Campaign Metrics Reference

Every campaign reports a standard set of metrics. This article defines each + provides healthy-benchmark ranges so you know whether a campaign performed well.

You'll see these metrics at /admin/store/{storeId}/marketing/email/{campaignId} (the campaign detail page).

Before you begin

• Go to Marketing, open Email, and click a campaign.
• You have View marketing campaigns permission.
• A campaign has been sent recently.

Metric definitions

Reading the metrics

Open rate signals subject-line + sender quality

Low open rate = bad subject line OR your sender reputation is suffering. Investigate both.

Click rate signals content + offer quality

High open + low click = subject line worked but content didn't. Tune content.

Conversion rate signals offer + landing-page quality

High click + low conversion = your offer or PDP / cart flow has friction.

Unsubscribe rate signals frequency + relevance

1% = you're sending too often or to the wrong segment.

Bounce rate signals list quality

2% = stale list. Clean it.

Steps

1. Open Marketing > Email and click a campaign

(opens full size)

2. Review the headline metrics

Open rate, click rate, conversion rate, attributed revenue.

3. Compare against benchmarks

Use the table above. Compare to your store's prior campaigns for trend.

4. Drill into per-recipient detail

If unusual patterns: drill into individual recipients to see who opened / clicked / converted.

5. Action on findings

• Low open → subject-line + sender reputation work.
• Low click → content rework.
• Low conversion → PDP / cart audit.
• High unsubscribe → frequency / segment review.

Verify the result

• All metrics render within hours of send.
• Numbers feel proportional (delivered ≤ sent; clicked ≤ opened; etc.).
• Attribution captures orders that came from clicks.

Best practices

• Track every campaign. Build a baseline.
• A/B test subject lines for high-stakes campaigns.
• Compare to your own baseline, not generic benchmarks (categories vary).
• Watch trend over months: single-campaign performance is noisy.
• Document learnings.

Common mistakes

• Comparing across categories without normalizing.
• Single-campaign declarations of strategy.
• Ignoring unsubscribe rate: silent erosion.
• No attribution windows defined: confusion about what counts.

If something goes wrong

• Numbers feel off: verify the campaign sent successfully.
• Open rate near zero: pixel may be blocked; check via clicks instead.
• No attribution showing: verify attribution-window setup.
• Permission denied: your role lacks View marketing campaigns.

Next steps

• Campaign Attribution
• Email Marketing Campaigns
• Email Marketing Workflows

Related articles

• Customer Segments
• Marketing Attribution Report
• Returning Customer Rate