Documentation Journey Optimizer Journey Optimizer Guide

List of metrics

Last update: April 7, 2025

Topics:
Reporting

CREATED FOR:

Intermediate
User

The tables below give you the list of metrics used in reports and their definitions depending on the delivery type.

Journey metrics

Metric	Definition
Journey engagement	Total number of unique individuals who received messages sent through the journey, representing distinct profiles that reached a designated action point in the journey.
Journey enters	Total number of individuals who reached the entry event of the journey.
Journey exits	Total number of individuals who exited the journey.
Journey failures	Total number of individual journeys that were not successfully executed.
Unique Journey enters	Total number of individuals who reached the entry event of the journey, with multiple interactions of the same profile not taken into account.
Unique Journey exits	Total number of individuals who exited the journey, with multiple interactions of the same profile not taken into account.
Unique Journey failures	Total number of individual journeys that were not successfully executed, with multiple interactions of the same profile not taken into account.

Email metrics

Metric	Definition
Bounces	Total of errors cumulated during the sending process and automatic return processing in relation to the total number of sent messages.
Click through open rate (CTOR)	Number of times the email was opened.
Click through rate (CTR)	Percentage of users who interacted with the email.
Clicks	Number of times a content was clicked in an email.
Delivered	Number of messages successfully sent, in relation to the total number of sent messages.
Delivery Rate	Percentage of messages successfully sent.
Error Reason	Name of the specific original cause of the error. Learn more about error reasons.
Offer click rate	Percentage of users who interacted with the offer.
Offer impression rate	Percentage of opened offers compared to the number of sent offers.
Offer name	Name of the offer added in the delivery. For more information on placement, refer to this page.
Offer sent	Total number of sends for the offer.
Opens	Number of times the message was opened.
Outbound Errors	Total number of errors that occurred during the sending process preventing it from being sent to profiles.
Outbound exclusions	Number of profiles which have been excluded by Adobe Journey Optimizer.
Placement name	Name of your placement used to display your offer. For more information on placement, refer to this page.
Spam complaints	Number of times a message was declared as spam or junk.
Targeted	Total number of messages processed during the delivery analysis.
Unique Clicks	Number of profiles who clicked on a content in an email. Note that when calculating unique clicks, the last 10 days are taken into account. If a profile registers multiple clicks within the 10-day period, they will be counted as unique clicks. However, if a profile has 2 clicks more than 10 days apart, they will not be considered as unique clicks.
Unique Email Unsubscribes	Number of profiles who unsubscribed from your emails.
Unique Opens	Number of profiles who opened the delivery. Note that when calculating unique opens, the last 10 days are taken into account. If a profile registers multiple opens within the 10-day period, they will be counted as unique opens. However, if a profile has 2 opens more than 10 days apart, they will not be considered as unique opens.
Unsubscribes	Number of clicks on the unsubscription link.

SMS metrics

SMS Metric	Definition
Delivered	Number of SMS messages successfully sent, in relation to the total number of SMS messages.
Clicks	Number of times a link within an SMS message was clicked.
Bounces for outbound SMS messages	Total number of errors accumulated during the sending process and automatic return processing in relation to the total number of sent SMS messages.
Outbound SMS errors	Total number of errors that occurred, preventing the SMS message from being sent to recipients.
Outbound SMS exclusions	Number of profiles that were excluded from receiving SMS messages by Adobe Journey Optimizer.
Unique Clicks	Number of unique recipients who clicked on a link in an SMS message.
Displays	Number of times an SMS message was displayed or opened.
Unique Displays	Number of unique recipients who opened the SMS message, excluding multiple interactions from the same user.
People	Number of unique user profiles who received or interacted with an SMS message.

In-app metrics

Metric	Definition
Clicks	Total number of profiles who interacted with the buttons included in the In-app message.
Click rate	Percentage of users who interacted with the buttons included in the In-app message compared to users who saw the message.
Dismiss rate	Percentage of In-app messages that profiles dismissed.
Impressions	Total number of In-app messages delivered to all users.
Unique impressions	Number of unique users to whom the In-app message was delivered.
Displays	Number of times the In-app message was opened.
Unique displays	Number of times the In-app message was opened, excluding multiple interactions from the same profile.
Unique Clicks	Number of profiles who clicked on content in your In-app messages.
Clicks	Number of times content was clicked on in your In-app messages.
Click through rate (CTR)	Percentage of users who interacted with the In-app messages.
Click through open rate (CTOR)	Number of times the In-app message was opened.
Sends	Total number of In-app messages sent.
Inbound triggered	Number of times an In-app message was triggered by a user interaction or predefined event.
Inbound dismisses	Number of times users dismissed the In-app message without interacting with it.

Push notification metrics

Metric	Definition
Actions	Total number of actions on the push notification delivered, e.g. button click or dismissal.
Bounces	Total of errors cumulated during delivery and automatic return processing in relation to the total number of sent messages.
Bounce Rate	Percentage of push notifications that bounced compared to push notifications sent.
Delivered	Number of messages successfully sent, in relation to the total number of sent messages.
Delivery rate	Percentage of push notifications successfully sent.
Engagements	Total number of opens and actions for this push notification, i.e. if the profile opened the push or if a button was clicked on.
Engagement Rate	Percentage of opens and actions for this push notification, i.e. if the profile opened the push or if a button was clicked on.
Errors	Total number of errors that occurred during a delivery preventing it from being sent to profiles.
Error Rate	Percentage of errors that occurred during a delivery preventing it from being sent compared to push notifications sent.
Error Reason	Name of the specific original cause of the error. Learn more about error reasons.
Excluded	Number of profiles which have been excluded by Adobe Journey Optimizer.
Opens	Total number of push notifications delivered to the device and clicked on by users thus opening the app. This is similar to the Push Click except a Push Open will not be triggered if the notification was dismissed.
Open rate	Percentage of opened push notifications.
Push custom actions	Number of custom actions taken by profiles in response to the push notifications.
Sent	Total number of sends for the delivery.
Targeted	Total number of push messages processed during the delivery analysis.

Landing page metrics

Metric	Definition
Bounce rate	Percentage of persons who viewed the landing page but did not interact or subscribe, relative to the total number of visits.
Clicks	Number of times a content was clicked on in the landing page.
Landing page conversion	Number of persons who interacted with the landing page, e.g., subscribed to a form.
Landing page conversion rate	Percentage of persons who interacted with the landing page, e.g., subscribed to a form, relative to the total number of visits.
Landing page views	Total number of visits to your landing page from journeys and external sources, including multiple visits from the same profile.
Unique landing page conversions	Number of unique persons who interacted with the landing page, excluding multiple interactions from the same profile.
Unique landing page views	Number of unique persons who visited your landing page, excluding multiple visits from the same profile.

Direct mail

Metric	Definition
Delivered	Number of direct mail messages that were successfully delivered to recipients.
Outbound Errors	Number of direct mail messages that encountered errors during processing or sending, preventing successful delivery.
Outbound Exclusions	Number of profiles excluded from receiving direct mail due to predefined criteria or filtering by Adobe Journey Optimizer.
Profiles	Number of user profiles identified as the target audience for the direct mail campaign.
Sent	Total number of direct mail messages successfully sent as part of the campaign.
Targeted	Total number of direct mail messages prepared and processed for sending.

Content card metrics

Metric	Definition
Click through rate (CTR)	Percentage of users who interacted with the Content card.
Clicks	Number of times a content was clicked on in your Content card.
Displays	Number of times the message was opened.
People	Number of user profiles who qualify as target profiles for your Content cards.
Unique Clicks	Number of profiles who clicked on a content in your Content card.
Unique displays	Number of times the message was opened, multiple interactions of one profile are not taken into account.

Web pages metrics

Metric	Definition
Clicks	Number of times a content was clicked on in your Web pages.
Click through rate (CTR)	Percentage of users who interacted with the Web pages.
Displays	Number of times the Web page was opened.
People	Number of profiles who qualify as target profiles for your Web pages.
Unique Clicks	Number of profiles who clicked on a content in your Web pages.
Unique displays	Number of times the Web page was opened, multiple interactions of one profile are not taken into account.

Code-based experiences metrics

Metric	Definition
Clicks	Total number of times users clicked on personalized experiences that were displayed to them.
Click-through rate (CTR)	Percentage of users who click on a link, ad, or recommendation compared to the number of times it was displayed.
Conversion rate	Percentage of displays that resulted in user actions (e.g., clicks), indicating the model's success in engaging users.
Decision Items Performance	Evaluates how well each item performs in engaging users and driving desired actions, such as purchases, clicks, or other responses.
Decisioning KPIs	Key insights into visitors' engagement with experiences, including total items, total clicks, total displays, and fallback rate.
Displays	Total number of times personalized experiences were shown or presented to users across various touchpoints.
Engagement Funnel	Monitors the performance of personalized experiences by assessing how effectively each stage of the funnel drives user interactions.
Engagement Funnel by Selection Strategy	Monitors and analyzes how effectively different selection strategies are engaging users with personalized experiences.
People	Number of user profiles who qualify as target profiles for your code-based experiences.
Ranking Strategy	Insights into the performance of AI-driven ranking models comparing two traffic types: Model Driven and Holdout.
Top decision items by CTR	Highlights the performance of individual items based on their Click-through Rate (CTR), helping assess which items are most effective at engaging users.
Unique Clicks	Number of profiles who clicked on a content in your code-based experiences.
Unique displays	Number of times the experience was opened, multiple interactions of one profile are not taken into account.

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