Reading Your Email Analytics
Understanding the Sent → Delivered → Opened → Clicked funnel, and how Bounced/Failed are counted.
The Funnel Is Cumulative
The Analytics tab reports a cumulative funnel: Sent → Delivered → Opened → Clicked, where each stage is a subset of the one before it. This means Opened is shown as a percentage of Delivered, and Clicked as a percentage of Opened — not as a percentage of total Sent.
| Stage | Meaning |
|---|---|
Sent | The message was accepted for delivery |
Delivered | Confirmed delivered to the recipient's mail server |
Opened | The self-hosted open-tracking pixel was loaded |
Clicked | At least one tracked link in the email was clicked |
Bounced | Sent but never delivered — counted toward Sent, not Delivered |
Failed | Never sent at all — excluded even from the Sent count |
How Opens and Clicks Are Tracked
Delivered and Bounced statuses come from polling your sending domain's delivery logs on a schedule. Opens and clicks are tracked by SMLLR directly — an invisible 1x1 tracking pixel and a click-redirect wrapper around every link — rather than depending on a third-party toggle, so tracking works the same for every account without extra setup.
Per-Campaign Comparison
Below the account-wide totals, a chart and table break down the same funnel per individual campaign, so you can compare one send against another.
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