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Overview

Navigation: Engage -> Campaigns -> Click on the row that displays the information about the campaign for which you wish to see the analytics information. The following sections are available on the screen that opens up:

1. Campaign Details - contains information about the campaign and its status. For more information, refer to Campaign Details.
2. Analytics - contains information about the various metrics that are tracked for the campaign and has the following sections:
3. Click analysis - contains information about the number of clicks on each link in the email. For more information, refer to Click Analysis.
4. Info- contains information about the campaign’s target segment, content, preview, and delivery schedule. For more information, refer to Campaign Info.

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Campaign Details

This section contains the following information:

• Campaign type
• Campaign ID
• Campaign creation and updation details
• Team information
• Approver’s list/ Approved by/ Rejected by (if CAF is enabled)
• Campaign status - A campaign can have the following states: Active, Expired, Not Sent, Paused, Scheduled, Sending, Sent, and Stopped. If Campaign Approval Workflow (CAF) is enabled, two more states are possible for campaign status: Under_Review_ and Rejected.

Actions allowed in the Campaign Details section

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Campaign Analytics

The analytics section contains information about the performance stats and revenue metrics. Global Analytics Filters These filters are applied to all the sections in the Analytics tab.

• Date Range- Select the date range for which you want to view the performance stats.
• Attribution Type- Select the attribution type (Click through, In-session, and View through) to view the analytics information for the specified attribution type. The default attribution type is View through attribution. Refer to the paragraph below for information on attribution types. For more information, refer to the paragraph below.

Attribution Types -You can track your conversion via three methods: View through, click-through, and in-session attribution. With conversion tracking, marketers can see which campaigns have led to achieving business goals (conversion goals for the campaign). If a customer clicked on your email and converted, it would be termed a click-through conversion, and if a customer opened your email and converted afterward, it would be termed a view-through conversion. In-session conversions are those conversions that were made within 30 minutes after the notification click. For example, consider the case where three customers, namely Users A, B, and C, received your email from campaign C1.

• User A clicked on the message and did the conversion event within 30 minutes (we assume it to be the same session) of clicking.
• User B clicked on the message and did the conversion event 2-3 hours after clicking.
• User C saw your message, later launched the app directly, and made the conversion.

When you attribute this conversion to campaign C1, User A is direct attribution, while User B and C are indirect attributions. Attribution Window - Attribution Window is the duration calculated from the time a user receives or clicks the campaign having specific conversion goals. For example, two campaigns with a conversion goal as a purchase are created. Campaign C1 at time H hours and campaign C2 at H+12 hours. The customer achieves the conversion goal for purchase with the campaigns C1 and C2 at time H+15 hours. The conversion of customers is attributed both to C1 and C2. In MoEngage campaigns, the maximum attribution window is 36 hours. When you send more than one campaign with a difference of less than 36 hours, then set the attribution window:

• Lesser than 36 hours
• With the duration difference in sending the campaigns.

For example, if you are sending campaigns at the difference of 12 hours, then set the attribution window as 12 hours.

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Campaign Performance Stats

Campaign performance provides the impact of your email campaigns. Actions that can be performed in the stats section

1. Choose the number view or the percentage view to see the stats as numbers or percentage values.
2. View the unique or total occurrences of stats by selecting Unique or Total in the dropdown at the top of the section.
3. Pin metrics - you can pin the metrics you want to see using the Pin metrics dropdown at the top right corner. You can pin up to five metrics. The selected metric pins are available in the Pinned Metrics section. Click _Show all metrics_to see all the metrics being tracked for the campaign and Hide unpinned metrics to see only the pinned metrics for the campaign.

The following campaign performance stats are available:

1. Conversion Metrics- These metrics pertain to the conversion goals set for the campaign. The higher these metrics, the more effective your campaign! The conversion metrics tracked for your email campaigns are shown in the table below.

   Metric	Description
   Converted Users	This metric shows the number of unique users who have completed the primary conversion. Converted Users were previously called Conversions. This metric displays the number of times users converted from each campaign. For campaigns having only one recurrence, conversion represents unique users who have accomplished the primary conversion goal event at least once within the attribution window.For active campaigns, conversions represent the number of unique users converted per instance of an active campaign. Higher conversions indicate higher effectiveness of your campaign in driving the business goals. Example If a user receives one Campaign Instance on Day X and another on Day Y and converts once on both days, the conversions are counted as two (instead of being counted as one in the previous version.) If a user receives one campaign instance on Day X and converts twice from the same campaign, conversions will be counted as 1. If a user receives two campaign instances of the same campaign on Day X and converts for both of them, conversions will be counted as 2.
   Event (Primary)	This metric shows the total number of primary conversion goal events within the attribution window (configurable) from the time user received the notification. You can also view the uplift percentage in the event primary card. For more information, refer to Uplift in Campaigns. Event (Primary) - The conversions for active campaigns are several conversion events from all campaign notifications. The metric is the cumulative primary conversion events after the start of the first campaign. Example Suppose a user receives an email for a purchased campaign. If the user made two purchases, then the conversion events are two.
   Conversion Rate(CVR)	This metric shows the percentage ratio of users who have performed the conversion event. The conversion count is tracked as Unique. Higher conversion events indicate higher effectiveness of your campaign in driving the business goals. CVR for the various attribution types is listed below: View through attribution CVR = ((Unique conversions) / (Unique opens)) * 100 Click through attribution CVR = ((Unique conversions) / (Unique clicks)) * 100 In-session attribution CVR = ((Unique conversions) / (Unique clicks)) * 100
   Revenue Metrics	There are three revenue metrics for your campaign if they are enabled for the primary goal. Total Campaign Revenue is the sum of the total order value across conversion events attributed to the campaign. Average Order value = (Total Revenue/ Number of conversion events) Average Revenue per user = (Total Revenue/ Number of unique conversions) These revenue metrics are tracked for all attribution types- View through, Click Through, and In-session attribution.

2. Delivery Metrics- The delivery metrics tracked for your email campaigns are described in the table below.

   Metric	Description
   Attempted	This metric shows the number of users who qualified for the campaign and for whom MoEngage tried sending the message.
   Sent	This metric represents the total number of emails sent to the users. The number does not reflect the following: Duplicate or invalid emails Bounces or unsubscribed or complained users Emails with email Frequency Capping and Personalization failures. Sent rate is calculated as (Sent/Attempted)*100.
   Delivered	The total number of emails delivered to the users. This information is provided by email delivery partners like SendGrid. The delivery rate is the percentage ratio of users to whom the emails were sent and delivered. Delivery rate = ((Total delivered emails) / (Total emails sent)) * 100. Note: The delivery rate applies to email campaigns sent using Sendgrid.
   Failed To Send	This metric represents the Failed rate and shows the percentage of campaigns that failed out of the campaigns that were attempted to be sent by MoEngage. Failed rate is calculated as (Failed To Send/Attempted)*100.
   Bounced	The total number of emails that bounced due to incorrect email addresses and rejections from the mail server. Bounce indicates both hard bounce and soft bounce of emails. Bounce rate is the percentage of users who had the bounce of emails. Bounce rate = ((Total hard bounces) + (Total soft bounces) / (Total Sent emails)) * 100 Soft Bounce The total number of email addresses to which the email was not successfully delivered due to temporary issues such as the mailbox being full, the mail server is not active, and so on. The email addresses are not quarantined and will receive the emails next time.

3. Engagement Metrics- The engagement metrics tracked for your email campaigns are described in the table below.

   Metric	Description
   Opened	The total number of times users have opened the email. MoEngage tracks a user open by adding a unique 1px invisible image in the email template. An open is recorded when this image gets downloaded when the email is opened by the user. You can calculate Open Rates using the open metric, which is calculated as follows: Open rate (Unique): The percentage of opens received from the delivered emails. Open rate = ((Unique email opens) / (Total delivered)) * 100. Email Opens are also prone to inflation due to bot activity. MoEngage has introduced the Adjusted opens metric to help you understand the impact of the machine opens in your analytics and measure authentic user opens. Adjusted open metric is calculated as follows: Adjusted Open Rate: The percentage of authentic users who have opened the delivered emails. Adjusted open rate = ((Unique adjusted opens) / (Total delivered)) * 100. Note: Whether Open rate and Adjusted open rate are both shown depends on the Campaign metrics display settings under Bot Detection > Post detection actions (Settings > Channels > Bot Detection Settings). If Show both total and adjusted opens is selected, both Open rate and Adjusted open rate are displayed. If Show bot adjusted opens only is selected, only Adjusted open rate is shown. The uniqueness of opens is maintained for 10 days. So if a user U1 opens the email on D1 and D11, the unique opens will still be 2 because these opens were more than 10 days apart.
   Clicked	Clicks represent the total number of clicks on any link in the email by the users after the email delivery. You can calculate Click-Through Rate (CTR) using the click metric, which is calculated as follows: Click Through Rate (CTR): The percentage of clicks received from the delivered emails. Click through rate = ((Total clicks) / (Total delivered)) * 100. Email Clicks are also prone to inflation due to bot activity, such as automated link-checking scanners crawling every link in an email. MoEngage has introduced the Adjusted clicks metric to help you understand the impact of bot clicks in your analytics and measure authentic user clicks. Adjusted click metric is calculated as follows: Adjusted Click Through Rate (Adj. CTR): The percentage of authentic user clicks from the delivered emails. Adjusted click through rate = ((Unique adjusted clicks) / (Total delivered)) * 100. Note: Whether CTR and Adjusted CTR are both shown depends on the Campaign metrics display settings under Bot Detection > Post detection actions (Settings > Channels > Bot Detection Settings). If Show both total and adjusted clicks is selected, both CTR and Adjusted CTR are displayed. If Show bot adjusted clicks only is selected, only Adjusted CTR is shown.
   Click to Open Rate (CTOR)	Click to open rate measures how many of the people who opened your email went on to click a link in it. CTOR: The percentage of unique clicks to unique opens. Click to open rate = ((Unique clicks) / (Unique opens)) * 100 Adjusted CTOR: The percentage of unique adjusted clicks to unique adjusted opens, once bot-driven opens and clicks are filtered out. Adjusted click to open rate = ((Unique adjusted clicks) / (Unique adjusted opens)) * 100 Note: Whether CTOR and Adjusted CTOR are both shown depends on the Campaign metrics display settings under Bot Detection > Post detection actions (Settings > Channels > Bot Detection Settings). If Show both total and adjusted opens is selected, both CTOR and Adjusted CTOR are displayed. If Show bot adjusted opens only is selected, only Adjusted CTOR is shown.

4. Retention Metrics - These metrics pertain to the number of users who have unsubscribed from receiving communications from your brand or have marked the email as spam. The retention metrics tracked for your email campaigns are described in the table below.

   Metric	Description
   Spam	Spam represents the total number of users who marked the email as spam in their inbox. Spam reports that you view in campaign analytics are excluded from Gmail ISP. Gmail provides visibility into spam rate and reputation metrics in the Google Postmaster tool. Complaint rate is the percentage of users who reported the email as SPAM. Complaint rate = ((Total complaints) / (Total Delivered emails)) * 100
   Unsubscribed	This metric represents the total number of users who have clicked the unsubscribe link and unsubscribed after receiving the email sent from the campaign. When a user unsubscribes from receiving all communications from your brand, promotional emails are not sent to them. Unsubscribed rate is the percentage of users who clicked the unsubscribe link. Unsubscribed rate = ((Total unsubscribes) / (Total Delivered emails)) * 100 Note: The Unsubscribed metric includes users who have unsubscribed at Sendgrid as well. For example, if a user is marked as having unsubscribed in Sendgrid and the same information is not available with MoEngage, MoEngage will send the email to Sendgrid, and Sendgrid will not send the same to the user. This then would be counted towards the Unsubscribed metric in MoEngage.

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Locale/Variation Performance

You can see the breakdown of performance metrics (Opens, Adjusted Opens, Clicks, Conversions, Conversion goals, and so on) for each variation in the default locale. This helps you assess and compare the effectiveness of the variations. You can view the uplift percentage on the tabular view of Locale/Variation performance. For more information, refer to Uplift in Campaigns.

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Conversion Goals Performance (uplift)

You will be able to see this section when you have set more than one conversion goal for your campaigns. The section compares the performance of goals set by the marketer for the campaign. Total Conversions: Will show all goal events for the respective goals i.e., if a user made a purchase twice, it will be shown twice. It is the equivalent of conversion events covered in the sections above. Unique Conversions: Goals are unique across the users converted per campaign instance. It is the equivalent of the Conversions metric covered in the sections above. You can view the uplift percentage in the tabular view of Conversion Goals performance. For more information, refer to Uplift in Campaigns.

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Campaign Delivery

The campaign delivery stats section helps you understand the delivery funnel and the number of users that were removed in each funnel stage. The various delivery funnel stages are explained in the table below:

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Error breakdown

This section describes the various campaign delivery failures and their reasons. Errors are categorized under the following heads:

• Failed to Send errors - these errors happen when the email has not been sent, and they could happen due to one of these reasons:
  • Users who have been removed as they were part of the campaign’s control group.
  • Users who have been removed from the campaign because of earlier bounces, unsubscribes, and complaints.
  • Users who do not have a valid email address, or in case of duplicates (many users having the same email address).
  • Users for whom personalization attributes were not available and thus were dropped from the campaign.
  • Users who were skipped because they had already received the maximum number of messages allowed by this campaign’s Limit Message configuration within the defined rolling window. For more information, refer to Limit Messages for Periodic and Triggered Campaigns.
• Failed to Deliver errors - these errors happen when the email was sent by MoEngage but could not be delivered to the user. This could happen due to any of the following reasons:

  Error	Description	Resolution
  SMTPException	This is a generic SMTP error and happens when the SMTP connection was interrupted or closed.	You will have to check with the SMTP Provider or try again later.
  SMTPDataError	This error means that the SMTP Provider has refused to accept the emails sent by MoEngage.	You will have to check with the SMTP Provider to resolve this error.
  SMTPSenderRefused	This error means that the sender’s address was not accepted by the SMTP Provider.	You will have to check with the SMTP provider or try again later.
  SMTPRecipientRefused	This error means that the recipient’s address was not accepted by the SMTP Provider.	You will have to check with the SMTP provider or try again later.
  InvalidSMTPHostDetails	This error means that the SMTP host details provided are invalid.	You will have to check the email configuration settings on the MoEngage Dashboard.
  SMTPAuthenticationError	This error means that the SMTP authentication details are invalid.	You will have to check the username and password added in the email configuration settings on the MoEngage Dashboard.
  EncryptedConnectionFailed	This error means that the SMTP connection failed due to TLS/SSL protocol issues.	You will have to check with the SMTP provider or try again later.
  Error in Attachments	These errors could be because the file size in an attachment was too large, the attachment URL was invalid, there is no file available on the added URL, and so on.	You will have to check the attachments added in Step 2 (Content) of email campaign creation.
  CustomAPI	These errors happen when a connection cannot be established with the custom API endpoint configured for your account.	You will have to ensure that the API endpoint is correct and retry sending the campaign.
  MaximumLimitExceeded	This error occurs if the credit limit of your account with the SMTP Provider has been exceeded.	You will have to check with the SMTP Provider and update the credit limit before trying again.
  Content API errors	These errors occur when the personalized attributes are not available for some users or when a connection could not be established with the Content API endpoint.	You will have to ensure that the API endpoint and the configuration information are correct and retry sending the campaign.
  Email Unsubscribe Drop	Consider that there is more than one user profile, for instance, A and B, with the same email ID. If User A has unsubscribed in the past, it will reflect in User profile A, but not in User profile B. Hence, if A and B are targeted in an Email Campaign, MoEngage will drop User A and will show an error saying Failure to Send as part of BUC check. However, MoEngage will try to send that campaign to User B. This will result in an “Email Unsubscribe Drop” error as Sendgrid will not attempt the email delivery for User B as it identifies profiles based on email IDs.	Avoiding multiple user profiles with the same Email ID.

Personalization Errors You can see personalization errors in the Failed to send error category in the Error Breakdown Table. Click See breakdown in the Name column for Personalization errors to get a detailed view of the number of users for whom personalization has failed and their reasons. Personalization errors can be classified into the following categories: Note: The number of failures listed in the Personalization Failed category under Failed to Send denotes the unique number of users for whom personalization has failed. In some cases, this might differ from the count shown in the Personalization failure analysis UI as multiple failures can happen for the same user, and they might be counted under each of the failure categories shown in the UI. For example, if a user were to have a user attribute and event attribute failure, they would be counted for the number of failures in both these sections in the analysis screen while they would be counted as one in the Personalization Failed section. Content API Analysis In the case of a response other than 2xx, you will see the error code or the response of your Content API in the Content API analysis section below the error breakdown table, as shown below.

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Click Analysis

Click analysis and tracking help you understand which Call-to-actions (CTAs) work and can help you hone your email marketing strategy. You can view the performance of each link in your email and understand what works well and what doesn’t with Click Analysis. Note:

• MoEngage tracks any URLs inside <a> or <area> tags only. URLs inside any other tag will not be tracked by MoEngage.
• “Mailto:” URLs are not tracked by MoEngage.

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Click Map

The Click Map shows all the links in your email using a visual preview, so you can see at a glance which links your audience engaged with most.

• Heat map: View a heat map that highlights which links performed better than others. Each link is labeled Link# (where # is a sequential number — the first link in the email is Link1, the second is Link2, and so on).
• Hover for details: Hover over any link in the heat map to see its link name, along with its unique and total click counts.
• Click breakdown table: Click on a link in the heat map to highlight its details in the click breakdown table below. The table lists, for every link:
  • Unique clicks: The count of unique users who clicked the link. For example, if two users click a link twice each, the unique click count is 2.
  • Total clicks: The total number of clicks recorded on the link across all users. For example, if two users click a link twice each, the total click count is 4.
  • Adjusted unique clicks: The count of unique users who clicked the link, excluding bot interactions.
  • Adjusted total clicks: The total number of clicks recorded on the link across all users, excluding bot interactions.
• Export: Click the printer icon to export the click map preview along with the click data as a PDF.

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Device Analysis

Device Analysis provides detailed insights into how your users interact with your emails. This helps you understand audience preferences, optimizing email content for improved engagement and higher conversion Understanding where and how your emails are being opened allows you to:

• Optimize email rendering: Identify the dominant browsers, devices, and operating systems used by your audience. This insight enables you to prioritize testing and ensure your emails render correctly, providing an optimal viewing experience on those platforms. For instance, if you’re planning a campaign primarily targeting mobile users, device analysis can show you the most popular mobile devices and operating systems, guiding your design and testing efforts.
• Improve conversion: By optimizing for your audience’s preferred platforms, you can enhance user experience, leading to better engagement and higher conversion rates.
• Leverage inbox preview: Use the Inbox Preview feature in conjunction with Device Analysis to fine-tune your email designs based on the insights gained, ensuring your emails look great on the platforms your users prefer. This is especially useful when you notice a dip in engagement for a specific email client and need to troubleshoot rendering issues.

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Key Features of Device Analysis

• MoEngage groups email clicks into the following four categories:
  • Browser Type: Indicates the web browsers used to click emails. Examples include Chrome, Safari, Firefox, and Others (representing browsers used less frequently).
  • Device Type: Indicates the types of devices used to click emails. Examples include Mobile, Tablet, Desktop/Laptop, Smart TV, and Others (representing device types used less frequently).
  • OS Type: Indicates the operating systems on which emails are clicked. Examples include Android, iOS, Windows, macOS, and Others (representing OS types used less frequently).
  • Domain Type: Indicates the email clients or service providers. Examples include Gmail, Outlook, Yahoo, and Others (representing domain types used less frequently).
• View the device analysis data in the following two formats:
  • Pie Charts: Provide a quick visual overview of the distribution across categories. You can also export images of the charts.
  • Tables: Offer detailed, granular data, particularly useful for viewing specific versions of OS or Browser types.
• Download the CSV file of the device analysis data for further offline analysis and reporting.
• Filter the data by date range and locale for granular analysis, helping you understand deliverability performance over time and for specific user groups.

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Deliverability Analysis

The Deliverability Analysis offers a comprehensive view of your email delivery funnel, helping you identify and address potential deliverability issues. Deliverability issues can significantly impact your email campaign’s effectiveness. This analysis helps marketers:

• Identify problem areas: Quickly pinpoint domains where deliverability is consistently low. For instance, if you observe a significantly lower delivery rate for Yahoo users, it indicates a potential issue specific to that domain.
• Improve delivery rates: Armed with this granular information, you can take targeted actions to improve your email delivery rates for specific domains, such as adjusting sending practices, reviewing content for spam triggers, or working with MoEngage support.
• Understand engagement: The breakdown of opened, clicked, unsubscribed, and bounced rates by domain also helps you understand user engagement patterns across different email providers.

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Key Features of Deliverability Analysis

• Comprehensive delivery funnel metrics: Gain insights into various aspects of your email delivery, including: Sent, Delivered, Unique Opened, Adjusted Unique Opened, Clicked, Adjusted Clicked, Unsubscribed, Complaints, and Bounced.
• Domain-wise breakdown: All data is presented in a detailed table format, broken down by major email domains such as All Domains, Gmail, Outlook, Yahoo, Apple, and Others (includes domains that are treated as less frequent or less significant). This allows you to pinpoint domain-specific performance and identify where issues may be occurring.
• Absolute values and percentages: Key metrics like Sent, Delivered, Unique Opened, Adjusted Unique Opened, Clicked, Adjusted Clicked, Unsubscribed, Complaints, and Bounced are displayed as both absolute values (e.g., the total number of emails) and percentages (e.g., delivery rate, open rate, bounce rate), providing a complete picture of your campaign’s performance.
• Visual delivery funnel chart: A stacked bar chart visually represents the delivery funnel across different domains, allowing for quick comparison and identification of trends. You can also export charts for sharing or further analysis.
• Data download: You can download the CSV file of the analysis data for detailed offline review and integration with other reports.
• Date and locale filtering: Filter the data by date range and locale for granular analysis, helping you understand deliverability performance over time and for specific user groups.

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Campaign Info

You can view the information about the campaign sent using the Campaign Info tab.

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Preview and Content

You can preview the email in either the Web or Mobile mode here for each locale and variation. The following details are available apart from the preview of the email:

• Subject
• Preview Text (if available)
• CC/BCC (if available)
• Email Connector
• Sender Name
• From email address
• Reply-to email address
• Attachments

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FAQs

Do email tracking links and pixels ever expire in MoEngage? How long do they remain active?

No, generally, email tracking links and open tracking pixels in MoEngage do not expire. They are designed to remain active indefinitely, allowing for ongoing event tracking and campaign stat updates.

Are there any scenarios where email tracking data might not flow back into MoEngage, even if the link is clicked or the email is opened?

Yes, there are a few specific scenarios where tracking data might fail to flow back into MoEngage:

• Expired SSL certificate for link branding: If you are managing your own custom link branding (e.g., links.yourdomain.com) and the associated SSL certificate expires, the tracking might break. For MoEngage-managed link branding, SSL certificates are automatically renewed, so this typically isn’t a concern.
• Use of shortened links: While rarely enabled for email, if a link was shortened (which is more common for SMS or WhatsApp where character limits are strict), these shortened links do expire after 2 weeks. This is a specific use case and not the default for email.
• Open tracking pixel issues:
  • If the open tracking pixel, which is a small image, is placed at the very bottom of a large email, some email clients might “clip” the email content, preventing the pixel from loading and sending back the open event.
  • If the email recipient has disabled automatic image downloading in their email client, the tracking pixel will not load, and an open event will not be recorded.
• Firewalls or Security tools (Common in B2B): In some cases, particularly with B2B users, corporate firewalls or advanced security tools might block MoEngage’s tracking links or prevent the open tracking pixel from loading. This can lead to opens not being tracked and even clicks being blocked.