Campaign Analytics
Learn about Campaign Analytics in WaymakerOS.
Track the performance of your email campaigns. See who opened, who clicked, and how your campaigns compare over time.
Campaign metrics
After sending a campaign, the analytics tab shows:
| Metric | What it measures |
|---|---|
| Sent | Total emails delivered |
| Opens | Unique recipients who opened the email |
| Open rate | Opens / Sent × 100 |
| Clicks | Unique recipients who clicked a link |
| Click rate | Clicks / Sent × 100 |
| Bounces | Emails that couldn't be delivered |
| Bounce rate | Bounces / Sent × 100 |
| Unsubscribes | Recipients who unsubscribed |
Open tracking
Waymaker tracks opens using a tiny transparent image embedded in the email. When the recipient's email client loads the image, an open is recorded.
Note: Some email clients block images by default, which means not all opens are tracked. Treat open rates as a directional indicator, not an exact count.
Click tracking
Every link in your email is tracked. The analytics show:
- Total clicks — how many times links were clicked (including repeat clicks)
- Unique clicks — how many individual recipients clicked
- Click map — which links got the most clicks
Bounce handling
Bounces are categorised:
- Hard bounce — the email address doesn't exist. The contact is automatically flagged to prevent future sends.
- Soft bounce — temporary issue (full mailbox, server down). Waymaker retries delivery.
Engagement over time
For sequences and autoresponders, analytics show engagement at each step:
- Which emails in the sequence get the most opens
- Where recipients drop off (stop opening)
- Which steps drive the most clicks
A/B test results
When running an A/B test, analytics show performance for each variant:
- Variant A open rate vs Variant B open rate
- Winning variant and margin
- Final send results
Exporting analytics
Click Export on the analytics tab to download:
- Summary CSV — campaign-level metrics
- Recipient CSV — per-recipient engagement (opened, clicked, bounced)
Benchmarks
General email marketing benchmarks for reference:
| Metric | Good | Great |
|---|---|---|
| Open rate | 20-30% | 30%+ |
| Click rate | 2-5% | 5%+ |
| Bounce rate | < 2% | < 1% |
| Unsubscribe rate | < 0.5% | < 0.2% |
Your actual benchmarks depend on your industry and audience. Track trends over time to see if your campaigns are improving.
Next steps
- Campaigns — create your next campaign
- Segments — target specific audiences
- Email Builder — improve your email design