From sent to delivered
Sent is how many emails went out. Delivered is how many arrived — the difference breaks down into: soft bounce (temporary rejection, the provider retries), hard bounce (nonexistent address — the contact is automatically suppressed from future sends), complaint (marked as spam — also suppressed), suppressed (blocked by your blocklist before leaving), pending (still processing) and failures. The campaign report shows all seven groups (delivered plus those six), and the sum always matches the sent count.Opens — always “estimated”
Opens are measured by an invisible pixel. The problem: Apple Mail Privacy Protection loads that pixel automatically, even if the person never opens the email — inflating opens in every tool. Cliqo flags these machine opens separately and labels the metric as estimated. The practical consequence: make decisions on clicks and conversions, not on opens — that’s how Cliqo’s flows work by default.Human clicks
Before counting, Cliqo removes what isn’t a person: corporate security scanners (which “click” every link in the email within seconds), prefetches and bots. And each person counts once per send — someone who clicked the same email five times doesn’t become five clicks. The raw number, bots included, remains available for auditing; the report uses the human one.AMP interactions and AMP rate
Interactions are actions inside the email — spun the wheel, answered the quiz, submitted the form — counted per person and broken down by block in the report. The AMP rate shows what fraction of recipients saw the interactive version (rather than the HTML fallback): Cliqo detects which version each person opened.Conversions and attributed revenue
A sale counts once, even if the customer was touched by several campaigns — the attribution model decides who gets the credit (default: last click, counting clicks from up to 30 days before the purchase). In Analytics › Attribution you can change the period — custom dates or 7 to 90-day shortcuts; with the 7 and 14-day shortcuts the click window follows the shortcut — and switch the model to first touch. Anything without a tracked touch appears as “Organic / other channels”, and is not force-distributed. Opens do not attribute a sale — only clicks and interactions do. That’s why the number differs from Google Analytics: GA can’t see interactions inside the email or a Pix paid within the email itself — and it uses a different attribution model. Both are “right”; they measure different things.Two conventions you will notice
- A read failure is not zero. When a metric couldn’t be read, the report says so (“Metrics unavailable”) instead of showing 0 — a true zero and a read failure are different things.
- **A dash instead of R 0 — which would suggest the measurement exists and came out at zero.