Reports Overview: Metrics, Columns, and Use Cases
Edit in CMSLetterhead offers three report types — Clicks, Newsletter Engagement, and Audience Growth — to help you track performance, optimize content, and monitor subscriber trends. This reference explains what each column means. For the full Reports feature area, see Working in Reports; to generate and email a report, see How to Export Reports.
Clicks Reports
Section titled “Clicks Reports”Clicks Reports show how recipients interact with the links in your newsletters.
Columns
Section titled “Columns”- URL — the web address of a link included in the newsletter.
- Total clicks — all link clicks across all emails sent; multiple clicks from the same email are counted.
- Unique clicks — the number of unique emails that had a link clicked; repeat clicks are not counted.
- Edition — the subject line of the newsletter edition the link appeared in.
- Letter ID — the unique identifier for that edition.
- Channel — the name of the channel (newsletter).
- Channel slug — the channel’s URL-friendly identifier.
- Analyze link performance to see which links engage your audience most — and what content resonates.
- Optimize content by tailoring future issues to the links readers actually click.
- Track engagement over time by reviewing Clicks Reports regularly, and use date filters to analyze a specific period.
Newsletter Engagement Reports
Section titled “Newsletter Engagement Reports”These reports show how each newsletter edition performed, and can be scoped to specific channels.
Columns
Section titled “Columns”- Edition — the subject line of the published edition.
- Letter ID — the unique identifier for that edition.
- Published — the date the edition was published.
- Channel — the name of the channel (newsletter).
- Channel slug — the channel’s URL-friendly identifier.
- Sent — the total number of newsletters sent.
- Delivered — newsletters successfully delivered to inboxes.
- Accepted — emails accepted by recipients’ email servers, calculated as sent minus soft bounces.
- Bounced — total bounced emails that could not be delivered.
- Hard Bounces — permanent delivery failures, such as an invalid or closed address.
- Soft Bounces — temporary delivery failures, such as a full inbox or a server issue.
- Hard Bounce Rate — hard bounces ÷ sent.
- Soft Bounce Rate — soft bounces ÷ sent.
- Total opens — total opens, indicating overall interest.
- Unique opens — unique recipients who opened the newsletter.
- Unique confirmed opens — unique opens that filter out mailbox-provider prefetching, a closer read on genuine human opens.
- Total clicks — all link clicks within the newsletter.
- Unique clicks — unique recipients who clicked a link.
- Unsubscribes — recipients who unsubscribed via the unsubscribe link or List-Unsubscribe header on that edition.
Note: The Unsubscribes column here counts only people who unsubscribed from that specific edition. Total Unsubscribes in the Audience Growth report reflects all unsubscribes across all methods since the channel began.
The audience segment each edition was sent to, click-to-open rates, and promotion-click breakdowns aren’t columns in this export — you’ll find them on the in-app All Emails table and on a published edition’s own Reports page instead.
- Analyze engagement to identify what content resonates.
- Optimize content based on which newsletters and links perform best.
- Track trends by reviewing engagement reports regularly.
Audience Growth Reports
Section titled “Audience Growth Reports”Available on both Organization and Channel level Reports pages, this report exports your audience growth metrics over a chosen date range.
Columns
Section titled “Columns”- Channel — the name of the channel (newsletter).
- Total Active Subscribers — the total number of active subscribers.
- Total Audience (Excludes Unsubscribed and Cleaned) — Total Active Subscribers + Total Not Subscribed + Total Pending Opt-In, as of the date listed.
- New Subscribers — new subscribers added on each date.
- Total Not Subscribed — audience members not subscribed.
- Total Pending Opt-In — audience members who haven’t confirmed their subscription.
- Total Unsubscribes — audience members who have unsubscribed from the channel.
- Total Cleaned (Bounced) — emails that could not be delivered. See hard vs. soft bounces.
- Analyze growth trends to see which strategies grow your audience.
- Monitor unsubscribes — spikes can point to areas for improvement.
- Set benchmarks based on your growth metrics to track progress toward realistic goals.
Related
Section titled “Related”Still can’t find what you need? Contact support.