Campaign Analytics and Reporting

After a campaign is sent, analytics are available on the campaign detail page. Navigate to Marketing → Campaigns and click on any sent campaign.

Email Campaign Metrics

For email campaigns, the following metrics are tracked in real-time:

Metric	Description	How It's Tracked
Sent	Total emails dispatched	Count at send time
Delivered	Emails accepted by mail server	Delivery confirmation
Opened	Recipients who opened the email	Tracking pixel
Clicked	Recipients who clicked a link	Link redirect tracking
Bounced	Emails that could not be delivered	Bounce notification
Unsubscribed	Recipients who opted out	Unsubscribe link click

Key Performance Rates

Rate	Formula	Healthy Benchmark
Open Rate	Opens ÷ Delivered × 100	20-30%
Click Rate	Clicks ÷ Delivered × 100	2-5%
Bounce Rate	Bounces ÷ Sent × 100	< 2%
Unsubscribe Rate	Unsubscribes ÷ Delivered × 100	< 0.5%

💡 Tip: Open rates above 30% indicate strong subject lines and engaged audiences. If your open rate is below 15%, experiment with different subject lines and send times.

SMS Campaign Metrics

Metric	Description
Sent	Messages dispatched to the SMS provider
Delivered	Confirmed delivery to the handset
Failed	Messages that could not be delivered

SMS Delivery Rates

SMS typically achieves 95-98% delivery rates. Common failure reasons:

Invalid phone number format
Phone number no longer active
Carrier-level blocking
Recipient in a no-coverage area

Push Notification Metrics

Metric	Description
Sent	Push notifications dispatched via wallet platform
Delivered	Confirmed delivery to the device

⚠️ Important: Push notifications are delivered via Apple/Google Wallet infrastructure. Delivery depends on the customer having an active wallet pass installed.

Understanding Your Results

Diagnosing Low Open Rates

Possible Cause	Solution
Weak subject line	A/B test different approaches
Wrong send time	Try different days/times
Unrecognizable sender	Use your brand name as sender
Landing in spam	Check SMTP authentication settings

Diagnosing High Bounce Rates

Possible Cause	Solution
Invalid email addresses	Enforce email verification at signup
Stale customer list	Remove customers who haven't engaged in 6+ months
Blocklisted domain	Check your sending domain reputation

Diagnosing Low Click Rates

Possible Cause	Solution
Weak call-to-action	Make CTA buttons prominent and clear
Broken links	Test all links before sending
Irrelevant content	Use segments to target relevant audiences
Too many links	Focus on one primary CTA

Campaign Status Timeline

Each campaign moves through these statuses:

Status	Description	Duration
Draft	Being composed and designed	Until scheduled/sent
Scheduled	Set for future delivery	Until scheduled time
Sending	Currently being dispatched	Minutes to hours
Completed	All messages sent	Final state

Timestamps for started_at and completed_at are recorded for performance analysis.

A/B Testing Analytics

If your campaign uses A/B testing, each variant shows separate metrics. Compare:

Open rates between subject line variants
Click rates between content variants
Overall engagement to determine the winner

💡 Tip: Run A/B tests with at least 1,000 recipients per variant for statistically meaningful results.

Exporting Data

Campaign analytics are available in the dashboard. For detailed recipient-level data, use the campaign detail view to see individual delivery statuses and engagement timestamps.

Best Practices

Review analytics within 48 hours of sending — most opens and clicks happen in the first 24 hours
Compare campaigns over time to identify trends in engagement
Use segments to send more relevant content and improve all metrics
Clean your list regularly by removing bounced addresses

Ready to get started?

Try Cockato for free and see how it can help grow your business.

Get Started Free