Understanding your campaign performance numbers
Understand the ten campaign performance metrics in Pulse and how to read them together to measure engagement, conversions, revenue, and deliverability.
April 20, 2026
Once your campaigns are running, the ten stat cards at the top of the Campaigns page tell you how they're actually doing. This article walks through each one in detail, and how to read them together rather than in isolation.
The first row: volume and reach
Total campaigns — Simply how many campaigns exist across all channels and statuses. On its own, this number doesn't say much about performance, it's more useful as context for the numbers around it. Ten campaigns with strong revenue tells a very different story than a hundred campaigns with the same revenue.
Running — How many campaigns are actively sending at this exact moment. If this number is unexpectedly high or a campaign seems stuck here longer than expected, it's worth checking that specific campaign directly.
Scheduled — Campaigns queued to go out later. This is useful as a quick check that what you meant to schedule actually got scheduled, rather than accidentally left in Draft.
Revenue generated — Total revenue tied back to your campaigns specifically. Until there's enough data to calculate this reliably, you'll see "Attribution unavailable" instead of a number. This isn't an error, it just means Pulse doesn't yet have enough completed activity to attribute revenue with confidence.
Recipients — Your total recorded sends across every campaign. This is your reach number, how many messages actually went out.
The second row: engagement and outcomes
Open rate — The percentage of recipients who opened your campaigns. This is a signal of interest and subject-line/timing effectiveness, but on its own it doesn't tell you whether people acted on what they read.
CTR (click-through rate) — The percentage of recipients who clicked something inside your campaign. This is a stronger signal than open rate alone, since it means someone didn't just see the message, they engaged with it.
Conversions — How many recipients went on to actually complete a purchase after receiving your campaign. This is the number that most directly connects a campaign to real business outcomes, rather than just attention.
Average revenue — Your average revenue per campaign. This is particularly useful for comparing consistency over time. A few campaigns generating huge outliers can make your total revenue look strong while your average tells a more honest, typical story.
Failed sends — How many messages failed to actually send. Unlike the other numbers, you want this one as close to zero as possible, and a climbing Failed sends count is often an early sign of a deliverability issue rather than something wrong with your campaign content itself.
Reading these numbers together, not separately
Individually, each stat answers a narrow question. Read together, they tell a fuller story:
- High Open rate + low CTR usually means your subject line or send time is working, but the content or offer inside isn't compelling enough to act on.
- High CTR + low Conversions usually means people are interested enough to click, but something in the follow-through, page load, pricing, or checkout friction, is losing them afterward.
- Rising Failed sends + dropping Open rate points toward a deliverability problem rather than a content problem. Your messages may not even be reaching the inbox in the first place.
- Strong Revenue generated + low Average revenue suggests your results are being carried by a small number of standout campaigns rather than consistent performance across the board. It's worth understanding what made those standouts different.
A simple habit worth building
Rather than judging a campaign the moment it finishes sending, get in the habit of checking back on it after Open rate, CTR, and Conversions have had time to settle. Engagement doesn't all happen in the first hour.
Comparing that full picture against your Average revenue and Failed sends gives you a far more honest read than reacting to any single number in isolation.