The communication insights are the starting point for understanding what happened after sending: how many people received, opened, clicked, converted, or reported your message. They are also a useful tool for analyzing behavior, segmenting results, and gaining insights to optimize future sends.
Every communication sent with magnews generates a detailed report that collects all the information you need to evaluate its effectiveness.
Where can you find communication reports?
You can view a list of all sent communications and their reports by going to Insight > Communications.
This list allows you to 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.
Performance summary: everything at a glance
The “Summary” section provides an overview of the communication’s main results.
Email: quickly identify the communication being analyzed
The “Email” card allows you to quickly identify the message the report data refers to. It shows a preview of the communication and key details such as the subject, sender, preview text, date of the first send, and the journey the communication belongs to.
Email performance: monitor the journey from sending to conversion
The main KPIs and values are shown 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 evaluating the overall performance of the communication.
The “Contacts” view shows the behavior of individual recipients: how many contacts received at least one message, how many opened or clicked it, and how many completed a conversion action. This helps you better understand how recipients interacted with the communication.
Every numerical value in the funnel is clickable. You can therefore open the filtered contact list directly, for example, contacts 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.
Conversions: measure the tangible results of your communications
When a communication generates conversions — such as purchases, downloads, or subscriptions — a dedicated card also 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, and so on), the conversion-to-interaction rate, the average value per conversion, the number of contacts, the average per contact, the maximum and minimum values, 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 even more detailed information about the conversions generated. This feature allows you to connect message effectiveness with actual user behavior, so you can understand not only who clicked, but also who completed the desired action.
Clicks: discover which content generated the most interest
The “Clicks” section allows you to explore recipient behavior in greater depth 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”, which allows you to analyze the performance of each element in the communication in detail.
Click map: where did your recipients click?
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 allows you to quickly identify the content that attracted the most attention and evaluate the effectiveness of the message structure, content placement, and calls to action. Hover over an indicator to view additional information, such as the percentage of clicks generated and the total number of recorded interactions.
Content: analyze the performance of individual content items
The “Content” report collects 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.
Content
The “Content” allows you to analyze the performance of each element in the communication.
For each element, you can view metrics such as clicked emails, click rate, and total clicks, so you can accurately identify which content generated the most engagement.
Tag
The “Tag” tab aggregates results based on the tags associated with the content and provides a concise view of performance by topic.
This analysis is particularly useful when the communication contains several content items related to the same topic, as it helps you understand which categories generated the most interest among recipients.
Service links
The “Service links” tab collects interactions generated by service links in the communication, such as the web version, audio version, profile update, or unsubscribe link.
This report allows you to monitor the use of service features and understand how recipients interact with the tools available to them.
Version
The “Version” tab compares the interactions generated by the different versions of the communication: HTML and TXT.
You can view click distribution in a dedicated chart or review 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.
Reading: discover how and when your communications are read
The “Reading” section contains reports dedicated to open analysis and helps you understand when recipients interact with your emails and which tools they use to view them. Here you can find the “Trend”, which shows how opens and clicks change over time, and the “Email clients” and “Devices”, which help you analyze the software, devices, and operating systems used by recipients.
Trend: analyze when opens and clicks occur
The “Trend” 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 and allow you to quickly identify when the communication generated the most engagement.
You can switch from the “Clicks” 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.
Email clients: discover which tools are used to read your emails
The “Email clients” report provides an overview of the software recipients use to open your communications. This analysis is useful for optimizing email design and providing the best reading experience on the most commonly used clients.
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“Email clients”: this report shows which email clients were used to open the message, including mobile apps (for example, Apple Mail or the Gmail app), desktop clients (for example, Outlook or Thunderbird), and webmail services (for example, Gmail in a 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, which is the ratio between users who clicked and users who opened.
“Devices”: below the “Email clients” report, you can also find a report by device type, such as desktop or mobile, and operating system, such as macOS, Windows, iOS, or Android. In this case as well, you can choose between a donut chart and a table view.
Deliverability: identify delivery issues
For each sent communication, you can view the “Bounces”, designed to help you monitor email delivery issues. This section clearly shows which contacts and domains did not receive the message correctly and the reasons why delivery failed.
You can explore the data at different levels of detail, from the error type, such as a hard bounce, to the specific cause of the issue, such as a nonexistent domain. For each selected bounce type, a dedicated report also shows the affected domains and their bounce rates, allowing you to quickly identify recurring delivery issues.
Audience: analyze results by contact segment
The “Audience” section allows you to analyze communication performance based on a specific contact field, such as gender, geographical area, or customer type. By selecting the parameter you are interested in, you can compare opens, clicks, conversions, and unsubscribes across different recipient groups and identify those that respond best to your communications. This analysis helps you understand the behavior of different audience segments and optimize the targeting and content of future communications.
Learn how the Breakdown report works.
Reports for your multichannel communications
If the communication uses multiple sending channels, the report displays a dedicated tab for each channel, for example “Email” and “SMS”.
Each tab includes the corresponding funnel and all dedicated reports, with channel-specific metrics such as sent, delivered, opens, clicks, and conversions, when available. This allows you to compare and analyze the performance of each channel separately while maintaining a complete view of the communication.