Email Reporting FAQ

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Opens by Device

  • This graph is in the bottom right "Activity" quadrant. It is ideal for clients who want to understand device share for their audience and adjust email marketing techniques accordingly.
  • Will show the top 4 device types and then aggregate the remainder into the "other" percent which also includes unidentifiable devices.
  • Device types include Mobile Phone, Mobile Device, Tablet, Desktop, Other
  • What devices cannot be identified and why?
    Google mail app does not pass a user agent string so it can't be classified. Google would need to change the way they are passing information in order for iModules to provide the information.

Cross Email Metrics Dashboard

Why are rates measured with median?

  • Rates are measured by median. Both median and mean (average) are measures of central tendency. Median is a better choice because open and click rate data is likely to have outlier values from emails that went to significantly different list sizes.

Why don't all my subscription categories show in the filter?

  • The subscription category filter auto-completes to reflect the classification of sent emails. If you have never sent an email with the category "general information" you will not be able to filter using that term.
  • For reporting purposes, an email will stay with the name of the category it had at the time of send even if the category name is changed in Encompass.

Reporting Metrics Definitions

Audience Size

  • Sum of unique delivery actions for a given time frame on the cross email metrics dashboard. For audience size, a unique recipient is defined by the combination of iModules MemberID (MID) and email address.
  • There is a known issue with Audience size which is causing it to be excluded.

Adjusted Unique Click through Rate

  • Adjusted Unique Click through Rate = (initial clicks ÷ unique opens) * 100
  • This is a new metric

Bounce Rate

  • Bounce Rate = Total number of bounced emails ÷ Number of emails sent) * 100
  • Deferrals are EXCLUDED from bounce count since they will resolve to a bounce or deliver.

Campaign Count

  • The sum of unique campaigns sent during a given time frame on the cross email metrics dashboard. For recurring emails, each recurrence is counted separately.


  • Click = number of times any recipient clicks on any link within the email where tracking is active.

Click through Rate or Click to Delivery Rate

  • Click Through Rate = (Total clicks ÷ Number of delivered emails) * 100
  • This is a revised metric

Conversion Rate

  • What It Is: The percentage of email recipients who clicked on a link within an email and completed a desired action
  • Conversion Rate = (Number of people who completed the desired action ÷ Number of total emails delivered) * 100
  • This is a new metric


  • Delivered = 200 response from server
  • This is a new metric
  • Note: Delivered DOES NOT imply inbox placement

Delivery Rate

  • Delivery Rate = ((Total number of delivered emails - bounces) ÷ Number of emails sent) * 100

Open Rate

  • Open Rate = (Total number unique opened ÷ Number of messages delivered) * 100
  • This is a revised metric


  • Open = tracking pixel loaded
  • Note: If click is logged but no open is present, open is added to statistics. In this way we adjust counts for when image blocking is in place.


  • Sent = Delivered + Bounces
  • This is a different calculation than what is used in legacy reporting
  • Note: In future we plan to define this as UNIQUE Delivered + UNIQUE Bounces

Unique Clicks

  • The first time they click on the link is counted, but not any subsequent clicks of that link from the same message.

Initial Clicks

  • Initial clicks is the basis for a message's click to open rate.
  • It counts only the first hyperlink an individual clicks.


  • Sum of unsubscribe actions for a given time frame on the cross email metrics dashboard. If one recipient unsubscribes from multiple email categories each unsubscribe request is counted separately.

Engagement Activity Graph

How do I get to the Engagement Activity Graph?

  • Click the "compare open rate to peers" call out from any email detail page

What do I do with the Engagement Activity Graph?

The graph is designed to help you understand, at a glance, what sending days and times correlate with higher engagement rates.

  • The legend hides / shows a day of the week.
  • The Y axis adjusts within the range of 0% to 100% based on the highest value in the graph.
  • Each point indicates a cross-client average open rate for all emails sent within a specific day/hour combination.
  • The X axis time is based on the time of send. The graph automatically shows in the time zone of your computer.
  • Click the line or bar graph icons in the top right to change the graph style.
  • Click the circular arrow icon in the top right to refresh the graph.
  • Click the down arrow in the top right to save the graph as an image.

How many days of data are shown on the Engagement Activity Graph?

The graph is designed to show a rolling 90 days of activity.

  • At this time, there is not a way to adjust the time range shown by the graph.

Is there a version of this graph that aggregates metrics across just my sub-community or site?

Not yet. At this time, the graph shows data from across all iModules client sites. Data from US and Canadian environments are not co-mingled.


How often do the metrics update?

The email reporting beta metrics update in near real time.

What is a conversion?

A conversion results when a constituent saves a profile update, registers for an event, purchases a membership, or donates during a session established by an email click.

Have more questions? Submit a request