# Campaign Statistics

Understand how your campaigns performed.

Every campaign in SendBeam has a page that shows its statistics, updated as delivery and tracking
events arrive. Use it to evaluate campaign performance, understand audience engagement, and
identify deliverability issues before they affect future sends.

## The Campaign Page

To open a campaign's stats, click the campaign in the **Campaigns** list. The page
shows the six headline numbers at the top, the campaign details (subject, from address, audience)
underneath, and a recipients table with one row per contact.

Stats begin populating as soon as the first messages are delivered. Open and click
events trickle in over hours and days — most engagement happens within 24 hours, but it's not
unusual to see opens weeks after a campaign was sent.

> The Campaigns list shows sent, opens and clicks for every campaign; the
> [Reports](https://sendbeam.io/docs/analytics) page aggregates them over 7, 30 or 90 days.
> 

## Key Metrics

SendBeam tracks the following for each campaign. Each figure is a count of recipients, and the
percentage shown beneath it is that count divided by **Sent**:

- **Sent** — The number of recipients the campaign was dispatched to.
- **Delivered** — Messages accepted by the receiving mail servers.
- **Opened** — Recipients who opened the email at least once. Tracked via a hidden
  1×1 pixel image loaded when the email is rendered; machine opens from scanners and prefetching
  are excluded. Repeat opens by the same person are not counted again.
- **Clicked** — Recipients who clicked at least one link. A click also counts as an
  open.
- **Bounced** — Emails that could not be delivered, hard and soft. See Bounce Types
  below.
- **Unsubscribed** — Recipients who unsubscribed from this email or reported it as
  spam. These contacts are automatically marked as Unsubscribed or Complained and excluded from
  future sends.

> Open tracking relies on image loading, which some email clients block. Your true open rate is
> likely higher than the tracked figure. Click rate is a more reliable engagement indicator
> since it doesn't depend on pixel loading.
> 

## Links and Email Clients

Once a campaign has opens or clicks, two more panels appear above the recipients table.
**Links clicked** lists every link in the email with its clicks and the number of
people who clicked it. **Opened with** shows the share of human opens by email client
(Gmail, Apple Mail, Outlook, Yahoo, Thunderbird…) and by device. Two honest caveats: link scanners
and mail-client prefetchers are filtered out of both, and Gmail and Yahoo load images through a
proxy, so their opens count but their device is unknown. The same data is available from
`GET /api/v1/campaigns/{id}/report`.

A campaign whose email carries a [Poll block](https://sendbeam.io/docs/campaigns/polls) gets a third panel,
**Poll answers**, with how many recipients chose each answer.

## A/B Test Results

A campaign with an A/B test shows a panel above the details with every version (subject lines, from names, or the first line of each content version), how many test emails
each received and their open and click rates so far — and, where your store sends SendBeam its orders, what each version
earned ([revenue attribution](https://sendbeam.io/docs/ecommerce/revenue)). While the test runs you can end it early —
**Pick the winner now** uses the numbers; **Send A** or **Send B to everyone**
overrides them. Once decided, the panel names the winner, when and how it was chosen, and how many recipients
received it. The campaign's overall statistics include the test sample and the remaining send.

## Bounce Types

Bounces fall into two categories, each requiring different action:

- **Hard bounce** — A permanent delivery failure. Common causes include addresses
  that don't exist, domains that have no mail server, or receiving servers that have permanently
  rejected the address. SendBeam automatically marks hard-bounced contacts as
  **Bounced** and excludes them from all future campaigns. No action is required
  on your part, but you may want to remove or correct these addresses in your contact list.
- **Soft bounce** — A temporary delivery failure. Common causes include full
  mailboxes, temporarily unavailable mail servers, or messages that were too large. A soft
  bounce counts in the campaign's Bounced figure, but the contact's status is unchanged and
  they are included in future sends.

> A high bounce rate (above 2%) signals list quality issues and can damage the sending
> reputation of your domain; past the pause level SendBeam stops the workspace's sending.
> Regularly clean your contact list, and never import purchased or scraped email lists.
> 

## Recipients Table

Below the headline metrics, the recipients table lists every contact the campaign was sent to
with their current delivery status — Queued, Sent, Delivered, Opened, Clicked, Bounced or
Complained — and the time they first opened and clicked. Fifty recipients are shown per page.

Use it to:

- **Answer "did they get it?"** — find a specific contact and check their status.
- **Spot delivery problems** — a run of Bounced rows from one domain suggests that
  domain is rejecting your mail.
- **Watch a send in progress** — while the campaign is Sending, rows move from
  Queued to Sent as the queue drains.

For a per-email log across all campaigns, automations and API sends, see the **Log**
tab under [Reports](https://sendbeam.io/docs/analytics).

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Source: https://sendbeam.io/docs/campaigns/stats