After a campaign sends, its report page shows how it performed: deliveries, opens, clicks, bounces, complaints, unsubscribes and, with a connected store, the revenue attributed to the campaign. It updates live as events come in from mailbox providers. Open it from Campaigns by clicking the campaign, or via the statistics icon on the campaign row.
How the report is laid out
The page reads top to bottom, no tabs:
- Headline card: attributed revenue and orders when a store is connected, otherwise the open rate.
- From inbox to order: the funnel from sent to delivered, opened, clicked and ordered, with the conversion from each step to the next. Every step counts unique recipients.
- Rate tiles: open, click, click-to-open, bounce, complaint and unsubscribe rate. Each tile has a coloured dot showing whether the value is above, on or below a typical benchmark for permission-based lists.
- Engagement after sending: opens and clicks per hour for the first 48 hours, with how much of the engagement landed in the first 3 and 24 hours.
- What people clicked: links ranked by clicks. Personalised variants of the same link (different query strings) are grouped into one row.
- Where it was read: mail clients and devices, derived from the software that loaded the email.
- Where clicks came from: countries ranked by clicks. Clicks reflect real reader locations; opens loaded through a privacy proxy do not, so they are left out of this list.
- When people read: opens by hour of the day in your local time, with the busiest hour highlighted as a candidate for the next send time.
- List health: bounces, complaints and unsubscribes with reasons in plain language, plus notices when a rate needs attention.
- Latest activity: the most recent opens and clicks with the subscriber's email address.
The numbers explained
- Delivered: accepted by the recipient's mail server. Sent minus bounces.
- Opens: the tracking pixel loaded. Gmail and Apple Mail load images through their own servers, which hides the reader's device and location and can inflate opens. The report tells you what share of opens came through such proxies, so treat open rate as a trend, not a truth.
- Clicks: a tracked link was clicked - the most honest engagement signal you have. Clicks from link scanners and bots are filtered out.
- Bounces: rejected addresses. Hard bounces (address or domain does not exist) stop future sends to that address automatically and add it to your suppression list. Soft bounces (full mailbox, recipient server unreachable) are temporary, but three soft bounces in a row from separate emails, with no open or click in between, are treated as a hard bounce. Mailbox providers do not do this for you; the platform does.
- Complaints: the recipient pressed the spam button. The subscriber is suppressed automatically. Keep this well under 0.1 percent. Gmail and Yahoo set the hard limit at 0.3 percent, and our guide to Gmail and Yahoo sender requirements explains why 0.1 is the real target. Bounces and complaints arrive from Amazon SES a few minutes after the event.
- Unsubscribes: clicked the unsubscribe link or used the one-click unsubscribe in their mail client. A few per send is healthy churn; a spike means the audience did not expect that email.
A campaign that has not sent yet shows an empty report until the first delivery.
What good looks like
Benchmarks vary by list quality, but for a permission-based store list: open rate 20 to 25 percent, click rate 2 to 3 percent, bounce rate under 2 percent, complaint rate under 0.1 percent, unsubscribe rate under 0.5 percent. Falling opens with stable clicks usually means pixel noise, not real decline. Your own history is the baseline that matters most, so compare campaigns against each other.
Open and click tracking
Tracking runs through your tracking domain, so links in your emails carry your own brand. Individual subscriber activity (which emails a person opened and clicked) is visible on the subscriber's profile.
Every tracked link also receives standard UTM parameters when it does not already have any: utm_source=mailingplatform, utm_medium=email and utm_campaign set to the campaign name (for automations the flow name, with utm_content set to the email's subject). Google Analytics, WooCommerce's order attribution and Shopify's marketing reports read these, so email shows up as a source in your own store analytics too. A link where you have added your own utm_ parameters is left exactly as you wrote it.
How revenue is attributed
With a WooCommerce or Shopify store connected, every order the store sends is checked against your email activity when it arrives:
- Last click wins. If the buyer clicked a link in one of your emails within the 5 days before the order, the order is credited to that campaign or flow. The buyer is matched by the checkout email address, so a person who subscribed with one address and buys with another cannot be matched this way. Clicks from link scanners and bots are ignored, and opens never count: Apple Mail and Gmail open emails on the reader's behalf, which would credit orders that email had nothing to do with.
- Unique coupon code. If the order uses a unique coupon code that was issued by one of your emails, the order is credited to the campaign or flow that issued it, even when the checkout email differs or the click happened more than 5 days ago. The code is personal, so it identifies the buyer with certainty. In a flow, the revenue lands on the Send email step that sent the code, so the flow editor shows which email produced the sale.
- Otherwise the order is stored but not attributed to email.
An order is attributed once and keeps that attribution through later status changes (paid, fulfilled). Orders that are cancelled, refunded or failed in the store are left out of the revenue figures.
Automation statistics
Automations report per Send Email step, and the canvas can show how many subscribers sit at each block and which branch they took. For store-connected accounts, revenue attribution connects orders to the flows and campaigns that drove them.
Acting on the numbers
- High bounces after an import: the file contained stale addresses - see subscriber statuses
- Low clicks: test a sharper subject, fewer messages per email, one clear call to action
- Complaints climbing: slow down frequency and tighten the audience with segments
- Many "Never signed up" unsubscribe reasons: switch new signups to double opt-in and review how the list was collected