After a campaign sends, its statistics page shows how it performed: deliveries, opens, clicks, bounces, complaints and unsubscribes, updating live as events come in from mailbox providers.
The numbers explained
- Delivered: accepted by the recipient's mail server. Sent minus bounces.
- Opens: the tracking pixel loaded. Apple Mail privacy protection auto-loads pixels, so treat open rate as a trend, not a truth.
- Clicks: a tracked link was clicked - the most honest engagement signal you have.
- Bounces: rejected addresses. Hard bounces (address does not exist) stop future sends to that address automatically; soft bounces (full mailbox, temporary issue) do not.
- Complaints: the recipient pressed the spam button. The subscriber is suppressed automatically. Keep this well under 0.1 percent.
- Unsubscribes: clicked the unsubscribe link. A few per send is healthy churn; a spike means the audience did not expect that email.
What good looks like
Benchmarks vary by list quality, but for a permission-based store list: click rate above 1 to 2 percent, bounce rate under 1 percent, complaint rate under 0.05 percent. Falling opens with stable clicks usually means pixel noise, not real decline.
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.
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