In this article, we will go over some of the campaign statistics and how they are calculated.

Let us first explain two types of unique activity values.

The number for activity (Open or Click) presented in the graph shows unique activity from every campaign phase, from every email of the sequence. Depending on the number of follow-up emails this number can be greater than the number of recipients/leads in the campaign.

The number used to calculate percentage is a bit different. It represents a unique activity for the whole sequence and can't be greater than the number of campaign leads (maximum 1 per activity type and per recipient). If you wish to check this value, download the activity list (for example open statistics) and get only unique entries - deduplicate list by email address column. This will leave only a unique activity number on the whole email sequence/campaign level.

For example, the campaign recipient received 3 emails and opened every one of them. The number used in the graph for that recipient will be 3, but the number used to calculate the percentage is 1.

Having this in mind formula looks like this:

Here is one example for open rate:

The number of leads in the campaign is 85 and the number of bounces is 4. After de-duplication, we have 69 unique opens on the campaign level.

The same principle is used for click rate calculation. Only one click per campaign per recipient is used as a unique activity number on the sequence level.

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