---
title: Campaign metrics
slug: data-platform/docs/legacy-campaign-metrics
docTags: 
createdAt: 2026-08-10T12:05:19.000Z
---

:::hint{type="info"}
**Note**

Email and SMS channels are legacy features and not offered to new customers.
:::

You can review campaign and touchpoint metrics in Optimizely Data Platform (ODP). See [Measure performance for an individual campaign](docId\:AiJy74dNHBuIjDiwRFVOi) for information on where to find these metrics.

## Metric definitions

- **Qualified** – The number of times customers qualified for the campaign based on the segment, campaign constraints, and other options in campaign **Enrollment**.
- **Sends** – The number of times a message was sent to customers. This count can be lower than **Qualified** when the template uses abort statements.
- **Opens** – The number of times customers opened an email or an app push message or clicked a web push message. 
- **Open Rate** – The number of customers who opened the message compared to those who received the message.
- **Clicks (email only)** – The number of times customers clicked a link in the message.
- **Click Rate** – The number of customers who clicked a link in the message compared to those who received the message (expressed as a percentage).
- **Click-to-Open Rate** – The number of customers who clicked a link in the message compared to those who opened the message (expressed as a percentage).
- **Opt-Outs** – The number of customers who unsubscribed from all marketing communication. 
- **List Unsubscribes (email only)** – The number of customers who unsubscribed from the mailing list associated with the campaign.
- **Conversions** – The number of purchases a customer makes by opening or clicking a message. ODP calculates the conversion and revenue data from the previous three days.
- **Revenue** – The total revenue from the subtotal fields associated with conversions.
- **Bounces (email only)** – The number of times a delivery attempt failed. A bounce can happen for various reasons, including when a mailbox is full or when an email address does not exist. See [Standard event definitions](docId\:hORCaFOf9jX5ooIOUBVHL).
- **Spam Reports (email only)** – The number of times a customer marks a message as spam.
- **Aborts** – The number of messages that are canceled after meeting pre-configured abort statements built into the message's template.