You can track the performance of both standalone emails and journey emails, including those sent through HubSpot or Marketo. Metrics are available at both the individual email level and across all emails in your subscription.
View metrics for all emails
To view high-level metrics across all sent emails:
- Go to Orchestrate > Emails.
- Select the Metrics tab.
- Apply filters at the top of the page for Segment, Date range, and App.
The results reflect your selected filters.
For help understanding the metrics on this page, see Interpret email metrics.
View metrics for an individual email
You can access individual email metrics whether the email was sent as a standalone message or part of a journey.
For standalone emails
- Go to Orchestrate > Emails.
- In the Overview tab, select Emails from the Managed in dropdown. Use the filters at the top of the table, including Scope, to change which activity is counted. For more information, see Choose the metrics scope.
- Choose an email from the table.
- In the email details, select the Results tab.
The metrics reflect the filters applied at the top of the page, including Scope.
For help understanding the metrics on this page, see Interpret email metrics.
For journey emails (including HubSpot and Marketo)
From the Emails page:
- Go to Orchestrate > Emails.
- In the Overview tab, select Journeys from the Managed in dropdown.
- Choose an email from the table. You're redirected to the associated journey.
- In the journey, select the Metrics tab.
- In the Journey breakdown table, select the email to view its metrics. The metrics reflect the filters applied at the top of the page, including Scope.
From the Journeys page:
- Go to Orchestrate > Journeys.
- Select a journey from the table.
- In the journey, select the Metrics tab.
- In the Journey breakdown table, select the email.
This opens the Email Metrics tab with detailed metrics for that email. The metrics reflect the filters applied at the top of the page, including Scope.
Interpret email metrics
Email metrics are organized into three categories:
- Overview metrics
- Email element metrics (on individual emails only)
- Email activity metrics
Overview metrics
This section provides high-level metrics for the selected email or for all emails in your subscription.
- Total sends – Number of emails sent.
- Delivery rate – Percentage of emails successfully delivered.
- Unique open rate – Percentage of recipients who opened the email at least once.
- Unique click rate – Percentage of recipients who clicked a link at least once.
- Click-to-open rate – Percentage of unique clicks divided by unique opens.
- Unsubscribe rate – Percentage of recipients who clicked the unsubscribe link.
- Spam rate – Percentage of recipients who marked the email as spam.
- Bounce rate – Percentage of emails not delivered due to issues like invalid addresses or server errors.
Choose the metrics scope
The Scope dropdown allows you to choose which email activity counts towards your email metrics. You can either include all the activity in the selected time range, which may cover emails delivered outside of the time range, or only count the activity on emails delivered in the selected time range.
To choose the scope, use the Scope dropdown on the Emails Overview tab, on an individual email’s Results tab, or on the Email Metrics tab of an email in a journey:
- All activity in selected period. Counts opens and clicks during the selected date range, including activity for emails delivered before that range.
- Emails delivered in selected period. Counts unique opens and clicks only when the same visitor also has a delivery event for the same email during the selected date range. The open or click must also occur within that date range.
Changing the scope recalculates these metrics. Both options still use your selected date range.
Tip: With All activity in selected period, opens or clicks during the selected date range can come from emails delivered earlier, so unique engagement counts can exceed deliveries in the same window and rates can go above 100%. Choose Emails delivered in selected period to count unique opens and clicks only for visitors with a delivery event for that email in the same window.
Email element metrics
This table displays engagement for each element in the selected email. The results shown are based on the selected filters at the top of the page. You can download the results as a CSV file.
Each row includes:
- Name – The name assigned to the element.
- Element type – Type of content (link, image, button, etc.).
- Link – The destination URL (may be blank for unsubscribe elements).
- Unique clicks – Number of unique visitors who clicked the element.
- Total clicks – Total number of clicks.
Supported element types
- Linked text – Displays the link text.
-
Personalized links – Displays text or default URL.
- If the link is personalized per visitor, one line item with the default value will be shown for all variations.
- Images with URLs – Displays the image's alt text or URL.
- Buttons – Displays button text.
- Unsubscribe link – Consolidated into a single row.
Elements in third-party emails (HubSpot, Marketo)
- Only clicked elements appear in the table. If an element is present, but wasn’t clicked, it doesn’t appear in the table.
- If a link is personalized per visitor, each unique URL has its own line item.
- Elements with the same destination URL are merged into one row.
- Element name and type are not available for 3rd party content.
Email activity metrics
This table logs all email events by visitor. Use the dropdown menu to filter by:
- Sent
- Delivered
- Opened
- Clicked
- Bounced
- Unsubscribed
- Complaint
Each row shows a visitor and the event that occurred. You can download the results as a CSV file.
Tip: Use the column settings to add details about the visitor, their account, and any tracked behavior.