You've sent the campaign — now what? The analytics view tells you exactly what happened: how many messages were delivered, who opened them, who clicked, and where things went wrong. Use these insights to refine your audiences, improve your content, and make every future campaign more effective.

💡 In short: Open any sent campaign to see real-time delivery and engagement metrics — deliveries, opens, clicks, bounces, and spam complaints — with the ability to drill down to individual recipients.

What You'll See

Campaign analytics are available on the Campaign Details page for any campaign with Sent or Failed status. Navigate there by clicking on a campaign row in Marketing > Campaigns. The details page has two tabs:

Campaign Details — the content preview and summary you saw during creation
Analytics — delivery and engagement metrics (only visible for sent/failed campaigns) Click the Analytics tab to see the performance data.

How to Navigate Campaign Analytics

Metric Cards

The top of the analytics tab shows metric cards — one for each tracked event. For email campaigns, you'll see:

Metric	What it means
Sent	Total number of emails handed off to the email delivery service. This is your starting number.
Delivered	Emails that successfully reached the recipient's inbox (or spam folder). A high delivered count relative to sent means your email addresses are clean.
Opened	Recipients who opened the email at least once. Note: some email clients block open tracking, so actual opens may be slightly higher than reported.
Clicked	Recipients who clicked at least one link in the email. This is the strongest engagement signal — it means someone read your message and took action.
Bounced	Emails that couldn't be delivered — typically because the email address doesn't exist (hard bounce) or the inbox was full (soft bounce). High bounce rates suggest your client email data needs updating.
Marked as Spam	Recipients who reported your email as spam. Even a small number here is worth investigating — it may mean your content doesn't match what recipients expected, or the audience was too broad.

For WhatsApp campaigns, metrics show: Sent, Failed, and Pending counts based on message delivery status. For AI Call campaigns, metrics show delivery status counts based on whether calls connected successfully.

Drilling into Recipients

Click any metric card to filter the recipients table below it. For example:

Click Opened to see only recipients who opened the email
Click Bounced to see which email addresses failed
Click Clicked to see who engaged with your links The recipients table shows:

Column	What it shows
Client name	The recipient's name — click to open their client record
Contact	The email address or phone number the message was sent to
Channel	Email, WhatsApp, or AI Call
Timestamp	When the event occurred (delivery time, open time, click time, etc.)
Status	The most recent event for this recipient

Common Questions

"I want to know..."	Where to look
How many people actually received my email	Check the Delivered metric card — this is the count of emails that reached an inbox
Whether anyone read my campaign	Check the Opened metric — but remember some email clients block tracking, so the real number may be higher
Which clients clicked my link	Click the Clicked metric card to filter the recipients table to only those who clicked
Why my recipient count is lower than my audience size	Some clients may lack valid contact details, or may have opted out of marketing. Check the Sent count vs your audience size
Which email addresses are invalid	Click the Bounced metric card — hard bounces indicate addresses that should be updated in the client record
If anyone complained about my email	Check the Marked as Spam metric card — even one complaint is worth investigating

Understanding Campaign Statuses

Campaign status reflects the overall delivery outcome:

Status	What it means
Scheduled	Campaign is waiting to send at the scheduled time. No analytics available yet. You can still edit or cancel it.
Sent	At least one message was delivered successfully. Analytics are available. Some individual messages may have failed — check the bounced and failed counts.
Failed	Every single message failed to deliver. This usually indicates a configuration issue (e.g. email service not set up correctly). Check your store's email settings.
Cancelled	You cancelled the campaign before its scheduled send time. No messages were sent and no analytics are available.

💡 A campaign with Sent status doesn't mean every message was successful — it means at least one was. Always check the individual metric cards for the full picture.

Key Metrics to Watch

Email Campaign Health Indicators

Metric	Healthy range	If it's outside this range
Delivery rate (delivered / sent)	95%+	High bounce rate suggests outdated email addresses. Review bounced recipients and update client records.
Open rate (opened / delivered)	20-40%	Low opens may mean your subject line didn't grab attention, or the send time wasn't ideal. Try a different subject or time.
Click rate (clicked / delivered)	2-5%	Low clicks suggest the content or call-to-action wasn't compelling. Make links prominent and the ask clear.
Spam rate (complaints / delivered)	Below 0.1%	Any complaints warrant review. Check that your audience was properly targeted and content matched expectations.

Tips for Improving Campaign Performance

✅ Best practices from practices that run Lupa:

Check analytics 24-48 hours after sending — most opens and clicks happen within the first day
Use the bounce list to clean up invalid email addresses in client records before your next campaign
If spam complaints increase, narrow your audience targeting and ensure content matches what clients signed up for
Compare open rates across campaigns to learn which subject lines perform best
Click-through rate is the most meaningful engagement metric — an opened email is good, but a clicked link means someone took action
For WhatsApp campaigns, a high "pending" count may indicate recipients haven't opened WhatsApp yet — give it more time before drawing conclusions
Export recipient data for deeper analysis if you need to cross-reference with other practice data

Frequently Asked Questions

How quickly do analytics update after sending?

Email delivery and bounce data typically appears within minutes. Open and click tracking updates in near real-time as recipients interact with the email. Full analytics are usually complete within 24-48 hours of sending.

Why does the "Opened" count seem low?

Email open tracking works by embedding a tiny invisible image. Some email clients (particularly Apple Mail's privacy features and corporate email filters) block this image, so opens go unrecorded. Your actual open rate is likely higher than reported.

Can I export campaign analytics?

Yes. Use the download button on the recipients table to export a CSV file with recipient details, contact information, and event statuses for further analysis.

What should I do about bounced emails?

Open the bounced recipients list and update or remove invalid email addresses in the corresponding client records. This improves your delivery rate on future campaigns and protects your sender reputation.

Why does a campaign show "Sent" but individual emails show "Failed"?

A campaign reaches Sent status as long as at least one message delivers successfully. Individual failures within the campaign (bounces, invalid addresses) are tracked per-recipient. Check the metric cards for the full breakdown.

Are analytics available for WhatsApp and AI Call campaigns?

Yes, but with less granularity than email. WhatsApp shows sent, failed, and pending counts. AI Call shows connection success/failure. Neither channel supports open or click tracking — those metrics are email-specific.

Campaign analytics and performance