This article provides detailed breakdown of each metric used as a column of data in an Analytics export. For more information about how to use the Analytics feature, please see this article.

opt_out_count - Number of opted out contacts that exist on this account.

engagement - Ratio of outbound messages to inbound messages (1:1 = A, >4:1 = F).

Note: A better Engagement grade indicates that recipients are actively responding to messages and users are fostering good communication.

messages_per_conversation - Average number of outbound and inbound messages per conversation.

active_conversations - Number of Conversations with an outbound or inbound message during the selected timeframe.

Note: This metric can be considered to be the count of how many individual Contacts were in communication with the account/user.

response_rate - Calculated as the total inbound conversation rate divided by the total conversation count.

inbound_lag_time(seconds) - Average time in seconds from an outbound message to a reply from the recipient. (The average amount of time it takes for a user's message to receive a response from a Contact.)

outbound_lag_time(seconds) - Average time in seconds from an inbound message to a reply from a user. (The average amount of time it takes for a user to reply to a Contact.)

total_delivered - Number of messages that were successfully delivered.

total_failed - Number of messages that were confirmed to be not delivered.

total_spam - Number of messages that were not delivered because they were flagged for Spam.

total_sent - Total number of all outbound messages.

total_received - Total number of inbound messages.

total_campaigns_sent - Total number of Campaigns sent.

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