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Campaign & Channel Performance Indicators

A list of all the engagement metrics tracked for Push, In-app, SMS, On-site, Web Push, Email & WhatsApp campaigns

At WebEngage, we believe that data-driven messaging is one of the most scientific ways to deliver contextual experiences tailored to each user. This is why we have identified a list of all the generic actions users can perform while interacting with campaigns sent through each channel of engagement and track them as Campaign Events.

Thus, each time you send a campaign, we automatically track several performance indicators or campaign events like Deliveries, Failures, Opens, Impressions, Dismisses, Unsubscribes, Clicks, and so on, helping you gauge its impact in real-time!

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For Your Reference

Here's a list of System (Campaign) Events gleaned for each channel post-integration.

Now, let's walk you through the performance indicators that help you analyze the impact of each channel and its campaigns, across your dashboard.

Push

Once you send a Push campaign to your users, it goes through the following stages in its lifecycle:

The lifecycle of a Push Notification

Each stage is tracked as a campaign event or a performance indicator, helping you analyze the campaign's impact on user engagement, conversions, and revenue. You can also analyze the collective impact of all the campaigns sent through the channel by analyzing Push Overview.

Additionally, we have also made it possible for you to identify the stage at which a campaign is currently at, for each user through Latest Message Status. Detected in real-time, it can be analyzed through the List of Users of a campaign and each User's Profile.

Now, let's get you acquainted with all the performance indicators tracked for Push campaigns:

Sent

Indicates the total number of messages sent to a push campaign's target audience, within the selected time frame.

Failures (Push)

Indicates the total number of messages that failed to get delivered to a campaign's target audience, within the selected time frame.

Here's a list of all the reasons due to which a Push campaign could fail:

  • Uninstalled: Indicates that the user uninstalled your app, due to which the notification could not be delivered.

🚧

Related Read

Head over to our Uninstall analytics to gain deep insights into uninstalls and learn how you can curb churn!

  • Configuration Issue: Indicates an error with your auth keys, certificates or incorrect FCM (Firebase Cloud Messaging) configuration. Detailed read on how to configure Push as a channel.

  • DND Queue Drop: All messages meant to be delivered during a user's DND hours get queued as per the campaign's queueing duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. Such failures are indicated by DND Queue Drop.

  • Engagement Window: If a campaign is sent with DND Hours enabled and no Queueing Duration has been specified for it, then all messages sent during a user's DND Hours will fail to get delivered. The same is indicated by Engagement Window.

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Please refer to DND Hours and Queueing for a detailed read.

  • Frequency Capping Queue Drop: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's queueing duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. Such failures are indicated by Frequency Cap Queue Drop.

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Please refer to Frequency Capping and Queueing for a detailed read.

  • Personalization Error: Indicates an error with the personalization variables (user attributes, event attributes) or Nunjucks syntax used in the push notification's copy.

  • Device Not Registered/ No Device: Indicates any of the following errors:

    • Delay in Registering Device: A device is registered and available for delivering push notifications as soon as we receive its FCM (Android) or APNs (iOS) details. The first time a user installs your app, it takes a few seconds to a minute for us to glean these details. Thus, if campaign delivery is attempted before the device is registered, then it will fail to get delivered.

    • Incorrect Integration with WebEngage: if there is a technical glitch in the way the WebEngage SDK has been integrated with your app, then all push notifications will fail to get delivered to your users. Detailed read on how to integrate WebEngage with your Android, iOS, React Native, Xamarin.Android, Xamarin.iOS and Hybrid app.

  • Time Zone Elapsed: This error is generally recorded for one-time campaigns scheduled for delivery in the user's timezone. If the local time (for a user) has already passed the delivery time specified for the campaign, then the message will fail to get delivered.

  • Channel Not Available: This error is generally recorded for journeys wherein a Push campaign is triggered for users who were not reachable through the channel.

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Please refer to Channels and Channel Reachability for a detailed read on how reachability is determined for users in various scenarios.

  • Other Failures: All off-beat reasons for campaign failures are clubbed under this header.

Delivered

Indicates the total number of messages that have been delivered to the target audience of a campaign, within the selected time frame.

👍

Fact Check

Total number of Delivered messages = Sent - (Failures + Queued)

Queued (Push)

Indicates the total number of messages that have been sent to a campaign's target audience, but are currently Queued for delayed delivery.

A few common reasons due to which campaigns get queued include:

  • DND Queue: All messages meant to be delivered during a user's DND hours get queued as per the campaign's queueing duration, indicated by DND Queue.

  • Frequency Cap Queue: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's queueing duration. This is indicated by Frequency Cap Queue.

  • Waiting for Time Zone: If you have scheduled a one-time push campaign for delivery in the user's timezone, then the message will get queued for all users where the specified time of delivery is yet to occur in their local time zone. The same is indicated by Waiting for Time Zone.

If the Queueing Duration of a campaign expires before the message could be delivered to a user, then the message will fail.

Total/Unique Dismisses

Both metrics indicate the number of users that have dismissed a Push campaign within the selected time frame.

Total/Unique Clicks

Both metrics indicate the number of users that have clicked on a Push campaign sent within the selected time frame. This metric includes clicks on the notification, its buttons, and deep links.

Total Conversions

Indicates the total number of times a user has performed the Conversion Event of a Push campaign within the selected time frame.

###Unique Conversions

Indicates the number of users that have performed the Conversion Event of a Push campaign within the selected time frame.

👍

Fact Check

Total Conversions can be significantly higher than the Unique Conversions tracked for a campaign.

Reason: A user can choose to perform the Conversion Event defined for a campaign, multiple times within its Conversion Deadline. For example, a user can perform the event Checkout-Complete twice, each time purchasing a different product after receiving your campaign.

For the same reason - Total Conversions can be greater than 100%.

Total Click-through Conversions

Indicates the total number of times your users have performed the Conversion Event of a campaign, within the selected time frame, after clicking on the Push Notification. Detailed read on how this is tracked.

Unique Click-through Conversions

Indicates the unique number of users that have converted within the selected time frame, after clicking on the Push Notification. Detailed read on how this is tracked.

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Please Note

If you have not specified a Conversion Event for a campaign, then Conversions will not be tracked for it. Detailed read.

Revenue

Indicates the total amount of revenue generated by the Total Conversions that have occurred within the selected time frame.

Click-through Revenue

Indicates the total amount of revenue generated by the Total Click-through Conversions that have occurred within the selected time frame.

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Please Note

If you have not specified a Conversion Event for a campaign or if the specified Conversion Event is not mapped as a Revenue Event, then no Revenue will be tracked for it.

Detailed Read on how Revenue tracking works and how Revenue is attributed to a campaign.

In-app

Once you send an In-app campaign to your users, it goes through the following stages in its lifecycle:

The lifecycle of an In-app Notification

Each stage is tracked as a campaign event or a performance indicator, helping you analyze the campaign's impact on user engagement, conversions, and revenue. You can also analyze the collective impact of all the campaigns sent through a channel by analyzing In-app Overview.

Additionally, we have also made it possible for you to identify the stage at which a campaign is currently at, for each user through Latest Message Status. Detected in real-time, it can be analyzed through the List of Users of a campaign and each User's Profile.

Now, let's get you acquainted with all the performance indicators tracked for In-app campaigns:

Impressions

Captured from your user's device, it indicates the number of times users have seen an In-app message, within the selected time frame.

Closes

Indicates the total number of users that have closed the In-app Notification after viewing it, within the selected time frame.

Clicks

Indicates the number of users that have clicked on the In-app Notification within the selected time frame.

Total Conversions

Indicates the total number of times users have performed the Conversion Eventdefined for an In-app campaign within the selected time frame.

Unique Conversions

Indicates the number of users that have converted after receiving an In-app campaign within the selected time frame.

👍

Fact Check

Total Conversions can be significantly higher than the Unique Conversions tracked for a campaign.

Reason: A user can choose to perform the Conversion Event defined for a campaign, multiple times within its Conversion Deadline. For example, a user can perform the event Checkout-Complete twice, each time purchasing a different product after receiving your campaign.

For the same reason - Total Conversions can be greater than 100%.

Total Click-through Conversions

Indicates the total number of times your users have performed the Conversion Event of a campaign, within the selected time frame, after clicking on the In-app Notification. Detailed read on how this is tracked.

Unique Click-through Conversions

Indicates the number of users that have converted within the selected time frame, after clicking on the In-app Notification. Detailed read on how this is tracked.

🚧

Please Note

If you have not specified a Conversion Event for a campaign, then Conversions will not be tracked for it. Detailed read on how Conversions are tracked and attributed to campaigns.

Revenue

Indicates the total amount of revenue generated by the Total Conversions that have occurred within the selected time frame.

Click-through Revenue

Indicates the total amount of revenue generated by the Total Click-through Conversions that have occurred within the selected time frame.

🚧

Please Note

If you have not specified a Conversion Event for a campaign or if the specified Conversion Event is not mapped as a Revenue Event, then no Revenue will be tracked for it.

Detailed Read on how Revenue tracking works and how Revenue is attributed to a campaign.

SMS

Once you send an SMS campaign to your users, it goes through the following stages in its lifecycle:

The lifecycle of an SMS campaign

Each stage is tracked as a campaign event or a performance indicator, helping you analyze the campaign's impact on user engagement, conversions, and revenue. You can also analyze the collective impact of all the campaigns sent through a channel by analyzing SMS Overview.

Additionally, we have also made it possible for you to identify the stage at which a campaign is currently at, for each user through Latest Message Status. Detected in real-time, it can be analyzed through the List of Users of a campaign and each User's Profile.

Now, let's get you acquainted with all the performance indicators tracked for SMS campaigns:

Sent

Indicates the total number of messages sent to an SMS campaign's target audience within the selected time frame.

Failures (SMS)

Indicates the total number of messages that failed to get delivered to the campaign's target audience.

Here's a list of all the reasons due to which an SMS campaign could fail:

  • Hard Bounce: Indicates permanent delivery failure caused by an invalid/defunct phone number or due to the fact that the user was out of service network area for a prolonged duration.

  • Sender ID Invalid/ Unverified Sender: Indicates that the phone number or sender ID used to send the SMS to your users is invalid (based on the response received from the SSP).

  • IP Not Whitelisted: Indicates that WebEngage's IP is not whitelisted with the SSP (SMS Service Provider) being used to send the campaign. Such failures can occur while using a Private SSP integration. Detailed read.

  • Message Text Error: Indicates that the campaign was sent without a message (in the body).

  • SSP Quota Limit Reached/ Insufficient Credits: Indicates that the message sending limit of the SSP (SMS Service Provider) being used to send the message has been exhausted. Please get in touch with your SSP to upgrade your account or add more credits to ensure delivery.

  • DND Registry/ User Registered for NDNC: Indicates failure caused by the fact that the user has registered their phone number on a national do-not-call list.

  • India DND Hours: Promotional SMS messages can only be delivered between 9 am and 9 pm IST. Thus, all SMS campaigns sent or scheduled to be delivered within these hours will fail due to the same reason, for all numbers registered in India.

  • DND Queue Drop: All messages meant to be delivered during a user's DND hours get queued as per the campaign's Queueing Duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. The same is indicated by DND Queue Drop.

  • Engagement Window: If a campaign is sent with DND Hours enabled and no Queueing Duration has been specified for it, then all messages sent during a user's DND Hours will fail to get delivered. The same is indicated by Engagement Window.

🚧

Please refer to DND Hours and Queueing for a detailed read.

  • Frequency Capping Queue Drop: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's Queueing Duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. The same is indicated by Frequency Cap Queue Drop.

🚧

Please refer to Frequency Capping and Queueing for a detailed read.

  • Personalization Error: Indicates an error with the personalization variables (user attributes, event attributes) or Nunjucks syntax used in the message copy.

  • Channel Not Available/ Recipient Missing: This error is generally recorded for journeys wherein an SMS campaign is triggered for users who have not shared their phone number, yet.

  • Time Zone Elapsed: This error is generally recorded for one-time campaigns scheduled for delivery in the user's timezone. If the local date and time (for a user) have already passed the delivery date and time specified for the campaign, then the message will fail to get delivered to the user.

  • Other Failures: All off-beat reasons for campaign failures are clubbed under this header.

Delivered

Indicates the total number of messages that have been delivered to the target audience of a campaign, or to all users through the channel, within the selected time frame.

👍

Fact Check

Total number of Delivered messages = Sent - (Failures + Queued)

Queued (SMS)


Indicates the total number of messages that have been Sent to a campaign's target audience, but are currently Queued for delayed delivery.

A few common reasons due to which SMS campaigns get queued include:

  • DND Queue: All messages meant to be delivered during a user's DND hours get queued as per the campaign's queueing duration, indicated by DND Queue.

  • Frequency Cap Queue: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's queueing duration. This is indicated by Frequency Cap Queue.

  • Waiting for Time Zone: If you have scheduled a one-time SMS campaign for delivery in the user's timezone, then the message will get queued for all users where the specified time of delivery is yet to occur in their local time zone. The same is indicated by Waiting for Time Zone.

If the Queueing Duration of a campaign expires before the message could be delivered to a user, then the message will fail.

Total Clicks

Indicates the total number of times users have clicked on a link included in the SMS campaign, within the selected time frame. This means that if a user clicks 3 times on a link in the message, then each interaction (click) will be counted once each towards Total Clicks.

###Unique Clicks

Indicates the number of users that have clicked on a link included in the SMS campaign, within the selected time frame.

Total Conversions

Indicates the total number of times users have performed the Conversion Event of an SMS campaign within the selected time frame.

Unique Conversions

Indicates the number of users that have performed the Conversion Event of an SMS campaign within the selected time frame.

👍

Fact Check

Total Conversions can be significantly higher than the Unique Conversions tracked for a campaign.

Reason: A user can choose to perform the Conversion Event defined for a campaign multiple times within its Conversion Deadline. For example, a user can perform the event Checkout-Complete twice, each time purchasing a different product after receiving your campaign.

For the same reason - Total Conversions can be greater than 100%.

Total Click-through Conversions

Indicates the total number of times users have performed the Conversion Event of a campaign after clicking on a link included in the SMS, within the selected time frame. Detailed read on how this is tracked.

Unique Click-through Conversions

Indicates the number of users that have performed the Conversion Event of a campaign after clicking on a link included in the SMS, within the selected time frame. Detailed read on how this is tracked.

🚧

Related Read

If you have not specified a Conversion Event for a campaign, then Conversions will not be tracked for it. Detailed read on how Conversions are tracked and attributed to a campaign.

Revenue

Indicates the total amount of revenue generated by the Total Conversions that have occurred within the selected time frame of analysis.

Click-through Revenue

Indicates the total amount of revenue generated by the Total Click-through Conversions that have occurred within the selected time frame.

🚧

Please Note

If you have not specified a Conversion Event for a campaign or if the specified Conversion Event is not mapped as a Revenue Event, then no Revenue will be tracked for it.

Detailed Read on how Revenue tracking works and how Revenue is attributed to a campaign.

On-site Notification

Once you send an On-site Notification to your users, it goes through the following stages in its lifecycle:

The lifecycle of an On-site Notification

Each stage is tracked as a campaign event or a performance indicator, helping you analyze the campaign's impact on user engagement, conversions, and revenue.

Let's get you acquainted with all the performance indicators tracked for On-site (Notifications):

Total Views

Indicates the total number of times users viewed the On-site Notification.

Unique Views

Indicates the number of users who viewed the On-site Notification at least once.

Closed

Indicates the total number of users that dismissed the On-site Notification after seeing it.

Total Clicks

Indicates the total number of times users clicked on the notification (including button clicks).

CTA Clicks

Indicates the total number of times users clicked on the call-to-action button.

Click-through Rate

Indicates the share of users that clicked on the notification after viewing it.

👍

Fact Check

Click-through Rate = (Total Clicks/ Unique Views) x 100

Conversions

Indicates the total number of users that performed the campaign's Conversion Goal (as defined in Step 4: Activate).

On-site Surveys

Once you activate a Survey, it goes through the following stages in its lifecycle:

The lifecycle of a Survey Questionnaire

Let's get you acquainted with all the performance indicators tracked for your Surveys:

Displayed

Indicates the total number of times users have viewed the survey on your website.

Attempted

Indicates the total number of users engaged through the survey questionnaire.

Submitted

Indicates the total number of users that have successfully submitted their responses.

Response Rate

Indicates the share of users that submitted their responses after viewing your survey.

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Fact Check

Response Rate = (Submitted / Displayed) x 100

Web Push

Once you send a Web Push campaign to your users, it goes through the following stages in its lifecycle:

The lifecycle of a Web Push Notification

Each stage is tracked as a campaign event or a performance indicator, helping you analyze the campaign's impact on user engagement, conversions, and revenue. You can also analyze the collective impact of all the campaigns sent through the channel by analyzing Web Push Overview.

Additionally, we have also made it possible for you to identify the stage at which a campaign is currently at, for each user through Latest Message Status. Detected in real-time, it can be analyzed through the List of Users of a campaign and each User's Profile.

Now, let's get you acquainted with all the performance indicators tracked for Web Push campaigns:

Sent

Indicates the total number of messages sent to a Web Push campaign's target audience within the selected time frame.

Failures (Web Push)

Indicates the total number of messages that failed to get delivered to a campaign's target audience.

Here's a list of all the reasons due to which a Web Push could fail to get delivered:

  • Unsubscribed: Indicates that a user has blocked notifications from your website in their browser settings.

  • DND Queue Drop: All messages meant to be delivered during a user's DND hours get queued as per the campaign's queueing duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. Such failures are indicated by DND Queue Drop.

🚧

Please refer to DND Hours and Queueing for a detailed read.

  • Frequency Cap Queue Drop: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's queueing duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. Such failures are indicated by Frequency Cap Queue Drop.

🚧

Please refer to Frequency Capping and Queueing for a detailed read.

  • Personalization Error: Indicates an error in the personalization variables (user attributes, event attributes) or Nunjucks syntax used in the web push notification's copy.

  • Device Not Registered/ No Device: Indicates any of the following errors:

    • Delay in Registering Device: A device is registered and available for delivering web push notifications as soon as we receive it's subscription details from Vapid service networks. The first time a user opts-in to receive web push notifications, it takes a few seconds to a minute for us to glean these details. Thus, if campaign delivery is attempted before the device is registered, then it will fail to get delivered.

    • Incorrect Integration with WebEngage: if there is a technical glitch in the way the WebEngage SDK has been integrated with your website, then all web push notifications will fail to get delivered to your users. Detailed read on how to integrate WebEngage with your website.

  • Channel Not Available: This error is generally recorded for journeys wherein a Web Push campaign is triggered for users who are not reachable through the channel, yet.

🚧

Please refer to Channels and Channel Reachability for a detailed read on how reachability is determined for users in various scenarios.

  • Time Zone Elapsed: This error is generally recorded for one-time campaigns scheduled for delivery in the user's timezone. If the local time (for a user) has already passed the delivery time specified for the campaign, then the message will fail to get delivered to the user.
  • Other Failures: All off-beat reasons for campaign failures are clubbed under this header.

Delivered

Indicates the total number of messages that have been delivered to the target audience of a campaign within the selected time frame.

👍

Fact Check

Total number of Delivered messages = Sent - (Failures + Queued)

Queued (Web Push)

Indicates the total number of messages that have been Sent to a campaign's target audience, but are currently Queued for delayed delivery.

A few common reasons due to which campaigns get queued include:

  • DND Queue: All messages meant to be delivered during a user's DND hours get queued as per the campaign's queueing duration, indicated by DND Queue.

  • Frequency Cap Queue: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's queueing duration. The same is indicated by Frequency Cap Queue.

  • Waiting for Time Zone: If you have scheduled a one-time push campaign for delivery in the user's timezone, then the message will get queued for all users where the specified time of delivery is yet to occur in their local time zone. The same is indicated by Waiting for Time Zone.

If the Queueing Duration of a campaign expires before the message could be delivered to a user, then the message will fail.

###Total Impressions

Captured from your user's device, it indicates the number of times your users have seen a Web Push Notification within the selected time frame.

Unique Impressions

Captured from your user's device, it indicates the number of users that have seen a Web Push Notification at least once within the selected time frame.

Total/Unique Dismisses

Both metrics indicate the number of users who have dismissed a Web Push Notification within the selected time frame.

Unsubscribers

All users who have disabled notifications for your domain in their browser settings within the selected time frame are considered towards the total number of Unsubscribes.

Total/Unique Clicks

Both metrics indicate the number of users that have clicked on a Web Push Notification within the selected time frame.

Total Conversions

Indicates the total number of times users have performed the Conversion Event defined for a Web Push campaign within the selected time frame.

Unique Conversions

Indicates the number of users that have performed the Conversion Event defined for a Web Push campaign within the selected time frame.

👍

Fact Check

Total Conversions can be significantly higher than the Unique Conversions tracked for a campaign.

Reason: A user can choose to perform the Conversion Event defined for a campaign multiple times within its Conversion Deadline. For example, a user can perform the event Checkout-Complete twice, each time purchasing a different product after receiving your campaign.

For the same reason - Total Conversions can be greater than 100%.

Total Click-through Conversions

Indicates the total number of times users have performed the Conversion Event of a Web Push campaign after clicking on it, within the selected time frame. Detailed read on how this is tracked.

###Unique Click-through Conversions

Indicates the number of users that have performed the Conversion Event of a Web Push campaign after clicking on it, within the selected time frame. Detailed read on how this is tracked.

Total Impression-through Conversions

Indicates the total number of times users have performed the Conversion Event of a Web Push campaign after viewing on it, within the selected time frame. Detailed read on how this is tracked.

###Unique Impression-through Conversions

Indicates the number of users that have performed the Conversion Event of a Web Push campaign after viewing on it, within the selected time frame. Detailed read on how this is tracked.

🚧

Please Note

If you have not specified a Conversion Event for a campaign, then Conversions will not be tracked for it. Detailed read on how Conversions are tracked and attributed to a campaign.

Revenue

Indicates the total amount of revenue generated by the Total Conversions that have occurred within the selected time frame of analysis.

Click-through Revenue

Indicates the total amount of revenue generated by the Total Click-through Conversions that have occurred within the selected time frame.

###Impression-through Revenue

Indicates the total amount of revenue generated by the Total Impression-through Conversions that have occurred within the selected time frame.

🚧

Please Note

If you have not specified a Conversion Event for a campaign or if the specified Conversion Event is not mapped as a Revenue Event, then Revenue will not be tracked for it.

Detailed Read on how Revenue tracking works and how Revenue is attributed to a campaign.

Email

Once you send an Email campaign to your users, it goes through the following stages in its lifecycle:

The lifecycle of an Email campaign

Each stage is tracked as a campaign event or a performance indicator, helping you analyze the campaign's impact on user engagement, conversions, and revenue. You can also analyze the collective impact of all the campaigns sent through the channel by analyzing Email Overview.

Additionally, we have also made it possible for you to identify the stage at which a campaign is currently at, for each user through Latest Message Status. Detected in real-time, it can be analyzed through the List of Users of a campaign and each User's Profile.

Now, let's get you acquainted with all the performance indicators tracked for Email campaigns:

Sent

Indicates the total number of messages that have been sent to an Email campaign's target audience.

Failures (Email)

Indicates the total number of messages that failed to get delivered to the campaign's target audience.

Here's a list of all the reasons due to which an Email campaign could fail:

  • Hard Bounce: Indicates permanent delivery failure caused by an invalid or defunct email address or in cases where the email was rejected by the user's mail server due to technical reasons.

    • Once a hard bounce is recorded for an email address registered to a user, the user is deemed unreachable through the channel.
  • ESP Quota Limit Reached/ Insufficient Credits: Indicates that the message sending limit of the ESP (Email Service Provider) being used to send the email has been exhausted. Please get in touch with your ESP to upgrade your account or add more credits to ensure delivery.

  • Sender ID Invalid/ Unverified Sender: Indicates Indicates that the Email Address or Sender ID being used to send the SMS to your users is invalid (based on the response received from the ESP).

    • Please recheck the Sender ID and Email Address registered in your ESP account and the credentials entered while integrating the ESP with your WebEngage account.
  • Unsubscribed: Each time a user chooses to unsubscribe to your emails, it's recorded as an Unsubscribe by your ESP. Thus, the next time you sent an email campaign to the user, the ESP will not attempt to deliver it and will convey Unsubscribed as the reason for failure.

    • Once a user unsubscribes, they are deemed unreachable through the channel.
  • DND Queue Drop: All messages meant to be delivered during a user's DND hours get queued as per the campaign's Queueing Duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. Such failures are indicated by DND Queue Drop.

  • Engagement Window: If a campaign is sent with DND Hours enabled and no Queueing Duration has been specified for it, then all messages sent during a user's DND Hours will fail to get delivered. The same is indicated by Engagement Window.

🚧

Please refer to DND Hours and Queueing for a detailed read.

  • Frequency Cap Queue Drop: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's queueing duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. Such failures are indicated by Frequency Cap Queue Drop.

🚧

Please refer to Frequency Capping and Queueing for a detailed read.

  • Personalization Error: Indicates an error with the personalization variables (user attributes, event attributes) or Nunjucks syntax used in the email's copy.

  • Invalid Attachment URL: Indicates an error with the personalization variables used to personalize your dynamic email attachment or record failures in cases where the attachment was not found for a user.

  • Channel Not Available/ Recipient Missing: This error is generally recorded for journeys wherein an Email campaign is triggered for users who have not shared their email address, yet.

  • Time Zone Elapsed: This error is generally recorded for one-time campaigns scheduled for delivery in the user's timezone. If the local date and time (for a user) have already passed the delivery date and time specified for the campaign, then the message will fail to get delivered to the user.

  • Template Error: Indicates an error with the custom HTML template used in the email's copy.

  • Internal Error: Indicates an error in sending the message to the ESP (Email Service Provider) being used to send the email campaign. This could happen due to any of the following reasons:

  • Other Failures: All off-beat reasons for campaign failures are clubbed under this header.

Delivered

Indicates the total number of messages that have been delivered to the target audience of a campaign within the selected time frame.

👍

Fact Check

Total number of Delivered messages = Sent - (Failures + Queued)

Queued (Email)

Indicates the total number of messages that have been Sent to a campaign's target audience, but are currently Queued for delayed delivery.

A few common reasons due to which campaigns get queued include:

  • DND Queue: All messages meant to be delivered during a user's DND hours get queued as per the campaign's queueing duration, indicated by DND Queue.

  • Frequency Cap Queue: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's queueing duration. This is indicated by Frequency Cap Queue.

  • Waiting for Time Zone: If you have scheduled a one-time push campaign for delivery in the user's timezone, then the message will get queued for all users where the specified time of delivery is yet to occur in their local time zone. The same is indicated by Waiting for Time Zone.

  • Soft Bounces: In cases where your ESP is unable to deliver emails to a user due to temporary roadblocks, it gets queued for delayed delivery as per the campaign/journey's queueing settings. A few common reasons for soft bounces include:

    • the mailbox was full
    • the server was down
    • the message was too large for the recipient's inbox and so on.

If the Queueing Duration of a campaign expires before the message could be delivered to a user, then the message will fail.

Unsubscribes

Indicates the total number of users that unsubscribed to your channel by clicking the Unsubscribe link in your email within the selected time frame.

Spam Reports

Indicates the total number of users that have marked your Email campaign as spam in their inbox, within the selected time frame.

Total Opens

Indicates the total number of times users have opened an Email within the selected time frame. This means if a user opens an email campaign 5 times, then 5 interactions (opens) will be counted towards Total Opens.

###Unique Opens

Indicates the number of users that have opened an Email within the selected time frame. Thus, irrespective of the number of times a user has opened an email, they will be counted towards Unique Opens only once.

Total Clicks

Indicates the total number of times users have clicked on a link included in your Email within the selected time frame.

###Unique Clicks

Indicates the number of users that have clicked on a link included in your Email within the selected time frame.

Total Conversions

Indicates the total number of times a user has performed the Conversion Event of an Email campaign within the selected time frame.

Unique Conversions

Indicates the number of users that have converted after receiving an Email campaign within the selected time frame.

👍

Fact Check

Total Conversions can be significantly higher than the Unique Conversions tracked for a campaign.

Reason: A user can choose to perform the Conversion Event defined for a campaign multiple times within its Conversion Deadline. For example, a user can perform the event Checkout-Complete twice, each time purchasing a different product after receiving your campaign.

For the same reason - Total Conversions can be greater than 100%.

Total Open-through Conversions

Indicates the total number of times users have performed the Conversion Event of an Email campaign after opening it within the selected time frame. Detailed read on how this is tracked.

###Unique Open-through Conversions

Indicates the number of users that have performed the Conversion Event of an Email campaign after opening it within the selected time frame. Detailed read on how this is tracked.

Total Click-through Conversions

Indicates the total number of times users have performed the Conversion Event of an Email campaign after clicking on it, within the selected time frame. Detailed read on how this is tracked.

###Unique Click-through Conversions

Indicates the number of users that have performed the Conversion Event of an Email campaign after clicking on it, within the selected time frame. Detailed read on how this is tracked.

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Please Note

If you have not specified a Conversion Event for a campaign, then Conversions will not be tracked for it. Detailed read on how Conversions are tracked and attributed to a campaign.

Revenue

Indicates the total amount of revenue generated by the Total Conversions that have occurred within the selected time frame.

Open-through Revenue

Indicates the total amount of revenue generated by the Total Open-through Conversions that have occurred within the selected time frame.

Click-through Revenue

Indicates the total amount of revenue generated by the Total Click-through Conversions that have occurred within the selected time frame.

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Please Note

If you have not specified a Conversion Event for a campaign or if the specified Conversion Event is not mapped as a Revenue Event, then Revenue will not be tracked for it.

Detailed Read on how Revenue tracking works and how Revenue is attributed to a campaign.

WhatsApp

Once you send a WhatsApp campaign, it goes through the following stages in its lifecycle:

The lifecycle of a WhatsApp campaign

Let's get you acquainted with all the performance indicators tracked for WhatsApp campaigns:

Sent

Indicates the total number of messages sent to a WhatsApp campaign's target audience, within the selected time frame.

Failures (WhatsApp)

Indicates the total number of messages that failed to get delivered to a campaign's target audience, within the selected time frame.

Here's a list of all the reasons due to which a WhatsApp campaign could fail:

  • Invalid WhatsApp Number: Indicates that the phone number (to which the message was sent) is not registered with WhatsApp.

  • Message Format Error: Indicates that the message (added while creating the campaign) has errors in it. A few common reasons include:

    • Extra characters were added to a whitelisted template.
    • Personalization variables were not added properly.
  • Template Does Not Exist: Indicates that the message template uploaded to WebEngage has not been approved by WhatsApp.

    • All message template must be whitelisted with WhatsApp before you can start using them in your campaigns and must not be edited once approved.
  • Throttling Error: Indicates that your WSP was receiving a high number of messages per second/minute/hour from your WebEngage account due to which a few messages were dropped.

  • User Blocked Messages: Indicates that the a user from the campaign's target audience has blocked your channel on WhatsApp.

  • User Did Not Initiate Session: Indicates that a user from the campaign's target audience did not initiate the WhatsApp chat session with you and thus, will be contacted.

  • User Offline: Indicates that the message could not be deliverd as the user remained offlines for a prolonged duration.

  • WSP Configuration Error: Indicates an error in the WhatsApp Service Provider intergation with your WebEngage account.

  • WSP Quota Limit Reached: Indicates that the message sending limit of the WSP (WhatsApp Service Provider) being used to send the campaign has been exhausted. Please get in touch with your WSP to upgrade your account or add more credits to ensure delivery.

  • DND Queue Drop: All messages meant to be delivered during a user's DND hours get queued as per the campaign's/ journey's Queueing Duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. Such failures are indicated by DND Queue Drop.

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Please refer to DND Hours and Queueing for a detailed read.

  • Frequency Capping Queue Drop: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's/ journey's Queueing Duration. However, if the duration expires before a delivery window opens up, then the campaign will fail. Such failures are indicated by Frequency Cap Queue Drop.

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Please refer to Frequency Capping and Queueing for a detailed read.

  • Personalization Error: Indicates an error with the personalization variables (User Attributes, Event Attributes) or Nunjucks syntax used in the message copy.

  • Channel Not Available/ Recipient Missing: This error is generally recorded for journeys wherein a WhatsApp campaign is triggered for users who have not shared their phone number, yet.

  • Time Zone Elapsed: This error is generally recorded for one-time campaigns scheduled for delivery in the user's timezone. If the local date and time (for a user) have already passed the delivery date and time specified for the campaign, then the message will fail to get delivered to the user.

  • Undelivered (Only if Infobip is your WSP): Indicates that Infobip was unable to deliver the message due to any of the following reasons:

    • The message has been received by the WSP, but the user's device is out of network coverage area. Hence, it could not be delivered.
    • The message has been sent to the user's mobile operator, but it failed to deliver it to them.
    • The message has been rejected by the user's mobile operator.
  • Other Failures: All off-beat reasons for campaign failures are clubbed under this header.

Delivered

Indicates the total number of messages that have been delivered to the target audience of a campaign within the selected time frame.

👍

Fact Check

Total number of Delivered messages = Sent - (Failures + Queued)

Queued (WhatsApp)

Indicates the total number of messages that have been Sent to a campaign's target audience, but are currently Queued for delayed delivery.

A few common reasons due to which campaigns get queued include:

  • DND Queue: All messages meant to be delivered during a user's DND hours get queued as per the campaign's queueing duration, indicated by DND Queue.

  • Frequency Cap Queue: If the daily, weekly or monthly frequency cap has been exhausted for a user, then all additional campaigns will get queued for delayed delivery, as per each campaign's queueing duration. This is indicated by Frequency Cap Queue.

  • Waiting for Time Zone: If you have scheduled a one-time WhatsApp campaign for delivery in the user's timezone, then the message will get queued for all users where the specified time of delivery is yet to occur in their local time zone. The same is indicated by Waiting for Time Zone.

If the Queueing Duration of a campaign expires before the message could be delivered to a user, then the message will fail.

Read (Unique)

Indicates the number of users that have viewed or 'read' your WhatsApp message at least once within the selected time frame.

Total Clicks

Indicates the total number of times users have clicked on a link included in the WhatsApp message, within the selected time frame. This means that if a user clicks 3 times on a link, then each interaction (click) will be counted once each towards Total Clicks.

Unique Clicks

Indicates the number of users that have clicked on a link included within the WhatsApp message within the selected time frame.

Total Conversions

Indicates the total number of times users have performed the Conversion Event of a WhatsApp campaign within the selected time frame.

Unique Conversions

Indicates the number of users have performed the Conversion Event of a WhatsApp campaign within the selected time frame.

👍

Fact Check

Total Conversions can be significantly higher than the Unique Conversions tracked for a campaign.

Reason: A user can choose to perform the Conversion Event defined for a campaign/journey multiple times within its Conversion Deadline. For example, a user can perform the event Checkout-Complete twice, each time purchasing a different product after receiving your campaign.

For the same reason - Total Conversions can be greater than 100%.

Total Read-through Conversions

Indicates the total number of times users have performed the Conversion Event of a WhatsApp campaign after viewing it, within the selected time frame. Detailed read on how this is tracked.

Unique Read-through Conversions

Indicates the number of users that have performed the Conversion Event of a WhatsApp campaign after viewing it, within the selected time frame. Detailed read on how this is tracked.

Total Click-through Conversions

Indicates the total number of times users have performed the Conversion Event of a WhatsApp campaign after clicking on a link included in the message, within the selected time frame. Detailed read on how this is tracked.

Unique Click-through Conversions

Indicates the number of users that have performed the Conversion Event of a WhatsApp campaign after clicking on a link included in the message, within the selected time frame. Detailed read on how this is tracked.

🚧

Please Note

If you have not specified a Conversion Event for a campaign, then Conversions will not be tracked for it. Detailed read on how Conversions are tracked and attributed to a campaign.

Revenue

Indicates the total amount of revenue generated by the Total Conversions that have occurred within the selected time frame of analysis.

Click-through Revenue

Indicates the total amount of revenue generated by the Total Click-through Conversions that have occurred within the selected time frame.

Read-through Revenue

Indicates the total amount of revenue generated by the Total Read-through Conversions that have occurred within the selected time frame.

🚧

Please Note

If you have not specified a Conversion Event for a campaign/journey or if the specified Conversion Event is not mapped as a Revenue Event, then no Revenue will be tracked for it.

Detailed Read on how Revenue tracking works and how Revenue is attributed to a campaign.

We hope this has equipped you with a robust understanding of all the performance indicators tracked for each channel. Please feel free to drop in a few lines at [email protected] in case you have any related queries or feedback. We're always just an email away!

Updated 26 days ago

Campaign & Channel Performance Indicators


A list of all the engagement metrics tracked for Push, In-app, SMS, On-site, Web Push, Email & WhatsApp campaigns

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