Built-in report metrics calculation

Last update: 2023-10-10
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User activities

Label
Field name
Indicator description
Indicator calculation formula
Opens
 @opens
 Sum of all @totalClicks with a URL primary key equal to 1.
 sum(Iif([@url-id]=1, @totalClicks, 0))
Clicks
 @clicks
 Sum of all @totalClicks with a URL type equal to "Email click".
 sum(Iif([url/@type]=1, @totalClicks, 0))
Transactions
 @transactions
 Sum of all @totalClicks with a URL type equal to "Transaction".
 sum(Iif([url/@type]=5, @totalClicks, 0))

This report is based on the Consolidated tracking table (nms:trackingStats). This aggregate table is used for performance reasons when displaying reports, in the place of the Recipient tracking logs table (nms:trackingLogRcp) and it is not calculated in real-time. The table is generated a few minutes after the tracking logs are retrieved. If the indicators are up-to-date, the results will be the same as for the indicators of the Tracking indicators report. The @totalclicks indicator expresses the total number of clicks over a 5-minute period.

Non-deliverables and bounces

Breakdown by error type

This report is based on the Delivery and tracking statistics table (nms:deliveryLogStats).

Label
Field name
Indicator description
Indicator calculation formula
Total number of processed messages
 @totalProcessed
 Sum of messages with a status equal to "Ready", "Sent" or "Failed".
 @prepared + @error + @success
User unknown
 @unknownUser
 Count of all messages with a status equal to "Failed" and a reason equal to "User unknown".
Count(@status=2 and msg/@failureReason=1)
Unreachable
@unreachable
 Count of all messages with a status equal to "Failed" and a reason equal to "Unreachable".
Count(@status=2 and msg/@failureReason=3)
Rejected
 @refused
 Count of all messages with a status equal to "Failed" and a reason equal to "Rejected".
Count(@status=2 and msg/@failureReason=20)
Invalid domain
 @invalidDomain
 Count of all messages with a status equal to "Failed" and a reason equal to "Invalid domain".
Count(@status=2 and msg/@failureReason=2)
Account disabled
 @disabled
 Count of all messages with a status equal to "Failed" and a reason equal to "Account disabled".
 Count(@status=2 and msg/@failureReason=4)
Inbox full
 @mailBoxFull
 Count of all messages with a status equal to "Failed" and a reason equal to "Inbox full".
Count(@status=2 and msg/@failureReason=5)
Errors
 @value
 Number of failed messages for this type of error.
 Count(@status=2 and msg/@failureReason="Value of the error type")
Contribution
 -
 Percentage of errors of this type compared to the total number of error messages.
 percent(@value,@totalErrors)
Breakdown
 -
 Percentage of errors of this type compared to the total number of processed messages.
 percent(@value,@totalProcessed)

Breakdown by domain

The second part of the report details the breakdown of failed messages by internet domain as opposed to error type. The formula linked to the Error indicator (@value) in this case is: Count(@status=2 and @domain=“Value of the domain name”), i.e. a count of all messages with a failed status for this domain.

Browsers

This report is based on the Internet Browser Statistics table (nms:userAgentsStats).

Global statistics

Label
Field name
Indicator description
Indicator calculation formula
Visitors
 @totalVisitors
 Total number of targeted recipients for this browser who clicked in a delivery at least once.
 Sum(@visitors)
Page views
 @totalPages
 Total number of clicks on delivery links using this browser, for all deliveries.
 Sum(@pages)
Usage rate
 -
 Percentage of visitors for this browser compared to the total number of visitors.
 percent(@totalVisitors, sum(@totalVisitors))

Statistics per browser

Label
Field name
Indicator description
Indicator calculation formula
Usage rate
 @visitors
 Percentage of the number of visitors per day using this browser compared to the number of visitors measured on the day with the most visits.
 percent(sum(@visitors),max(@visitorsOfTheDay))
Global rate
 -
 Percentage of visitors for this version compared to the total number of visitors using all browsers.
 percent(@totalVisitors, @globalVisitors)
Relative weight
 -
 Percentage of visitors for this version compared to the total number of visitors using this browser.
 percent(@totalVisitors, sum(@totalVisitors))

Sharing to social networks

This report is based on the Delivery (nms:delivery), Consolidated tracking (nms:trackingStats), and Web tracking (nms:webTrackingLog) tables.

Label
Field name
Indicator description
Indicator calculation formula
Number of messages to deliver
 @totalTarget
 Total number of messages processed during the delivery analysis.
 sum([properties/@totalTarget])
Number of successful deliveries
 @success
 Number of messages processed successfully
sum([indicators/@success])
Email
 @email
 Sum of all @totalClicks for which the URL category equals "email".
 Sum(iIf([url/@category]='email',@totalClicks,0))
Facebook
 @facebook
 Sum of all @totalClicks for which the URL category equals "facebook".
 Sum(iIf([url/@category]='facebook',@totalClicks,0))
Twitter
 @twitter
 Sum of all @totalClicks for which the URL category equals "twitter".
 Sum(iIf([url/@category]='twitter',@totalClicks,0))
Delicious
 @delicious
 Sum of all @totalClicks for which the URL category equals "delicious".
 Sum(iIf([url/@category]='delicious',@totalClicks,0))
Digg
 @digg
 Sum of all @totalClicks for which the URL category equals "digg".
 Sum(iIf([url/@category]='digg',@totalClicks,0))
Google
 @google
 Sum of all @totalClicks for which the URL category equals "google".
 Sum(iIf([url/@category]='google',@totalClicks,0))
Linkedin
 @linkedin
 Sum of all @totalClicks for which the URL category equals "linkedin".
 Sum(iIf([url/@category]='linkedin',@totalClicks,0))

Shares

Label
Field name
Indicator description
Indicator calculation formula
Number of shares
 @forward
 Total number of messages shared on this social network.
 Sum(iIf([url/@category]="Value of the social network type",@totalClicks,0))
Breakdown
 @percent
 Percentage of the number of shares on this social network compared to the total number of shares.
 percent(@forward, sum(@forward))
Sharing rate
 @rate
 Number of shares on this network compared to the number of messages to deliver.
 @forward / @totalTarget

Opens

Label
Field name
Indicator description
Indicator calculation formula
Number of opens
@open
 Total number of tracking lines in the web tracking table.
 Count
Breakdown
 @percentOpen
 Percentage of the number of opens on this social network compared to the total number of opens.
 percent(@open, sum(@open))
Rate of opens
 @rateOpen
 Number of opens on this social network compared to the total number of messages to deliver.
 @open / @totalTarget

Statistics on sharing activities

This report is based on the Delivery (nms:delivery), Consolidated tracking (nms:trackingStats), and Web tracking (nms:webTrackingLog) tables.

Label
Field name
Indicator description
Indicator calculation formula
New contacts
 @newContacts
 Count of the number of visitors linked to a recipient.
 Formula: count(@id)
Filter: @recipient-id != 0
Opens
 @opened
 Count of all @ids with a URL type equal to "Open".
 count (Iif([url/@type] = 2, @id, 0))
Shares
 @shared
 URL category included in 'email' , 'facebook' , 'twitter' , 'delicious' , 'digg' , 'google' , 'linkedin'
Count of all @totalClicks with a URL category that equals "email", "facebook", "twitter", "delicious", "digg", "google" or "linkedin".
 count (Iif([url/@category] IN (email' , 'facebook' , 'twitter' , 'delicious' , 'digg' , 'google' , 'linkedin'), @totalClicks, 0))

Operating systems

This report is based on the Internet Browser Statistics table (nms:userAgentsStats).

Global statistics

Label
Field name
Indicator description
Indicator calculation formula
Visitors
 @totalVisitors / @days
 Daily average of the total number of recipients targeted by the operating system who clicked in a delivery at least once.
 Sum(@visitors)
Pages viewed
 @totalPages / @days
 Daily average of the total number of clicks on the delivery links per operating systems for all deliveries.
 Sum(@pages)
Usage rate
 -
 Breakdown of visitors per operating system compared to the total number of visitors.
 percent(@totalVisitors, sum(@totalVisitors))

Statistics per operating system

Label
Field name
Indicator description
Indicator calculation formula
Usage rate
 @visitors
 Percentage of the number of visitors per day on this operating system compared to the number of visitors measured on the day with the most visits.
 percent(sum(@visitors), max(@visitorsOfTheDay))
Global rate
 -
 Percentage of visitors per version compared to the total number of visitors on all operating systems.
 percent(@totalVisitors, @globalVisitors)
Relative rate
 -
 Percentage of visitors per version compared to the total number of visitors using this operating system.
 percent(@totalVisitors, sum(@totalVisitors))

Subscription tracking

This report is based on the Services table (nms:service).

Label
Field name
Indicator description
Indicator calculation formula
Registered
 @_subscriber
 Count of registered people on the previous day.
 sum(Iif(@created < addDays(getDate(), (-1)), 1, 0))
Subscriptions
 @_subscription
 count of subscriptions (@action = 1) on the previous day.
 sum(Iif(@action = 1 and @date > addDays(getDate(), (-1)), 1, 0))
Unsubscriptions
 @_unsubscription
 count of unsubscriptions (action = 0) on the previous day.
 sum(Iif(@action = 0 and @date > addDays(getDate(), (-1)), 1, 0))
Evolution
 -
 Number of subscriptions minus the number of unsubscriptions. The rate is calculated in relation to the total number of subscribers.
 Iif(number(@_subscription) > number(@_unsubscription), '+', '')+format(@_subscription - @_unsubscription, 'number', '# ##0')+ Iif(@_subscriber>0,' (' + format(100*percent(@_subscription - @_unsubscription, @_subscriber), 'number', '#,##0.00')+ '%)','')
Loyalty
 -
 Subscriber loyalty rate for the related period.
 1-percent(@_unsubscription,@_subscriber+@_subscription-@_unsubscription)

Tracking indicators

This report is based on the Delivery and tracking statistics (nms:deliveryLogStats) and Consolidated tracking (nms:trackingStats) tables.

Label
Field name
Indicator description
Indicator calculation formula
Messages to deliver
 @toDeliver
 Count of the number of broadLogs after target analysis.
 sum([properties/@toDeliver])
Success
 @successWithoutSeeds
 Count of messages for which the "seed address" field equals "No" and with a status equal to "Taken into account by the service provider" or "Sent" or "Received on the mobile".
 sum([indicators/@success])
Distinct opens on the population reached
 @estimatedRecipientOpen
 Extrapolation of the number of distinct opens for all emails based on the number of distinct opens for emails in html format.
 Iif(([@toDeliver] - [@text]) = 0, 0, round(toDouble(@recipientOpen) * [@toDeliver] / ([@toDeliver] - [@text]), 0))
Sum of opens on the population reached
 @estimatedTotalRecipientOpen
 Extrapolation of the total number of opens for all emails based on the total number of opens of emails in html format.
 Iif(([@toDeliver] - [@text]) = 0, 0, round(toDouble(@totalRecipientOpen) * [@toDeliver] / ([@toDeliver] - [@text]), 0))
Clicks on the unsubscription link
 @optOut
 Count of all @ids with a URL category equal to "Opt-out".
 count(Iif([url/@type]=3, @id, 0))
Clicks on the link to the mirror page
 @mirrorPage
 Count of all @ids with a URL category equal to "Mirror page".
 count(Iif([url/@type]=6, @id, 0))
Estimation of forwards
 @forward
 Difference between the number of distinct people and the number of distinct recipients who clicked in the email at least once.
 @personClick - @recipientClick
Sends
 @successWithoutSeeds
 Count of the messages for which the "seed address" field equals "No" and with a status equal to "taken into account by the recipient" or "Sent" or "Received on mobile".
 sum([indicators/@success])
Complaints
 @complaints
 Count of messages with a status equal to "Failed" and a reason equal to "address on denylist".
 Count(@status=2 and msg/@failureReason=8)
Opens
 @recipientOpen
 Count of all @broadLog-ids in all tracking logs.
 Countdistinct ([@broadLog-id])
Clicks
 @recipientClick
 Distinct count of @broadLog-ids with a URL type equal to "Email click".
Countdistinct(Iif([url/@type]=1, @broadLog-id, 0))
Raw reactivity
 -
 Percentage of the number of recipients who clicked in a delivery at least once compared to the number of recipients who opened a delivery at least once.
 percent(@recipientClick,@recipientOpen)
Distinct clicks on the population reached
 @personClick
 Count of all @source-ids with a URL category equal to "Email click".
 Countdistinct(Iif([url/@type]=1, @source-id, 0))
Cumulated clicks
 @totalRecipientClick
 Count of all @ids with a URL category that equals "Email click".
 count(Iif([url/@type]=1, @id, 0))
Recipient clicks
 @recipientClick
 Distinct count of the @broadLog-ids with a URL type that equals "Email click".
 Countdistinct(Iif([url/@type]=1, @broadLog-id, 0))
Estimated reactivity
 -
 Ratio of the number of recipients who clicked in a delivery at least once compared to the estimate of recipients who opened the delivery at least once.
 percent(@recipientClick, @estimatedRecipientOpen
Visited pages
 @totalWebPage
 Count of all @ids with a URL type equal to "Web" or "Transaction".
 count(Iif([url/@type]=4 or [url/@type]=5, @id, 0))
Transactions
 @transaction
 Count of all @ids with a URL type equal to "Transaction".
 count(Iif([url/@type]=5, @id, 0))
Total amount
 @amount
 Sum of webTrackingLog/@amounts with a URL type equal to "Transaction".
Sum(Iif([url/@type]=5, webTrackingLog/@amount, 0))
Average transaction amount
 -
 Ratio of the total amount compared to the number of transactions.
 div(@amount, @transaction)
Items
 @article
 Sum of webTrackingLog/@articles with a URL type that equals "Transaction".
 Sum(Iif([url/@type]=5, webTrackingLog/@article, 0))
Average number of items per transaction
 -
 Ratio of the number of items compared to the number of transactions.
 div(@article, @transaction)
Average amount per message
 -
 Ratio of the total amount compared to the number of messages to deliver.
 div(@amount, @toDeliver)
Email
 @email
 Sum of all @totalClicks with a URL category that equals "email".
 Sum(iIf([url/@category]='email',@totalClicks,0))
Facebook
 @facebook
 Sum of all @totalClicks with a URL category that equals "facebook".
 Sum(iIf([url/@category]='facebook',@totalClicks,0))
Twitter
 @twitter
 Sum of all @totalClicks with a URL category that equals "twitter".
 Sum(iIf([url/@category]='twitter',@totalClicks,0))
Delicious
 @delicious
 Sum of all @totalClicks with a URL category that equals "delicious".
 Sum(iIf([url/@category]='delicious',@totalClicks,0))
Digg
 @digg
 Sum of all @totalClicks with a URL category that equals "digg".
 Sum(iIf([url/@category]='digg',@totalClicks,0))
Google
 @google
 Sum of all @totalClicks with a URL category that equals "google".
 Sum(iIf([url/@category]='google',@totalClicks,0))
Linkedin
 @linkedin
 Sum of all @totalClicks with a URL category that equals "linkedin".
 Sum(iIf([url/@category]='linkedin',@totalClicks,0))

URLs and click streams

This report is based on the Delivery table (nms:delivery).

Label
Field name
Indicator description
Indicator calculation formula
Reactivity
 @reactivity
 Ratio of the number of targeted recipients who clicked in a delivery at least once compared to the estimated number of targeted recipients who opened a delivery at least once.
 percent([indicators/@recipientClick], [indicators/@estimatedRecipientOpen])
Distinct clicks
 @distinctClicks
 Ratio of the number of distinct people who clicked in a delivery at least once compared to the number of messages delivered with success.
 percent([indicators/@personClick], [indicators/@success])
Cumulated clicks
 @totalClicks
 Ratio of the total number of clicks by targeted recipients compared to the number of messages delivered with success.
 percent([indicators/@totalRecipientClick], [indicators/@success])
Clicks
 @_click
 Count of all @totalClicks with a URL primary key different from 1
 count(Iif([@url-id] != 1, @totalClicks, 0))
Clicks (%)
 -
 Percentage of the number of clicks compared to the total number of cumulated clicks.
 percent(@_click, @_total)

Delivery summary

This report is based on the Delivery table (nms:delivery).

Label
Field name
Indicator description
Indicator calculation formula
Initial population
 @totalTarget
 Total number of recipients targeted by the delivery.
 sum([properties/@totalTarget])
Messages rejected by the rule
 @reject
 Number of addresses ignored during the analysis in keeping with typology rules: address not specified, quarantined, on denylist, etc.
 sum([properties/@reject])
Messages to deliver
 @toDeliver
 Total number of messages to deliver after delivery analysis.
 sum([properties/@toDeliver])
Success
 @success
 Number of messages processed with success.
 sum([indicators/@success])
Errors
 @error
 Total number of errors cumulated during deliveries and automatic bounce processing.
 sum([indicators/@error])
New quarantines
 @newQuarantine
 Number of quarantined addresses following a delivery fail (user unknown, invalid domain).
 sum([indicators/@newQuarantine])

Hot clicks

This report is based on the Delivery(nms:delivery) and Consolidated tracking (nms:trackingStats) tables.

This report shows the message content (HTML and/or text) with, on each link, the percentage of clicks on links. Personalization blocks unsubscription links and mirror page links are taken into account in the total cumulated clicks but are not displayed in the report.

Tracking statistics

This report is based on the Delivery table (nms:delivery).

Label
Field name
Indicator description
Indicator calculation formula
Transactions
 @transactions
 Sum of all @totalClicks with a URL type that equals "Transaction".
 sum(Iif([url/@type] = 5, @totalClicks, 0))
Clicks
 @clicks
 Sum of all @totalClicks with a URL type that equals "Email click".
 sum(Iif([url/@type] = 1, @totalClicks, 0))
Open
 @opens
 Sum of all @totalClicks with a URL primary key that equals 1.
 sum(Iif([@url-id] = 1, @totalClicks, 0))

Delivery statistics

This report is based on the Delivery and tracking statistics table (nms:deliveryLogStats).

Label
Field name
Indicator description
Indicator calculation formula
Emails processed
 @processed
 Total number of messages with a status that equals "Ready", "Sent" or "Failed".
 @prepared + @error + @success
Delivered
 @success
 Number of messages processed successfully.
 indicators/@success
Hard bounces
 @hardBounce
 Total number of messages with a status that equals "Failed" and a reason that equals "User unknown".
 @unknownUser
Soft bounces
 @softBounce
 Total of all messages with a status that equals "Failed" and a reason that equals "unreachable", "inbox full", "invalid domain", "disabled account", "not connected" or "rejected"
 @unreachable + @mailBoxFull + @invalidDomain + @disabled + @notConnected + @refused
Opens
 @recipientOpen
 Total number of @broadLog-ids in the tracking logs.
 Countdistinct ([@broadLog-id])
Clicks
 @personClick
 Total number of @source-ids for which the URL category equals "Email click".
Countdistinct(Iif([url/@type]=1, @source-id, 0))
Unsubscriptions
 @optOut
 Total number of @ids for which the URL category equals "Opt-out".
 count(Iif([url/@type]=3, @id, 0))

Breakdown of opens

This report is based on Deliveries (nms:delivery) and Tracking logs (nms:trackingLogRcp) tables.

Label
Field name
Indicator description
Indicator calculation formula
Opens
 @totalRecipientOpen
 Sum of all @id with a URL primary key equal to 1 (open).
count(Iif([@url-id] = 1, @id, 0))

Other indicators

The Sent indicator (@sent), accessed via the Deliveries (nms:delivery) > Indicators node corresponds to the total number of SMS sent to the service provider. This indicator is only used for SMS deliveries and must not be used for other types of deliveries (not to be confused with the @success and @processed indicators).

Indicator synchronization

If you experience desynchronization or inconsistency for certain indicators, select the concerned delivery in the Adobe Campaign explorer, right-click and choose Action>Recompute delivery and tracking indicators. Click Next, then click Finish.

Tracking opens

In order for Adobe Campaign to detect message opens, the recipient must download the images in the email. HTML and Multipart/Alternative emails include a 0 pixel image, which enable you to detect messages which have been opened. Since messages in text format do not include any images, it is impossible to detect whether they have been opened or not. Values calculated based on message opens are always estimates, due to the error margin linked to image display.

Targeted persons / recipients

In some reports, Adobe Campaign differentiates targeted persons and targeted recipients.

Targeted recipients are all the recipients whom the delivery was sent to.

The number of persons includes targeted recipients plus all persons whom the email was forwarded to. Each time there is an open or a click in a new browser (which the message has not yet been opened in), another person is added to the statistics.

For instance, if you receive an email (sent by Adobe Campaign) at work and open or click in it, you will be counted as a targeted recipient (i.e. recipient=1, person=1). If you forward this email to two friends, the number of targeted recipients will still equal one, while the number of persons will equal three. Value 3 coincides with each open/click in a new browser.

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