Insights (Beta) was built on a completely new analytics foundation designed to improve reporting performance, transparency, scalability, and data traceability. As a result, some metrics and reporting behaviors may differ from what you see in Legacy Insights.

These differences are intentional and reflect improvements to how data is collected, processed, stored, and reported. This article explains the key changes you may notice when comparing reports between Legacy Insights and Insights (Beta).

Note: Differences between Legacy Insights and Insights (Beta) do not necessarily indicate missing or inaccurate data. In many cases, Insights (Beta) is designed to provide a more complete representation of engagement activity.

When a user unsubscribes, their data is removed retroactively from reporting.

Unsubscribed users remain included in reporting. Their identity is anonymized, but their engagement activity is preserved.

Data for Private Blasts is only visible to users who have access to those Blasts.

Anonymized engagement data from Private Blasts is included in overview reporting, regardless of a user's access to the underlying Blast. Access is checked when attempting to view more detailed metrics for the Blast.

Deleting content removes its associated metrics from reporting.

Deleted content remains visible in an inactive state, and any engagement metrics associated with that content are retained.

Communications appear in reports based on their publish or send date:

Communications appear based on engagement activity during the selected date range:

If a subscriber changes to a privacy setting that prevents reporting, all historical and future activity becomes hidden.

Privacy settings only affect future activity.

Previously collected data remains available, while future activity is no longer tracked unless the subscriber changes their privacy setting again.

"Last X Weeks" date ranges do not include data from the current day.

Many default date ranges include data from the current day, and the exact dates included are displayed.

Assuming today is June 11:

Because the date ranges differ, these reports are not direct comparisons.

All data is displayed using your browser's time zone.

CTR = Unique Clicks ÷ Unique Opens × 100

CTR = Unique Clicks ÷ Delivered × 100

This updated calculation aligns with common industry standards for email engagement reporting.

Overview metrics such as Impressions and Sessions are based on unique values.

Overview metrics are based on total values, providing a broader view of engagement across channels.

Historical reporting is available for all available data.

Reporting data is available for the most recent 18 months.

Customers who require longer-term historical reporting should export and archive any needed data before transitioning fully to Insights (Beta).

Insights (Beta) expands the detection and filtering of automated activity generated by security scanners, bots, and other non-human sources.

Supported filtering included:

Supported filtering includes:

Insights (Beta) also introduces clustering analysis.

If more than five events occur within a two-second window before an event's timestamp, those events may be filtered as likely automated activity.

Important: Historical data loaded into Insights (Beta) was not reprocessed using the new filtering rules. New filtering began on June 1, 2026.

Some unique calculations use approximate counting methods, though the exact variance is unknown.

Certain reports use different aggregation levels to improve performance. This may introduce a measured variance of approximately 0.57% in some metrics.

A Blast list may use approximate aggregation for faster reporting, while a Subscriber report may use direct counts. Both reports are accurate, but small differences may occur because the underlying calculations are performed differently.

If a click was recorded without a corresponding open event, an open event was automatically generated.

Open events are reported only when they are actually received.

If a click occurs without an open event, no open event is added automatically.

Modern engagement reporting is influenced by privacy protections, mail security systems, caching layers, VPNs, ad blockers, and other external technologies. As a result, not every user action can always be observed directly.

Metrics typically synchronized every 15 minutes, and all report queries executed simultaneously.

Metrics are optimized for significantly faster loading after data synchronization.

Additionally, report components load asynchronously. Because each query may complete at a slightly different time, temporary variations between charts, tables, or summary metrics may occasionally occur while data is refreshing.

Insights (Beta) introduces substantial improvements to reporting performance, transparency, and engagement accuracy. While some metrics and reporting behaviors may differ from Legacy Insights, these changes are designed to provide a more complete and reliable representation of communication performance and audience engagement.

If you have any questions at all, please don't hesitate to reach out to us at support@cerkl.com or use the support Chat toward the bottom right-hand corner of any cerkl.com page.