docs: Document Unsubscribe-to-Open Ratio stat for Email reports#702
docs: Document Unsubscribe-to-Open Ratio stat for Email reports#702promptless-for-oss wants to merge 25 commits into
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Add new 'Email report columns' section to document the Unsubscribe-to-Open Ratio (UTOR) stat introduced in mautic/mautic PR #15066. This section also documents related Email engagement columns (Read count, Unsubscribed, Bounced).
Change Email report columns formatting from "**Term** - description" to "**Term:** description" per style feedback.
Add blank line between directive and content per RST admonition conventions.
Repositions the Email report columns documentation to appear after the Dynamic filters settings bullet point, improving the logical flow of the Details tab options.
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Added the Unsubscribe-to-Open Ratio column description based on PR #15066 which introduces this new stat. The PR description explains it shows the percentage of unsubscribed contacts relative to opened emails.
Source: mautic/mautic#15066
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Just a reminder: I review PR comments by default. If you want me to ignore a specific comment, start it with |
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@promptless-for-oss please address the suggestion.
Address reviewer feedback: capitalize 'Report' since it's a Mautic feature name.
| Email Report columns | ||
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@promptless-for-oss let's address Vale and wrap this in vale off/on statements.
| Email Report columns | |
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| .. vale off | |
| Email Report columns | |
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| .. vale on |
Addresses reviewer feedback to suppress Vale linting warnings on the section heading.
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Email Report Columns — Suggested Additions
When using 'Emails' as the data source, the following columns are also available to measure Email engagement but are missing from the current docs:
Most important to add
| Column | Type | Description |
|---|---|---|
| Sent count | int | The number of Emails sent to Contacts. |
| Read ratio | string (%) | The percentage of sent Emails that were opened by Contacts. |
| Click-through count | string | The number of unique Contacts who clicked any link in the Email. |
| Click-through rate | string (%) | The percentage of sent Emails that resulted in at least one click. |
| Click-to-open rate | string (%) | The percentage of opened Emails that resulted in at least one click. This measures how compelling the email content is to those who already opened it. |
Ratio versions of existing columns
| Column | Type | Description |
|---|---|---|
| Unsubscribed ratio | string (%) | The percentage of sent Emails that resulted in an unsubscribe. |
| Bounced ratio | string (%) | The percentage of sent Emails that bounced. |
Click detail columns
| Column | Type | Description |
|---|---|---|
| Clicks | string | The total number of link clicks across all recipients (a single Contact clicking multiple links is counted multiple times). |
| Unique clicks | string | The number of unique Contacts who clicked any link in the Email. (Same as Click-through count above.) |
| Clicks ratio | string (%) | The percentage of sent Emails relative to total Clicks. |
| Unique clicks ratio | string (%) | The percentage of sent Emails relative to Unique clicks. |
Other
| Column | Type | Description |
|---|---|---|
| DNC Preferences | string | Summary of Do Not Contact preferences for the Email (e.g., which channels the recipients have opted out of). |
Draft: Suggested rewrite of the section
Email Report columns
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When using 'Emails' as the data source, you can add the following columns to measure Email engagement:
* **Sent count:** the number of Emails sent to Contacts.
* **Read count:** the number of unique Contacts who opened the Email.
* **Read ratio:** the percentage of sent Emails that were opened by Contacts.
* **Click-through count:** the number of unique Contacts who clicked any link in the Email.
* **Click-through rate:** the percentage of sent Emails that resulted in at least one click.
* **Click-to-open rate:** the percentage of opened Emails that resulted in at least one click. This helps you understand how engaging the Email content is to recipients who already opened it.
* **Unsubscribed:** the number of Contacts who unsubscribed after receiving the Email.
* **Unsubscribed ratio:** the percentage of sent Emails that resulted in an unsubscribe.
* **Unsubscribe-to-Open Ratio:** the percentage of unsubscribed Contacts relative to those who opened the Email. This helps you understand how Email content affects unsubscribe rates among engaged recipients.
* **Bounced:** the number of Emails that bounced.
* **Bounced ratio:** the percentage of sent Emails that bounced.
* **Clicks:** the total number of link clicks across all recipients (non-unique).
* **Unique clicks:** the number of unique Contacts who clicked any link in the Email.
* **DNC Preferences:** summary of Do Not Contact preferences for the Email.
.. tip::
Use the Unsubscribe-to-Open Ratio to compare the unsubscribe impact of different Emails. A high ratio may indicate that the Email content didn't meet recipient expectations, while a low ratio suggests it resonated with those who read it.Address reviewer feedback to document all available Email report columns including sent count, read ratio, click-through metrics, unsubscribed/bounced ratios, and DNC preferences.
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Thanks for the comprehensive list of columns @patrykgruszka! I've expanded the Email Report columns section to include all the columns you suggested: Added columns:
The section now documents all available Email engagement metrics. Please take another look when you have a chance. |
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Needs Correction
1. Unique clicks
Current (incorrect):
- Unique clicks: the number of unique Contacts who clicked any link in the Email.
Suggested correction:
- Unique clicks: the total number of unique clicks across all trackable links (a Contact clicking multiple different links is counted multiple times). If you need the number of unique Contacts who clicked any link, use Click-through count instead.
Rationale:
In CLICK_COLUMNS, unique_hits is defined as:
'formula' => 'IFNULL('.self::CLICK_PREFIX.'.unique_hits, 0)',The channel_url_trackables table stores unique_hits per redirect/link. The SQL sums these per-link unique hits, so a single Contact clicking two different links counts twice. The true "unique Contacts who clicked any link" metric is click_through_count (COUNT(DISTINCT ph.lead_id)).
2. DNC Preferences
Current (misleading):
- DNC Preferences: summary of Do Not Contact preferences for the Email.
Suggested correction:
- DNC Preferences: summary of all Do Not Contact preferences for the Contact across all channels and Emails.
Rationale:
In DncReportService::getDncColumns(), the formula is:
(SELECT GROUP_CONCAT(CONCAT(dnc.reason, ':', dnc.channel) ...)
FROM lead_donotcontact dnc
WHERE dnc.lead_id = l.id)It filters by lead_id (l.id) but not by channel_id or email. Therefore it returns every DNC record for that Contact globally, not just preferences related to the specific Email row.
Additional implementation note: Because this formula references l.id (Lead ID), it is safest in the Email Stats report context where the leads table is explicitly joined. In the Emails report context, the leads table may not be present, which can cause SQL errors depending on report filters and grouping.
Optional: Add missing ratio columns
The UI also exposes these click-related ratios which are not documented in the current list:
- Clicks ratio: the percentage of sent Emails that resulted in a click (based on total clicks, not unique contacts).
- Unique clicks ratio: the percentage of sent Emails that resulted in a unique click (based on summed per-link unique hits).
Address PR review feedback: - Unique clicks: clarify it counts per-link unique hits, not unique contacts. Direct users to Click-through count for unique contacts. - DNC Preferences: clarify it shows all DNC preferences for the Contact across all channels, not just the specific Email.
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Thanks for the corrections @patrykgruszka! I've updated the documentation:
The changes are ready for your review. |
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@promptless-for-oss add missing ratio columns The UI also exposes these click-related ratios which are not documented in the current list:
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Adds two missing ratio columns to the Email Report documentation: - Clicks ratio: percentage of sent Emails that resulted in a click - Unique clicks ratio: percentage of sent Emails with unique clicks
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Done! I've added the two missing ratio columns:
The changes are ready for your review. |
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@promptless-for-oss apply this change: |
Changed from "the number of unique Contacts who opened the Email" to "the number of Emails opened by Contacts" as requested by @patrykgruszka.
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Done! Updated Read count to: "the number of Emails opened by Contacts." |
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@adiati98 I've added missing stat columns to this doc |
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@patrykgruszka thanks so much! |
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Documents the new Unsubscribe-to-Open Ratio (UTOR) stat for Email reports introduced in PR #15066.
Changes
reports/reports.rst
Context
PR #15066 adds a new email statistic called 'Unsubscribe-to-Open Ratio' to Email reports. This ratio helps marketers understand how many Contacts unsubscribed relative to those who opened the Email, providing insight into how Email content affects unsubscribe rates among engaged recipients.
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