Overview

Once the campaign is published, you can view the detailed campaign stats under the All Campaigns page. The Stats tab displays the overall conversion performance and errors.

View Email Campaign Stats

CleverTap provides the following key event-based metrics to help you monitor your campaign effectiveness:

• Notification Sent: Raised when the email campaign is sent to the Email Service Provider (ESP).
• Notification Delivered: Raised when the email campaign is delivered to the end user from the ESP.

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Private Beta

Delivered is currently released in Private Beta for Infobip (in the case of Advanced Email add-on) and Sendgrid email providers. Contact your Account Manager for access.

• Notification Viewed: Raised when the user opens the email campaign.
• Notification Clicked: Raised when the user clicks on the links in the email campaign.

You can view campaign stats for Email by navigating to Campaigns from the CleverTap dashboard. To do so:

1. Click Campaigns from the dashboard. The All Campaigns page opens.
2. Select the email campaign for which you want to view the stats. You can filter campaigns using the Filter button (refer to the following image).

3. Click the campaign to open it. The Stats tab displays the following campaign stats:
   • Overall Campaign Performance
   • Variant Comparison
   • Message Trend
   • Conversion Performance
   • User Conversion Funnel
   • Split of Clicks
   • Errors

Overall Campaign Performance

This section displays a high-level overview of the entire email campaign performance. Each card displays the count and percentage for key performance indicators of your email campaign, providing a comprehensive view of delivery, engagement, and conversions across all recipients (refer to the following image):

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Sent Count and Metrics Availability

Sent count is not decremented for delivery errors. This means that even if the ESP reports a delivery failure, such as a bounce or drop, the count of emails marked as Sent remains unchanged. These metrics are also available for cc and bcc recipients.

This section also displays the following stats:

• Errors: Displays the number of errors for the campaign. These can be technical errors, such as email provider errors, or non-technical errors, such as message frequency exceeded.
• Control Group: Displays the number of users to whom the campaign was not sent.
• CC Sent: Displays the total number of emails sent to recipients under the CC field.
• BCC Sent: Displays the total number of emails sent to recipients under the BCC field.
• CC Errors: Displays the total number of emails that failed to be sent to recipients under the CC field. This refers to errors encountered when sending email campaigns from CleverTap to the ESP.
• BCC Errors: Displays the total number of emails that failed to be sent to recipients under the BCC field. This refers to the errors encountered when sending email campaigns from CleverTap to the ESP.
• Global Unsubscribes: Displays the total number of unsubscriptions. The unsubscription is attributed to the primary recipients who qualify for the campaign only if you use the unsubscribe(isReEncode) method to unsubscribe from an email campaign.
• Click-through Conversions: Displays the number of conversions triggered by users who clicked on the email. The percentage is calculated as (Click-through Conversions / Delivered) * 100.
• View-through Conversions: Displays the number of conversions triggered by users who viewed the email. The percentage is calculated as (View-through Conversions / Delivered) * 100.

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Note

• Tracking delivery-related errors such as Unsubscribes, Bounces, and Report as Spam are not available for CC/BCC recipients.
• Adding CC BCC recipients in the email campaigns is currently released in Private Beta. Contact your Customer Success Manager for access.

Variant Comparison

This section provides detailed performance insights for each variant in multivariant campaigns, such as A/B Tests, Split Delivery, or Messages based on User Properties.

You can analyze the stats for the following metrics: Sent, Viewed, Clicked, or Delivered. The graph illustrates trends for the selected metric over the selected time period. The table below the graph shows the following metrics for each variant: Sent, Viewed, Clicked, and Delivered.

Message Trend

Click Message Trend to view your campaign's performance trends over time. It typically visualizes key metrics such as the number of emails Sent, Delivered, Viewed, or Clicked across a specified time frame.

Conversion Performance Overview

Click Conversion Performance to view Conversion performance, Revenue performance, and Users' conversion funnel.

You can view stats for each variant under the User conversion funnel for A/B Test, Split Delivery, and Message on User Property campaigns.

Conversion Performance

The conversion performance section shows the conversion boost achieved from your campaign. You can compare your campaign conversions with the control group conversions to see the impact of your campaign. Target Group Conversions and Control Group Conversions are calculated based on Delivered to ensure accuracy by considering only the emails that successfully reached users inbox.

Revenue Performance

The Revenue Performance section shows the revenue boost achieved from your campaign. The following information is displayed in this section:

• Incremental revenue due to this campaign: Indicates the additional income directly attributed to a specific campaign. It is calculated as:
  [(ARPU of Target Group – ARPU of Control Group) x Number of Users to whom the campaign was sent], where ARPU is calculated as: (Revenue generated / Number of users to whom the campaign was sent)
• Boost in revenue due to this campaign: Indicates the percentage increase in revenue achieved from running the campaign compared (revenue generated from Target Group) to the baseline revenue that would have been generated without it (revenue generated from Control Group). It is calculated as:
  {[(Target Group ARPU – Control Group ARPU) / Control Group ARPU] x 100}
• Target Group Revenue: Indicates the total revenue generated by users targeted by the campaign.
• Control Group Revenue: Indicates the total revenue generated by users not targeted by the campaign (control group).

Users Conversion Funnel

Shows the conversion funnel, that is, Sent > Delivered > Viewed > Clicked > Converted. This helps you understand the drop-offs at each step more effectively.

You can view stats for each variant under the User conversion funnel for A/B test, Split delivery, and Message on user property campaigns.

The Viewed numbers in a report can sometimes be unusually high because of virus scanners, email forwards, email groups, and so on. For more information, refer to Unusually High Email Opens and Clicks.

Based on your tracking requirement, you can select to hide either the Viewed or Delivered step.

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Key Points to Remember

The Conversion Performance number for All Variants may be equal to or less than the combined Conversion Performance number for each individual variant. For example, if the Conversion Performance number for All Variants is 10500, with Variant A at 5575 and Variant B at 5053, the total for Variants A and B combined is 10628, exceeding the total for All Variants.

This scenario can occur due to the following reasons:

• For Live campaigns, different variants are delivered to various devices, identified by different GUIDs for the same user. Consequently, the Conversion Performance number for All Variants might not match the sum of the Conversion Performance numbers for each variant. For instance, a user may receive Variant A before uninstalling the app and then receive Variant B after reinstalling it until their identity is established.
• For Recurring campaigns (user property campaigns), the user can qualify more than once when and receive different message copy each time. For example, the user upgrades to a new plan. In this case, the message copy received by the user before and after upgrading the Membership type can be different.

In both the cases, the same user is counted twice, once for Variant A and once for Variant B. However, when calculating the Conversion Performance number for All Variants, each user is counted only once.

Split of Clicks

You can track the distribution of clicks on each link in your email campaign. For example, you want to send an email promotion for an upcoming movie on your video streaming app. You can create an email campaign and add links for reviews, promotions, movie merchandise, and so on, and then send the campaign. We will record the clicks for each link in the email, and you can see them on the Campaign Stats page.

User Details of Clicks

You can view the details of users who clicked on your email campaign using the View details of users who clicked link present on the Split of Clicks tab. You are navigated to the Events page. Select the People tab to view user details.

Errors

You can view campaign errors from the Stats > Errors tab.

Delivery Errors

Delivery errors occur when the ESP reports a failure in delivering the email to the recipient's inbox. These errors typically happen after the email has been successfully dispatched to the ESP but cannot be delivered to the end user. Common reasons include:

• Soft Bounce
• Hard Bounce
• Dropped

Soft Bounce

A soft bounce indicates that mail bounced due to one of the following reasons even though the email address was valid and the email message reached the recipient's mail server:

• The mailbox was full (the user has exceeded their storage quota)
• The recipient server was down
• The message was rejected as spam
• The message was too large for the recipient's inbox.
  CleverTap campaign reports include soft bounces and do not mark the users as unsubscribed.

Hard Bounce

A hard bounce indicated that the email was returned to the sender and was completely undeliverable. However, common reasons it got rejected include:

• The email address does not exist
• The recipient's email server has rejected the email permanently

CleverTap campaign reports include hard bounces and mark the users as unsubscribed.

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Deferred emails

The time for retrying a deferred email and the number of retries depend on the ESP. For SendGrid, the retry period is set to 72 hours.

View Detailed Engagement Stats

You can also view the user details for notifications sent, viewed, clicked, and bounced from the Analytics page of the CleverTap dashboard. For more information about viewing such stats, refer to Analyze an Event .