Glossary
This glossary explains the most common metrics and labels used across Reports and related analytics views.
Use it when you need a quick definition while reading dashboards, breakdown tables, exports, or campaign reports.
For report-specific details, open the related page from Reports.
A
Application Version — the specific build or release of your app used by a user or device. Use it to compare performance across app versions.
Attribution Window — the time range during which a conversion, revenue event, or user action is credited back to a campaign.
Audit Logs — time-stamped records of actions and changes made in the panel. Use them for troubleshooting, security, and governance.
Average Conversion — the average conversion rate across campaigns in the selected range.
Average Open Rate — the average percentage of delivered messages that were opened across campaigns.
Average Revenue — the average revenue generated per converting user or campaign result, depending on the report context.
Average Revenue per User (ARPU) — total revenue divided by the number of active users in the selected period.
Avg. Time In App — the average time users spend in the app after interacting with a campaign.
Avg. Usage Frequency (Times) — the average number of times users return to the app or website in the selected period.
B
Best Conversion — the campaign with the highest conversion rate in the selected period.
Best Open Rate — the campaign with the highest open rate in the selected period.
Bounced — the number of emails that could not be delivered to recipients’ inboxes.
Bounce Detail — the detailed provider-side explanation for why an email bounced.
Bounce Reason — the summarized reason category returned for an email bounce.
C
Clicked — the number or rate of user interactions with a message, depending on the report.
Click-through Rate (CTR) — the percentage of delivered messages that generated at least one click.
Click-to-open Rate (CTOR) — the percentage of opened messages that resulted in a click.
Control Group — users intentionally excluded from a campaign so you can measure lift by comparing exposed and unexposed users.
Conversion — the number of times users completed the selected goal event after a campaign or within a report scope.
CSV — a flat-file export format that stores rows and columns as plain text values.
D
Daily Active — the number of unique users who performed at least one meaningful action on a given day.
Daily Event Count — the total number of tracked events recorded in one day.
Date Range — the selected start and end period used to calculate the metrics shown in a report.
Delivered — the number of messages confirmed as delivered to recipients by the provider or channel.
Delivery (Success) — the number of channel-specific messages confirmed as successfully delivered.
Delivery Rate — the percentage of sent messages that were delivered successfully.
Delivery Receipt — the provider confirmation that an SMS or similar message was delivered or failed.
Delimiter — the character used to separate values in a text export file, such as comma or semicolon.
Dimension — a field used to break down results, such as platform, month, external ID, or bounce type.
E
Error Code — the provider-side technical code returned for a delivery or bounce failure.
Error Message — the human-readable explanation returned for a delivery or bounce failure.
Event Insight — an analysis view for exploring specific events and breaking them down by selected dimensions.
Events in Push Session — actions users performed during the app session started by a push interaction.
Export — the action of downloading or sending report data to a file or external destination.
Export Users — a user-list export flow that lets you download selected users and related fields from reports or analysis views.
External ID — the external identifier used to represent a user consistently across systems.
F
Fail Reason — the reason a message failed, shown in failed-user exports or user-level delivery details.
Failed — the number of messages or deliveries that did not complete successfully.
Full Export — an export of the complete result set, not just the visible preview rows.
H
Hard Bounce — a permanent email delivery failure, such as an invalid or non-existent email address.
Heatmap — a visual summary that uses color intensity to show where volume is higher or lower across time or groups.
Hot Conversion — the number of users who completed the selected conversion event after clicking a push notification.
Hot Revenue — the revenue generated by users who converted after clicking a push notification.
Hourly Events (Average) — the average number of tracked events recorded per hour.
I
In Push Session — actions completed during the session started by a push interaction.
Inbox Stats — a report section that shows how users interacted with stored push messages in the inbox.
Installs — the number of new installs recorded in the selected period.
L
Last Opened — the timestamp of the most recent recorded email open.
M
MSISDN — the phone number identifier used for SMS and telecom-based messaging.
N
Not In Target — users who were outside the intended campaign audience.
Not Read — delivered messages that were not opened or read yet.
Not-Clicked — delivered messages that users did not click.
Number of Campaigns — the total number of campaigns run in the selected period.
O
Open Rate — the percentage of delivered messages that were opened.
Opened — the count of opens recorded for a message or campaign.
Opt-in — users who have granted permission to receive communication through a specific channel.
P
Periodic Export — an automated export that runs on a schedule and sends data to an external destination.
Preview Table — a partial view of a larger result set shown on the page before export.
Profile Attributes — stored user-level fields such as city, membership tier, or device data that can be used for breakdowns and targeting.
Push Clicks — the total number of push-notification clicks recorded for a campaign.
R
Read — the number of delivered messages users opened or viewed, depending on the channel.
Read Rate — the percentage of delivered messages that were read.
Retention — the percentage of users who return and stay active after their first use or a reference event.
30 Days Retention (%) — the percentage of users still active 30 days after install or first interaction.
Revenue — the total monetary value generated from the selected campaign, report, or conversion event.
Revenue Per User — the average revenue generated per user within the selected group.
Revenue Total — the total revenue generated by the selected group, campaign, or breakdown.
S
Segment — a defined audience group used for targeting or analysis.
Sent — the number of messages submitted to the delivery provider or channel.
Session Expire Interval — the configured duration used to decide when one app session ends and a new one begins.
Session Length (Minute) — the average duration of a user session, measured in minutes.
Soft Bounce — a temporary email delivery failure, such as a full inbox or temporary server issue.
Successful Deliveries — the number of emails that reached recipients’ inboxes successfully.
Success — the number of items completed successfully in a given report context. In campaign reports, this usually means successful delivery or successful completion of the tracked outcome.
T
Target Audience — the full set of users the campaign was intended to reach.
Today Number of Campaigns — the number of campaigns created or run today.
Total — the overall aggregated value across all rows or groups in a report section.
Total Clicks — the full count of click actions, including repeated clicks by the same user.
Total Devices — the total number of devices associated with your user base or installations.
Total Opens — the full count of opens, including repeated opens by the same recipient.
U
Unique Clicks — the number of distinct recipients or users who clicked at least once.
Unique Opens — the number of distinct recipients who opened at least once.
Unread — delivered or stored messages that have not been opened yet.
Uninstalls — the number of times users removed the app from their devices in the selected period.
Unsubscribed — recipients who opted out after receiving a message, usually email.
W
Webhook — an event-based connection that sends status or activity data from one system to another in real time.
X
XLSX — a spreadsheet export format used for Excel-compatible downloads.
Notes on interpretation
Some terms can vary slightly by report.
Examples:
Success can mean successful delivery in one report and successful completion in another.
Clicked can be shown as a count or as a rate.
Read means different user actions across inbox, WhatsApp, and other channels.
Average Revenue can be shown per converting user or as an average campaign outcome.
Open Rate depends on the channel and its tracking method.
When a metric behaves differently in a specific dashboard, use the glossary together with that report’s page.
Last updated
Was this helpful?