Snapshot view of real-time email message data
Messages sent via the API are retained for ~30 days. To retain historical performance, export data using the Dashboard or API. See Exporting Data.
Delivery statistics
Delivered
Understand how many recipients received your message, and why others didn’t.| Name | Description |
|---|---|
| Audience | Number of email subscriptions in the audience at send time. |
| Sent | Subscriptions in the audience minus those remaining, bounced, failed, or suppressed. |
| Delivered | Emails confirmed as delivered to recipients’ inboxes. |
| Remaining | Emails still queued for sending. |
| Bounced | Messages rejected due to invalid addresses, full inboxes, sender reputation, or DMARC issues. These addresses are added to the Suppression List. |
| Failed | Emails dropped by OneSignal and never sent. See Why are emails marked as failed?. Tip: Export failure details in Audience Activity. |
| Suppressed | Emails blocked due to prior bounces or spam reports. Suppression protects your sender reputation. Only applies to OneSignal Email. |
Open rate
Open events are counted when the email is viewed, though privacy settings and inbox behavior may affect accuracy. See Why are open events low?.| Name | Description |
|---|---|
| Unique Opens | Count of individual recipients who opened the email. |
| Total Opens | Total number of times the email was opened, including repeats. |
| Open Rate | (Unique Opens / Delivered) * 100%. Measures how many delivered emails were opened at least once. |
Unique vs. Total Opens
- Open Rate is always based on unique opens.
- Use Total Opens to see repeat engagement from the same recipients.
Open rate accuracy can be affected by inbox privacy features (e.g., Apple Mail Privacy Protection), ad blockers, and image tracking being disabled. These factors may cause opens to be over-reported (due to automatic image prefetching) or under-reported (when tracking pixels are blocked).For more reliable engagement insights, compare Open Rate with CTR and CTOR.
Click-through rate
Measure engagement through link clicks in your email.| Name | Description |
|---|---|
| Click-Through Rate (CTR) | (Unique Clicks / Delivered) * 100%. Measures how many delivered emails resulted in a click. Requires Click Tracking to be enabled. |
| Total Clicks | All link clicks, including repeat clicks from the same user. See URLs, Links and Deep Links. |
| Click to Open Rate (CTOR) | (Unique Clicks / Unique Opens) * 100%. Measures how engaging the email was after being opened. |
CTR vs CTOR
- CTR: Clicks as a % of deliveries
- CTOR: Clicks as a % of opens
- Use both to evaluate message quality and engagement.
If Click Tracking is enabled but click events are low, check for browser-level blocking (e.g., Brave or Firefox). Contact
support@onesignal.com if the issue persists.Unsubscribed and reported as spam
Understand opt-outs and spam complaints so you can improve targeting and deliverability.| Name | Description |
|---|---|
| Unsubscribes | Number of recipients who opted out of receiving emails. Status is updated immediately. |
| Reported as Spam | Recipients who marked your message as spam. These addresses are automatically added to the Suppression List. |
Use segmentation and send-time optimization to lower unsubscribe and spam rates.
Keep an eye on your unsubscribe and spam rates. If they’re too high, your app may get disabled until the issue is addressed.
See:
Message statistics
Analyze performance trends over time, including engagement and delivery issues.
Message Statistics over 24-hour view
- 30 days (default)
- 24 hours
- 60 minutes
Audience activity
See detailed activity per recipient, including delivery, opens, clicks, unsubscribes, failures, and spam reports. Timestamps reflect the most recent event for each user. Data is retained for 30 days. What you can do:- Export: Download full recipient-level data, including failure reasons.
- Retarget: Send follow-ups to engaged (or unengaged) users. See Retargeting Messages.
Click activity
Track which links were clicked and how many times.| Name | Description |
|---|---|
| Unique Clicks | Count of links clicked by recipients. |
| Total Clicks | All link clicks, including repeat clicks from the same user. See URLs, Links and Deep Links. |
| Click-Through Rate (CTR) | (Unique Clicks / Delivered) * 100%. Measures how many delivered emails resulted in a click. Requires Click Tracking to be enabled. |
FAQ
Why are my emails marked as failed?
Failure reasons are shown in the Audience Activity export. Common causes include:- Misspelled or non-existent domains (e.g.
@gmial.com) - Email addresses already on your ESP’s suppression list
- Using Custom Unsubscribe Links without also unsubscribing via Update User API or CSV Upload
- Previously bounced addresses
- Inboxes throttling un-warmed sender domains (see Warm-up Guide)
Why are open events low?
-Inbox privacy features, ad blockers, and image tracking settings can prevent open events from being recorded. -See the Open Rate section for details on how privacy features affect accuracy. -Open tracking is not always 100% reliable. Test on multiple devices and networks for comparison.Why do I see emails in Pending?
Two main reasons:- Scheduled delivery: Especially if auto warm-up is enabled, delivery is spread out.
- Pending confirmation: Some inboxes delay event feedback up to 8 hours.