Reporting metrics

In this article, you'll learn about the metrics you'll find across Bird.

General metrics

Metric name	Definition
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

Metric name	Definition
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

Metric name	Definition
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

Metric name	Definition
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

Metric	Definition
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