This article...

Describes the Details tab in the Mailing Activity Report, which tracks recipient actions and web interactions.
Explains how the Details tab provides granular data compared to the Key Metrics tab.
Details customizable report grids and management options.
Discusses various report types: recipients, non-delivered (bounces), opens, clicks, and web tracking.

The Details tab of the Mailing Activity Report (MAR) provides a variety of reports that are related to the message recipients and the actions that they took (such as opened, clicked, shared, and opted out). There are also web-tracking metrics based on purchases and other interactions.

This article describes the reports, as well as the management options that are available on the page.

Access the Mailing Activity Report

Navigate to Messages > List.
Click the down arrow to the right of the page title and select Sent.

Click a message to select it, and then click Track.

Data availability

The data on the Details tab is available for 90 days from the date the mailing was sent.

NOTE: Higher Logic recommends that you export the report (click the Export button above the list) and store it on your preferred device if you want to preserve the data for future analysis.

Details tab vs Key Metrics tab

Some of the reports on the Details tab offer greater detail than the more high-level information available on the Key Metrics tab. For example:

On the Key Metrics tab, the Non-Delivered rows show that there were 18 soft bounces and 19 hard bounces.

While this information is useful — and perhaps all you really need — consider:

On the Details tab, the Non Delivered > Bounces report lists all 37 of those bounces PLUS the email addresses and statuses of the recipients, and any other available fields that you want to include.

TIP: Use the column chooser (described in the next section) to add and remove columns in the reports on the Details tab for more customized data.

Reports panel

The Reports panel is the gateway to the Mailing Activity Report's "details" reports.

NOTES: The available reports in any given account are dependent on your account's unique settings.

To access the reports:

In the Reports panel, click the + sign next to a report category to expand the category and access its reports, as shown below; click the – sign to collapse the category.
Click a report title to have its data populate the section to the right.

Display exceptions

The majority of these reports display as customizable grids in the right part of the interface. There is one exception in the Opens category:

The Email Client Type Usage report displays as a pie chart with percentage callouts. Hover on a percentage callout to see the numeric value, as shown with Web Browser (a count of 1) below.

Email client types

The email client data that Higher Logic Thrive Marketing Professional (Thrive Marketing Professional) reports on are:

Mobile Device - All mobile devices (tablets, smartphones, etc.) of all manufacturers.
Desktop Software - All desktop-based email client applications, such as Microsoft Outlook and Mozilla Thunderbird.
Web Based Email - All web-based email applications, such as Hotmail and Gmail.
Web Browser - All browsers (Firefox, Chrome, Safari) that are used to view the web-based email.
Uncertain - Any email client application this does not fit in any of the above classifications or is, for some reason, unclassifiable (as in the case of a customer blocking data-collection).

Print & download

This report has a "hamburger" menu which, when clicked, has the following print and download options. Use these to save a copy of the graphical representation of the report that displays on the page.

Manage the reports grid

All of the reports (except the Email Client Type Usage report) display as customizable grids. Above each grid there are options that you can use to manage (e.g., filter, add/remove columns, and export) the report data.

TIP: Click a column header to sort on that column; click again to reverse the sort order. Small up and down arrows appear and indicate which column is being sorted and the order.

Management options

The following table describes the options that you can use to customize and manage the report results.

NOTE: Not all of these options are available for all reports.

TIP: Click any populated row to open the Subscriber popup.

Option	Click to...
Search	Open a report-specific popup. Click the dropdowns to select your criteria and click Find.
Reset	Clear any filters and/or search criteria that you have applied and restore the original list.
Columns	Open the column-chooser popup. Add and remove columns; drag to reposition them; click Ok to save and exit.
Export	Export the top-most 5,000 rows of the report to Microsoft Excel (click Download Excel File in the popup). NOTE: If the report exceeds 5,000 rows, the system displays a popup message with an Email the file button. Click the button to receive an email with the password-protected file. In the next popup, note the password.
Target	Open a popup and create a Target Group "on the fly".
Filter	Open a popup. Click the dropdowns to filter by Folder and/or Target Group.
Unsub	Unsubscribe the selected recipients; click OK at the confirmation prompt. NOTE: This option is unique to the Bounces report and activates only when at least one record is selected.

The sections that follow describe each of the reports, by category. The descriptions are intentionally high-level to keep them brief; the columns and data that display for each report depend the report's default configuration.

TIP: Remember to use the column chooser to add and remove metrics to customize the reports.

Recipients reports

All - Lists the email addresses to which the message was sent. This report shows subscriber status, whether the message was successfully delivered, as well as whether it was opened and internal links were clicked.
Suppressed - Lists the email addresses of anyone who was not sent this message based on a suppression rule.
Recency - Lists the email addresses to which the message was sent over the past 7 days.
Score - This report provides an engagement score on each message. It's purpose is to show recipient-level engagement for each of your messages based on their recorded interactions.
Unsubscribes - The email addresses of those who unsubscribed from all messages upon receiving this message.
ISP Complaints - Lists the email addresses of those who marked the message as spam, leading to an automated report (complaint) sent from an Internet Service Provider (ISP).
Challenge/Responses - A Challenge/Response typically occurs when the recipient's mail server has a workflow that automatically sends a "challenge" back to the sender's mail server and requires some validation (a response) before the email is accepted by the recipient’s mailbox. These events are recorded and surfaced in this report so you can see which contacts’ systems issued such a challenge for a given mailing.
Opt-Outs - Lists the email addresses of those who chose to opt out of receiving messages from your Thrive Marketing Professional account.
Major Domains - Shows how many messages were sent to each major domain.

Non Delivered reports

Bounces - The email addresses that triggered a "bounce" upon receiving this message.
Repeated - Lists the email addresses of recipients whose email addresses are flagged as repeat bouncers, meaning they have hit system-defined bounce thresholds and are automatically suppressed from future sends; these non-deliveries are tracked for the specific mailing under the MAR’s Non-Delivered metrics.
Domain Blocks -Lists the domains that blocked delivery of the message. This generally happens because of spam filtering by the ESP or from domains being blocklisted based on poor sender reputations.

Opens reports

All - Lists the email addresses of those who opened the message. This report shows the open date, as well as the recipient's country, email client, and duration of viewing.
Unique - Lists the email addresses associated to "unique opens" of the message. This represents the number of distinct recipients who opened the message at least once, regardless of how many times they opened it. For example, if 100 emails are sent and 50 unique individuals open them, the unique open count is 50, even if some people opened the email multiple times. This metric is crucial for understanding audience engagement and accurately measuring the effectiveness of an email campaign.
Time Profile - Displays a graph showing the opens, by hour, after the message's send date.
Duration (MD1 only) - Shows the length of time the connection (created when a recipient opens the email) between the Thrive Marketing Professional server and the recipient’s email client remained active. See the Duration section in Understand Opens, Clicks, & Forwards.
Email Client Type - Outlines the type of email client in which the message was opened, helping you understand the usage for each by your recipients.
Desktop Clients - Breaks down the message opens by desktop email client. A desktop client is a software application installed directly on your computer to manage emails. Unlike webmail, which is accessed via a web browser, a desktop client functions as a standalone program
Mobile Clients - Breaks down the message opens by mobile email client. A mobile client is a software application installed on a mobile device (phone or tablet).
Web Clients - Breaks down the message opens by web email client. A web client (also known as webmail) is a web-based interface that allows you to send, receive, and manage emails directly within a web browser that does not require a standalone application to be installed.
Web Browsers - Breaks down the message opens by web browser.

Clicks reports

NOTE: If a recipient email address displays as red text, that recipient has subsequently been unsubscribed.

All - The email addresses of the recipients who clicked a link in this message and which link. This "All" total derives from a combination of clicking multiple links and/or clicking one link multiple times; each click is counted. Refer to Clicks example below.
Unique - The email addresses of the recipients who clicked at least one link in this message. Refer to Clicks example below.
Link Summary - The link names and URLs in this message that were clicked.

Clicks example

Assume that MESSAGE A contains five links.

Jane opens MESSAGE A and clicks 3 of the links, once each; 3 links clicked a total of 3 times.
Ted opens MESSAGE A and clicks 2 of the links twice and the other 3 links once each; 5 links clicked a total of 7 times.

Combining Jane's and Ted's activity, these reports show:

All clicks = 10 (Jane's 3 + Ted's 7); all clicks of all links by all recipients
Unique clicks = 2 (Jane's click + Ted's click); only the first click of any link by all recipients; i.e., subsequent clicks are not counted.

Web Tracking reports

Website-based activity in this report includes:

activity that was initiated from this email message and
activity from direct visits to a site; (i.e., visits that were not initiated from an email message).

NOTE: This report will display if domain tracking has ever been set up in your account, irrespective of whether the tracked domain is still receiving data or even still exists.

Web-tracking example

John opens a message and clicks a link to access your site. On your site, John clicks a few pages, clicks to watch a video (that is tracked with interaction tracking), and clicks to make a purchase.

This "click activity" is included in this report and in the Web Tracking Reports (available by clicking Web Tracking in the Admin interface left navigation).

NOTE: The dedicated Web Tracking Report does not indicate which email message initiated the web activity.

Report	Data
Page Summary	The pages that were visited from a link-click in this email message.
Interaction Summary	Any interactions that started from a link-click in this email message.
Purchase Summary	Any purchases that started from a link-click in this email message.
Subscriber Summary	The email addresses of the message recipients and their activities on a site from a link-click in this email message.
Subscriber Page Detail	The email addresses of the message recipients and details about their page visits on a site from a link-click in this email message.
Subscriber Interaction Detail	The email addresses of the message recipients and details about any web-page interactions on a site from a link-click in this email message.
Subscriber Purchase Detail	The email addresses of the message recipients and details about any purchases on a site from a link-click in this email message.

Viral reports

NOTE: These reports (and the associated functionality/options) are unique to Mailing Designer 1 (MD1).

Report	Data
Social Sharing	The email addresses of the recipients who shared this message on a social-media site by clicking a button in a story that was inserted in the message.
Sharing Summary	The social-media sites on which this message was shared.
Mailing Social Posts	The number of clicks to automatically share a link to the web version of the message on social-media sites.

Details Tab