Introduction
Certain message types affect how statistics are calculated and interpreted. This applies in particular to:
Split sendouts
Super messages
Both introduce structural differences that influence recipient counting and aggregation of metrics.
Understanding these differences is essential for correct interpretation of delivery, engagement, and conversion metrics.
Split Sendouts
A split sendout distributes multiple message variations to different portions of a group in order to compare performance before optionally sending a final version to the remaining recipients.
Statistical Structure
Each variation is treated as an independent message.
Each variation generates its own delivery and engagement metrics.
The final sendout (if executed) is reported separately from the test variations.
Each variation has its own message ID.
Interpretation of Metrics
Unique metrics (for example, unique opens or unique clicks) are calculated per variation.
Recipients included in different variations are evaluated independently.
The final sendout does not merge statistics with the test variations.
When comparing split results, it is important to distinguish between:
Individual variation performance
Final sendout performance
Comparative evaluation across variations
Each variation represents a separate statistical entity.
Super Messages
A super message is sent to multiple groups simultaneously through a supergroup.
Because contacts can belong to more than one subgroup, a single recipient may receive the same message multiple times.
Statistical Structure
Each subgroup sendout generates its own message statistics.
Each subgroup message has its own message ID.
The super message provides aggregated statistics across all subgroup sendouts.
Aggregation Behavior
The aggregated super message statistics are calculated by adding the individual subgroup results.
No automatic deduplication is applied across subgroups.
This means:
A recipient who belongs to multiple subgroups may be counted multiple times.
If a recipient receives the message twice and opens both,
they are counted once in each subgroup message,
and twice in the aggregated super message statistics.
As a result, totals for opens, clicks, or conversions can exceed the number of unique contacts in the system.
Interpreting Unique Metrics
For standard group messages, unique metrics count each recipient once per message.
For special message types:
In split sendouts, uniqueness applies per variation.
In super messages, aggregation can lead to repeated counting if recipients belong to multiple subgroups.
Correct interpretation therefore depends on understanding the structural setup of the sendout.
Related Topics
For detailed evaluation options and interface-specific explanations, see the respective message statistics documentation in the Online Help.