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.