In Attentive reports and throughout Attentive, you can track the performance of your campaigns and journeys using various metrics. These metrics can help you measure the effectiveness of your messages, the engagement of your customers, and the impact of your messaging programs on your business goals. See the tables below for lists of metrics used in Attentive and how they’re calculated.
Base metrics
These metrics are based on recorded events, such as sending, delivering, opening, clicking, or converting. These metrics measure the quantity and quality of the interactions between messages and their recipients.
| Metric | Description | Notes |
| Automated Send Cost | Billable spend for all journey messages you sent, not including carrier fees. | |
| Billable Spend | Your total billable spend, based on outgoing and received messages. Includes carrier fees. | This shows the estimated total cost of messages you sent and received. It doesn’t include other items on your invoice, such as list management or shortcode fees. This is a preliminary estimate and may differ from the amount shown on your invoice. |
| Campaign Billable Spend | Your billable spend for all campaign messages you sent. Includes carrier fees. | |
| Campaign Cost | Your billable spend for all campaign messages you sent. Does not include carrier fees. | |
| Campaign Messages Sent | Total number of campaign messages you sent. | |
| Campaigns Revenue | Total revenue attributed to Attentive from campaigns based on conversions. This metric is attributed to the date of the conversion, rather than the date of the message send. | In the Campaign Performance Report, revenue metrics are attributed to the campaign send date. This differs from revenue metrics on the Dashboard, which are attributed to conversion date. |
| Carrier Fees | Billable spend for carrier fees incurred from all messages sent and received. | |
| Clicks | Number of times the button to sign up for text messages is clicked in a sign-up unit. | For sign-up units, this metric only includes clicks on the button to sign up for text messages. It doesn’t include clicks on other buttons or links, like those to sign up for emails or to view terms and conditions. |
| Conversions | Number of conversions that resulted from a message based on your attribution window settings. A conversion typically means a purchase. | In the Campaign Performance Report, conversion metrics are attributed to the campaign send date. This differs from conversion metrics on the Dashboard, which are attributed to conversion date. |
| Delivered | Number of messages delivered to recipients. | |
| Email Bounces / Email Hard Bounces | When an email either isn’t successfully delivered or is rejected by the recipient's email provider. | |
| Email Sends | Number of messages you sent. | |
| Email Spam Reported | Number of messages reported as spam. | |
| Email Total Opens | Number of times a message was opened. | |
| Email Unique Clicks | Number of recipients who clicked any link in a message. | |
| Email Unique Opens | Number of recipients who opened a message. | |
| Emails Collected | Total (not unique) count of emails collected through sign-up units, integrations, or subscriber imports. | |
| Fatigues | The number of times a message wasn’t sent due to your Smart Sending rules. | |
| Impressions | Number of times a sign-up unit is displayed. | |
| Journeys & Received Billable Spend | Your billable spend for all messages you sent from journeys and received messages. Includes carrier fees. | |
| Journeys Messages Sent | Total number of messages you sent from journeys. | |
| Journeys Revenue | Revenue attributed to Attentive from journeys. | Based on the conversion date (e.g., date a subscriber makes a purchase) rather than the date the journey message was sent. |
| Messages Sent | Total number of messages you sent across all message types. | |
| Received Cost | Billable spend for all messages you received, not including carrier fees. | |
| Revenue | The sum of the value of all conversions attributed to a message. Currently, we assume that the value is in the currency of your default country. | In the Campaign Performance Report, revenue metrics are attributed to the campaign send date. This differs from revenue metrics on the Dashboard, which are attributed to conversion date. |
| SMS Subscribes | Number of times someone opted in to your text messages. |
This metric appears in the Sign-up Units Performance and Sign-Up Units Performance Over Range reports. It includes transactional subscribers. Update filters to view marketing subscribers only. If you see a difference between SMS Subscribes and Text Subscribes, it’s likely because SMS Subscribes includes transactional subscribers. |
| Text Subscribes | Number of times someone opted in to your marketing text messages. |
This metric appears on the Dashboard page. It doesn’t include transactional subscribers. If you see a difference between SMS Subscribes and Text Subscribes, it’s likely because Text Subscribes doesn’t include transactional subscribers. |
| Total Active Subscribers | Total count of your marketing text subscribers for a given day. | |
| Total Clicks | Number of times any link was clicked in a message. | |
| Total Revenue | Total revenue attributed to Attentive. This metric is attributed to the date of the conversion, rather than the date of the message send. | In the Campaign Performance Report, revenue metrics are attributed to the campaign send date. This differs from revenue metrics on the Dashboard, which are attributed to conversion date. |
| Unsubscribes | Number of recipients who opted out of receiving marketing text messages. |
Calculated metrics
These metrics are derived from base metrics using mathematical formulas. They help measure the performance and effectiveness of marketing campaigns and strategies.
| Metric | Description | Notes |
| Average Order Value | The average amount of revenue generated per conversion. It’s calculated by dividing Revenue by the number of Conversions. | |
| Click-Through Rate | Percentage of sign-up unit impressions that results in clicks. It’s calculated by dividing the number of Clicks by the number of Impressions and multiplying by 100. | |
| Conversion Rate | The percentage of total clicks that result in conversions. It’s calculated by dividing Conversions by Total Clicks and multiplying by 100. | |
| Email Bounce Rate | The percentage of email sends that are returned by the recipient’s mail server. It’s calculated by dividing the number of Email Bounces by the number of Email Sends and multiplying by 100. | |
| Email Hard Bounce Rate | The percentage of email sends that are permanently rejected by the recipient’s mail server. It’s calculated by dividing the number of Email Hard Bounces by the number of Email Sends and multiplying by 100. | |
| Email Total Open Rate | The percentage of delivered emails that are opened at least once. It’s calculated by dividing the number of Email Total Opens by the number of Delivered emails and multiplying by 100. | |
| Email Unique Click Rate | The percentage of delivered emails that are clicked at least once by a unique recipient. It’s calculated by dividing the number of Email Unique Clicks by the number of Delivered emails and multiplying by 100. | |
| Email Unique Open Rate | The percentage of delivered emails that are opened at least once by a unique recipient. It’s calculated by dividing the number of Email Unique Opens by the number of Delivered emails and multiplying by 100. | |
| Revenue / Message | The average amount of revenue generated per delivered message. It’s calculated by dividing Revenue by the number of Delivered messages. | |
| Total Click Rate | The percentage of delivered messages that are clicked at least once. It’s calculated by dividing the number of Total Clicks by the number of Delivered messages and multiplying by 100. | |
| Unsubscribe Rate | The percentage of delivered messages that result in unsubscribes. It’s calculated by dividing the number of Unsubscribes by the number of Delivered messages and multiplying by 100. |
Dimensions
These metrics are qualitative attributes of data collected by Attentive. Qualitative attributes are the characteristics or properties of the messages that aren’t measured by numbers but by categories or descriptions. For example, the Channel metric tells you whether the message was sent by email or text.
| Metric | Description | Notes |
| A/B Test? | If a message was sent as part of an A/B test. | |
| Campaign | Internal name of a campaign, set by the user. | |
| Campaign Tags | Comma-separated list of tags that were added by the user for a campaign message. | |
| Channel | The channel through which a message was sent. Can be Email or Text. | |
| Date | Date for the collected metric. | |
| Has Media | If a media file (image) was sent as part of a text message. Typically True for MMS and False for SMS. | |
| Journey | Internal name of the journey, set by the user. | |
| Message | Internal name of a message that is a part of a campaign or journey, set by the user. | |
| Message Copy | For text messages, the text content of the message sent. For emails, the subject line. | |
| Region | The country of the subscriber the message was sent to. | |
| Segment Description | The descriptions of the segments that received a campaign, separated by commas. | |
| Segment Name | The names of the segments that received a campaign, separated by commas. | |
| Send Date | Date when a message started sending. | |
| Trigger Name | The event or action that starts a journey. | |
| Variant | Variation of a message sent through an A/B test. |
iOS revenue attribution for email messages
With the release of iOS 15, images in emails are prefetched and cached by the Mail app on Apple devices. This means that these emails are counted as opened in Attentive even when the recipient didn’t actually open the email themselves. If you want to exclude these additional opens from attributable revenue data, please contact your Attentive CSM and Product Specialist.