Communication report: interpret data, improve performance

The communication insights are the starting point for understanding what happened after sending: how many people received, opened, clicked, converted, or reported your message. But that's not all: they are also useful for analyzing behavior, segmenting results, and identifying insights to optimize future sends.

Every communication sent with magnews generates a detailed report that brings together all the information you need to assess its effectiveness.

You can view a list of all sent communications and their reports by going to Insight > Communications. 

This list lets you filter and sort communications by name, date, type, or status, and export the entire table to analyze the data you are interested in.

Click the communication you want to analyze to open its complete report.

In the "Summary" section, you can find an overview of the communication's main results.

The “Email” card lets you quickly identify the message the report data refers to. It shows a preview of the communication and its main details, such as subject, sender, preview text, first send date, and the journey the communication belongs to.

The main KPIs and values are displayed in the “Email performance” card through a funnel divided into two separate views: “Email” and “Contacts”.

• The “Email” view shows aggregated message performance data: how many emails were sent, delivered, opened, clicked, and generated a conversion. This view is useful for assessing the overall performance of the communication.

• The “Contacts” view instead shows the behavior of individual recipients: how many contacts received at least one message, how many opened it, clicked it, or completed a conversion action. This helps you better understand how recipients interacted with the communication.

Each numerical value in the funnel is clickable. You can therefore directly access a filtered list of contacts, for example those who opened, clicked, or converted. From the list, you can select one or more contacts and perform actions such as editing a contact field, unsubscribing, suspending, adding them to a static audience, or exporting them in CSV format. This allows you to act directly on the relevant recipients without leaving the report.
 

When a communication generates conversions — such as purchases, downloads, or sign-ups — a dedicated card appears in the summary report, showing the results achieved in relation to the configured goals. For each tracked goal, you can view key metrics such as the total value generated, the number of completed actions (purchases, downloads, etc.), the conversion-to-interaction rate, average value per conversion, number of contacts, average per contact, maximum and minimum value, and the date of the latest conversion. 

 

Each goal is displayed in a separate tab in the "Conversions" card. By clicking "Goal report", you can access an even more detailed view of the conversions generated. This feature lets you connect message effectiveness with actual user behavior, so you can understand not only who clicked, but also who completed the desired action.

The “Clicks” section lets you explore recipient behavior in more detail and understand which content attracted the most attention.

The section includes two reports: the “Click map”, which shows where interactions are concentrated within the communication, and the “Content” report, which lets you analyze the performance of individual elements in detail.

The “Click map” shows a preview of the communication with indicators placed directly on clickable content.

Each indicator represents the percentage of clicks generated by that specific element compared with the total number of recorded clicks. This lets you quickly identify the content that attracted the most attention and assess the effectiveness of the message structure, content placement, and calls to action. Hovering over an indicator displays additional information, such as the percentage of clicks generated and the total number of recorded interactions.

The “Content” report brings together all the information you need to explore the interactions generated by the communication.
The report is organized into four tabs, each dedicated to a different level of analysis.

The “Content” tab lets you analyze the performance of individual elements within the communication.

For each element, you can view metrics such as clicked emails, click rate, and total number of clicks, so you can accurately identify which content generated the highest engagement.

The “Tags” tab aggregates results based on the tags associated with content and provides a concise overview of performance by topic.

This analysis is particularly useful when the communication contains several pieces of content related to the same topic, as it helps you understand which categories generated the most interest among recipients.

The “Service links” tab brings together interactions generated by service links in the communication, such as the web version, audio version, profile editing, or unsubscribe links.

This report lets you monitor the use of service features and understand how recipients interact with the tools available to them.

The “Version” tab compares interactions generated by the different versions of the communication, HTML and TXT.

You can view the distribution of clicks through a dedicated chart or consult the detailed values recorded for each version. 

This analysis helps you understand which version of the message generated the interactions and how recipients consume the content you send.

The “Reading” section brings together reports dedicated to analyzing opens and helps you understand when recipients interact with your emails, how much time they spend reading them, where they interact from, and which tools they use to view them. Here you can find the “Trend”, “Reading time”, “Email client”, “Device” and “Geolocation” reports.

The “Trend” report shows the distribution of opens and clicks over time through a map that combines days and time slots. Highlighted cells represent the times when interactions were recorded, allowing you to quickly identify when the communication generated the highest engagement.

You can switch from the “Clicks” view to the “Opens” view to compare the trends of the two metrics and export the data for further analysis.
This information helps you identify the days and time slots when recipients interact most with your communications.

The “Reading time” report helps you understand how much attention recipients gave to the communication. Opens are divided into extended reading, quick view, and duration not detected, allowing you to distinguish between recipients who spent time on the communication and those who only gave it a quick glance. You can view the distribution of the different reading types or consult their values together with data for opens, clicks, and click rate.

 

The “Email client” report gives you an overview of the software recipients use to open your communications. This analysis is useful for optimizing email design and ensuring the best reading experience on the most commonly used clients.

 

• “Email client”: this report shows which email clients were used to open the message, including mobile apps (e.g. Apple Mail, Gmail app), desktop clients (e.g. Outlook, Thunderbird), and webmail (e.g. Gmail via browser).

  • In the "Distribution" view, you can see a donut chart showing the proportion of opens or clicks by client, helping you understand which tools are most commonly used by your contacts.

  • In the "Values" view, you can see a detailed table showing, for each email client, the number of contacts who opened or clicked and the related percentages, including the Clickers-to-openers rate (the ratio between users who clicked and those who opened).

• “Device”: below the "Email client" report, you can also find the report by device type (e.g. Desktop, Mobile) and operating system (e.g. Mac OS, Windows, iOS, Android). Here too, you can choose between a donut chart and a table view.

The “Geolocation” report shows the geographic distribution of contacts who opened or clicked the communication. You can analyze results by Country, Region, or City, and choose whether to view the distribution of opens or clicks in a chart or consult the complete breakdown of values. This helps you understand which geographic areas generated the most interest in the communication.

 

The “Deliverability” section brings together reports dedicated to email delivery and helps you identify issues that may affect the ability of communications to reach recipients correctly. Here you can find the “Bounce” report, which explores the causes of undelivered emails, and the “Analysis by domain” report, which lets you compare delivery performance across recipient domains.

The “Bounce” report shows which contacts did not receive the message correctly and the reasons why delivery failed. You can explore the data at different levels of detail, from the type of error, such as Hard Bounce, down to the specific cause, such as a non-existent domain.

 

The “Analysis by domain” report lets you analyze communication performance by recipient domain. For each domain, you can compare metrics such as delivery rate, different bounce types, open rate, click rate, unsubscribes, and spam complaints. The color coding applied to the main indicators helps you quickly identify values that may require attention, while the “Values” view lets you examine the recorded volumes in detail.

The “Audience” section lets you analyze communication performance from two different perspectives: you can explore results based on contact characteristics by selecting a specific contact field, or directly compare the audiences involved in the communication. This helps you understand which recipient groups responded best and identify useful differences for optimizing targeting and content.

By selecting a specific contact field, such as gender, geographic area, or customer type, you can compare opens, clicks, conversions, and unsubscribes across the different field values. This analysis helps you understand how contact characteristics affect communication results and which groups generated the best performance.

Discover how the Breakdown report works

By selecting “Audience comparison”, you can directly compare the audiences involved in the communication. You can view the distribution of emails sent across the different audiences and compare their main performance metrics, such as delivery rate, open rate, click rate, and conversion rate, either through a chart or by consulting the detailed values.

If the communication uses multiple sending channels, the report displays a dedicated tab for each channel, for example “Email” and “SMS”.

Each tab includes its related funnel and all dedicated reports, with channel-specific metrics such as sent, delivered, opens, clicks, and conversions, where applicable. This lets you compare and analyze each channel's performance separately while maintaining a complete view of the communication.

The communication insights are the starting point for understanding what happened after sending: how many people received, opened, clicked, converted, or reported your message. But that's not all: they are also useful for analyzing behavior, segmenting results, and identifying insights to optimize future sends.

Every communication sent with magnews generates a detailed report that brings together all the information you need to assess its effectiveness.