Overview
The Reporting Dashboard offers an incredible amount of metrics - both accumulated counts and calculated rates - that can be broken down further by dimension (i.e. meaningful groupings of data, for example, per IP or by domain).
As such, the information below seeks to help you fully understand what this data actually means. There are three tables that comprehensively cover:
- Counts
- Rates
- Dimensions
Counts
By clicking on the Metrics button, you can to choose up to 10 of the following counts (and/or rates) to report on. The Apply button must be clicked for the changes to take effect.
Count Type |
Calculation |
Category |
Description |
|
Accepted |
accepted_count |
accepted_incoming_count + accepted_outgoing_count |
Accepted counts |
A sum of incoming and outgoing accepted events. This includes all accepted emails to be sent as well as routes, forwards, mailing lists, and batch events. |
Accepted incoming |
accepted_incoming_count |
Sum of all raw accepted_incoming events. |
Accepted counts |
Mailgun accepted the API request to forward, and the message has been put in your queue. These accepted events only cover routes, forwards, and mailing lists. Mailing lists will record a single accepted incoming event, with emails sent to recipients recording their own accepted outgoing events. |
Accepted outgoing |
accepted_outgoing_count |
Sum of all raw accepted_outgoing events. |
Accepted counts |
Mailgun accepted the API request to send, and the message was put in your queue. Batch sends will result in one additional accepted outgoing event to record the initial batch request. |
Bounced (all) |
bounced_count |
permanent_failed_count -(suppressed_bounced_count |
Failed counts |
A sum of all soft and hard bounces. Permanent failures fall into three categories, soft bounces, hard bounces, and suppressions. This field is equal to permanent failures minus suppressions. |
Clicked |
clicked_count |
Sum of all raw clicked events. |
Engagements counts |
The email recipient clicked on a link in the email. Click tracking must be turned on and the CNAME record must be pointing to mailgun.org. |
Complained |
complained_count |
Sum of all raw complained events. |
Engagements counts |
The email recipient clicked on the spam complaint button and the recipient's email server provides feedback loops to Mailgun for these complaints. |
Delayed bounces |
delayed_bounce_count |
Sum of all raw failed events with a severity equal to “permanent” and |
Failed Counts |
Emails were initially marked as delivered, but later received a permanent failure from the mailbox provider. |
Delayed first attempt |
delayed_first_attempt_count |
delivered_two_plus_attempts_count + permanent_failed_old_count |
Failed Counts |
Emails that were temporarily rejected on the first delivery attempt. These emails will have been retried until delivery or until a “too old” permanent failure is generated. |
Delivered |
delivered_count |
delivered_http_count + delivered_smtp_count |
Delivered counts |
Mailgun sent the email and it was accepted by the recipient email server. |
Delivered first attempt |
delivered_first_attempt_count |
Sum of all raw delivered events with delivery-status.attempt-no equal to 1. |
Delivered counts |
Emails that were delivered on the first delivery attempt without being delayed or bounced. |
Delivered HTTP |
delivered_http_count |
Sum of all raw delivered_http events at the hourly, daily, and monthly resolutions. |
Delivered counts |
The count of delivered events for routes and forwards. |
Delivered optimized |
delivered_optimized_count |
Sum of all raw delivered events that had optimized set to true. |
Delivered counts |
Emails delivered with Send Time Optimization. |
Delivered SMTP |
delivered_smtp_count |
Sum of all raw delivered_smtp events. |
Delivered counts |
The count of delivered events for emails sent to recipient addresses. |
Delivered two plus attempts |
delivered_two_plus_attempts_count |
Sum of all raw delivered events with delivery-status.attempt-no greater than or equal to 2. |
Delivered counts |
Emails that were delivered after two or more delivery attempts. This indicates the emails received at least one temporary failure. |
ESP blocked |
esp_block_count |
Sum of all raw failed events with a severity that does not equal “permanent” and a reason equal to “espblock“. |
Failed counts |
Emails that were temporarily blocked by the ESP for policy errors and reputation rate limiting. |
Failed (all) |
failed_count |
permanent_failed_count + temporary_failed_count |
Failed counts |
A sum of all permanent and temporary failures. |
Hard bounces |
hard_bounces_count |
Sum of all raw failed events with a severity equal to “permanent”, a reason equal to “bounce“, and |
Failed counts |
A hard bounce is a message that cannot be delivered to its intended recipient due to an invalid recipient address or non-existent mailbox. These addresses will be automatically added to your suppressions list when you receive a hard bounce to prevent subsequent hard bounces. |
Opened |
opened_count |
Sum of all raw opened events at the hourly, daily, and monthly resolutions. |
Engagements counts |
The email recipient opened the email and enabled image viewing. Tracking must be turned on. |
Permanent failed |
permanent_failed_count |
Sum of all raw failed events with a severity equal to “permanent”. |
Failed counts |
Mailgun could not deliver the email to the recipient email server, and will drop the message without retrying sending. |
Permanent failed optimized |
permanent_failed_optimized_count |
Sum of all raw failed events with a severity equal to “permanent”, a reason equal to “bounce“, and |
Failed counts |
Events that were sent with send time optimization, but received a permanent failure. |
Processed |
processed_count |
delivered_count + permanent_failed_count - webhook_count - delayed_bounce_count |
Accepted counts |
Messages processed after being accepted. Processed messages are billed to your account at the end of the month. |
Sent |
sent_count |
(delivered_http_count + delivered_smtp_count + permanent_failed_count) - (suppressed_bounced_count |
Accepted counts |
A count of all sent messages. This includes delivered and failed messages, but does not include suppressed messages. |
Soft bounces |
soft_bounces_count |
Sum of all raw failed events with a severity equal to "permanent", a reason equal to "generic", "greylisted", "blacklisted", or "espblock", and is-delayed-bounce equal to false. |
Failed counts |
A soft bounce is a message that cannot be delivered to its intended recipient due to a temporary delivery issue, often stemming from a server outage, full mailbox, oversize files/messages, blocklistings, or reputation issues. |
Suppressed: bounced |
suppressed_bounced_count |
Sum of all raw failed events with a severity equal to “permanent” and a reason equal to “suppress-bounce“. |
Suppressed counts |
The email was suppressed due to a previous bounce with the recipient address. No delivery attempt was made. |
Suppressed: complaints |
suppressed_complaints_count |
Sum of all raw failed events with a severity equal to “permanent” and a reason equal to “suppress-complaint“. |
Suppressed counts |
The email was suppressed due to a previous complaint from the recipient. No delivery attempt was made. |
Suppressed: unsubscribed |
suppressed_unsubscribed_count |
Sum of all raw failed events with a severity equal to “permanent” and a reason equal to “suppress-unsubscribe“. |
Suppressed counts |
The email was suppressed due as a result of the customer unsubscribing. No delivery attempt was made. |
Temporary failed |
temporary_failed_count |
Sum of all raw failed events with a severity that does not equal “permanent”. |
Failed counts |
Mailgun could not deliver the email to the recipient email server, but will retry. |
Too old failed |
permanent_failed_old_count |
Sum of all raw failed events with a severity equal to “permanent” and “reason” equal to “old”. |
Failed counts |
Mailgun attempted to deliver the email for the maximum number of retry attempts, but received a temporary failure each time. Upon the last retry attempt, the message was classified as a ”Too Old” permanent failure. |
Unique clicked |
unique_clicked_count |
Sum of all unique_clicked events. A unique click event is for a particular messageID, recipient, and bot. Only a single click event is stored for the particular {messageID, recipient, bot} combination. |
Engagements counts |
A unique count of click events. Clicks are deduplicated on a rolling seven days. If you’re viewing two weeks of data, it’s possible to see two unique click events for a single delivered event. |
Unique opened |
unique_opened_count |
Sum of all unique_opened events. A unique open event is for a particular messageID, recipient, and bot. Only a single open event is stored for the particular {messageID, recipient,bot} combination. |
Engagements counts |
A unique count of open events. Opens are deduplicated on a rolling seven days. If you’re viewing two weeks of data, it’s possible to see two unique open events for a single delivered event. |
Unsubscribed |
unsubscribed_count |
Sum of all raw unsubscribed events at the hourly, daily, and monthly resolutions. |
Engagements counts |
The email recipient clicked on the unsubscribe link. |
Webhook Failed |
webhook_count |
Sum of all raw failed events with a severity equal to “permanent” and |
Failed counts |
A count of failed webhook events. |
Rates
By clicking on the Metrics button, you can to choose up to 10 of the following rates (and/or counts) to report on. The Apply button must be clicked for the changes to take effect.
Rate Type |
Calculation |
Category |
Description |
|
Bounced |
bounce_rate |
bounced_count / processed_count
|
Rates |
Bounce rate measures the percentage of emails that bounce back, or the number of emails that couldn’t be delivered to users over the total number of emails sent. |
Clicked |
clicked_rate |
clicked_count / delivered_count |
Rates |
The rate at which delivered emails are clicked. This calculation uses total clicks, not unique clicks. Use the unique click rate if percentages exceed 100%. |
Complained |
complained_rate |
complained_count / delivered_count |
Rates |
Complaint rate measures the percentages of delivered emails reported as spam by recipients. This rate should be kept below 0.1%. Please note that Gmail does not provide complaints, to see Gmail complaint data, sign up for Google Postmaster Tools. |
Delayed |
delayed_rate |
delivered_two_plus_attempts_count / delivered_count |
Rates |
The percentage of emails that were delivered with two or more delivery attempts. This rate does not include delayed emails that could not be delivered. |
Delivered |
delivered_rate |
delivered_count / sent_count |
Rates |
The rate at which sent emails are delivered to recipient addresses. This calculation does not include suppressed emails. |
Failed |
permanent_fail_rate |
permanent_failed_count / processed_count |
Rates |
The percentage of sent emails that resulted in a permanent failure. These emails could not be delivered and will not be retried. |
Opened |
opened_rate |
opened_count / delivered_count |
Rates |
The rate at which delivered emails are opened. This calculation uses total opens, not unique opens. Use the unique open rate if percentages exceed 100%. |
Unique clicked |
unique_clicked_rate |
unique_clicked_count / delivered_count |
Rates |
The percentage of delivered emails that resulted in a unique click event. This calculation will exceed 100% if your date filter excludes a large amount of delivery events. |
Unique opened |
unique_opened_rate |
unique_opened_count / delivered_count |
Rates |
The percentage of delivered emails that resulted in a unique open event. This calculation will exceed 100% if your date filter excludes a large amount of delivery events. |
Unsubscribed |
unsubscribed_rate |
unsubscribed_count / delivered_count |
Rates |
The unsubscribe rate accounts for the total number of unsubscribes divided by the total number of emails delivered and multiplied by 100, expressed as a percentage. |
Dimensions
Dimensions group your data by helpful categories. You can breakdown the data by up to three dimensions. This reduces reliance on filtering and provides much more detailed data.
Dimension Type |
Example Values |
Description |
---|---|---|
Bot |
Apple Generic Gmail None |
Identifies bot engagement with your emails. Bot engagement is classified as Apple, Gmail, Generic, or None. |
Country |
US GB AU CA NL DE FR IN Unknown |
Country identifies the country of origin for engagement data IPs. Only engagement data will display per country, all other data will show under the value “Unknown”. Country codes use ISO 3166 country codes. |
Domain |
mailgun.net yourdomain.com mg.yourdomain.com |
Your sending domains. |
IP Pool |
Transactional IP Pool Marketing IP Pool |
IP Pools enable you to group your dedicated IPs into customized "pools" to help manage your sending reputation for different mail-sending streams. |
Sending IP |
192.237.158.61 159.135.234.21 166.78.71.1 69.72.42.3 |
Your sending IPs. These may be dedicated or shared IPs. |
Recipient Domain |
gmail.com outlook.com hotmail.com yahoo.com Other |
The recipient domains you’ve sent to, like Gmail.com, Outlook.com, and Yahoo.com. |
Recipient Provider |
Gmail Google Workspace Outlook 365 Outlook US Proton Yahoo US Apple Chinese Outlook EU French German Other EU Canadian UK Other US Italian Other |
The recipient providers that you’ve sent to. Recipient domains are aggregated to providers like Gmail, Google Workspace, or Outlook 365. |
Subaccount |
Subaccount 1 Subaccount 2 |
If you’ve created subaccounts, you can use this dimension to view individual subaccount performance. |
Tag |
Transactional Marketing Untagged |
Tags are labels you attach to a message to identify or categorize your sending. By assigning a tag, you’re able to organize your email analytics so you have access to more precise and detailed insights. |
Time |
01/20/25 11:00 AM 03/15/24 2:00 PM |
The time that your events occurred. The timezone in your account settings will be used for hourly data, but daily and monthly data will be aggregated using UTC time. |
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