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Metric glossary

Leanplum Metric Glossary

See definitions for all the metrics in Leanplum. You can review metrics and reports in the Analytics dashboard as well as reports integrated into each campaign you send out to your users. This glossary is organized by section, so select the type of metrics you want to learn more about to get started.

Campaign-level metrics (Results)

You can see campaign-level metrics in the Results tab of the Composer, where you can analyze your campaign's performance. See below for definitions of the different metrics available in Campaign Results

Users per campaign

📘

Users vs Unique users

"Users" refers to total campaign entries, meaning a single user will be counted multiple times if they re-enter the same campaign. When this isn't the case, the metric will specify it's counting "unique users."

Metric

Definition

Users

The total number of users who entered the campaign (campaign entries).
An entry is counted after a user receives the first action.
One user can enter the same campaign multiple times.

Unique users

The total number of unique users who entered the campaign.

Unique users rate

The percentage of campaign entries that were unique users.
Formula: (Unique users / Total users) * 100

Engaged

Metric

Definition

Engaged

The total number of unique users that engaged with any of the actions in the campaign.
Unique users who either:

  • opened an email
  • opened a push notification
  • clicked on a button in an in-app message

Engagement rate

The percentage of users who engaged.
Formula: (Engaged / Unique users) * 100

Conversions

Metric

Definition

Conversions

The total number of conversions.
Note: One user can convert multiple times if the user completes and re-enters the campaign.

Conversion rate

The percentage of users who converted.
Formula: (Conversions / Users) * 100

Aggregate Campaign Metrics

The following metrics are calculated based on all of a campaign's Actions for a specific channel. This allows you to compare how all the emails in a re-engagement campaign perform compared to all the push notifications in that same campaign, for example.

Total Emails (Campaign)

Metric

Definition

Sent

The total number of emails sent in the campaign (from all email actions, if multi-message campaign).

Delivered

The total number of emails delivered in the campaign (from all email actions, if multi-message campaign).

Delivered per sent (Delivery rate)

The percentage of sent emails that were successfully delivered.
Formula: (Delivered / Sent) * 100

Unique opens

The number of unique users who opened at least one email during the campaign.
Example:
3 email opens from 2 email actions by the same user are counted as 1 Unique open.

Unique open rate

The percentage of users who opened а delivered email.
Formula: (Unique opens / Delivered) * 100

Unique clicks

The number of unique users who clicked in an email in the campaign.

Unique click rate

The percentage of unique users who opened and clicked in a delivered email.
Formula: (Unique clicks / Delivered) * 100

Total Push Notifications (Campaign)

Metric

Definition

Sent

The total number of push notifications sent in the campaign (from all push notification actions, if multi-message campaign).

Opens

The total number of push notifications opened during the campaign.

Open per sent (Open rate)

The percentage of opened push notifications.
Formula: (Opens / Sent) * 100

Total In-App Messages (Campaign)

Metric

Definition

Views

The total number of in-app message views in the campaign (from all in-app actions, if multi-message campaign).

Accept Clicks

The total number of engaged in-app messages (e.g. tapped "Accept").
Note: "Close" or "X" buttons are not counted as engagement.

Accept Clicks Rate

The percentage of engaged in-app messages.
Formula: (Accept Clicks / Views) * 100

Actions

You can view metrics for each action in a campaign in the Analytics dashboard or in the Results tab of the Composer. Select one of the actions on the right side of the Results tab to view detailed metrics for that specific action.

Individual email

Metric

Definition

Sent

The total number of send attempts for this specific email action in the campaign.

Delivered

The total number of successfully delivered emails.

Delivered per sent (Delivery rate)

The percentage of email send attempts that were successfully delivered to the user's inbox.
Formula: (Delivered / Sent) * 100

Opens

The total number of email open occurrences.
Note: One user can open the email multiple times.

Open rate

The percentage of successfully delivered emails that were opened.
Formula: (Opened / Delivered) * 100

Unique opens

The number of unique users who opened the email.

Unique open rate

The percentage of users who opened the email after it was successfully delivered.
Formula: (Unique opens / Delivered) * 100

Clicks

The total number of links clicked within an email. Note: An email can contain multiple clickable links, and one user can click a link multiple times.

Click rate

The percentage of link clicks in delivered emails for this email action.
Formula: (Clicks / Delivered) * 100

Unique clicks
(Engaged)

The number of unique users who clicked any link in the email.
Note: multiple clicks by the same user count as 1 unique click.

Unique click rate

The percentage of users who clicked any link in their email after it was successfully delivered.
Formula: (Unique clicks / Delivered) * 100

Conversions

The total number of conversions that happened right after the email was delivered.

Conversion rate

The percentage of conversions out of emails delivered.
Formula: (Conversions / Delivered) * 100

Bounced

The total number of bounces for this email action. Combines both hard bounces (i.e., the user had an invalid email address) and soft bounces (i.e., the server was offline, the email was too large, etc.).

Bounce per sent (Bounce rate)

The percentage of email send attempts that bounced.
Formula: (Bounce / Sent) * 100

Unsubscribed

The number of unique users who unsubscribed.

Unsubscribe rate

The percentage of users who unsubscribed after successfully receiving the email.
Formula: (Unsubscribed / Delivered) * 100

Marked as spam

The number of unique users who marked the email as spam after successfully receiving it.

Marked as spam rate

The percentage of users who marked the email as spam after successfully receiving it.
Formula: (Marked as spam / Delivered) * 100

Dropped

The total number of sends that were not delivered because:

  • the user previously bounced
  • the user unsubscribed
  • the user reported your app as spam
  • the user has an invalid email address

Dropped per sent (Drop rate)

The percentage of emails that attempted to send but were dropped.
Formula: (Dropped / Sent) * 100

Individual push notification

Metric

Definition

Sent

The total number of sends for this particular push notification.

Opens

The total number of times this push notification was opened.

Open per sent
(Open rate)

The percentage opened push notifications.
Formula: (Opens / Sent) * 100

Conversions

The total number of conversions that happened right after this push notification was sent.

Conversion rate

The percentage of conversions out of push notification sends.
Formula: (Conversions / Sent) * 100

Individual in-app message

Metric

Definition

Supported in-app template

Views

The total number of times this in-app message was viewed.

All templates

Accept clicks

The total number of times the "Accept" button was tapped.

  • Confirm
  • Center Popup
  • Interstitial
  • Push Pre-permission (Push Ask to Ask)

Accept click rate

The percentage of "Accept clicks" out of total views.
Formula: (Accept Clicks / Views) * 100

  • Confirm
  • Center Popup
  • Interstitial
  • Push Pre-permission (Push Ask to Ask)

Select Button 1

The total number of times "Button 1" was tapped.

  • Rich Interstitial (Floating Interstitial)

Select Button 1 rate

The percentage of "Select Button 1" out of total views.
Formula: (Select Button 1 / Views) * 100

  • Rich Interstitial (Floating Interstitial)

Select Button 2

The total number of times "Button 2" was tapped.

  • Rich Interstitial (Floating Interstitial)

Select Button 2 rate

The percentage of "Select Button 2" out of total views.
Formula: (Select Button 2 / Views) * 100

  • Rich Interstitial (Floating Interstitial)

Select Banner

The total number times the banner was tapped.

  • Banner

Select Banner rate

The percentage of banner taps out of total views.
Formula: (Select Banner / Views) * 100

  • Banner

Submit

The total number of times the "Submit" button was tapped.

  • Star Rating (Satisfaction Survey)

Conversions

The total number of conversions that happened right after this in-app message was viewed.

All templates

Conversion rate

The percentage of conversions out of in-app message views.
Formula: (Conversions / Views) * 100

All templates

Individual app inbox message

Metric

Definition

Sent

The total number of sends for this particular app inbox message.

Opens

The total number of times this app inbox message was opened.

Open rate

The percentage of opened app inbox messages.
Formula: (Opens / Sent) * 100

Conversions

The total number of conversions that happened right after this app inbox message was sent.

Conversion rate

The percentage of conversions out of app inbox sends.
Formula: (Conversions / Sent) * 100

Individual webhook action

Metric

Definition

Sent

The total number of sends for this particular webhook action.

Conversions

The total number of conversions that happened right after this webhook action was sent.

Conversion rate

The percentage of conversions out of webhook sends.
Formula: (Conversions / Sent) * 100

Individual app function action

Metric

Definition

Sent

The total number of sends for this particular app function action.

Conversions

The total number of conversions that happened right after the app function was sent.

Conversion rate

The percentage of conversions out of app function sends.
Formula: (Conversions for the app function action / Total campaign conversion) * 100

Analytics metrics

These metrics are calculated across all of your app's campaigns, and can be found in the Analytics dashboard. To view all metric options, click + as if you're adding a metric tile.

Users

These metrics track a variety of counts and averages related to your first time and returning users.

Click the + Metric tile in Analytics to reveal the Choose a Metric window.Click the + Metric tile in Analytics to reveal the Choose a Metric window.

Click the + Metric tile in Analytics to reveal the Choose a Metric window.

Metric

Definition

First-time users

Total first-time users

The total number of users new to your application.

First-time users
100x(Total first-time users)/(Total daily users)

Tile: The average percentage of users new to your application.
Chart: The percentage of users new to your application.

Returning users

Total returning users
(Total daily users) - (Total first-time users)

The total number of users returning to your application.

Returning users
100x[(Total daily users) - (Total first-time users)] / (Total daily users)

Tile: The average percentage of users returning to your application.
Chart: The percentage of users returning to your application.

Active users

Total daily users

The total number of users using your application.

Daily active users
(Total daily users) / (Days in Time Period)

Tile: The average number of users using your application each day.
Chart: The total number of users using your application.

Weekly active users
(Total weekly users) / (Days in Time Period)

Tile: The average number of users using your application each week.
Chart: The total sum of users using your application during the past week (uses a backward-looking 7-day window to calculate the value for each day).

Monthly active users
(Total monthly users) / (Days in Time Period)

Tile: The average number of users using your application each month.
Chart: The total sum of users using your application during the past month (uses a backward-looking 30-day window to calcualte the value for each day).

Engagement

Engagement metrics track the quality of your relationship with your users. Some engagement-related metrics include session length, number of sessions, and addictiveness.

Metric

Definition

Total sessions

The total number of user sessions.

Sessions per daily user
(Total Sessions) / (Total Daily Users)

Tile: The average number of sessions per user per day.
Chart: The average number of sessions a user has each day.

Total session length

The total length of all sessions.

Average session length
(Total Session Length) / (Total Timed Sessions)

Tile: The average length of a user session.
Chart: The average session length of users.

Time in app per daily user
(Total Session Length) / (Total Daily Users)

Tile: The average length of time a user spends in your app per day.
Chart: The average length of time a user spends in your app.

Addictiveness (DAU/MAU)
(Total Daily Users) / (Total Monthly Users)

The ratio of daily active users to monthly active users.

Retention

Leanplum comes with out-of-the-box retention metrics for Days 1, 3, 7, 14, and 30.

Metric

Definition

1-day retention

The percentage of users who return to your app after 1 day.

3-day retention

The percentage of users who return to your app after 3 days.

7-day retention

The percentage of users who return to your app after 7 days.

14-day retention

The percentage of users who return to your app after 14 days.

30-day retention

The percentage of users who return to your app after 30 days.

Monetization

Track purchase events and lifetime value for your users. If you track an event called "Purchase," the passed values will be used to calculate all other monetization metrics.

Or, you can choose to track a different monetization event by clicking "Select purchase event" (as shown below). The value will then apply to all monetization metrics.

Metric

Definition

Total purchases

The total number of purchases users have made.

Percent of daily users who purchased
100x(Total users who triggered purchase event / Total daily users)

The average percentage of daily users who make a purchase. 

Lifetime value per daily user
(Total LTV) / (Total Daily Users)

The all-time total value of purchases per daily user.

Lifetime value per daily paying user
(Total LTV) / (Total Users Who Triggered purchase event)

The all-time total value of purchases per paying user. 

Daily paying users
(Total Users Who Triggered purchase event) / (Days)

Tile: The average number of users who made a purchase per day during the time period specified.
Chart: The total number of users who made a purchase each day.

Total revenue

The total revenue your app has generated during the time period specified.

Purchases per daily paying user
(Total purchase event Occurences) / (Total Users Who Triggered purchase event)

The average number of purchases a paying user makes per day.

Average revenue per purchase
(Total Sum of purchase event Values) / (Total purchase event Occurrences)

The average amount a user spends with each purchase.

Average revenue per daily user
(Total Sum of purchase event Values) / (Total Daily Users)

The average revenue a user generates per day.

Average revenue per daily paying user
(Total Sum of purchase event Values) / (Total Users Who Triggered purchase event)

The average revenue a paying user generates per day.

Purchase per daily user
(Total purchase event Occurences) / (Total Daily Users)

The average number of purchases a user makes per day. This metric is inclusive of both paying and non-paying users.

Events

Metric

Definition

Occurrences

Total occurrences

The total number of times this event was triggered.

Occurrences per session
(Total # of X Event Occurrences) / (Total Sessions)

The average number of times this event is triggered per session.

Occurrences per daily user
(Total # of X Event Occurrences) / (Total Daily Users)

The average number of times a user triggers this event.

Total first-time occurrences

The total number of times this event was triggered for the first time.

Value

Total sum of event values

Total sum of all values associated with this event.

Average event value per occurrence
(Total Sum of X Event Values) / (Total X Event Occurrences)

The average value of each occurence of this event.

Value per session
(Total Sum of X Event Values) / (Total Sessions)

The average value of this event per session

Value per daily user
(Total Sum of X Event Values) / (Total Daily Users)

The average value of this event per user.

Uniques

Total sessions that triggered event

Total sessions where this event occurs.

Total users who triggered event

Total number of users who triggered this event.

Percent of sessions that triggered event
100x(Total Sessions That Triggered X Event) / (Total Sessions)

The percentage of sessions where this event occurs.

Percent of users who triggered event
(100x(Total Users Who Triggered X Event) / (Total Daily Users)

The percentage of daily users who trigger this event.

Time until first occurrence

Time until session first triggered event
(Total Time Until Session First Triggered X Event) / (Total Sessions That Triggered X Event)

The average time within a session until this event is triggered by a session action.

Time until user first triggered event
(Total Time Until User First Triggered X Event) / (Total First-Time Occurrences of X Event)

The average time spent in the app (across multiple sessions) until this event is triggered by a user action.

Parameters

Total sum of

The total sum of this event parameter.

Average per occurrence
(Total Sum of X Event ) / (Total X Event Occurences)

The average count of this parameter per event occurrence.

Total per session
(Total Sum of X Event ) / (Total Sessions)

The total count of this parameter per session.

Total per daily user
(Total Sum of X Event ) / (Total Daily Users)

The total count of this parameter per user.

States

Metric

Definition

Occurrences

Total occurrences

The total number of times this state was reached.

Occurrences per session
(Total # of Occurrences) / (Total Sessions)

The average number of times this state is reached per session.

Occurrences per daily user
(Total # of Occurrences) / (Total Daily Users)

The average number of times a user reaches this state.

Total first-time occurrences

The total number of times this state was reached for the first time.

Duration

Total time in state

The total time all users spent in this state.

Average duration
(Total Time In State) / (Total State Occurrences with Time)

The average duration of time spent in this state each time it is reached.

Duration per session
(Total Time In State) / (Total Timed Sessions)

The average amount of time spent in this state per session.

Duration per daily user
(Total Time In State) / (Total Daily Users)

The average amount of time spent in this state per user.

Uniques

Total sessions in state

Total sessions where this state is reached.

Total users in state

Total number of users who reached this state.

Percent of sessions in state
100x(Total Sessions That Entered State) / (Total Sessions)

The percentage of sessions where this state is reached.

Percent of users in state
100x(Total Users Who Entered State) / (Total Daily Users)

The percentage of daily users who reach this state.

Time until first occurrence

Time until session first entered state
(Total Time Until Session First Triggered X Event) / (Total Sessions That Triggered X Event)

The average time it takes before this state is first reached during a session.

Time until user first entered state
(Total Time Until User First Triggered X Event) / (Total First-Time Occurrences of X Event)

The average time it takes before this state is first reached by a user.

Updated 2 months ago


Metric glossary


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