Various statistics and reports are available in Blueshift via the UI, Insights reports, Campaign APIs, or Amazon S3.

In addition to the core metrics, you can create compound metrics based on core metrics or custom goals to use in reports.

Create a compound metric

You can create a compound metric from the Campaign Dashboard. You can also create a compound metric when you create an Insights report. This compound metric will then be available for use in all reports.

To add a compound metric, complete the following steps:

Click the gear icon on the Campaign Dashboard.
Go to the Compound Metrics tab.
Click Edit Metrics and then + Add Metric.
Add a Name for the metric.
Select Format as Ratio or Percentage.
Select a metric for the Numerator and Denominator.
Click Create Metric.

You can now use the compound metric in your reports.

Core metrics

The table below briefly overviews all core metrics by channel.

Email

Sends	Emails sent to ESP (not delivered yet).
Delivered	Emails delivered to users (not bounced).
Impressions	Total emails opened.
Impressions (User Only)[info]	User-only email impressions.
Impressions (Pre-fetch Only)[info]	Impressions recorded during pre-fetch.
Unique Impressions	Unique users who opened an email (each user counted only once).
Unique Impressions (User Only)[info]	Unique impressions from user interactions only (each user counted once).
Unique Impressions (Pre-fetch Only)[info]	Unique impressions recorded during the pre-fetch phase.
Clicks	All clicks on tracking links.
Clicks (User Only)	Clicks from user interactions only.
Clicks (Bot Only)	Clicks identified as bot interactions.
Unique Clicks	Unique users that clicked on a tracking link.
Unique Clicks (User Only)	Unique clicks from user interactions only.
Unique Clicks (Bot Only)	Unique clicks identified as bot interactions.
Visits	New session from a campaign click.
Orders	Orders via a campaign.
Activations	First purchase via a campaign.
Revenue	Total revenue from the campaign.
Bounces	Hard bounces (permanent rejection).
Soft Bounces	Temporary delivery issues (retries up to 72 hrs).
Spam Reports	Reported as spam by a user.
Unsubscribes	Users who unsubscribed via link.
Drops	Messages dropped by ESP for sender protection.
BCC Sends	Number of additional emails sent as BCC copies using Blueshift's standard BCC feature.
Native BCC Sends	Number of BCC copies tracked separately for accounts using an external ESP with the Native BCC feature enabled.
Journey actions	If you need to track how many users qualified for journey-level triggers, use this metric. It currently supports: Data update trigger Exit journey trigger Audience sync trigger Note: This metric is not tied to any messaging channel. It tracks orchestration events within a campaign journey.
Seed List Sends	Number of messages sent to users in a seed list for a campaign.

Push (SDK)

Sends	Messages sent to GCM/APNS.
Delivered	Delivered = Sent - Bounced.
Clicks	All clicks on tracking links.
Unique Clicks	Unique users that clicked on a tracking link.
Visits	New session from a campaign click.
Orders	Orders via a campaign.
Activations	First purchase via a campaign.
Revenue	Total revenue from the campaign.
Bounces	Invalid tokens (removed from future sends).
Device Sends	Number of devices a push message was sent to. A single user can have multiple Device Sends entries for one Send. See Understanding push delivery for multiple devices.
Device Bounces	Devices that could not receive the push message.

Push (non-SDK)

Sends	Messages sent to SMS Service Provider (not delivered to users).
Clicks	The app opened with an event within 15 minutes of sending.
Unique Clicks	Unique users that clicked on a tracking link.
Visits	New session from a campaign click.
Orders	Orders via a campaign.
Activations	First purchase via a campaign.
Revenue	Total revenue.
Bounces	Invalid tokens (removed from future sends).
Device Sends	Number of devices a push message was sent to. A single user can have multiple Device Sends entries for one Send. See Understanding push delivery for multiple devices.
Device Bounces	Devices that could not receive the push message.

SMS

Sends	Messages sent to SMS Service Provider (not delivered to users).
Delivered	Messages delivered to users (not bounced).
Unique Clicks	Unique users that clicked on a tracking link (if enabled).
Orders	Orders via a campaign.
Activations	First purchase via a campaign.
Bounces	Bounced messages.
Unsubscribes	Unsubscribes via specific keywords (e.g., STOP).

Sends	Messages dispatched via Sinch.
Delivered	Messages confirmed delivered to the recipient's device. Not retained beyond 30 days.
Impressions	Message read by the recipient. Not recorded if read receipts are disabled.
Clicks	Clicks on dynamic URL buttons and tracked links. Static URL buttons are not tracked.
Unique Clicks	Unique recipients who clicked a tracked link or button.
Bounces	Failed deliveries.
Unsubscribes	Unsubscribes via keywords (STOP, UNSUBSCRIBE).

In-app

Sends	In-app messages sent to customer devices.
Delivered	In-app message payload fetched and stored locally.
Impressions	Displayed in the host application.
Unique Impressions	Displayed once per unique user in the host application.
Clicks	Clicks on clickable elements.
Dismiss	The customer closed or dismissed the in-app message.
Device Sends	Devices an in-app message was sent to.
Device Bounces	Devices that could not receive an in-app message.

Cloud app

Sends

Messages sent via webhook.

Note: Sends is referred to as users in the campaign activity report and other reports exported from the platform.

Note: Cloud app templates require manual setup to track engagement metrics. See Tracking for cloud app templates for setup instructions.

Seed list sends

Starting with the July 2025 release, Seed List Sends are tracked as a separate metric in campaign reports. Earlier, they were included under BCC Sends.

Understanding push delivery for multiple devices

Sends is a user-level metric — it counts once per user per campaign regardless of how many devices receive the message. Device Sends is a device-level metric — it counts each device the message was sent to. Only Sends counts toward your account's usage quota.

The number of devices that receive a push depends on your account settings:

Use last device token = true (default): Push is delivered only to the user's most recently active device. Device Sends = 1.
Use last device token = false: Push is delivered to all registered devices.
Multi-app enabled: Push is delivered to all registered devices across all apps. Use last device token cannot be set to true in multi-app accounts.

To change your Use last device token setting or enable multi-app support, contact [email protected].

Understanding pre-fetch impressions

Pre-fetch impressions are recorded when email clients or systems automatically preload images, such as tracking pixels, without any action by the recipient. This is commonly done for caching purposes and does not represent genuine user engagement.

In contrast, user-only impressions are recorded when recipients actively engage with an email, such as opening it in their email client or viewing it in a browser.

Type of impression	Description	Example
Pre-fetch impression	Recorded when the user-agent string contains only basic information (e.g., Mozilla/5.0) without device, OS, or browser details, indicating automatic image preloading.	An email client like Apple Mail preloads images automatically when receiving an email, but the user doesn’t open it.
User-only impression	Recorded when the user-agent string includes detailed device and browser information, indicating actual user engagement.	The recipient opens an email in their client or clicks to view it in a browser, actively loading the images.

Note: Certain email privacy features or proxy services (e.g., Apple’s Mail Privacy Protection) can obscure the user-agent string, making it harder to distinguish pre-fetch impressions from user-only impressions.

To explore the technical aspects in greater detail, visit our blog post: iOS 15 Updates: Keep Adapting to Mail Privacy & Proxies (under the section - Some Technical Background Info).

Key insights on reporting:

Blueshift uses the HyperLogLog algorithm to estimate unique impressions and clicks. This algorithm is accurate at 98%, which means that results will be within a 2% error margin.
For a campaign, if you consider the uniqueness counts for a single day, these are calculated independently for each day, without any influence from other days. For example, for a campaign, one user clicks on the same message in their inbox every day for 7 days. If you generate a daily time series, you will see this unique click in the report for each day. But you will see a single click if you generate a report for 7 days.

Campaign Metrics