Analytics

The analytics dashboard gives you real-time visibility into how your emails are performing and how your audience is engaging with your website. Use it to measure campaign effectiveness, identify trends, and make data-driven decisions about your marketing strategy.

Email Performance Metrics

Every campaign and automation tracks a full set of delivery and engagement metrics:

Sent: total emails dispatched to recipients.
Delivered: emails that successfully reached an inbox. The gap between sent and delivered represents your bounces.
Opened: unique recipients who opened the email. Note that some email clients block tracking pixels, so actual opens may be higher than reported.
Clicked: unique recipients who clicked at least one link. Click-through rate is one of the strongest signals of content relevance.
Bounced: emails that could not be delivered. Hard bounces result in the contact being suppressed automatically.
Unsubscribed: recipients who opted out. A healthy unsubscribe rate is below 0.5%.
Complained: recipients who marked the email as spam. Even a small number of complaints can affect your sender reputation.

Website Activity

If you've installed the tracking snippet on your website, the dashboard also shows web engagement alongside email metrics:

Page Views: total pages viewed across all sessions.
Conversions: actions you define as valuable (sign-ups, demo requests, purchases).
Form Submissions: form completions tracked by the snippet.

Seeing email and web analytics side by side lets you trace the full journey: how many people opened your email, how many clicked through, and what they did on your site.

SMS Metrics

If you have SMS Marketing enabled, use the channel toggle at the top of the dashboard to switch between Email and SMS views. The SMS view shows sent, delivered, delivery rate, clicked, and opted-out counts. Tracking delivery rate trends over time helps you catch phone number reputation issues early, and monitoring opt-out rates ensures your messaging frequency is appropriate for your audience.

Time Range and Filters

Switch between 7-day, 14-day, and 30-day views. Filter by a specific campaign or template to isolate results for individual sends. Use these comparisons to identify your best performing content and spot trends that inform future campaigns.

Location Intelligence

Beyond standard engagement metrics, Pigeon Perch tracks location interest signals from web activity, form submissions, searches, and API events. These signals feed into each contact's Location Intelligence profile, giving you a scored view of which geographic areas matter most to each contact. Use this data alongside your email and web analytics to understand not just how contacts engage, but where their interests are focused.

Using Analytics to Improve Results

Monitor deliverability: if your delivered rate drops below 95%, investigate your bounce rate and consider cleaning stale contacts from your list.
Optimize subject lines: compare open rates across campaigns to learn which approaches resonate with your audience.
Track the full funnel: combine email click data with website conversions to measure return on each campaign.
Identify disengaged contacts: use the engagement score to build segments of inactive contacts and target them with re-engagement campaigns.