Understanding report center options and data
Overview
See report and data descriptions below for information on reports available in the report center. Check out How to download a report from the report center for instructions on how to pull and download reports.
In this guide
Available reports
- Email Campaign - performance and deliverability data for email campaigns
- Email Automation - performance and deliverability data for Automation emails
- SMS Campaign - performance and deliverability data for SMS campaigns
- SMS Automation - performance and deliverability data for Automation SMS messages
- Email and SMS Performance - combined performance and deliverability data for email and SMS campaigns and Automation messages
- Revenue - Attributed revenue across email and SMS
- Subscribers - Audience growth data
- Forms - Forms performance data
⚠️ Report center data is not real time
Report center reports rely on a cached copy of the Sendlane database to generate reports quickly, typically in under a minute or so. Cached versions of reports ensure that reports can be generated and downloaded quickly but might result in an older snapshot of your data. The information in your report may be between one and four hours behind real time.
Report data
Email Campaign
Use the Email Campaign report to see performance and deliverability data for email campaigns
| Field | Definition |
| channel | |
| scheduled_date | Date message was sent on |
| scheduled_time | Time message was sent at |
| day_of_week | Day of the week the message was sent on |
| title | Name of Campaign |
| campaign_id | ID of campaign |
| is_automation | Yes for Automation emails, No for Campaign emails |
| automation_id | ID of Automation |
| automation_name | Name of Automation |
| subject | Email subject line |
| preheader_text | Email preheader text |
Email Automation
Use the Email Automation report to see performance and deliverability data for automation emails
| Field | Definition |
| channel | |
| title | Name of automation email |
| campaign_id | ID of campaign |
| is_automation | Yes for Automation emails, No for Campaign emails |
| automation_id | ID of Automation |
| automation_name | Name of Automation |
| subject | Email subject line |
| preheader_text | Email preheader text |
| total_revenue | Message's total attributed revenue |
| total_orders | Total number of orders attributed to message |
| order_rate | Total number of orders divided by total number of contacts the message was sent to |
| average_order_value | Average order value of message's attributed purchases |
| sent | Number of messages sent |
| total_unsubscribed | Number of contacts who unsubscribed from message on the date indicated in the date column |
| unsubscribe_rate | Number of contacts who unsubscribed from message divided by the number of contacts the message was sent to |
| total_resubscribed | Number of contacts who clicked unsubscribe, then clicked "resubscribe" on the unsubscribe confirmation page |
| resubscribe_rate | Number of contacts who clicked unsubscribe divided by the number of contacts who clicked "resubscribe" on the unsubscribe confirmation page |
| opens | Total number of times the message's tracking pixel was loaded |
| open_rate | Total number of times the message's tracking pixel was loaded divided by the number of contacts the message was sent to |
| unique_opens | Unique number of times the message's tracking pixel was loaded |
| unique_open_rate | Unique number of times the message's tracking pixel was loaded divided by the number of contacts the message was sent to |
| clicks | Total number of times a link in the message was clicked |
| click_rate | Total number of times a link in the message was clicked divided by the total number of opens |
| unique_clicks | Unique number of times a link in the message was clicked |
| unique_click_rate | Unique number of times a link in the message was clicked divided by the number of contacts the message was sent to |
| bounce | Total number of contacts whose email addresses bounced upon receiving the message |
| bounce_rate | Total number of contacts whose email addresses bounced upon receiving the message divided by the total number of contacts the message was sent to |
| complaints | Total number of contacts who reported the email as spam |
| complaint_rate | Total number of contacts who reported the email as spam divided by the total number of contacts the message was sent to |
| min_report_date | Reporting period start date |
| max_report_date | Reporting period end date |
SMS Campaign
Use the SMS Campaign report to see performance and deliverability data for SMS campaigns
| Field | Definition |
| channel | SMS |
| scheduled_date | Date message was sent on |
| scheduled_time | Time message was sent at |
| day_of_week | Day of the week the message was sent on |
| title | Name of Campaign |
| campaign_id | ID of campaign |
| is_automation | Yes for Automation emails, No for Campaign emails |
| automation_id | ID of Automation |
| automation_name | Name of Automation |
| total_revenue | Message's total attributed revenue |
| total_orders | Total number of orders attributed to message |
| order_rate | Total number of orders divided by total number of contacts the message was sent to |
| average_order_value | Average order value of message's attributed purchases |
| sent | Number of messages sent |
| total_unsubscribed | Number of contacts who unsubscribed from message on the date indicated in the date column |
| unsubscribe_rate | Number of contacts who unsubscribed from message divided by the number of contacts the message was sent to |
| total_resubscribed | Number of contacts who clicked unsubscribe, then clicked "resubscribe" on the unsubscribe confirmation page |
| resubscribe_rate | Number of contacts who clicked unsubscribe divided by the number of contacts who clicked "resubscribe" on the unsubscribe confirmation page |
| clicks | Total number of times a link in the message was clicked |
| click_rate | Total number of times a link in the message was clicked divided by the total number of opens |
| unique_clicks | Unique number of times a link in the message was clicked |
| unique_click_rate | Unique number of times a link in the message was clicked divided by the number of contacts the message was sent to |
| min_report_date | Reporting period start date |
| max_report_date | Reporting period end date |
| reply | Total number of SMS replies received in response to the SMS message |
| reply_rate | Total number of contacts who replied to the SMS message divided by the total number of contacts the message was sent to |
| failed | Total number of the SMS message's failed deliveries |
| failed_rate | Total number of the SMS message's failed deliveries divided by the total number of attempted deliveries |
| credits_total | Total number of credits used to send the SMS message |
| delivered | Total number of the SMS message's successful deliveries |
| delivered_rate | Total number of the SMS message's successful deliveries divided by the total number of attempted deliveries |
SMS Automation
Use the SMS Automation report to see performance and deliverability data for automation SMS
| Field | Definition |
| channel | SMS |
| title | Name of automation message |
| campaign_id | ID of campaign |
| is_automation | Yes for Automation emails, No for Campaign emails |
| automation_id | ID of Automation |
| automation_name | Name of Automation |
| total_revenue | Message's total attributed revenue |
| total_orders | Total number of orders attributed to message |
| order_rate | Total number of orders divided by total number of contacts the message was sent to |
| average_order_value | Average order value of message's attributed purchases |
| sent | Number of messages sent |
| total_unsubscribed | Number of contacts who unsubscribed from message on the date indicated in the date column |
| unsubscribe_rate | Number of contacts who unsubscribed from message divided by the number of contacts the message was sent to |
| total_resubscribed | Number of contacts who clicked unsubscribe, then clicked "resubscribe" on the unsubscribe confirmation page |
| resubscribe_rate | Number of contacts who clicked unsubscribe divided by the number of contacts who clicked "resubscribe" on the unsubscribe confirmation page |
| clicks | Total number of times a link in the message was clicked |
| click_rate | Total number of times a link in the message was clicked divided by the total number of opens |
| unique_clicks | Unique number of times a link in the message was clicked |
| unique_click_rate | Unique number of times a link in the message was clicked divided by the number of contacts the message was sent to |
| min_report_date | Reporting period start date |
| max_report_date | Reporting period end date |
| reply | Total number of SMS replies received in response to the SMS message |
| reply_rate | Total number of contacts who replied to the SMS message divided by the total number of contacts the message was sent to |
| failed | Total number of the SMS message's failed deliveries |
| failed_rate | Total number of the SMS message's failed deliveries divided by the total number of attempted deliveries |
| credits_total | Total number of credits used to send the SMS message |
| delivered | Total number of the SMS message's successful deliveries |
| delivered_rate | Total number of the SMS message's successful deliveries divided by the total number of attempted deliveries |
Email and SMS Performance
Use the Email and SMS Performance report to see combined performance and deliverability data for email and SMS campaigns and Automation messages
| Field | Definition |
| channel | Email or SMS |
| scheduled_date | Date message was sent on |
| scheduled_time | Time message was sent at |
| day_of_week | Day of the week the message was sent on |
| title | Name of Campaign |
| campaign_id | ID of campaign |
| is_automation | Yes for Automation emails, No for Campaign emails |
| automation_id | ID of Automation |
| automation_name | Name of Automation |
| total_revenue | Message's total attributed revenue |
| total_orders | Total number of orders attributed to message |
| order_rate | Total number of orders divided by total number of contacts the message was sent to |
| average_order_value | Average order value of message's attributed purchases |
| sent | Number of messages sent |
| total_unsubscribed | Number of contacts who unsubscribed from message on the date indicated in the date column |
| unsubscribe_rate | Number of contacts who unsubscribed from message divided by the number of contacts the message was sent to |
| total_resubscribed | Number of contacts who clicked unsubscribe, then clicked "resubscribe" on the unsubscribe confirmation page |
| resubscribe_rate | Number of contacts who clicked unsubscribe divided by the number of contacts who clicked "resubscribe" on the unsubscribe confirmation page |
| clicks | Total number of times a link in the message was clicked |
| click_rate | Total number of times a link in the message was clicked divided by the total number of opens |
| unique_clicks | Unique number of times a link in the message was clicked |
| unique_click_rate | Unique number of times a link in the message was clicked divided by the number of contacts the message was sent to |
| min_report_date | Reporting period start date |
| max_report_date | Reporting period end date |
Revenue
Use the Revenue report to see Attributed revenue across email and SMS
| Field | Definition |
| email_campaigns | Revenue attributed to email Campaigns on the date indicated in the date column |
| email_automations | Revenue attributed to Automation emails on the date indicated in the date column |
| SMS_campaigns | Revenue attributed to SMS Campaigns on the date indicated in the date column |
| SMS_automations | Revenue attributed to Automation SMS messages on the date indicated in the date column |
| total_orders | Total number of orders attributed on the date indicated in the date column |
| total_revenue | Total revenue attributed on the date indicated in the date column |
Subscribers
Use the Subscribers report to see audience growth data
| Field | Definition |
| email_subscribes | Total number of contacts who subscribed to email during the reporting period |
| email_unsubscribes_by_cohort | Total number of contacts who subscribed to email and unsubscribed from email during the reporting period |
| email_unsubscribes_by_date | Total number of email contacts who unsubscribed on the date indicated on the date column |
| phone_subscribes | Total number of contacts who subscribed to SMS during the reporting period |
| phone_unsubscribes_by_cohort | Total number of contacts who subscribed to SMS and unsubscribed from SMS during the reporting period |
| phone_unsubscribes_by_date | Total number of SMS contacts who unsubscribed during the reporting period |
| total_email_contacts | Total number of email contacts in the account |
| total_phone_contacts | Total number of SMS contacts in the account |
Forms
Use the Forms report to see forms performance data
| Field | Definition |
| form_id | ID of the form |
| all_time_impressions | Total impressions for a form |
| clicks | Total clicks on a form |
| all_time_click_rate | All time click rate for a form |
| email_contacts | Number of email contacts collected by the form |
| all_time_email_conversion_rate | All time email conversion rate for the form |
| sms_contacts | Number of SMS contacts collected by the form |
| all_time_sms_conversion_rate | All time SMS conversion rate for the form |
| LTV | Total lifetime value of all contacts who subscribed to the account via the form |
| conversion_revenue | The amount of revenue attributed to the purchases made during the reporting period of contacts who signed up via the form |
| start_report_date | Reporting period start date |
| end_report_date | Reporting period end date |
FAQ
How can I tell whether an Automation or Automation message node was active during the reporting period?
Reports in the report center do not capture data about Automation or Automation message node activation status.