Blueshift 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 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. 

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.

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
  • 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, 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.



Campaign Performance Reports

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

Recommended Item Reports

Compare recommendations performance by items or by recommendation blocks. 

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  
Campaigns x x
Campaign Author x  
Campaign Segment x x
Campaign Status x  
Campaign Type x  
Campaign Trigger x x
Channel x x
Recommendation x x
Recommendation Block   x
Template x x
Opened By x  
SMS Type x  
Campaign Tags x  
Item ID   x
Product UUID   x

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.

View Reports

Go to Insights > Reports in the left navigation to view all your reports.

Use the action menu to View, Edit, Clone, or Remove the report.


Click a report to view the chart and the metric comparison table. 

  • Click Edit to edit the report.
  • You can also Download the report in .CSV format.

Add a report

To add a report, go to Insights > Reports in the left navigation. Click +REPORT.

  1. Specify a name for the report. 
  2. Select the Report Type as Campaign Performance or Recommended Items.
  3. Select a metric for this report and configure the report as required. 
  4. Select the Chart type.
  5. Click Save.

You can now see the report that you created on the Insights index page and click on it to check the campaign performance.

Metric Ordering

You can customize the order in which metrics are listed in your Insights reports and on the Campaign dashboard screen. 

Caution: Any change that you make is global for your account and will impact what other users see. Moreover, this change is applied to all Insights reports and the Campaign dashboard, both on the UI and in any report that you download from the UI.

To edit the Global report configuration, complete the following steps:

  1. Go to Insights > Reports and click the gear icon.
  2. Drag and drop the metrics to change the order in which core metrics, custom goals, and compound metrics appear on the UI.

Note: Using the Global report configuration you can set the order in which the different metrics are displayed in a report. However, whether a metric is displayed in a specific report or not is determined by the configurations for the individual report.


Data retention policy

Blueshift's fair use policy sets forth Blueshift’s expectations for the fair use of our systems in order to protect the integrity and stability of our service. Exceeding these limits will incur additional costs. The data retention policy outlines how event data is indexed for segmentation. For more information, see Fair use and Data retention policy.

Data retention for campaigns

Blueshift retains campaign data for reporting purposes for the following time:

  • Hourly data for the last 13 months.
  • Daily data for anything older than 13 months.


Consider that Campaign A, Campaign B, and Campaign C are launched.

  • Campaign A - Messages Sent: 10 users at 10:15 AM, 10 users at 10:30 AM, and 15 users at 11:15 AM.
  • Campaign B - Messages Sent: 20 users at 10:45 AM.
  • Campaign C - Messages Sent: 10 users at 11:05 AM, 10 users at 11:10 AM.

Reporting data is stored as follows:

  • Hour 10AM - 11AM: Campaign A: 20 sends, Campaign B: 20 sends.
  • Hour 11AM-12 PM: Campaign A: 15 sends, Campaign C: 20 sends.

Hourly data that is older than 13 months is aggregated and saved as Daily data. So after 13 months, the reporting data will be stored as follows:

  • Day N: Campaign A: 35 sends, Campaign B: 20 sends, Campaign C: 20 sends

Data retention for recommended items

Blueshift retains recommended item data for the last 30 days.

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