View email campaign reports

Track delivery, opens, clicks, and conversions for your email campaignsOnce you've sent your Email campaign, we'll collect and analyze data on its performance.

Step by step guide

Once you've sent your email campaign, Bird automatically collects and analyzes data on its performance. This guide walks through how to access your reports and understand the metrics tracked.

Accessing campaign reports

To view a campaign’s performance:

1. Go to Marketing > Campaigns.

2. Find the campaign you want to review.

Report overview

Each email campaign report includes an overview and multiple tabs with more detailed insights.

Overview

The Overview tab displays a high-level summary of your campaign performance, including:

• Read or Open Rate

• Click Rate

• Conversion Rate

• Revenue

Engagement Over Time:

• Delivered – Messages confirmed as successfully delivered.

• Conversions – Number of recipients who completed a desired action.

• Reads – Number of recipients who opened the message.

• Clicks – Number of recipients who clicked at least one link.

Deliverability:

• Channel Name

• Number of Recipients

• Sending Failed

• Sent

• Delivered

• Delivery Rate

Recipient activity

The Recipient activity section provides a breakdown of how individual contacts engaged with your campaign:

• Sent – Total messages sent.

• Opened – Number of recipients who opened the email.

• Clicked – Number of recipients who clicked a link.

• Skipped – Messages skipped due to send rules such as global holdout or recent contact.

• Unsubscribed – Number of recipients who opted out of future marketing emails.

• Spam – Count of recipients who marked the email as spam.

• Bounced – Number of bounced emails. This includes both in-band and out-of-band bounces.

Link activity

The Link activity section shows which links were clicked, and how often, helping you identify the most engaging parts of your email content.

Engagement

The Engagement section provides more detailed insight into how recipients interacted with your campaign content.

Key Metrics:

• Delivered – The number of messages successfully delivered to recipients’ inboxes or devices.

• Opened – The number of recipients who opened or viewed your message (tracked when read receipts are available).

• Clicked – The number of recipients who clicked at least one link within the message.

• Spam Complaints – The number of recipients who marked your message as spam or junk.

• Unsubscribes – The number of recipients who opted out after receiving your message.

• Delivery Rate – The percentage of messages successfully delivered out of all attempted sends.

• Open Rate – The percentage of delivered messages that were opened by recipients.

• Click Rate – The percentage of delivered messages that received at least one click.

• Spam Complaint Rate – The percentage of delivered messages that resulted in a spam complaint.

• Unsubscribe Rate – The percentage of delivered messages that led to an unsubscribe action.

Engagement Over Time: Visualize how audience engagement evolved across key events during the campaign:

• Delivered – Track message delivery volume over time.

• Opened – Monitor open activity peaks and trends.

• Clicked – View click performance to identify high-engagement periods.

• Spam Complaints – Detect spikes in spam complaints to evaluate message relevance.

• Unsubscribes – Analyze when and how often recipients opted out.

Bounce

The Bounce tab provides information about failed delivery attempts:

• Hard bounce – Permanent delivery issues (e.g., invalid address).

• Soft bounce – Temporary issues (e.g., inbox full).

• In-band bounce – Bounce that occurred during the delivery attempt.

• Out-of-band bounce – Bounce occurred after successful delivery.

• Block bounce – Rejected due to spam or filtering rules.

Rejection

The Rejection tab displays contacts who were rejected from receiving the message prior to delivery—for example, due to suppression settings or list configuration.

Delivery

The Delivery tab shows the sending and delivery breakdown:

• Total – Total number of campaign messages.

• Sent – Number of messages processed for sending.

Failure reasons

In the Failure reasons tab, you'll find details on why specific messages failed. These can include:

• DNS issues

• Mailbox full

• Blocked by recipient server

• Invalid domain or address

• Policy rejections

Conversions

If you have conversion tracking set up, this tab shows how many recipients took an action after clicking through—such as making a purchase, signing up, or completing a form.