Introduction
Statistics in Mapp Engage provide a structured framework for evaluating messaging performance and audience development. They connect delivery results, recipient behavior, and defined goals into measurable outcomes.
This article explains the core concepts behind performance analysis, independent of specific reports or features.
Two Types of Statistical Data
Statistics in Mapp Engage are based on two categories of data:
System-generated data
Information created during message processing and delivery, such as sendout results and delivery classifications.
Recipient-generated data
Engagement signals such as opens, clicks, complaints, and conversions.
Understanding this distinction helps interpret metrics correctly.
Core Analysis Areas
Performance analysis typically focuses on four areas:
Delivery Performance
Indicates whether messages were successfully delivered and how delivery outcomes are classified.
Recipient Activity
Measures how recipients interact with messages, including opens and clicks.
Losses and Potential Reach
Reflects audience changes and deliverability-related reductions, such as unsubscribes or deactivations.
Conversions
Evaluates whether messages contributed to defined goals, such as purchases or registrations.
Aggregated Data vs. Event-Level Data
Statistics can be viewed in two different ways:
Aggregated data
Summarized and processed metrics used for performance evaluation and reporting.
Event-level data
Detailed, unprocessed records of individual events that can be exported for external analysis.
These data types serve different analytical purposes and are not directly interchangeable.
Influence of Message Type
The type of message affects how statistics are interpreted.
Group messages generate aggregated performance metrics for a defined audience.
Single messages can be sent multiple times to the same recipient, which influences how unique metrics should be interpreted.
Split sendouts compare multiple variations of a message and provide variation-level results.
Super messages aggregate results across multiple groups, which can lead to repeated counts for recipients who belong to more than one group.
Understanding message type is essential for correctly interpreting reported metrics.
Next Steps
For details on how delivery results influence metrics, see Email Delivery Metrics Explained.
For information about conversion attribution models, see Calculation of Conversions.
For feature-specific capabilities such as Inbox Monitoring or Anonymized Email Tracking, refer to the respective feature pages.