Reporting metrics
In this article, you'll learn about the metrics you'll find across Bird.
General metrics
Total recipients
The total number of contacts targeted by a campaign.
Unique recipients
The number of unique contacts to which at least one message was sent or at least one journey was triggered.
Journey metrics
Total runs triggered
The number of times a journey is triggered.
Total runs completed
The number of times a journey is triggered and completed successfully.
Unique recipients entered
The number of unique contacts that a journey has been triggered for.
Unique recipients completed
The number of unique contacts that a journey has been triggered and completed for.
WhatsApp metrics
Sent
Number of WhatsApp messages that were sent successfully from Bird to WhatsApp
Sending failed
Number of WhatsApp messages that failed to be sent successfully from Bird to WhatsApp
Delivered
Number of WhatsApp messages that were delivered by WhatsApp to the WhatsApp app of the recipient. This is a double tick delivery.
Delivery failed
Number of WhatsApp messages that failed to be successfully delivered by WhatsApp.
Reads
Number of unique recipients who read the WhatsApp message sent from the campaign. This is a blue tick read receipt. The read metric is captured only for users who have Read Receipt turned ON in their WhatsApp settings.
Reply clicks
Number of unique recipients who clicked on any quick reply button added to the WhatsApp message template.
Queued or rejected
Number of WhatsApp messages which are neither delivered nor failed by WhatsApp. These are either waiting for delivery on WhatsApp due to unavailability of WhatsApp users to receive messages. These messages may or may not get delivered within 30 days of sending based on the recipient's availability. This includes scenarios where WhatsApp users don’t have internet availability, blocked your business account or others.
Delivery rate
Delivered / Sent %
Percentage of WhatsApp messages which are failed delivery by WhatsApp out of Sent messages
Failure rate
Delivery Failed / Sent %
Percentage of WhatsApp messages which are failed delivery by WhatsApp out of Sent messages
Read rate
Reads / Delivered %
Percentage of unique recipients who read the WhatsApp message out of who got the message delivered.
Reply click rate
Reply Clicks / Delivered %
Percentage of unique recipients who clicked on any quick reply button on the WhatsApp message out of who got the message delivered.
Email metrics
Total recipients
Number of total contacts to which a campaign is targeted
Unique recipients
Number of unique contacts to which at least one message was sent or a journey triggered
Sent
Number of emails which were attempted to be delivered.
Rejected
Number of emails which were rejected by Bird due to policy or technical reasons.
Admin bounces
Number of emails that were bounced by Bird. Not counted in Bounces.
Delivered
Number of emails which were successfully delivered to the recipient’s mailbox provider.
Accepted
Number of emails delivered which didn’t subsequently bounce.
Delayed
Number of emails which were temporarily rejected by the recipient’s mailbox provider.
Opens
Number of unique recipients who opened the email. These emails were displayed or had a link clicked. Opens do not include prefetch opens.
Clicks
Number of unique recipients who have clicked at least one link in the email.
Spam complaints
Number of unique recipients who marked the email as spam
Unsubscribes
Number of unique recipients who either submitted the unsubscribe page or clicked the list unsubscribe link in the header.
Bounces
Number of bounced emails. Total of In-Band and Out-of-Band Bounces. Bounces do not include Admin Bounces.
In-band bounces
Number of emails that bounced on delivery attempts. Total of Hard Bounces and Temporary Bounces.
Hard bounces
Number of emails that bounced due to permanent delivery issues.
Temporary bounces
Number of emails that bounced due to temporary delivery issues. Filtering rules or unknown reasons. Total of Soft Bounces, Block Bounces and Undetermined Bounces.
Soft bounces
Number of emails that bounced due to temporary delivery issues.
Block bounces
Number of emails that bounced due to a mailbox provider's filtering rules.
Undetermined bounces
Number of emails that bounced due to undetermined reasons.
Out-of-band bounced
Number of emails that bounced subsequent to a successful delivery.
Rejection rate
Rejected / Total Recipients %
Percentage of emails which are rejected out of targeted emails
Admin bounce rate
Admin Bounces / Total Recipients %
Percentage of emails which admin bounced out of targeted emails
Delivery rate
Delivered / Sent %
Percentage of emails which are delivered out of Sent.
Accepted rate
Accepted / Sent %
Percentage of emails which are accepted out of Sent.
Delayed rate
Delayed / Accepted %
Percentage of emails which are delayed out of accepted emails.
Open rate
Open / Delivered %
Percentage of unique recipients who opened the emails out of who got the email delivered.
Click-through rate
Clicks / Delivered %
Percentage of unique recipients who clicked at least one link in the email out of who got the email delivered.
Spam complaint rate
Spam complaints / Delivered %
Percentage of unique recipients who marked the email as spam out of who got the email delivered.
Unsubscribe rate
Unsusbcribes / Delivered %
Percentage of unique recipients who unsubscribed out of who got the email delivered.
Bounce rate
Bounces / Sent %
Percentage of emails which had in-band bounce out of sent emails.
In-band bounce rate
In-band Bounces / Sent %
Percentage of emails which in-band bounced out of sent emails.
Hard bounce rate
Hard Bounces / Sent %
Percentage of emails which hard bounced out of sent emails.
Temporary bounce rate
Temporary Bounces / Sent %
Percentage of emails which temporarily bounced out of sent emails.
Soft bounce rate
Soft Bounces / Sent %
Percentage of emails which soft bounced out of sent emails.
Block bounce rate
Block Bounces / Sent %
Percentage of emails which block bounced out of sent emails.
Undetermined bounce rate
Undetermined Bounces / Sent %
Percentage of emails which bounced due to undetermined reasons out of sent emails.
Out-of-band bounce rate
Out-of-band Bounces / Sent %
Percentage of emails which had out of band bounce out of sent emails.
SMS metrics
Total recipients
Number of total contacts to which a campaign is targeted
Unique recipients
Number of unique contacts to which at least one message was sent or a journey triggered
Sent
Number of SMS messages from the campaign that were sent successfully from Bird to carriers.
Sending failed
Number of SMS messages from the campaign that failed to be sent successfully from Bird to carriers.
Delivered
Number of SMS messages from the campaign that were delivered to the recipient’s messaging app by the carriers.
Delivery failed
Number of SMS messages from the campaign that failed to be successfully delivered by carriers.
Delivery rate
Delivered / Sent %
Percentage of SMS messages which are delivered out of Sent messages
Failure rate
Delivery Failed / Sent %
Percentage of SMS messages which are failed delivery by carriers out of Sent messages
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