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.

⚠️ Rate metrics are percentages but may not be automatically recognized as such by your spreadsheet software

Metrics with rate in their name are percentages. If a rate metric looks suspiciously low on your report export, ensure the column is set to percentage (Excel, Google Sheets).


Report data

Email Campaign

Use the Email Campaign report to see performance and deliverability data for email campaigns

Field Definition
channel Email
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

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Email Automation

Use the Email Automation report to see performance and deliverability data for automation emails. Reports in the report center do not capture data about Automation or Automation message node activation status.

Field Definition
channel Email
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

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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

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SMS Automation

Use the SMS Automation report to see performance and deliverability data for automation SMS. Reports in the report center do not capture data about Automation or Automation message node activation status.

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

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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. Reports in the report center do not capture data about Automation or Automation message node activation status.

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

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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

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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 both subscribed to and unsubscribed from email during the reporting period
phone_subscribes Total number of contacts who subscribed to SMS during the reporting period
phone_unsubscribes_by_cohort Total number of contacts who both subscribed to and unsubscribed from email 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

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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 calculated as total clicks divided by total impressions
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

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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.

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