> ## Documentation Index
> Fetch the complete documentation index at: https://help.retainful.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign analytics

> Read your campaign results: delivery, opens, clicks, bounces, and attributed revenue.

Open any campaign to see how it performed. Here's what each number means and what to do about it.

## The metrics

| Metric           | What it means                                                         | Healthy range                 |
| ---------------- | --------------------------------------------------------------------- | ----------------------------- |
| **Delivered**    | Emails accepted by the recipient's mail server.                       | 98%+                          |
| **Opened**       | Recipients who opened the email.                                      | 20–40%                        |
| **Clicked**      | Recipients who clicked a link.                                        | 2–5%                          |
| **Bounced**      | Emails rejected — invalid address (hard) or temporary failure (soft). | Under 2%                      |
| **Unsubscribed** | Recipients who opted out from this email.                             | Under 0.5%                    |
| **Revenue**      | Sales attributed to this campaign.                                    | The number that matters most. |

<Note>
  Apple Mail and some other clients pre-load emails, which registers an open even if the person never read it. Treat opens as a trend indicator and judge success by **clicks and revenue**.
</Note>

## How revenue attribution works

When a contact receives your campaign and then places an order within the attribution window, the order's value is credited to the campaign. You can choose the attribution model (for example, last-touch) and window under **Settings → Attribution**.

## The recipients view

Beyond aggregate numbers, the **Recipients** tab lists every contact with their individual delivery status — delivered, opened, clicked, bounced. From here you can:

* **Filter** by engagement (for example, everyone who didn't open).
* **Move recipients to a list** in bulk — build a "clicked spring sale" list for follow-up.
* **Create a new campaign from these recipients** — the fastest way to run a resend-to-non-openers play.

## Reading the results

<AccordionGroup>
  <Accordion title="Low open rate">
    Usually a subject line or deliverability issue. Test a different subject on non-openers. If opens are low across all campaigns, check your [domain verification](/email-setup/sending-domains) and list health.
  </Accordion>

  <Accordion title="Good opens, low clicks">
    The subject made a promise the content didn't deliver, or the call to action is buried. Try one clear button above the fold.
  </Accordion>

  <Accordion title="High bounce rate">
    Your list has stale or invalid addresses — common after importing an old list. Bounced addresses are [suppressed automatically](/audience/suppressed-contacts); consider a re-permission pass on old contacts.
  </Accordion>

  <Accordion title="Spike in unsubscribes">
    Audience mismatch — the wrong segment got the message, or you're emailing too often. Tighten your targeting with [segments](/audience/segments).
  </Accordion>
</AccordionGroup>

For performance across **all** campaigns and automations in one view, see the **Analytics** page in the sidebar.