Understanding report center options and data

Last updated: June 5, 2025

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.

Available reports

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).

Returned and canceled orders are included in revenue metrics

Report data

Email Campaign

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

Field	Definition
`channel`	The channel (email or SMS) of the report
`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. Reports in the report center do not capture data about Automation or Automation message node activation status.

Field	Definition
`channel`	The channel (email or SMS) of the report
`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`	The channel (email or SMS) of the report
`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 contacts the message was sent to
`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. Reports in the report center do not capture data about Automation or Automation message node activation status.

Field	Definition
`channel`	The channel (email or SMS) of the report
`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 contacts the message was sent to
`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. Reports in the report center do not capture data about Automation or Automation message node activation status.

Field	Definition
`channel`	The channel (email or SMS) of the report
`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 for email or contacts the message was sent to for SMS
`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

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

Back in Stock Queued Products

Use the Back in stock products report to see products that have received back in stock notification requests and how many requests each product has.

Field	Definition
`productId`	Product's identifier
`sku`	Product's SKU
`variantId`	Product variant's identifier, if applicable
`productTitle`	Product's title
`variantTitle`	Product variant's title, if applicable
`queued`	Number of contacts who have requested back in stock notifications
`start_report_date`	The start date entered to generate the report
`end_report_date`	The end date entered to generate the report

Back in Stock Queued Contacts

Use the Back in Stock Queued Contacts report to see contacts who have signed up for back in stock notification requests.

Field	Definition
`email`	Email address of the contact who requested back in stock notifications
`dateAdded`	Date the contact requested back in stock notifications
`productId`	Product's identifier
`sku`	Product's SKU
`variantId`	Product variant's identifier, if applicable
`price`	Product's price at the time the report was generated
`productTitle`	Product's title
`variantTitle`	Product variant's title, if applicable
`start_report_date`	The start date entered to generate the report
`end_report_date`	The end date entered to generate the report

Email Subscriber Growth

Use the Email Subscriber Growth report to see the changes in contacts who have subscribed to email over time.

Field	Definition
Email Subscribes	Number of contacts who subscribed to email on the date in column A
Email Unsubscribes	Number of contacts who unsubscribed from email on the date in column A
Total Email Marketing Subscribers	Total number of contacts who were subscribed to email on the date in column A

SMS Subscriber Growth

Use the SMS Subscriber Growth report to see the changes in contacts who have subscribed to SMS over time.

Field	Definition
SMS Subscribes	Number of contacts who subscribed to SMS on the date in column A
SMS Unsubscribes	Number of contacts who unsubscribed from SMS on the date in column A
Total SMS Marketing Subscribers	Total number of contacts who were subscribed to SMS on the date in column A

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.