Metrics glossary
Precise definitions for every metric shown across Peleka's reports.
The percentage of delivered emails that were opened at least once. Note: Apple Mail Privacy Protection pre-fetches images for many Apple Mail users regardless of whether they actually opened the email, which can inflate open rate. Treat open rate as directional rather than exact, especially for audiences with a lot of iPhone/Mac users.
The percentage of delivered emails where the recipient clicked at least one link.
Of the people who opened your email, what percentage also clicked. Unique Clicks ÷ Unique Opens. This is a cleaner read on how compelling your content and calls-to-action are, since it isn't diluted by however many people never opened at all.
The percentage of sends that didn't bounce.
Specifically the hard bounce rate: addresses that permanently failed (don't exist, domain doesn't exist, etc.). Hard-bounced addresses are automatically suppressed. Keep this well under 5%; sustained high bounce rates are one of the signals that can pause a sending domain's warmup.
The percentage of recipients who unsubscribed from that specific send.
The percentage of recipients who marked the email as spam via their mailbox provider's "report spam" button. Complaint-based suppressions can't be self-removed; see Segments, tags & fields.
Revenue from orders placed by a contact within a tracked window after clicking a link in a broadcast or automation email. Requires a connected store (currently surfaced for WooCommerce in the Broadcasts analytics tab).
Contacts are bucketed into Highly Engaged, Engaged, Neutral, At Risk, and Lapsed based on how recently and how often they've opened or clicked: a quick way to spot who's worth a win-back automation versus who's still actively reading.
Deliverability signals worth watching
These three numbers can pause your sending
Peleka automatically monitors bounce rate, hard-bounce rate, and complaint rate on every sending domain. If bounce rate exceeds 5%, hard-bounce rate exceeds 3%, or complaint rate exceeds 0.3%, that domain's warmup is automatically paused (and, for high bounce rates, demoted to a slower warmup track) until a Peleka admin reviews and resumes it. See Verifying a sending domain.