How to interpret your campaign results

This guide explains how to read the metrics block in the report of a sent campaign: what each number means and how to tell if your campaign is performing well. About 3 minutes.

Before you start

You need at least one campaign already launched, in Processed status. If you haven’t launched one yet, follow How to create your first campaign first.

Step 1: Open your campaign’s report

In the side menu, click My campaigns.

In the list, every campaign carries its status. These are the ones you will come across:

Status	What it means
Draft	Not launched yet
Processed	The send finished and there are results to read
Stopped	The send was interrupted before finishing
Failed	The send never went out

Click the name of a Processed campaign. The report opens, with the report’s side menu on the left: Summary, Deliverability, Unsubscribes, Segments and Interaction.

The first section you see is the Summary.

Processed is not the same as delivered

“Processed” means Nevent finished handling the send, not that every recipient received it. What actually arrived is the Delivered metric, and the reasons for what did not are in Deliverability.

Step 2: Read the metrics block

Right below the configuration details (channel, subject, sender) you’ll see four cards with the send results.

Note that each percentage states its denominator under the number: not every metric is calculated over the same base.

• Sent: the total number of emails Nevent handed to the sending service.
• Delivered: the ones the recipient’s server accepted, as a percentage of sent.
• Opened: recipients who opened the email at least once, as a percentage of delivered.
• Clicks: clicks on links in the email, as a percentage of unique opens.

If the campaign is a WhatsApp campaign

For a WhatsApp campaign the results block does not show opens or clicks, but the four counters Meta returns for that send:

• Sent: messages from this send that went out to Meta.
• Delivered: messages Meta reports as delivered to the recipient.
• Read: messages Meta reports as read by the recipient.
• Failed: messages Meta reports as failed.

All four counters come from Meta’s notifications about this campaign, so they update as Meta sends them.

If part of the audience was never sent, a notice below the counters shows how many recipients were not sent because Meta’s messaging limit was reached (unique recipients every 24 hours). Those contacts received nothing: you can send them another campaign once the limit frees up.

The benchmark ranges below and the report’s Deliverability section apply to email campaigns only.

How to tell if your results are good

The benchmark ranges for live event campaigns are:

Metric	Healthy result	Warning sign
Delivery rate	Above 95%	Below 90%
Open rate	Above 25%	Below 15%
Click rate	Above 5%	Below 2%

The open rate depends a lot on the subject line and the timing of the send. If yours is low, try shorter or more direct subject lines in your next campaign.

The click rate measures real interest in your offer. If it’s low, check that the email has a clear, visible call-to-action button.

What to do if the results are low

If your open rate is below 15%:

• Review the subject line: it needs to be direct and spark curiosity.
• Check the sender name: recipients need to recognise it.
• Consider the send time: try sending on a weekday morning.

If your click rate is below 2%:

• Make sure the email has a single, prominent call-to-action button.
• Check that the link goes to the right page.
• Consider whether the audience is the right fit for the offer.

Tip

Check the Deliverability section to see if bounces are artificially lowering your delivery rate.

Next step

• Check the bounces on your campaign
• See who opened and clicked your campaign
• Manage your campaigns