| Rate Label | API Variable Name | Calculation | Definition (Used in tooltip) |
|---|
| Bounced | bounce_rate | bounced_count / processed_count | Bounce rate measures the percentage of emails that bounce back, or the number of emails that couldn’t be delivered to users over the total number of emails sent. |
| Clicked | clicked_rate | clicked_count / delivered_count | The rate at which delivered emails are clicked. This calculation uses total clicks, not unique clicks. Use the unique click rate if percentages exceed 100%. |
| Complained | complained_rate | complained_count / delivered_count | Complaint rate measures the percentages of delivered emails reported as spam by recipients. This rate should be kept below 0.1%. Please note that Gmail does not provide complaints, to see Gmail complaint data, sign up for Google Postmaster Tools. |
| Delayed | delayed_rate | delivered_two_plus_attempts_count / delivered_count | The percentage of emails that were delivered with two or more delivery attempts. This rate does not include delayed emails that could not be delivered. |
| Delivered | delivered_rate | delivered_count / sent_count | The rate at which sent emails are delivered to recipient addresses. This calculation does not include suppressed emails. |
| Failed | permanent_fail_rate | permanent_failed_count / processed_count | The percentage of sent emails that resulted in a permanent failure. These emails could not be delivered and will not be retried. |
| Opened | opened_rate | opened_count / delivered_count | The rate at which delivered emails are opened. This calculation uses total opens, not unique opens. Use the unique open rate if percentages exceed 100%. |
| Unique clicked | unique_clicked_rate | unique_clicked_count / delivered_count | The percentage of delivered emails that resulted in a unique click event. This calculation will exceed 100% if your date filter excludes a large amount of delivery events. |
| Unique opened | unique_opened_rate | unique_opened_count / delivered_count | The percentage of delivered emails that resulted in a unique open event. This calculation will exceed 100% if your date filter excludes a large amount of delivery events. |
| Unsubscribed | unsubscribed_rate | unsubscribed_count / delivered_count | The unsubscribe rate accounts for the total number of unsubscribes divided by the total number of emails delivered and multiplied by 100, expressed as a percentage. |