Statistics
The Statistics menu shows how each of your marketing campaigns performed: who received it, who opened it, who clicked, who unsubscribed, what bounced and who complained. Each report covers one campaign, one evergreen run, one trigger or one automation, over its whole life.
Mumara ONE collects these figures for you: bounces, spam complaints, opens and clicks are processed automatically. There's nothing to set up beyond keeping open and click tracking switched on when you schedule a campaign, and having a verified tracking domain on your sending domain.
The Statistics pages
| Page | What it reports on |
|---|---|
| Broadcast Stats | The campaigns you schedule under Actions → Schedule, including split tests. One report per campaign. |
| Evergreen Stats | Evergreen campaigns. Each time an evergreen campaign runs, the run gets its own report. |
| Trigger Stats | Triggers. A trigger's figures build up for as long as it keeps firing. Triggers that start a drip group show a report for each drip. |
| Automations Stats | Automations, shown as the workflow with a count on every step, plus a full report for each email action. |
Every report for a sent email uses the same layout, with the same tabs: Summary, Opened, Clicked, Unsubscribed, Bounced, Complaints, Logs and A/B. Broadcast Stats describes each tab in detail.
Statistics or Analytics?
Mumara ONE has two reporting menus, and they answer different questions. Analytics sits alongside Statistics; it doesn't replace it.
| Statistics | Analytics | |
|---|---|---|
| Covers | One campaign, run, trigger or automation at a time | Everything your account sends |
| Transactional email | Not included | Included: Bridges and the sending API |
| Time frame | The whole life of the campaign | A period you choose, such as today or the last 7 days |
| Best for | Comparing campaigns, finding out who engaged, exporting contacts | Deliverability, bounce and complaint trends, message-by-message delivery logs |
For the account-wide view, start at Analytics Summary. A Bridge's own running totals are under its Sending Stats icon; see Bridges.
How the figures are calculated
Unique and total
Opens and clicks appear as two numbers, unique / total:
- Unique counts each contact once, however many times they opened or clicked.
- Total counts every open or click event, including repeats.
Rates always use the unique figure.
Rates
| Rate | Calculation |
|---|---|
| Open rate | Unique opens ÷ emails sent × 100 |
| Click rate | Unique clicks ÷ emails sent × 100 |
| CTR (click-through rate) | Unique clicks ÷ unique opens × 100 |
| Bounce rate | Bounced ÷ emails sent × 100 |
| Unsubscribe rate | Unsubscribes ÷ emails sent × 100 |
Sent counts the emails that actually left for the recipient. Contacts that were skipped, for example because they had unsubscribed or were suppressed, aren't counted as sent, so they don't lower your rates.
As a rule of thumb, keep bounces under 2% of sent and spam complaints under 0.1%, which is 1 in 1,000. Mailbox providers such as Gmail and Yahoo start filtering senders whose complaint rate climbs towards 0.3%.
Opens are an estimate
An open is recorded when the recipient's email client loads a small tracking image. Some clients block images, so real opens are undercounted. Security scanners and privacy features, on the other hand, can load the image without a person reading the email, so they add opens that aren't real. Clicks are a more reliable signal of interest.
The Opened, Clicked and Unsubscribed tabs have an Exclude bots switch that hides opens and clicks Mumara ONE has identified as automated.
Live Mode
The Live switch at the top of the Broadcast Stats page, and of each campaign's statistics page, refreshes the figures every 8 seconds without reloading the page. It's useful while a campaign is sending. Your browser remembers whether you left it on.
Exports
On every campaign report, Export Options downloads the data behind it:
| Export | Format |
|---|---|
| Overview (pdf) | A printable summary of the campaign |
| Opened, Clicked, Unsubscribed, Bounced, Complained, Logs | One CSV file each |
| Export All | Every file above in one ZIP file |
Export in background is ticked by default. The file is then prepared on our side and appears under Tools → Exported Files when it's ready, so you can keep working. See Broadcast Stats for the options.
What you won't find in Statistics
- Transactional email. Messages sent through your Bridges or the sending API are reported under Analytics.
- Account-wide totals for a period. Use Analytics or the Dashboard.
- Delivery rates by recipient domain. Use Analytics, which breaks delivery down by domain. The campaign reports show which domains your audience uses, but not how well each one delivered.
Next steps
- Broadcast Stats: the full campaign report, tab by tab
- Evergreen Stats: results for each run of an evergreen campaign
- Trigger Stats: results for triggers and the drips they start
- Automations Stats: results for each step of an automation
- Analytics Summary: everything you send, marketing and transactional