After a campaign sends, its report appears under Analytics. Here's how to read it.
The core numbers
- Delivered — emails that reached the mailbox. This is the denominator for the rates below, because a bounced email was never a chance to be opened.
- Open rate — opened ÷ delivered. Treat opens as directional, not exact: privacy features (like Apple Mail Privacy Protection) inflate them.
- Click rate — readers who clicked a link ÷ delivered. This is the number to trust — a click is a real action.
- Bounces — addresses that couldn't receive. Hard bounces are removed from your active list automatically.
- Unsubscribes and spam complaints — people leaving, and the ones you most want to keep low.
What to watch
Clicks tell you whether your content landed. Rising bounces or complaints are an early warning about list quality — act on them before they hurt your deliverability. To slice results across many sends, or track growth over time, see Build custom reports and track growth.