Analytics
Track campaign performance with real-time analytics. Monitor opens, clicks, bounces, and more to optimize your email marketing.
Dashboard Overview
The campaign analytics dashboard shows key metrics at a glance. Each campaign has its own analytics page accessible from the campaign detail view.
Key Metrics
| Name | Type | Required | Description |
|---|---|---|---|
Sent | number | No | Total emails dispatched to recipients |
Delivered | number | No | Emails accepted by the recipient mail server |
Opens | number | No | Unique recipients who opened the email, measured by a tracking pixel |
Clicks | number | No | Unique recipients who clicked at least one link |
Bounces | number | No | Emails that could not be delivered (hard or soft bounce) |
Complaints | number | No | Recipients who marked the email as spam |
Unsubscribes | number | No | Recipients who clicked the unsubscribe link |
Open Tracking
Opens are measured with a tiny invisible tracking pixel in each email. When a recipient loads images, the pixel is requested and the open is recorded. Who serves that pixel depends on your setup:
- With a verified tracking domain (or a generic SMTP sender), GoodPostal adds the pixel itself and serves it from your own tracking domain, so the request never touches a third party's domain.
- Without one, your email sending service handles tracking natively on its own domain and reports each open to GoodPostal by webhook. GoodPostal adds no pixel of its own in this mode.
Either way the numbers land in the same dashboard. See Tracking Domain for which services require one and how to set yours up.
Click Tracking
Click tracking follows the same split as open tracking. When GoodPostal owns tracking, meaning you have a verified tracking domain or a generic SMTP sender, it rewrites the links in your campaign, records the click, and redirects the recipient to the original destination. Otherwise your sending service wraps the links itself and reports each click to GoodPostal by webhook.
The most-clicked-links report works in both cases, so you can see which links drew the most interest either way.
Bounce Handling
Bounces are reported by your email sending service via webhooks. GoodPostal categorizes them into two types:
- Hard bounce - Permanent delivery failure (e.g., address does not exist). The contact is automatically unsubscribed to protect your sender reputation.
- Soft bounce - Temporary delivery failure (e.g., mailbox full). A single soft bounce does not unsubscribe anyone, but a contact who accumulates 3 bounces is unsubscribed automatically to protect your sender reputation.
Complaint Tracking
When a recipient marks your email as spam, the complaint is reported through your sending service's webhook. GoodPostal automatically unsubscribes the contact to prevent future sends.
A complaint rate above 0.1% is a serious warning sign. If this happens, review your sending practices, list quality, and content relevance.
Rate Calculations
- Delivery rate = (delivered / sent) x 100
- Open rate = (unique opens / delivered) x 100
- Click rate = (unique clicks / delivered) x 100
- Bounce rate = (bounces / sent) x 100
- Unsubscribe rate = (unsubscribes / delivered) x 100
- Complaint rate = (complaints / delivered) x 100
Industry Benchmarks
Typical email marketing benchmarks vary by industry. As a general guide:
- Open rate: 20-30% (varies widely; use as a trend indicator)
- Click rate: 2-5%
- Bounce rate: Below 2%
- Complaint rate: Below 0.1%
Webhook Events
Analytics data is powered by webhook events from your email sending service. Make sure webhooks are properly configured to get accurate tracking. See the webhooks guide for setup instructions.