Selling
Deliverability: Sends, Opens, Clicks and Revenue from Your Campaigns
See what each email campaign, text broadcast and automation sent, how often it was opened and clicked, and the orders and revenue it brought in, over the last 7, 30 or 90 days.
Overview
Marketing → Deliverability counts what happened after your messages went out: how many were sent, opens and clicks, and the orders and revenue that came from them. Choose 7d, 30d or 90d at the top for the period.
Deliverability is part of the Growth plan and above. It is for the owner, admins and managers.
The cards show the totals for the period: Sent, Opens, Clicks and Revenue (with the number of orders). The By campaign table breaks them down, with the highest revenue first.
Where the numbers come from
Sent is what BestWebby records as sent. For an email campaign it is the number of emails that actually went out, written on the campaign once the last one has gone. For texts it is the number the phone carrier accepted, with the number confirmed delivered underneath.
Opens and clicks come from campaigns sent from Marketing → Campaigns (see Email campaigns). Every copy carries an open marker and tracked links, so each open and each click is counted when it happens. Repeat opens and clicks count again. Links in texts are tracked too, so text clicks are counted; a text has no open marker, so texts have no opens.
Mail security scanners and privacy features, such as Apple Mail Privacy Protection, open emails and follow links automatically. BestWebby leaves out the ones it recognises, so opens and clicks are a good guide rather than an exact count.
Orders and revenue come from tagged links. When a shopper arrives through a link carrying utm_campaign= and places an order in the same browser session, the order counts once, for its full total, under that value. Campaign emails tag their links with the campaign for you, so a campaign's orders appear on the same row as its opens and clicks. The tag is only read for shoppers who allowed store statistics in your cookie banner. A link you tagged yourself, in a social post for example, shows on its own row under its utm_campaign value.
Reading the table
- Campaign is the campaign's subject line, the automation's name (Automation: …), or for a text broadcast its date and first words. Texts you sent one at a time, from a customer's page or the inbox, share one row.
- Channel is Email or Text.
- Sent is described above. A campaign that is still going out shows a dash until the last email has gone.
- Open rate is opens divided by emails sent. Click rate is clicks divided by emails sent, or for texts by texts delivered once the carrier has reported on every one of them (before that, by texts sent). Hover over a rate to see which. A dash means there is nothing recorded to divide by: a campaign still sending, or a row for a link you tagged yourself.
Common questions
Why is my table empty? Nothing was sent in the period, nobody opened or clicked, and no order arrived with a utm_campaign tag. Try a longer period.
Do flows and automatic emails count here? Texts sent by an automation do, under the automation's name. Emails sent by automations and the store's own emails (order confirmations, shipping notices) carry no tracking and do not appear.
Why is the open rate lower than I expected? Opens are counted only when the reader's mail app loads images, and BestWebby leaves out the automatic opens it recognises. Clicks are the steadier measure.
Where can I see who opened a campaign? On each customer's page, the timeline lists the campaign emails they opened and the links they clicked.