Campaign analytics explained: sent, delivered, opens, replies, bounces, opportunities
Every campaign has an Analytics tab that shows how the sequence is performing. This article explains what each number means, how it is calculated, what a healthy value looks like for cold outreach,…
Draft — written from product facts + domain knowledge; UI labels to be verified before publishing.
Every campaign has an Analytics tab that shows how the sequence is performing. This article explains what each number means, how it is calculated, what a healthy value looks like for cold outreach, and what to change when a number is off.
Steps: open campaign analytics
- In the left nav, click Campaigns and open the campaign.
- Click the Analytics tab (the campaign opens on it by default once it is live).
- Use the Date range picker at the top right to change the period. The default is the full life of the campaign.
- Use the Step dropdown to see numbers for a single step or variant instead of the whole sequence.
- Scroll down for the daily chart and the per-mailbox breakdown.
The metrics
| **Metric** | **What it counts** | **Healthy range** | **Notes** |
| **Contacts** | Leads uploaded to the campaign, minus those removed | — | Includes leads not yet contacted. |
| **Sent** | Emails handed to the mailbox provider, all steps combined | — | One lead in a 3-step sequence can contribute up to 3 sends. |
| **Delivered** | Sent minus bounces | \> 97% of Sent | Delivered does not mean it reached the inbox; spam placement is not visible here. |
| **Opens** / **Open rate** | Unique leads whose email loaded the tracking pixel ÷ Delivered | 40–70% | Only counted when open tracking is on. Apple Mail Privacy Protection and corporate image proxies inflate opens; treat as a trend, not a truth. |
| **Clicks** / **Click rate** | Unique leads who clicked a tracked link ÷ Delivered | 2–5% | Requires link tracking and, ideally, a custom tracking domain. |
| **Replies** / **Reply rate** | Unique leads who replied ÷ Delivered | 3–8% | Excludes Out of Office and bounce notifications. A lead who replies twice counts once. |
| **Positive replies** | Replies categorized **Interested** or **Meeting Booked**, or a custom category with positive sentiment | 1–3% of Delivered; 25–40% of Replies | Driven by AI reply categorization; fixing a category in the inbox updates this number. |
| **Bounces** / **Bounce rate** | Hard + soft bounces ÷ Sent | \< 3% (pause at 5%) | Hard bounces (invalid address) are permanent; the lead is marked **Bounced** and removed from the sequence. |
| **Unsubscribes** | Leads who clicked the unsubscribe link or replied asking to be removed | \< 1% | Added to the workspace suppression list. |
| **Opportunities** | Leads moved into the pipeline (automatically on **Interested**, or manually) | — | Feeds the Opportunities view. |
Reading the per-step view
Select a step to see Sent, Delivered, Open, Reply and Bounce rates for that step alone. Variants (A/B/C) appear as separate rows with their own rates and a Winner marker when the difference is significant (OutreachFox needs roughly 100 sends per variant before the comparison means anything). Reply rate almost always falls with each follow-up; a follow-up that gets under a third of step 1's reply rate is a candidate to rewrite or drop.
Reading the per-mailbox view
Scroll to Mailboxes to see the same metrics per sending account. A mailbox whose bounce rate or reply rate is far from the others is the one to pause and check under Mailbox → Warm up.
Tips
- Judge a campaign on Reply rate and Positive replies, not opens. Opens are unreliable and, if open tracking is off for deliverability reasons, not present at all.
- Do not read the numbers before at least 200 delivered emails; small samples swing wildly.
- Bounce rate above 3% on the first day means the list was not verified. Pause, verify, then resume. The bounce-protection setting can do the pause for you.
- Compare campaigns with the same offer and audience only. A reply rate is meaningless across different ICPs.
Troubleshooting
- Opens are 0%. Open tracking is off for the campaign, or Send emails in plain text is on (plain text has no tracking pixel).
- Replies in the inbox but 0 replies in analytics. Replies arrived from a different address than the one contacted, so they could not be matched. Merge them from the inbox.
- Sent is lower than expected. The daily new contacts limit, the mailbox daily limits or the sending schedule are throttling volume. Check Edit Campaign → Settings → Show Advanced Configurations.
- Delivered is higher than Sent. The date range filter cut across a day boundary. Widen the range.
Related articles
- Workspace-level analytics across all campaigns and mailboxes
- Opportunities and pipeline view: manage interested leads
- Export reports and analytics to CSV
- How to check lead statuses and replies
- Pause campaign automatically when the bounce rate is too high
- Set up a custom tracking domain
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