Analytics overview. Measure performance from one place.

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.

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

Percentage of emails which are rejected out of targeted emails

Admin bounce rate

Percentage of emails which admin bounced out of targeted emails

Delivery rate

Percentage of emails which are delivered out of Sent

Accepted rate

Percentage of emails which are accepted out of Sent

Delayed rate

Percentage of emails which are delayed out of accepted emails

Open rate

Percentage of unique recipients who opened the emails out of who got the email delivered

Click-through rate

Percentage of unique recipients who clicked at least one link in the email out of who got the email delivered

Spam complaint rate

Percentage of unique recipients who marked the email as spam out of who got the email delivered

Unsubscribe rate

Percentage of unique recipients who unsubscribed out of who got the email delivered

Bounce rate

Percentage of emails which had in-band bounce out of sent emails

In-band bounce rate

Percentage of emails which in-band bounced out of sent emails

Hard bounce rate

Percentage of emails which hard bounced out of sent emails

Temporary bounce rate

Percentage of emails which temporarily bounced out of sent emails

Soft bounce rate

Percentage of emails which soft bounced out of sent emails

Block bounce rate

Percentage of emails which block bounced out of sent emails

Undetermined bounce rate

Percentage of emails which bounced due to undetermined reasons out of sent emails

Out-of-band bounce rate

Percentage of emails which had out of band bounce out of sent emails

SMS metrics

Metric name

Definition

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

Percentage of SMS messages which are delivered out of Sent messages

Failure rate

Percentage of SMS messages which are failed delivery by carriers out of Sent messages