Tracking and Delivery Statistics Report
The left pane displays the LISTSERV Maestro explorer tree, with the "Reports" node selected.
The pane on the right shows two tabs: Tracking Statistics and Delivery Statistics.
You can control which jobs are included in the report by selecting Chart Display Settings from the "Reports" tree node's right click menu or from its Edit menu. Alternatively, click the Chart Display Settings link to the right of the two tab labels. The following options are available:
If the report shall only include jobs that LISTSERV Maestro has sent to a certain dataset or list in the Subscriber Warehouse. (This option is not always available.)
If the report shall only include jobs from a certain folder (optionally also recursively with all subfolders).
If the report shall only include jobs in a certain delivery period (from and to).
Tracking Statistics
On the top of this tab, you see the following metrics:
- Opened (of unbounced): The percentage of successfully delivered mails that have been opened.
- Clicked (of unbounced): The percentage of successfully delivered mails for which at least one click has been recorded.
- Clicked (of opened): The percentage of opened mails (see above) for which at least one click has been recorded.
- Unsubscribed (of unbounced): The percentage of successfully delivered mails for which the recipients have clicked the unsubscribe link in order to no longer receive messages sent to the list.
These metrics are calculated averages. LISTSERV Maestro first determines the corresponding metric for each single job in the report and then builds an average across these values.
In the email-marketing industry, the ratio of opened mails versus successfully delivered (i.e. unbounced) mails is called the Open Rate. Similarly, the ratio of mails with clicks versus unbounced mails is called Click Rate and the ratio of unsubscribes versus unbounced mails is called Unsubscribe Rate.
In the report chart, you see the tracking results of your successfully delivered jobs, plotted over time:
For each job, there are three dots whose positions relative to the X-axis correspond to the job's delivery date and time. The dot on this line represents the open rate of the job, the dot on this line represents the click rate of the job and the dot on this line represents the unsubscribe rate of the job.
If you are missing the unsubscribe rate information for some or all jobs in the report, see below for an explanation.
You can download the whole report in PDF, spreadsheet or CSV format via the menu: Edit -> Download Tracking Statistics
This report is aimed at giving you an at-a-glance overview of the statistics for the jobs in the report. The lowermost section of the screen shows the list of all jobs that are included in the report, each job is listed with its delivery date/time and its open, click and unsubscribe rate. You can sort the list by clicking on any of the header fields. This way, you can for example bring the most successful jobs to the top of the list and focus further analysis on these top-performing campaigns. Alternatively, a job may stand out visually already when you look at the time distribution shown under "Jobs Overview": First hover with your mouse over the dot in the chart, then click to open a panel with additional information.
Zooming In On Statistics Overview for Mail Job
To view the overview statistics for a mail job that is included in the report, click the job's title in the list. You can also click on the job's title in the detail panel that you may have opened when clicking on a job in the distribution chart, see above. Either way, this click opens the Job Statistics Report for the job, allowing you to get a more detailed view of the statistics that LISTSERV Maestro has collected for this job.
Zooming In On Subscribers for Metric
To view (e.g. for downloading) the list of subscribers associated with one of the metrics show for a job, click on the metric value in the job's row in the list. You can also click on the associated metric in the detail panel that you may have opened when clicking on a job in the distribution chart, see above. Either way, this opens the List Subscribers Pane for the list that this job was sent to, pre-filtered so that only those subscribers are shown who are associated with the metric you just clicked on. In other words: If you clicked on an open rate metric value, you will see the list of current subscribers who have opened the message. If you clicked on a click rate metric value, you will see the list of current subscribers who have clicked.
Tracking Statistics Showcase Video
Delivery Statistics
On the top of this tab, you see the total numbers of all jobs that are included in the report. For convenience, the totals are also translated into rates.
In the report chart, you see the delivery results of your delivered jobs, plotted over time:
- For each successful job, there are two dots whose positions relative to the
X-axis correspond to the job's delivery date and time. The dot on
this line represents the number
of successfully delivered recipients in the job, the dot on
this line represents the
number of bounced recipients in the job.
- For each failed job, there is a triangle on the X-axis at a position that corresponds to date and time at which the job's delivery failed.
You can download the whole report in PDF, spreadsheet or CSV format via the menu: Edit -> Download Delivery Statistics
This report is aimed at giving you an at-a-glance overview of the delivery statistics for the jobs in the report. The lowermost section of the screen shows the list of all jobs that are included in the report, each job is listed with the delivery date/time, the delivery state, and the delivered and bounce rates. You can sort the list by clicking on any of the header fields. To view a report specific to the job in the list, click the title of the job in the list. You can sort the list by clicking on any of the header fields. This way, you can for example bring the jobs with the highest bounce rate to the top of the list and focus further analysis on these problematic campaigns. Alternatively, a job may stand out visually already when you look at the time distribution shown under "Jobs Overview": First hover with your mouse over the dot in the chart, then click to open a panel with additional information.
Zooming In On Statistics Overview for Mail Job
To view the overview statistics for a mail job that is included in the report, click the job's title in the list. You can also click on the job's title in the detail panel that you may have opened when clicking on a job in the distribution chart, see above. Either way, this click opens the Job Statistics Report for the job, allowing you to get a better view of the statistics that LISTSERV Maestro has collected for this job.
Zooming In On Unbounced Or Bounced Subscribers
To view (e.g. for downloading) the list of subscribers for whom the mail sent with the associated job bounced (or did not yet bounce), click on the "Bounced" (or "Delivered") metric value in the job's row in the list. You can also click on the associated metric in the detail panel that may have opened when clicking on a job in the distribution chart, see above. Either way, this opens the List Subscribers Pane for the list that this job was sent to, pre-filtered so that only those subscribers are shown for whom the mail sent with the job triggered a bounce (or did not do this yet, if you clicked on the "Delivered" metric).
Why is the unsubscribe rate not shown for all jobs?
In order for LISTSERV Maestro to determine the unsubscribe rate for a mail job, this job must fulfill certain requirements:
- The job must be sent to a subscriber list or dataset. LISTSERV Maestro can perform the necessary actions for an unsubscribe only if the recipient is registered as a list subscriber: The subscriber is removed from the internal storage and (if enabled) protected against being added back to the list accidentally.
- The message must contain the *UnsubscribeURL drop-in. This drop-in yields the correct URL with the parameters that are necessary for LISTSERV Maestro to forward the recipient to the page that performs the actual unsubscribe in LISTSERV Maestro.
- The job must have been sent with LISTSERV Maestro 7.0 or later, earlier versions did not support this functionality.
If any of the requirements above are not met for a given mail job, then:
- The job is not included in the calculation of the average unsubscribe rate.
- The over-time plot of the tracking statistics does not contain a dot for the unsubscribe rate.
If none of the jobs in the report support unsubscribe rates, then the report does not show an average unsubscribe rate.
Why is the list of subscribers who unsubscribed not available?
While it may seem desirable to have such a list, LISTSERV Maestro is by design not capable to show you this list. Any possible list of subscribers shown for a selected list or dataset is limited to only showing the current profile values of actually existing subscriber records. Since LISTSERV Maestro physically deletes subscriber records when the data administrator or the subscriber say so, such a list is not possible. With this approach, LISTSERV Maestro protects you from making typical mistakes such as continuing to contact subscribers who have told you (by unsubscribing) to stop doing so.
Why are open and click rates not shown for all jobs?
In order for LISTSERV Maestro to calculate an open or click rate for a mail job, this job must fulfill certain requirements:
- The job must have at least unique tracking enabled. LISTSERV Maestro can only calculate a click or open rate if the job's tracking settings allow tracing events back to individuals, so that it is possible to relate the unique number of individuals who opened or clicked to the total number of recipients.
- In this regard, anonymous tracking is also considered unique if the mail job was sent with LISTSERV Maestro 6.0-11 or later
If the requirements above are not met for a given mail job, then:
- The job is not included in the calculation of the average click and open rates.
- The over-time plot of the tracking statistics does not contain a dot for the click or open rate.