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

# Campaign Metrics

> Metric descriptions and formulas for every MoEngage channel, organized in tabs by channel.

**Email**

| Metric | Description | Formula |
| - | - | - |
| Attempted | Users who qualified for the campaign and for whom MoEngage tried sending the message. | Count of users attempted |
| Sent | Total emails sent to users. Excludes duplicate/invalid emails, bounces, unsubscribed or complained users, and emails dropped by Frequency Capping or Personalization failures. | Count of emails sent |
| Sent Rate | Percentage of attempted sends that were sent. | (Sent / Attempted) × 100 |
| Delivered | Total emails delivered, as reported by the delivery partner (e.g. SendGrid). | Count of emails delivered |
| Delivery Rate | Percentage of sent emails that were delivered. Applies to campaigns sent via SendGrid. | (Delivered / Sent) × 100 |
| Failed To Send | Users to whom the email was not sent. | Count of failed sends |
| Failed Rate | Percentage of attempted sends that failed. | (Failed To Send / Attempted) × 100 |
| Bounced | Emails that bounced due to incorrect addresses or mail-server rejection — includes both hard and soft bounces. Soft-bounced addresses are not quarantined and are retried on the next send. | Count of bounced emails |
| Bounce Rate | Percentage of sent emails that bounced. | ((Hard Bounces + Soft Bounces) / Sent) × 100 |
| Opened | Total times users opened the email, tracked via a 1px invisible tracking image. | Count of opens |
| Open Rate | Percentage of delivered emails opened (unique). | (Unique Opens / Total Delivered) × 100 |
| Adjusted Open Rate | Percentage of authentic users who have opened the delivered emails. | (Unique Adjusted Opens / Total Delivered) × 100 |
| Clicked | Total clicks on any link in the email after delivery. | Count of clicks |
| Click Through Rate (CTR) | Percentage of clicks received from the delivered emails. | (Total Clicks / Total Delivered) × 100 |
| Adjusted Click Through Rate (Adj. CTR) | Percentage of authentic user clicks from the delivered emails, with bot-driven clicks (e.g. automated link-checking scanners) excluded. | (Unique Adjusted Clicks / Total Delivered) × 100 |
| Click to Open Rate (CTOR) | Percentage of unique clicks to unique opens. | (Unique Clicks / Unique Opens) × 100 |
| Adjusted CTOR | Percentage of unique adjusted clicks to unique adjusted opens, once bot-driven opens and clicks are filtered out. | (Unique Adjusted Clicks / Unique Adjusted Opens) × 100 |
| Spam | Users who marked the email as spam. Excludes Gmail, which reports spam separately via Google Postmaster Tools. | Count of spam reports |
| Complaint Rate | Percentage of delivered emails marked as spam. | (Total Complaints / Total Delivered) × 100 |
| Unsubscribed | Users who clicked unsubscribe after receiving the email. Includes users unsubscribed directly at SendGrid even before MoEngage has that information. | Count of unsubscribes |
| Unsubscribed Rate | Percentage of delivered emails that led to an unsubscribe. | (Total Unsubscribes / Delivered) × 100 |
| Converted Users | Unique users who completed the primary conversion goal at least once within the attribution window. | Count of unique converted users |
| Event (Primary) | Total number of primary conversion goal events within the attribution window. | Count of conversion events |
| Conversion Rate (CVR) | Percentage of users who performed the conversion event, tracked as Unique. | View-through: (Unique conversions / Unique opens) × 100 · Click-through & In-session: (Unique conversions / Unique clicks) × 100 · Total conversion: (Unique conversions / Total delivered) × 100 |
| Total Campaign Revenue | Sum of total order value across all conversion events attributed to the campaign. Tracked across all attribution types. | Sum of order value across conversion events |
| Average Order Value | Average revenue generated per conversion event. | Total Campaign Revenue / Number of conversion events |
| Average Revenue Per User | Average revenue generated per unique converting user. | Total Campaign Revenue / Number of unique conversions |

> [!NOTE]
>
> **Total vs. Unique**: Total Opens counts every pixel load (a user opening the same email 5 times adds 5), while Unique Opens counts distinct users within an 11-day window. Same distinction for clicks — Total Clicks counts every click on every link, Unique Clicks counts per user-per-link. Rate formulas above use Unique counts.

> [!NOTE]
>
> Whether Open Rate/CTR/CTOR or their Adjusted counterparts are shown depends on the account's Bot Detection → Post detection actions setting (Settings > Channels > Bot Detection Settings). Either both are shown, or only the adjusted version is shown — never both hidden.

> [!NOTE]
>
> **CVR in uplift calculations (control group comparison)**: (Converted Users / Total Unique Opens) × 100, or (Converted Users / Total Clicks) × 100.

For detailed information on Email analytics, refer to [Email Analytics and Info](https://moengage.com/docs/user-guide/campaigns-and-channels/email/analyze/email-analytics-and-info.md).

**Mobile Push**

| Metric | Description | Formula |
| - | - | - |
| Attempted | Users who qualified for the campaign and for whom MoEngage tried sending the message, derived from Active Device Token. Includes messages not sent due to Campaign Controls such as Frequency Capping and Minimum Delay. | Count of users attempted |
| Sent | Users for whom the push was successfully sent. | Count of messages sent |
| Sent Rate | Percentage of attempted sends that were sent. | (Sent / Attempted) × 100 |
| Failed To Send | Sum of all failure reasons in the Error Breakdown section — Campaign Controls (Frequency Capping, Minimum Delay, DND) plus technical sending and content errors. | Count of failed sends |
| Failed Rate | Percentage of attempted sends that failed. | (Failed To Send / Attempted) × 100 |
| Impressions | User devices that received the notification. Counted per device, not per user — a user with 2 devices that both receive the notification counts as 2 impressions. | Count of impressions |
| Clicks | Notifications clicked by recipients. | Count of clicks |
| Click Through Rate (CTR) | Percentage of impressions that were clicked. Only available when **Total** (not Unique) is selected in the occurrences dropdown. | (Total Clicks / Total Impressions) × 100 |
| Converted Users | Unique users who completed the primary conversion goal at least once within the attribution window. | Count of unique converted users |
| Event (Primary) | Total number of primary conversion goal events within the attribution window. | Count of conversion events |
| Conversion Rate (CVR) | Percentage of users who performed the conversion event, tracked as Unique. | View-through & Total conversion: (Unique conversions / Total impressions) × 100 · Click-through & In-session: (Unique conversions / Total clicks) × 100 |
| Total Campaign Revenue | Sum of total order value across all conversion events attributed to the campaign. Tracked across all attribution types. | Sum of order value across conversion events |
| Average Order Value | Average revenue generated per conversion event. | Total Campaign Revenue / Number of conversion events |
| Average Revenue Per User | Average revenue generated per unique converting user. | Total Campaign Revenue / Number of unique conversions |

> [!NOTE]
>
> Delivery metrics always reconcile: Attempted = Sent + Failed To Send. Failed To Send includes internal drops such as Frequency Capping, Minimum Delay, and DND.

> [!NOTE]
>
> For iOS, whether Sent equals Impressions depends on the **Show iOS Impressions Toggle**: off → Sent equals Impressions in Campaign stats; on → Impressions reflects the actual Notification Received iOS event count instead.

> [!NOTE]
>
> **CVR in uplift calculations (control group comparison)**: (Unique Conversions / Total Impressions) × 100, or (Unique Conversions / Total Clicks) × 100.

For detailed information on Mobile Push analytics, refer to [Push Analytics and Info](https://moengage.com/docs/user-guide/campaigns-and-channels/mobile-push/analyze/push-analytics-and-info.md).

**SMS**

| Metric | Description | Formula |
| - | - | - |
| Attempted | Users who qualified for the campaign and for whom MoEngage tried sending the message. | Count of users attempted |
| Sent | Users for whom the SMS send request was successfully accepted by the SMS provider. | Count of messages sent |
| Sent Rate | Percentage of attempted sends that were successfully sent. | (Sent / Attempted) × 100 |
| Delivered | Users to whom the message was confirmed delivered, based on delivery receipts the SMS provider passes to MoEngage. For custom connectors, only captured when Delivery Tracking is enabled. | Count of messages delivered |
| Delivered Rate | Percentage of sent messages that were delivered. | (Delivered / Sent) × 100 |
| Failed To Send | Users to whom the message was not sent. | Count of failed sends |
| Failed Rate | Percentage of attempted sends that failed. | (Failed To Send / Attempted) × 100 |
| Clicked | Number of times the URL in the SMS was clicked by recipients. Only tracked if Click Tracking is enabled; tracked URLs expire 15 days after send. | Count of clicks |
| CTR | Percentage of delivered messages that were clicked. | (Total Clicked / Delivered) × 100 — for custom connectors without Delivery Tracking configured, CTR = (Total Clicked / Sent) × 100 |
| Converted Users | Unique users who executed the conversion event at least once within 36 hours of successful send/delivery. Conversions are attributed only to users with a received delivery receipt (or successful send, for custom connectors without Delivery Tracking). | Count of unique converted users |
| Event (Primary) | Total number of primary conversion goal events within 36 hours of successful send/delivery. | Count of conversion events |
| Conversion Rate (CVR) | Percentage of users who performed the conversion event. | (Number of conversions / Delivered) × 100 — for custom connectors without Delivery Tracking configured, CVR = (Number of Conversions / Sent) × 100 |
| Total Campaign Revenue | Sum of total order value across all conversion events attributed to the campaign. Tracked only if Revenue Tracking is enabled for the primary goal. | Sum of order value across conversion events |
| Average Order Value | Average revenue generated per conversion event. | Total Campaign Revenue / Number of conversion events |
| Average Revenue Per User | Average revenue generated per unique converting user. | Total Campaign Revenue / Number of unique conversions |

> [!NOTE]
>
> **CVR in uplift calculations (control group comparison)**: (Unique Conversions / Total Sent) × 100. If delivery tracking is enabled, (Unique Conversions / Total Delivered) × 100.

For detailed information on SMS analytics, refer to [Analyze SMS Campaigns](https://moengage.com/docs/user-guide/campaigns-and-channels/sms-mms-and-rcs/sms/analyze-sms-campaigns.md).

**MMS**

| Metric | Description | Formula |
| - | - | - |
| Attempted | Users who qualified for the campaign and for whom MoEngage tried sending the message. | Count of users attempted |
| Sent | Users for whom the MMS send request was successfully accepted by the MMS provider. | Count of messages sent |
| Sent Rate | Percentage of attempted sends that were successfully sent. | (Sent / Attempted) × 100 |
| Delivered | Users to whom the message was confirmed delivered, based on delivery receipts the MMS provider passes to MoEngage. | Count of messages delivered |
| Delivered Rate | Percentage of sent messages that were delivered. | (Delivered / Sent) × 100 |
| Failed To Send | Users to whom the message was not sent. | Count of failed sends |
| Failed Rate | Percentage of attempted sends that failed. | (Failed To Send / Attempted) × 100 |
| Clicked | Number of times the URL in the MMS was clicked by recipients. Only tracked if Click Tracking is enabled; tracked URLs expire 15 days after send. | Count of clicks |
| CTR | Percentage of delivered messages that were clicked. | (Total Clicked / Delivered) × 100 — for custom connectors without Delivery Tracking configured, CTR = (Total Clicked / Sent) × 100 |
| Converted Users | Unique users who executed the conversion event at least once within 36 hours of successful send/delivery. Conversions are attributed only to users with a received delivery receipt. | Count of unique converted users |
| Event (Primary) | Total number of primary conversion goal events within 36 hours of successful send/delivery. | Count of conversion events |
| Conversion Rate (CVR) | Percentage of users who performed the conversion event. | (Number of conversions / Delivered) × 100 — for custom connectors without Delivery Tracking configured, CVR = (Number of Conversions / Sent) × 100 |
| Total Campaign Revenue | Sum of total order value across all conversion events attributed to the campaign. Tracked only if Revenue Tracking is enabled for the primary goal. | Sum of order value across conversion events |
| Average Order Value | Average revenue generated per conversion event. | Total Campaign Revenue / Number of conversion events |
| Average Revenue Per User | Average revenue generated per unique converting user. | Total Campaign Revenue / Number of unique conversions |

> [!NOTE]
>
> When an MMS is delivered as an SMS fallback, that delivery is not included in the Delivered count above — it shows up separately as "Sent as SMS" in the Error Breakdown table instead. For example, of 100 MMS sent with 90 delivered (80 as MMS, 10 as SMS fallback): Sent = 100, Delivered = 80, and the Error Breakdown's "Sent as SMS" row shows 10.

For detailed information on MMS analytics, refer to [Analyze MMS Campaigns](https://moengage.com/docs/user-guide/campaigns-and-channels/sms-mms-and-rcs/mms/analyze-mms-campaigns.md).

**RCS**

| Metric | Description | Formula |
| - | - | - |
| Attempted | Users who were eligible for the campaign and for whom MoEngage attempted RCS message delivery. | Count of users attempted |
| Sent | Users for whom the RCS provider successfully accepted the message. | Count of messages sent |
| Sent Rate | Percentage of attempted sends that were successfully sent. | (Sent / Attempted) × 100 |
| Failed To Send | Users for whom the message could not be sent. | Count of failed sends |
| Failure Rate | Percentage of attempted sends that failed. | (Failed To Send / Attempted) × 100 |
| Delivered | Users who successfully received the message on their device. | Count of messages delivered |
| Delivery Rate | Percentage of sent messages that were delivered. | (Delivered / Sent) × 100 |
| Read | Users who opened and read the message. | Count of messages read |
| Read Rate | Percentage of delivered messages that were read. | (Read / Delivered) × 100 |
| Clicks | Users who clicked a link within the message. Only tracked if Click Tracking is enabled. | (Total Clicked / Delivered) × 100 — for custom connectors without Delivery Tracking configured, CTR = (Total Clicked / Sent) × 100 |
| Converted Users | Unique users who completed a conversion action at least once within 36 hours. | Count of unique converted users |
| Event (Primary) | Total count of primary conversion events within 36 hours of sending the connector instance. | Count of conversion events |
| Conversion Rate (CVR) | Percentage of users who completed a conversion action out of those who received the message. | (Conversions / Delivered) × 100 |

> [!NOTE]
>
> **CVR in uplift calculations (control group comparison)**: Same as SMS: (Unique Conversions / Total Sent) × 100. If delivery tracking is enabled, (Unique Conversions / Total Delivered) × 100.

> [!NOTE]
>
> **RCS with SMS as fallback**: when a campaign falls back to SMS for users RCS can't reach, Attempted and Sent are each split into an RCS component and an SMS component (e.g., "RCS Attempted" + "SMS Attempted"), and the Consolidated Campaign stats view lets you hover a card to see that split. Failed To Send, Delivered, Read, Clicks, and the conversion metrics are unaffected — they roll up both channels the same way.

For detailed information on RCS analytics, refer to [Analyze RCS Campaigns](https://moengage.com/docs/user-guide/campaigns-and-channels/sms-mms-and-rcs/rcs/analyze-rcs-campaigns.md).

**WhatsApp**

| Metric | Description | Formula |
| - | - | - |
| Sent | Message requests sent by MoEngage that were accepted by the WhatsApp Business Solution Provider (BSP). | Count of messages sent |
| Delivered | Users to whom the WhatsApp message was delivered. | Count of messages delivered |
| Delivery Rate | Percentage of sent messages delivered, based on Delivery Receipts received by MoEngage. | (Delivered / Sent) × 100 |
| Read | Messages read by users. Only captured for users with Read Receipt turned on in their WhatsApp settings — users without it are undercounted here, not absent from delivery. | Count of messages read |
| Read Rate | Percentage of delivered messages that were read (unique). | (Unique Reads / Delivered) × 100 |
| Total Clicks | Every button/link click on the message, counted per click — a user clicking 2 links once each, plus another user clicking 1 link twice, totals 4. | Count of clicks |
| Unique Clicks | Distinct button/link + user combinations — same example above totals 3, not 4. | Count of unique clicks |
| Click Through Rate (CTR) | Percentage of delivered messages clicked (unique). | (Unique Clicks / Delivered) × 100 |
| Click Through Open Rate | Percentage of read messages that were also clicked (unique). | (Unique Clicks / Read) × 100 |
| Conversions | Unique users who executed the primary conversion goal within the attribution window. | Count of unique converted users |
| Conversion Events | Total number of primary conversion goal events within the attribution window. | Count of conversion events |
| Conversion Rate (CVR) | Percentage of delivered messages that converted. | (Conversions / Delivered) × 100 |
| Total Campaign Revenue | Aggregated order value across conversions attributed to the campaign. | Sum of order value across conversion events |
| Average Order Value | Average revenue generated per conversion event. | Total Campaign Revenue / Number of Conversion Events |
| Average Revenue Per Converted User (ARPU) | Average revenue generated per unique converting user. | Total Campaign Revenue / Conversions |

> [!NOTE]
>
> A user becoming eligible twice for an event-triggered or periodic campaign is counted twice in Read, Total Clicks, and Unique Clicks — these aren't necessarily distinct people, just distinct eligible instances.

For detailed information on WhatsApp analytics, refer to [Analyze WhatsApp Campaign](https://moengage.com/docs/user-guide/campaigns-and-channels/whatsapp/analyze/analyze-whatsapp-campaign.md).

**In-App Message**

| Metric | Description | Formula |
| - | - | - |
| Impressions | Number of times a message from this campaign was shown. | Count of impressions |
| Clicks | Number of times a message from this campaign was clicked. | Count of clicks |
| CTR | Click-through rate: the percentage of impressions of this campaign's message that were clicked. | (Clicks / Impressions) × 100 |
| Close | Number of times a message from this campaign was closed. | Count of closes |
| Conversion Events | Total number of times the conversion event was performed after viewing/clicking the message, within the attribution window. Varies by attribution type selected. | Count of conversion events |
| Conversions | Total number of users who performed the conversion event after viewing/clicking a message of this campaign within the attribution window. Varies by attribution type selected. | Count of converted users (by attribution type) |
| CVR | Conversion rate: the percentage of impressions of this campaign's message that led to a conversion. | (Conversions / Impressions) × 100 |
| Total Campaign Revenue | Total revenue generated through this campaign. Only shown once a revenue attribute is enabled on the conversion event. | Sum of order value across conversion events |
| Average Order Value | Average revenue generated per conversion event. | Total Campaign Revenue / Total Conversion Events |
| Average Revenue Per Converted User | Average revenue generated per user who converted. | Total Campaign Revenue / Total Conversions |

For detailed information on In-App Message analytics, refer to [Analyze In-app Campaigns](https://moengage.com/docs/user-guide/campaigns-and-channels/in-app-message/analyze/analyze-in-app-campaigns.md).

**On-Site Message**

| Metric | Description | Formula |
| - | - | - |
| Impressions | Number of times a message from this campaign was shown. | Count of impressions |
| Clicks | Number of times a message from this campaign was clicked. | Count of clicks |
| CTR | Click-through rate: the percentage of impressions of this campaign's message that were clicked. | (Clicks / Impressions) × 100 |
| Close | Number of times a message from this campaign was closed. | Count of closes |
| Conversion Events | Total number of conversion goal events executed by all converted users, within the attribution window. Varies by attribution type selected. | Count of conversion events |
| Conversions | Total number of users who performed the conversion event after viewing/clicking a message of this campaign within the attribution window. Varies by attribution type selected. | Count of converted users (by attribution type) |
| CVR | Conversion rate: the percentage of impressions of this campaign's message that led to a conversion. | (Conversions / Impressions) × 100 |
| Total Campaign Revenue | Total revenue generated through this campaign. Only shown once a revenue attribute is enabled on the conversion event. | Sum of order value across conversion events |
| Average Order Value | Average value of conversions through this campaign. | Total Campaign Revenue / Total Conversion Events |
| Average Revenue Per Converted User (ARPCU) | Total revenue generated by each user who performed the conversion event. | Total Campaign Revenue / Total Conversions |

For detailed information on On-Site Message analytics, refer to [Analyze On-site Messaging Campaigns](https://moengage.com/docs/user-guide/campaigns-and-channels/on-site-message/analyze/analyze-on-site-messaging-campaigns.md).

**Web Personalization**

| Metric | Description | Formula |
| - | - | - |
| Impressions | Number of times a message from this campaign was shown. | Count of impressions |
| Clicks | Number of times a message from this campaign was clicked. | Count of clicks |
| CTR | Click-through rate. | (Clicks / Impressions) × 100 |
| Close | Number of times a message from this campaign was closed. | Count of closes |
| Conversion Events | Total number of times the primary conversion goal was performed after an impression/click of this campaign's message. Varies by attribution type selected. | Count of conversion events |
| Conversions | Total number of times the primary conversion goal was performed after an impression/click of this campaign's message. Varies by attribution type selected. | Count of conversion events (by attribution type) |
| CVR | Conversion rate. | (Conversions / Impressions) × 100 |
| Total Campaign Revenue | Total revenue generated through this campaign. Only shown once a revenue attribute is enabled on the conversion event. | Sum of order value across conversion events |
| Average Order Value | Average value of conversions through this campaign. | Total Campaign Revenue / Total Conversion Events |
| Average Revenue Per Converted User (ARPCU) | Total revenue generated by each user who performed the conversion event. | Total Campaign Revenue / Total Conversions |

> [!NOTE]
>
> Conversion Goals Statistics additionally breaks the primary goal into **Total Conversions** and **Unique Conversions** — a distinction not surfaced in Aggregate Campaign Statistics above, where "Conversions" is unqualified.

For detailed information on Web Personalization analytics, refer to [Analyze Web Personalization Campaign](https://moengage.com/docs/user-guide/campaigns-and-channels/web-personalization/analyze/analyze-web-personalization-campaign.md).

**Cards**

| Metric | Description | Formula |
| - | - | - |
| Total Sent | Tracked when the MoEngage server successfully sends the Card to the user, regardless of whether they've opened the App Inbox. For event-triggered campaigns, every trigger adds to this count. Not deduplicated. | Count of sends |
| Unique Sent | Same trigger condition as Total Sent, but counted once per user. | Count of unique users sent to |
| Unique Delivered | Tracked when the user opens the App Inbox and the Card is delivered to their device inside it. Deduplicated per user for 72 hours. | Count of unique users delivered to |
| Impressions | Tracked when the user views the Card in the Inbox — as soon as it loads for a new Card, or when the user scrolls to it for an older one. Counted once per session regardless of how many times the user scrolls back to it, and deduplicated per user for 72 hours. Android can occasionally over-count by 2–3 due to how the OS pre-renders rows. | Count of unique impressions |
| Click | Tracked when the user clicks anywhere on the Card or its CTA. Deduplicated per user for 72 hours. | Count of unique clicks |
| Click Through Rate (CTR) | Percentage of delivered Cards that were clicked. | (Unique Clicks / Unique Delivered) × 100 |
| Conversions | Users who performed the conversion event after clicking the Card. Deduplicated per user for 72 hours. | Count of unique conversions |
| Conversion Rate (CVR) | Percentage of Card impressions that led to a conversion. | (Conversions / Impressions) × 100 |

> [!NOTE]
>
> Total Sent is the only metric above that isn't a unique count — Unique Sent, Unique Delivered, Impressions, Click, and Conversions are all deduplicated per user for 72 hours. If a user opens the Inbox 5 times in a day and the Card is delivered every time, Delivered still shows 1 within that window; it only increments again once the same Card is delivered outside a fresh 72-hour window. All counts combine Android and iOS.

> [!NOTE]
>
> Card Events (Card Campaign Clicked/Delivered/Dismissed/Sent/Viewed, App Inbox Icon Clicked) may not match the campaign stats above — MoEngage calculates the two using different methods, so treat event counts and campaign-stats counts as separate sources rather than cross-checking one against the other.

For detailed information on Cards analytics, refer to [Analyze Card Campaigns](https://moengage.com/docs/user-guide/campaigns-and-channels/cards/analyze/analyze-card-campaigns.md).

**Facebook Audience**

| Metric | Description | Formula |
| - | - | - |
| Eligible Users | Users who qualified for the campaign based on segmentation and trigger criteria. | Count of eligible users |
| Attempted | Eligible users with at least one identifier the campaign can pass to Facebook (Device ID, Mobile Number, or Email). A user reachable on another channel (e.g. push) is still excluded here if they lack one of these identifiers. | Count of users attempted |
| Successfully Synced | Attempted users added to the Facebook console. Confirmed at the batch level — Facebook may still drop individual users within a confirmed batch during its own processing without reporting it back, so this can overstate what actually lands in the Facebook audience. | Count of users synced |
| Conversions | Unique successfully-synced users who performed the conversion event within the attribution window. Only tracked if a Conversion Goal was set at campaign creation — it's optional. | Count of unique converted users |
| Conversion Events | Successfully-synced users who performed the conversion event within the attribution window. | Count of conversion events |

> [!NOTE]
>
> No CTR/CVR-style rate formulas are published for this channel — it's a sync funnel (Eligible → Attempted → Synced → Conversions), not an impression/click channel. It takes 6–48 hours for a sync to actually appear in Facebook Ads Manager, so counts checked before that window may look inconsistent with what Facebook shows.

For detailed information on Facebook Audience analytics, refer to [Facebook Audience Campaign Analytics](https://moengage.com/docs/user-guide/campaigns-and-channels/facebook-audience/analyze/facebook-audience-campaign-analytics.md).

**Google Ads Audience**

| Metric | Description | Formula |
| - | - | - |
| Eligible Users | Users who qualify based on segmentation/trigger criteria and having a valid identifier (Device ID, Mobile Number, or Email) on their profile. | Count of eligible users |
| Attempted | Users for whom MoEngage sent data to the Google Ads API. | Count of users attempted |
| Successfully Synced | Attempted users successfully added to Google Ads audiences. MoEngage treats any 2xx response from the Google Ads API as success, even though Google's own audience sync happens asynchronously afterward. | Count of users synced |
| Failed To Add | Attempted users whose data could not be added, for internal or external reasons (see Campaign Failure Breakdown). | Count of failed adds |
| Conversions | Unique successfully-synced users who performed the conversion event within the attribution window. Only tracked if a Conversion Goal was set at campaign creation — it's optional. | Count of unique converted users |
| Conversion Events | Total conversion events performed by successfully-synced users within the attribution window. | Count of conversion events |

> [!NOTE]
>
> No CTR/CVR-style rate formulas are published for this channel either — same sync-funnel shape as Facebook Audience, but with an explicit Failed To Add count that Facebook Audience doesn't surface as its own metric.

For detailed information on Google Ads Audience analytics, refer to [Google Ads Audience Campaign Analytics](https://moengage.com/docs/user-guide/campaigns-and-channels/google-ads-audience/analyze/google-ads-audience-campaign-analytics.md).

**Connectors**

| Metric | Description | Formula |
| - | - | - |
| Attempted | Users who qualified for the campaign, after removing users who breached Frequency Capping, for whom MoEngage attempted the connector request. | Count of users attempted |
| Sent | Users for whom the connector request returned a 200 OK status. Requests are not retried. | Count of requests sent |
| Sent Rate | Percentage of attempted requests that were sent. | (Sent / Attempted) × 100 |
| Failed | Users for whom the request returned any status other than 200, or for whom no value was found against the user/event attributes used in the request. | Count of failed requests |
| Failure Rate | Percentage of attempted requests that failed. | (Failed / Attempted) × 100 |
| Converted Users | Unique users who executed the conversion event at least once within 36 hours of successfully sending the connector instance. | Count of unique converted users |
| Event (Primary) | Total number of primary conversion goal events within the attribution window. | Count of conversion events |
| Conversion Rate (CVR) | Percentage of sent requests that converted. | (Unique conversions / Total sent) × 100 |
| Total Campaign Revenue | Sum of total order value across all conversion events attributed to the campaign. | Sum of order value across conversion events |
| Average Order Value | Average revenue generated per conversion event. | Total Campaign Revenue / Number of conversion events |
| Average Revenue Per User | Average revenue generated per unique converting user. | Total Campaign Revenue / Number of unique conversions |

> [!NOTE]
>
> Campaign Delivery Stats shows a funnel with an extra stage not reflected in the metrics above: Users in Segment → Users after FC Removal → After Personalization Removal → Sent. Two named drop reasons (Frequency Capping, personalization failure) roll up into the Attempted/Sent numbers without being broken out as their own metric rows.

For detailed information on Connectors analytics, refer to [Connector Analytics and Info](https://moengage.com/docs/user-guide/campaigns-and-channels/connectors/analyze/connector-analytics-and-info.md).

**Connected Apps**

| Metric | Description | Formula |
| - | - | - |
| Attempted | Users who qualified for the campaign, after removing users who breached Frequency Capping, for whom MoEngage attempted the request. | Count of users attempted |
| Successfully Sent | Users for whom the request returned a 200 OK status. | Count of requests sent |
| Failed | Users for whom the request returned any status other than 200, or for whom no value was found against the user/event attributes used in the request. | Count of failed requests |
| Success Rate | Percentage of attempted requests that succeeded. | (Successfully Sent / Attempted) × 100 |
| Conversion Events | Number of conversion events executed by users within 36 hours of successfully sending the request. | Count of conversion events |
| Conversions | Unique users who executed the conversion event at least once within 36 hours of successfully sending the request. | Count of unique converted users |
| Conversion Rate | Percentage of sent requests that converted. | (Number of Conversions / Successfully Sent) × 100 |

> [!NOTE]
>
> What counts as "Successfully Sent" or "Failed" can vary per Connected App's own requirements — these aren't necessarily a fixed 200-status rule across every integration, unlike generic Connectors.

For detailed information on Connected Apps analytics, refer to [Connected Apps Campaign Analytics](https://moengage.com/docs/user-guide/campaigns-and-channels/connected-apps/analyze/connected-apps-campaign-analytics.md).

## Control Group Metrics

These metrics apply to the control group in any channel that supports control groups.

| Metric | Description | Formula |
| - | - | - |
| Active Target | Users who are eligible for notifications but intentionally excluded from receiving them. | Count of eligible users held out |
| Impressions | Impressions for the control group, which is always zero because no notification is sent. | Always 0 |
| Conversions | Users in the control group who completed a conversion event. | Count of unique converted users |
| Conversion Rate (CVR) | Percentage of control group users who completed a conversion event. | (Conversions / Active Targets) × 100 |
| Target Uplift | Uplift percentage of the target group over the control group for a conversion goal. Can be positive or negative. | ((Target group CVR − Control group CVR) / Control group CVR) × 100 |
| Variation Uplift | Uplift percentage of a variation over the control group for a conversion goal. Can be positive or negative. | ((Variation CVR − Control group CVR) / Control group CVR) × 100 |

> [!NOTE]
>
> The target group and control group use different CVR baselines. The target group's CVR uses the channel's own denominator (for example, impressions for Push), while the control group's CVR uses Active Targets, because the control group receives no notification.


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