Transactional communications are essential messages in the relationship with your customers: they confirm purchases, track shipments, and notify important activities. Precisely because they are critical, it is important not only to send them, but also to monitor their results.
With magnews, you have access to a dedicated report that allows you to analyze every transactional communication and turn data into concrete insights.
Where to find reports for transactional messages
By accessing the Insight > Transactional section, you’ll find the list of all communications sent with the main performance indicators such as open rate, click rate, conversion rate, last send date, channel used, and related journey.
This list allows you to filter and sort communications by name, date, type, or status, and finally export the entire table so you can analyze the data that matters to you and continuously improve your performance.
By clicking the transactional message you are interested in, you will be taken to the full, detailed report.
By default, a time filter for the last 30 days is pre-applied, but you can change or remove it at any time. The selected range is always visible in the subtitle of each card.
Performance summary: an instant overview
In the "Summary" section, the main KPIs and values are visually represented, grouped into a funnel report. In just a few seconds you can check the delivery rate, number of opens, clicks generated, and the results in terms of conversions. If the communication led to a purchase or a specific action, you will also find the total and average value generated. This way you immediately get a sense of the overall effectiveness of the message.
Every numeric value in the funnel is clickable, and you can act directly on the filtered transactional messages, for example those opened, clicked, or converted.
You can select all messages from the list and apply actions such as: edit of a contact field, unsubscribe, suspend, add to a static audience, or export into a CSV file.
A useful extension to manage targeted messages without leaving the report.
SMS report for your multichannel communications
If the transactional message also (or only) uses the SMS channel, the "SMS" section appears, which includes a dedicated funnel and related reports to analyze the specific metrics of this channel (sent, delivered, clicked, ...).
This way, in the case of multichannel sending, you have a complete and separate view of the performance of each channel.
Conversions: when the message generates value
When a transactional message generates conversions — such as purchases, downloads, or sign-ups — the summary report also displays a dedicated card showing the results achieved in relation to the configured goals. For each tracked goal, you can see key metrics such as conversion rate, number of completed actions (purchases, downloads, etc.), total value generated, and average value per conversion.
Each goal is displayed in a separate tab within the "Conversions" box, and by clicking on the " Goal report" you can access an even more detailed view of the conversions generated. This feature allows you to link the effectiveness of the message with real user behavior, to understand not only who clicked, but also who actually completed the desired action.
Clicks on content: what really worked?
This report allows you to analyze in detail which content generated the most interest, showing the clicks made on the links in the transactional message.
You can view the report in two modes, selectable in the top right corner:
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“Performance” view, where for each content you will see columns for the content name (e.g. Oltremare, Acquafan), the total number of clicks received, and finally the click rate (percentage of emails clicked compared to those delivered) and the conversion rate.
This view is useful to understand which content generated the greatest interaction in percentage terms relative to the total.
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“Values” view, where you will find columns showing the type of element (e.g. link, image), the content name (e.g. Oltremare, Acquafan), the number of unique contacts who clicked on that content (Clicked), and the average number of clicks made by each user who clicked (Clicks-per-clicked).
This view is ideal for identifying content that engaged individual users the most, even multiple times.
Both views give you useful insights to identify the most engaging content, evaluate the effectiveness of calls to action, and reconsider the layout or priority of links in future transactional messages.
You can also export the entire report in CSV format, using the button at the bottom right, for deeper analysis or reporting.
Transactional communication reports are not just a simple summary of numbers, but a strategic tool to deeply understand how customers interact with your messages. Each section helps you read results from a different perspective: from the general overview down to content-level detail. Using them means turning every communication from a simple operational notification into a lever to strengthen customer relationships and generate real value.