> ## Documentation Index
> Fetch the complete documentation index at: https://docs.cliqo.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Understand Cliqo's metrics

> What each number in the reports means — and why some are different from what you saw in other tools.

Cliqo measures by one editorial rule: **a misleading number is worse than a smaller number**. That's why some metrics here are smaller — and more honest — than in other tools. This article defines each one.

## 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.** Revenue that isn't measured yet (for example, on newly launched channels) appears as "not measured yet", never as R$ 0 — which would suggest the measurement exists and came out at zero.

## Related articles

* [Warm-up: how to send to a new list](https://docs.cliqo.io/en/entregabilidade/aquecimento.md)


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