages processed for sending.
In the Failure reasons tab, you'll find details on why specific messages failed. These can include:
DNS issues
Mailbox full
Blocked by recipient server
Invalid domain or address
Policy rejections
If you have conversion tracking set up, this tab shows how many recipients took an action after clicking through—such as making a purchase, signing up, or completing a form.
