Q: How are the metrics in dashboards calculated?
Explanation:
Each metric comes with its own definition that explains how it's calculated.
To view the calculation details for a specific metric, click the "eye" icon located in the top-right corner, next to the metric. When you hover over the icon, a pop-up labeled Show metric definition will appear.
Clicking this icon will open a window with the metric's definition.
Here, you can click on any part of the definition to see how it's calculated and which conditions and filters are applied. It enables you to understand the logic behind each metric and where the results originate.
If your custom report or dashboard shows different numbers, you can compare the calculation logic and filters used.
Different definitions will lead to different results for each metric.
Q: What does "user-agent | does not equal | Mozilla/5.0" do?
Explanation:
It means the performance dashboard metrics exclude bot-generated opens. Around 90% of users have Mail Privacy Protection (MPP) enabled, and since over 40% of people use Apple devices, this nearly doubles open rates across projects. To maintain accuracy, the opens aren't included.
With MPP, real and fake opens look the same since they share the same user agent, so you can't tell them apart. Open rates for this user agent, "Mozilla/5.0", are typically above 85% (often exceeding 100%), while others average around 20%, indicating that most are likely fake.
As a result, all opens from users with MPP enabled are excluded. Some of these are real, but there's no way to identify which ones.
Other bots and proxies (like GoogleImageProxy or YahooProxy) do slightly increase open rates, but not enough for us to exclude them.
You can review our documentation on Apple Mail Privacy Protection.
Q: Why is the number of open rates different from the number in the "Volume and primary rates" chart?
Explanation:
In the top right corner, next to the Show metric definition icon, you'll find a blue check icon labeled Reliable opens. Depending on the status of this function, you'll see the relevant number for the selected metric, which can be either checked or unchecked.
The same applies to reliable clicks, for example, in the Click-through rate delivered metric or the Click-through rate from opened metric.
Whether the numbers match depends on the status of this function; in the second screenshot, you can see that they do match.
Q: Why is the number for metric in the "Results per action name" report different from the other metric outputs?
Explanation:
In this report, which is part of the new email evaluation dashboard, you can also view the calculation of the metrics. Click the "eye" icon in the top right corner to view the report definition. After clicking the icon, a window with the metric definitions will open.
Here, you can click on the selected part of the definitions to view how each metric is calculated and which conditions and filters are applied. It allows you to understand the logic behind each metric calculation and see where the output value comes from.