Interpreting campaign reports and metrics

Sending is only half the work; the other half is reading what happened and using it to improve. But a report full of numbers can be overwhelming: where do you even start? What counts as good? What do you do with it? In this guide we walk through it together, in order, with one idea underneath it all: the numbers aren't a report card, they're a compass pointing at what to adjust next time.

If you want the full reference for every metric, it's in reading your reports. Here, we treat it as a hands-on walkthrough of your own campaign.

1. Open your campaign's stats

Go to Campaigns › [your campaign] › Stats. You'll see several tabs (Summary, Opens, Clicks, Rejected, Devices, AI Analysis…), but the Summary holds almost everything that matters. Always start there. Here's what it looks like:

Metrics up top, the funnel in the middle, the AI reading at the bottom. Let's go top to bottom.

2. Read delivery: did it arrive?

Before celebrating opens, first confirm your email actually arrived:

• Delivered: you want this above 95%. If it's lower, you've got a list problem (bad addresses) or a reputation problem.
• Bounces: temporary ones retry themselves; permanent ones (addresses that don't exist) get blocked. If there are a lot, your list needs a cleanup.
• Complaints: people who marked you as spam. This needs to be a minimal number. A high complaint count is a reputation alarm worth addressing right away.

If delivery is off, none of the other numbers matter yet: fix this first (prune bounces, check where the list came from).

3. Read engagement: did it land?

If delivery looks good, now check how your audience reacted:

• Unique opens: how many distinct people opened it.
• CTR (clicks over delivered): how many clicked any link.
• CTOR (clicks over opens): of the people who opened, how many clicked. This is the metric that best measures how good your content was for people who already opened it.
• Unsubscribes: acceptable under 0.5%; a red flag above 2%.

Tip: the magic is in the relationship between metrics, not any single one on its own. High opens + low clicks = the subject line promised something the body didn't deliver. Low opens = a subject line or reputation problem. Each combination points you to a different place to fix.

4. Read the funnel and Direct Leads

The funnel shows how the group shrinks at each step: Subscribers → Sent → Delivered → Opens → Clicks → Direct Leads. arrobaMail flags where the biggest drop-off is:

• If the big loss is between Delivered and Opens, work on the subject line (and check your reputation).
• If it's between Opens and Clicks, work on the content and the call to action.

The last step, Direct Leads, counts clicks on direct-contact channels (WhatsApp, phone, booking links). These are your hottest prospects — someone who clicks your WhatsApp link wants to talk right now. Watch that number separately from general clicks.

5. Ask the AI to interpret it

This is the part that saves you hours. Seven days after sending, in the AI Analysis tab, you'll find an automatic analysis that reads all your data and gives you back:

• A score (0–100) that sums up the campaign's health.
• An executive summary in plain language.
• Four dimensions evaluated (Deliverability, Engagement, Content Quality, and List Quality), each with its own rating.
• Prioritized recommendations (High, Medium, Low), with the expected benefit of each one.

And best of all: you can have a conversation with it. Ask it specific questions and it answers using your own data: "why was my click rate low?", "which segment of my audience is the most valuable?" It's the same logic as Amanda AI, applied to your results.

6. Decide your next move

You end with the decision, which is what all of the above is really for. And here's the single most important rule: compare your campaigns against yourself, not against someone else's benchmarks.

Industry references (15–25% opens, 2–5% CTR) are useful for orientation, but what really matters is your own trend: did this campaign open more than the last one? Did bounces go down? Did Direct Leads go up? Pick one concrete change for the next send — a clearer subject line, a more visible CTA, a better segment — and measure whether it worked. That's the loop that improves your marketing campaign after campaign.

Common mistakes to avoid

• Watching only opens. It's the vainest metric of them all. CTOR and Direct Leads tell a far more useful story.
• Comparing yourself to another industry's benchmarks. Your north star is your own history, not an internet average.
• Changing ten things at once. If you change everything, you'll never know what worked. Change one thing per campaign.
• Skipping the AI analysis. It's right there, it reads everything for you, and it prioritizes. Not reading it leaves work — and money — on the table.

Next steps

1. Keep the reference for every metric handy in reading your reports.
2. Try a better segment for your next campaign with segmentation by groups of conditions.
3. See the full power of your reports on the stats page.