Blueshift Campaign Insights Reports give you meaningful insight into campaign performance and the ability to quickly identify areas of improvement across your campaigns. You can create reports for standard high-level metrics or any custom conversion goal and go beyond opens and clicks to get deeper visibility into campaign performance, identify revenue-driving levers and new opportunities to deepen engagement and drive growth. Reports are always updated with the latest customer activity and you can use the up-to-date insights to optimize your campaigns.

You can use Campaign Insights reports to get information on multiple fronts, such as:

  • Monitor how Blueshift campaigns enhance user engagement on your site.
  • Check results of an A/B test.
  • Analyze how campaign performance varies by parameters such as devices, browsers, segments, email service providers, sending domains (adapters), and/or templates.
  • Measure the impact of different features, such as multi-channel vs single-channel, recommendations, campaign time optimizations on the performance of your campaigns.
  • Check out your top performing campaigns, templates, segments, types of campaigns, channels, and so on.
  • Generate reports on the recommended items and the recommendation blocks with the highest sends, clicks, and click through rate.
  • Check which devices and platforms users are viewing your emails on. 
  • For long running campaigns, for example recurring campaigns, filter by execution time to measure how a particular send performed.

Types of Reports

You can create 2 types of reports on the Blueshift platform: Campaign Performance reports and Recommended Items reports

Campaign Performance reports

Analyze how campaign performance varies by parameters such as devices, browsers, segments, email service providers, sending domains (adapters), templates, and more. For long running campaigns, filter by execution time to measure how a particular send performed. 

Recommended Items reports

Understand which are the top recommended items for your customers or the recommended items with the highest clicks or click through rate. You can further dissect this information based on channel, campaigns, segments, templates, recommendation schemes, and so on.


  • If Recommendations are not enabled for your account, you won’t see this option. All reports in your account will be Campaign Performance reports. Contact your account manager to enable recommendations.
  • Recommended items reports include data only from September 1, 2022 onwards.

Out-of-the-box reports

Your account comes with a library of pre-built reports which you can use out-of-the-box or customize based on your requirements. Look for reports where the author is listed as Blueshift Admin. These reports are based on various metrics like sends, clicks, unique clicks, bounces, unsubscribes, and so on. Blueshift provides the following sample reports:

  • Messages Sent In Last 2 Years
  • Opens By Channel
  • Open Rate By ISP
  • Click Rate By Recommendation Usage
  • Click Rate By Send Time Optimization Usage
  • Click To Open Rate By Campaign Type
  • Click Distribution By Web Browsers
  • Unique Clicks By ISP
  • Top Converting Templates
  • Bounces By ISP (Past Week)
  • Campaigns With High Spam Rate

Anatomy of a Report

When you create a report, you can set the following configurations:

  • Name of report
  • Type of report
  • Metric for the report
  • The time duration
  • Group by option
    • Additional sorting options if the selected metric is a  compound metric.
  • Add a customizable filter
  • Compare to specific time period (Time over time analysis)
  • Chart for visualizing data
    • Chart type
    • Time rollup (hourly, daily, weekly, and so on.)
    • Hover over data points to view data values
    • Toggle any series on/off
  • Table - Tabular representation of the results
  • Configurable columns for viewing multiple metrics simultaneously
    • Sort results by column by clicking metric name
  • Download report in CSV format
  • View report in full screen mode


Report Metrics

You can generate a report based on a metric that’s available on the Blueshift platform.

Campaign Performance Reports


  • Core metrics: clicks, orders, and revenue, unsubscribes, bounces, spam reports, journey actions, and so on.
  • Custom goals: app downloads, sign-ups, subscription upgrades, social shares, leads, and any other custom goals set by you.
  • Compound metrics: A compound metric is generated by using a custom formula containing core metrics and custom goals. You can create your own custom metric using a combination of any two core metrics. For example CTOR (click-to-open rate), bounce rates, click rates, average order value, and so on. For more information, see Creat.

Recommended Items Reports

For Recommended Items reports, you can select core metrics sends or clicks or a compound metric that uses send and clicks.


Filter by Time

You can filter reports by specified time periods/date ranges such as last 24 hours, Last 7 days, Today, Yesterday, This week, This month, This year, all-time.

Note: For information about data limits, see Data retention for reporting.


Group By

If you select a feature to Group By, you can set the Limit for the maximum number of groupings to display in the report. For example, if you are grouping by email domains and you set Limit to as 5, then the top 5 email domains will be displayed in the report.



Absolute vs Relative Values

When grouping your results, you can choose between absolute values (i.e. the actual counts) and relative values (i.e. percentages). Simply select the '% Relative' button to view the percentage breakdown or the '# Absolute' button to view the absolute numbers. You can find these selections on the top right corner of the chart next to the chart type selector.

Relative Values.png

Campaign Performance Reports

Compare campaign performance by email domain, browser type, campaign segment, channel, journey action type, recommendation, template, and so on. 

Recommended Item Reports

Compare recommendations performance by items or by recommendation blocks. 


  • To group by Journey Action Type (Delay, Exit, Filter, or Merge), select Journey Actions as the Metric.
  • To group by cloud apps, first select the Channel as the Filter and Cloud Apps as the channel type.

Sorting for Compound Metrics

If you use a compound metric and have selected a Group By option, you can use additional options to filter and sort the results.

  • Sort the results of the report by the numerator, denominator, or the metric itself.
  • If you select the metric to sort the results, you have an additional option to filter the report by using the Threshold filter and Minimum value.

Example 1: Consider that you are using the Open rate compound metric to see how many unique impressions an email has over the total sends. If you select Numerator as the threshold filter and specify its minimum value as 50, that means that you want a minimum of 50 unique impressions across all sends. 


Example 2: Consider that you are using the Click/Delivered% compound metric to see how many clicks an email has over the total delivered. To get a list of the top 10 campaigns by click rate, ignore campaigns that have fewer than 1000 sends.


Customizable filters

Filter by authors, campaign types, channels, segments, status, and tags, and so on, to analyze the impact of selected metrics on campaign performance.

For recommended items reports, you can also filter the results by recommendation block name to compare the performance of one recommendation block to another.


  Campaign Performance reports Recommended Items reports
Adapter x  
Campaign Author x  
Campaign Segment x x
Campaign Status x  
Campaign Tags x  
Campaign Trigger x x
Campaign Type x  
Campaigns x x
Channel x x
Execution Time x  
Item ID   x
Journey Action Type x  
Opened By x  
Product UUID   x
Recommendation x x
Recommendation Block   x
SMS Type x  
Template x x


  • To filter by Journey Action Type (Delay, Exit, Filter, or Merge), select Journey Actions as the Metric.
  • To filter by cloud apps, select the Channel filter first and then select Cloud Apps as the channel type.

Filter by Execution time

When you use the Filter by Time option in your campaign analytics, it shows you all the stats for that specific time period. However, if you are looking at a long running campaign and you analyze a short timeframe, you might notice some percentages, like unique open rates or unique click rates, appearing to be higher than 100%.

In such cases you can use the filter by execution time feature. This feature helps you focus on how the campaign performed during a particular execution. The resulting report only displays metrics (like opens, clicks, bounces) that originated from a campaign execution within the selected window. It excludes metrics from campaign executions outside that time window, even if they occurred in the same overall time period.

The execution time uniquely ties all the downstream engagement stats to the message send. Hence it can help you distinguish engagement stats from two different executions of the same campaign.

Note that execution time and send time are not exactly the same.

  • For event triggered campaigns, execution time is approximately the same as the send time. Hence it differs for every trigger in the campaign.
  • For segment based campaigns, it is the time when Blueshift executes the logic to evaluate whether a user qualifies for a campaign.
    • For one time and recurring campaigns, the execution time should be very close in value to the send time unless features like dayparting, execution time optimization, rate limits, and so on, are enabled for the campaign, which may cause the send time to be later than the execution time.
    • For segment triggered campaigns, the execution time is the time when a customer qualified for a campaign. The execution time is thus the same for all triggers in the journey for a given user, unless the user re-qualifies for the journey. This means that if a journey has multiple touch points spanning multiple days, the send time can be vastly different than the execution time.


  • You can filter goal events by execution time for events that occurred after Feb 2024. For all other campaign stats, you can use execution time filters for data after Aug 2023.
  • Filter by execution time is supported for push and in-app messages on Blueshift iOS SDK v2.4.3 onwards and Blueshift Android SDK v3.4.5 onwards.

Compare to

Compare insights from the selected time to a different time period for a time over time analysis.

You can create time over time analysis reports to compare with the following time periods:


Types of Charts

You can customize the report visualization. You can select from various types of charts based on the type of report, selected metric, and report configurations. Select from Pie, Line, Bar, Column, Area, Single metric summary (summary for the metric for the report), or the Multiple metric summary (displays the summary for all the metrics selected for the comparison table).

Report Type Metric Type Group By Overall/Daily Chart Type
Campaign Performance Core metric
custom goal
No grouping Overall
  • Single metric summary
  • Multiple metric summary
Campaign Performance Core metric
custom goal
No grouping Not Overall
  • Column
  • Line
Campaign Performance Core metric
custom goal
Yes Not Overall
  • Pie
  • Line
  • Bar
  • Column
  • Area
Campaign Performance Compound metric No grouping Overall
  • Single metric summary
  • Multiple metric summary
Campaign Performance Compound metric No grouping Not Overall
  • Column
  • Line
Campaign Performance Compound metric Yes Not Overall
  • Line
  • Bar
  • Column
Recommended Items Core metrics (Send/Clicks) N/A Not Overall
  • Pie
  • Line
  • Bar
  • Column
  • Area
Recommended Items Compound metric (based on sends and clicks) N/A Not Overall
  • Line
  • Bar
  • Column

Use the checkboxes in the legend to toggle data series on or off.


Metric comparison table

Use the table to compare the selected metric with other metrics you want to analyze. 

Campaign Performance Reports

In Campaign Performance Reports, you can plot multiple metrics next to each other.

Click Configure Columns to add or remove columns from the table. 


Recommended Item Reports

The table shows the sends and clicks metrics. If you have configured a compound metric based on sends and clicks, that metric is also displayed in the table.

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