Intro to Email analytics

After sending an Email Campaign, it's only natural to be curious about how well it went. Here's a quick look at analyzing your campaigns: 

What Leanplum tracks

Out-of-the box, Leanplum tracks several metrics for your email campaigns, including opens, clicks, bounces, and unsubscribes. All of your sent messages are visible in the Analytics Dashboard, in the left sidebar, and our Analytics dashboard lets you can filter, group by, and slice the data as you please.

Here's the full list of metrics:




Message was accepted by receiving server (not necessarily inbox)


Recipient opened the HTML message (with images enabled) - tracked on each open

Unique Open

Multiple opens by the same user are only counted once.


Recipient clicked on a link within the message.

Unique Click

Multiple clicks on the same link are only counted once.


Message will not be delivered. Common reasons: email address is invalid, previous emails had bounced, or been reported as spam.


Attempted to send message but it bounced from the receiving server. Common reasons: email address is invalid, or the recipient inbox is full.

Reported as Spam

Recipient marked message as spam.


Recipient clicked on messages’ subscription management link and unsubscribed.


Where to see your results

Messaging Overview

We display three key metrics (Opens - called "Engagement" here, Sends, and Open Rate - called "Engagement Rate") in the Messaging Overview so you can quickly compare your campaigns at a glance, and see how your messages are doing.


The Analytics view gives you access to all Email metrics, and the ability to create your own. Selecting one of the tiles updates the graph to show you the change over time.

The Analytics view is updated every 2 to 4 hours, so it can lag behind the counts in the Message Composer and Message Overview.

You can add your own custom metrics to track, or use filters and group by to really slice and dice.

Understanding the numbers

Sends and Opens

It's possible for the number of Opens for your email campaign to be larger than Sends because Opens are not Unique Opens, and your users might open an email more than once. In the Message Overview we only show Opens, but report both Opens and Unique Opens in Analytics.

Note: The Unique Open Rate is not likely to provide meaningful results when viewing the numbers day-by-day because it's the number of unique users on that day divided by the number of emails sent on that day. Since your users may read your email several days after you send it, it's best to view the aggregate results of a campaign instead.

Sends and Clicks

Similarly, it's possible to see more Clicks than Sends when looking at your numbers. You may have multiple links in your email (with each clicked link being tracked). It's entirely possible a user clicked multiple links, or the same link more than once.

Clicks without Opens?

This one is a weird one. Because some email clients do not display images by default, it's possible for someone to Click a link without "Opening" your email because their client did not download the images, and Opens aren't tallied unless all images and text are loaded.


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