Understanding how metrics are calculated is essential for accurately interpreting your reporting data. This glossary provides definitions for the metrics used throughout Insights, along with examples to help clarify how each metric is measured.

Use the table below as a reference when reviewing reports, analyzing performance, or comparing results across Insights pages and Dashboard blocks.

Needing information about a term or a metric within Insights? Look for the info icon, then hover your cursor over the symbol to learn more.

Glossary

Metrics Term	Explanation	Example
Active Users (#)	Number of Audience Members who recorded at least one Session within the Channel, regardless of whether or not they clicked.	Within Mobile, 25 people recorded at least one Session. This means Mobile had 25 Active Users.
Audience Members (#)	Number of those in your Audience, including Subscribers, Bounced, and Unsubscribed users.	Your organization is made up of 10,000 Subscribers and 5,000 Unsubscribed users. Your Audience Member count is 15,000. 10,000 + 5,000 = 15,000
Audience Reach (#)	Number of Audience Members who had at least one Impression/Open recorded for a piece of Content. NOTE: Within summary rows, the Audience Reach calculation is based on the total number of unique Audience Members. # of Audience Members with ≥1 Impression or Open	500 people opened the same piece of Content in their News Digest. That piece of Content has an Audience Reach of 500.
Blast Volume (#)	Average number of Blasts delivered to this Subscriber per day. # of Blasts Delivered / # of Days	Subscriber “A” received 4 Blasts in the last 28 days. Their Blast Volume would be .14. 4 ÷ 28 = .14
Blasts Sent (#)	Count of the Blasts created and Sent in Broadcast.	If I send 3 emails to 4,000 Subscribers on Tuesday, my Blast Sent count for Tuesday would be 3.
Bounced Audience Member (#)	Number of those in your Audience that have bounced.	Your organization is made up of 10,000 Subscribers and 200 Bounced users. Your Bounced Audience Member count is 200.
Bounces (#)	Number of messages that failed to be delivered to Audience Members for a Blast or Digest.	A Blast was sent to 1,000 people, and 50 of those emails failed to deliver. That makes the Bounce count 50.
Click-Thru Rate (%)	Percentage of delivered Blasts/Digests that registered at least one click. Legacy Insights vs. Insights (Beta) In Legacy Insights, this formula is (Unique Clicks / Unique Opens) × 100. Insights (Beta) was updated to reflect the business standard. (Unique Clicks / Delivered) × 100	2,000 Audience Members received my Blast, and 300 of them clicked on at least one link within it. My Blast Click-Thru Rate would be 15%. (300 ÷ 2,000) × 100 = 15
Clicks per Session (#)	Average number of clicks generated during a single engagement session in any Channel. Higher values indicate deeper interaction within each visit. Total Clicks / Total Sessions	An Audience Member went to the Content Archive 5 times and clicked a total of 20 times across visits. Their Clicks per Session in the Archive would be 4. 20 ÷ 5 = 4
Clicks per Unique Open (%)	Percentage of Audience Members who opened a Blast and then clicked a link. (Total Clicks / Total Impressions) × 100	My Blast got 500 opens, and 300 of those recipients. clicked on a link in that Blast. My Clicks per Unique Opens would be 60%. (300 ÷ 500) × 100 = 60
Content Click Rate (%)	Percentage of Impressions that resulted in a click on a piece of Content in your Channels. (Total Clicks / Total Impressions) × 100	My Audience Members logged 6,000 Impressions for Content within all our Channels, and they clicked a total of 1,350 times on those pieces. My overall Content Click Rate would be 22.5%. (1,350 ÷ 6,000) × 100 = 22.5
Delivered (#)	Number of Blasts/Digests successfully delivered to Audience Members' inboxes.	A Blast was sent to 1,000 people, and 950 of those emails were successfully delivered. The Delivered count for this Blast would be 950.
Delivery Rate (%)	Percentage of Blasts/Digests that were successfully delivered to Audience Members' inboxes. (Delivered / Sent) x 100 Note: Total Sent = Delivered + Bounced	I sent a Blast that was delivered to 500, and it bounced for 50. My Blasts' Delivery Rate is 90.9% (500 ÷ (500+50)) × 100 = 90.9
Interest Level	Subscriber’s relative interest in a Category, based on all those interested in the same Category. This is broken down into three buckets: Above Average: Above one standard deviation of the mean. Average: Within one standard deviation of the mean. Below Average: Below one standard deviation of the mean.
Interested Subscribers (#)	Number of Subscribers who have an interest recorded in a Category either via learned behavior or explicitly selected in preferences. Bounced Subscribers are not included. Within summary rows, the Interested Subscribers calculation is based on the total number of unique Audience Members.	Your organization has 10,000 Subscribers, and 6,000 of them have an interest recorded in Category “A.” That means Category “A” has 6,000 Interested Subscribers.
Open Rate (%)	Percentage of Audience Members who opened the Blasts/Digests they received. (Unique Opens / Delivered) × 100	2,000 people received the Blast I sent, and 1,800 of them opened it. My Blasts’ Open Rate is 90%. (1,800 ÷ 2000) × 100 = 90
Percent of Audience (%)	Percentage of current Subscribers who have an interest recorded in a Category. NOTE: Within summary rows, the Percent of Audience calculation is based on the total number of unique Subscribers.	Your organization has 10,000 Subscribers, and 6,000 of them have an interest recorded in Category “A.” That means the Percent of Audience with interest in Category “A” is 60%. (6,000 ÷ 10,000) × 100 = 60
Response Rate (%)	Rate at which Audience Members who were targeted to receive a Blast containing an Acknowledgement or Pulse Survey submitted a response. (Count of Responses / Target Audience) × 100	My Blast was targeted to 800 people, and 600 of them responded to the Pulse Survey. That means the Response Rate for this survey was 75%. (600 ÷ 800) × 100 = 75
Sent (#)	Number of send attempts for a Blasts/Digests. Delivers + Bounces	A Blast was delivered to 950 Audience Members and bounced for 50. That would mean the Blast Sent count is 1,000. 950 + 50 = 1,000
Subscribers (#)	Number of current, non-bounced Subscribers in the system.	Your organization has 10,000 people in its audience right now. That would make your current Subscriber count 10,000.
Target Audience (#)	Number of Audience Members selected to receive a specific Blast or Digest.	You send a Blast targeting three Segments that add up to 1,999 Subscribers, plus one Individual Recipient. The Target Audience for this Blast would be 2,000.
Total Clicks (#)	Total number of tracked click events across Blasts and Content. This count includes multiple clicks from individual Audience Members.	On the Content Archive, 500 Audience Members clicked Content “A” two times. This means that Content “A” had 1,000 Total clicks.
Impression / Total Impressions (#)	Total number of times a piece of Content is shown to an Audience Member. An impression does not mean that the Subscriber engaged with the Content. It just means that the Content appeared on their screen. Note: For Content Block Impressions, if there are multiple of the same piece of Content within the Blast for layout purposes, it will not double the number of Impressions for that piece within the Blast.	An Audience Member opens the Mobile App and sees 3 pieces of Content, then opens a Digest with 4 pieces. This person’s Total Impressions would be 7. 3 + 4 = 7
Total Opens (#)	Total number of times a Blast or Digest was opened by Audience Members. This count includes multiple opens from individual Audience Members.	An Audience Member receives a Blast and opens it 3 times. They will log 3 Total Opens on this Blast.
Session / Total Sessions (#)	Total count of times engagement started within a Channel. When an Audience Member opens a Channel a Session is recorded for that Channel. If they do not continue interacting with Content, the Session will expire, and a new Session will start next time they open the Channel.	An Audience Member opens the Mobile App 2 times and opens a News Digest 1 time. They will log 3 Total Sessions. 2 + 1 = 3
Unique Clicks (#)	Number of distinct Audience Members who clicked at least one tracked link within a Blast. The Overview Level and Per-Blast Link Level have slightly different definitions: Blast Overview Level: Show how many recipients clicked ANY tracked link in a Blast. One user cannot record more than one Unique Click at the Blast level. Per-Blast Link Level: Show how many recipients clicked each tracked link in a Blast. One user cannot record more than one Unique Click on each link, but they can record more than one Unique Click across Blast links.	An Audience Member clicked 5 different links within a Blast. Blast Overview Level: The user logged 1 Unique Click for this Blast. Per-Blast Link Level: The user logged 1 Unique Click on each of the 5 links within the Blast, so in the links table, there would be 5 total Unique Clicks from this user.
Unique Opens (#)	Number of Audience Members who opened a Blast/Digest at least once.	An Audience Member received a Blast and opened it 3 times. They will log 1 Unique Open on this Blast.
Unsubscribed Audience Member (#)	Number of those in your Audience that have unsubscribed.	Your organization is made up of 10,000 Subscribers and 5,000 Unsubscribed users. Your Unsubscribed Audience Member count is 5,000.

Insights - Metrics Definitions

Glossary