Customer Issue

In the campaign performance report, I see that the % opened users metric is close to 100%. Do you know why the % opened users is always a high percentage? Is it inaccurate? 

Resolution

% Opened User is calculated as # users opened content / # users reached

For web activity, it is people who opened content divided by people who actively logged in and previewed the content before opening it.

Users reached is a measure of how many people are actively interacting with your content. For email, users reached are the people who opened their email because we cannot determine if any activity happened when someone is delivered an email. Therefore, a 100% opened user rate is expected in the campaign performance report if your campaign is email-only, or if your report is filtered to show only email activity.

For email campaigns, you should use the Campaign Delivery report and/or Email Campaigns Overview report to track your email KPIs, particularly the Email Open Rate. It's important to note that "% Opened Users" is an omnichannel measurement of how many reached users are converted further, and it's not the same as the Email Open Rate.

In the near future, we plan to introduce a better omnichannel metric to consolidate web experience and direct delivery (email, push). We will introduce "Targeted Users" to represent how many people you have attempted to get their interaction. For the web, it means how many people were targeted in your campaign or how many people were subscribed to your topics. For email, it means how many people were delivered your email.