# Reports

> Every sent campaign has its own report: how many people opened and clicked, who unsubscribed, which links they clicked and where they read the email.

Every sent campaign has its own report: how many people opened and clicked, who unsubscribed, which links they clicked and where they read the email. On the **Custom reports** page you can also compare several campaigns, by campaign or over time.

## Opening a report

Open **Campaigns** in the left menu and stay on the **Sent** tab. Each campaign card shows the four key numbers (**Recipients**, **Opened**, **Clicked**, **CTOR**) and a **View report** button. Clicking the campaign name opens the report too.

![The Sent campaigns list with the View report button](https://docs.uptools.io/_astro/05-reports-sent-list.BRHeP583_26o8sB.webp)

The report is there as soon as sending starts, so you can follow a campaign that is still going out. The header shows when the campaign was sent and its type (for example **Regular** or **A/B split**).

> **Good to know**
>
> - The last campaign card on the **Dashboard** has a **View report** button as well.
> - Automation emails have their own reports, covered in the [Automations](https://docs.uptools.io/echo/user-guide/automations/) chapter.
> - If your role only includes reports (for example **Viewer**), the **Campaigns** page shows only the **Sent** tab.

## The report tabs

The tabs at the top of a report always come in the same order. Some tabs appear only when they apply to the campaign.

| Tab | What it shows |
|---|---|
| **Overview** | The key metrics, the first 24 hours chart, reading environment, email clients, top links, unsubscribe reasons and recipients. |
| **Auto resend overview** | Auto resend campaigns only: the first and the second email side by side. |
| **A/B split** | A/B split campaigns only: the results of each version and the winner. For a multivariate test the tab is called **Multivariate**. |
| **View email** | The details of the email that was sent, its preview and the click map. |
| **Subscriber activity** | Per subscriber: who received it, who opened, who clicked, who unsubscribed and whose address bounced. |
| **Link activity** | Every tracked link in the email with its clicks. |
| **Responses** | Only when the email has a survey, quiz or event block: the answers that came in. |
| **Location data** | Opens and clicks by country, on a map and in a table. |

## What the numbers mean

Echo compares every rate with **Total sends**, the number of emails that actually went out. The exception is **Click to open rate**, which compares with the openers.

| Metric | What it means |
|---|---|
| **Opens** | How many subscribers opened the email at least once. Someone who opened it several times counts once. |
| **Open rate** | Openers divided by **Total sends**. |
| **Clicks** | How many subscribers clicked at least one link in the email. Someone who clicked several times counts once. |
| **Click rate** | Clickers divided by **Total sends**. |
| **Click to open rate** | Clickers divided by openers (shown as **CTOR** in the list). It tells you how many of the people who opened went on to click. |
| **Unique** and **Total** | Where both appear (for example **Unique clicks** and **Total clicks**), unique counts subscribers and total counts every single open or click. |
| **Total sends** | How many emails actually went out. |
| **Deliveries**, **Delivery rate** | How many emails the receiving servers confirmed as delivered, and what share of total sends that is. |
| **Hard bounces** | How many addresses can't receive email at all. These addresses become **Bounced** and go on the suppression list. |
| **Soft bounces** | How many emails were temporarily not delivered, for example because the mailbox was full. |
| **Spam complaints** | How many recipients marked the email as spam in their mail app. |
| **Unsubscribed** | How many recipients unsubscribed from this email. |
| **Forwards** | How many times the email was forwarded with the forward link in the email. |

> **Good to know**
>
> - Apple Mail's privacy feature can download the email on the recipient's behalf. These opens count as opens, but the device is unknown, so on the **Reading environment** card they show up as the **Unknown** bar.
> - If someone clicks a link without their mail app reporting an open, the click counts as an open too. That way **Click to open rate** can never go above 100%.
> - If the same subscriber opens the email or clicks the same link again within 10 seconds, it counts once.
> - Subscriber statuses and the bounce rules are explained in the [Subscribers](https://docs.uptools.io/echo/user-guide/subscribers/#subscriber-statuses) chapter.

## How to read the Overview tab

1. Open the campaign's report. The **Overview** tab opens.
2. The **Engagement** and **Deliverability** sections at the top show the key numbers.

   ![The Pumpkin season (EN) report on the Overview tab](https://docs.uptools.io/_astro/05-reports-overview.n8js6nDE_253EWs.webp)

3. To see other metrics, click **Set metrics** in that section, tick the metrics you want and click **Save**.

   ![The Set Engagement metrics window](https://docs.uptools.io/_astro/05-reports-set-metrics.CFLpt9Rf_1UW6IO.webp)

4. The **Opens and clicks for the first 24 hours** chart shows unique opens and unique clicks hour by hour, starting from the sending hour. **Export** and **Export for Excel** save the hourly data as a CSV file.

   ![The first 24 hours chart](https://docs.uptools.io/_astro/05-reports-first-day.BqbR5Oki_Z11rnCH.webp)

5. The **Reading environment** card shows what share of opens happened in webmail, desktop mail apps or on mobile. The **Top email clients** table lists the ten most used email clients.

   ![The Reading environment and Top email clients cards](https://docs.uptools.io/_astro/05-reports-environment.jqJrqWS5_Z2n4zY1.webp)

6. At the bottom, the **Link activity** card shows the top links, **Unsubscribe reasons** shows what people chose when they unsubscribed, and **Recipients** shows who the campaign went to.

   ![The Link activity, Unsubscribe reasons and Recipients cards](https://docs.uptools.io/_astro/05-reports-links-reasons.C-QarzdU_Z1P26Jk.webp)

> **Good to know**
>
> - Echo remembers your **Set metrics** choice and shows the same metrics in every campaign report for you. Your teammates keep their own choice.
> - The first 24 hours chart and its CSV use the hours of the account's time zone.
> - Subscribers pick an unsubscribe reason when they unsubscribe. Those who don't pick one are counted under **No reason given**. The [Settings](https://docs.uptools.io/echo/user-guide/settings/) chapter describes which reasons they can choose from.

## How to see what each subscriber did

The **Subscriber activity** tab shows what happened with the email for each recipient. This is also where you find the unsubscribes, bounces and spam complaints.

1. Open the **Subscriber activity** tab of the report.
2. Click one of the buttons at the top to filter the list: **All**, **Opened**, **Clicked**, **Forwarded**, **Unopened**, **Unsubscribed**, **Hard bounce**, **Soft bounce** or **Spam complaints**. The number in brackets tells you how many subscribers are in it.
3. To find one address, type it into the **Search by email** field.
4. Click the **Subscriber**, **Opens**, **Clicks** or **Opened** column header to sort the list.

![The Subscriber activity tab with the Clicked filter](https://docs.uptools.io/_astro/05-reports-activity.CLupO0oh_Z2njSge.webp)

**Columns and export**

Use **Columns** to choose which details show (for example **Status**, **Sent**, **Clicked**, **Location**). Your subscriber fields can be columns too. **Export CSV** and **Export CSV for Excel** download the subscribers that match the current filter and search, with the columns you chose.

**Copy to group**

If you want to send the clickers a separate email, put them in a group:

1. Pick the filter (for example **Clicked**).
2. Click **Copy to group**.
3. Choose the group in the **Group** list and click **Copy**.

![The Copy to group window](https://docs.uptools.io/_astro/05-reports-copy-to-group.CZP9qKUO_1tYV30.webp)

> **Good to know**
>
> - Deleted and forgotten subscribers aren't listed, so the numbers can be lower than on the **Overview** tab.
> - Exports are available to users with the Administrator role only. **Copy to group** needs permission to manage subscribers.
> - All emails and clicks of one subscriber are in the **Activity** part of their profile. See the [Subscribers](https://docs.uptools.io/echo/user-guide/subscribers/#how-to-view-and-edit-a-subscriber-profile) chapter.

## How to see which links were clicked

1. Open the **Link activity** tab of the report. Every tracked link shows its **Unique clicks**, **Total clicks** and **Click rate**. Here the click rate is the number of people who clicked that link as a share of **Total sends**.

   ![The Link activity tab](https://docs.uptools.io/_astro/05-reports-links.U9JJJ7HS_Z1TMipl.webp)

2. To see who clicked a link, click the number in the **Unique clicks** column. The **Who clicked** window opens with the subscribers, their number of clicks and the time of their **Last click**.

   ![The Who clicked window](https://docs.uptools.io/_astro/05-reports-clickers.DLS9i84y_1XMrei.webp)

3. To see on the email itself where people clicked, open the **View email** tab and click **Click map**. A label appears next to every link with its unique clicks and click rate.

   ![The email preview with the click map on](https://docs.uptools.io/_astro/05-reports-click-map.oUfw6uEN_Z1ixlEQ.webp)

> **Good to know**
>
> - **Export** and **Export for Excel** save the links table as a CSV file. **Export CSV** in the **Who clicked** window saves the clickers of that link, and it needs the Administrator role.
> - If the email content was changed after sending and the links no longer match, the click map shows without labels, and a message tells you why.
> - The **View email** tab also shows the subject, preheader, sender and reply-to address. The **Preview URL** is the address of the email's browser version. Use **Copy** to send it to anyone who wants to see the email. The report numbers are not visible at that link.
> - In the preview and the click map, personalized parts such as `{$name}` show your own name and email address, not a subscriber's.

## How to see where the email was read

Open the **Location data** tab of the report. On the **Opens by country** map a darker colour means more opens. Next to it, the **Countries** table shows opens, clicks and the share of opens for each country.

![The Location data tab with the map and the Countries table](https://docs.uptools.io/_astro/05-reports-locations.dTy094Mn_Z25wzuU.webp)

> **Good to know**
>
> - The country comes from the subscriber's profile, not from where they opened the email. Subscribers without a country in their profile are counted under **Unknown**.

## How to read an A/B test

An A/B split campaign's report has its own **A/B split** tab. In the example, the **Nyári öntözés A/B teszt** campaign tried two subject lines.

1. Open the **A/B split** tab in the report of the A/B split campaign.
2. A sentence at the top tells you where the test stands, for example **Version B won automatically.**
3. The table shows one version per row: **Version details** says how they differ, followed by **Sent**, **Opened**, **Clicked**, **CTOR** and **Unsubscribed**. The winning version has the **Winner** label.
4. The **Winner sent to the rest** row shows how the winning version did with the rest of the list.
5. To see a version's content, click **View version …** at the end of its row.

![The A/B split tab with two versions and the winner](https://docs.uptools.io/_astro/05-reports-ab.BW5a7Y6-_Z2f3HeH.webp)

**While the test is running**

While the test is still running, **Pause test** stops the automatic choice of the winner, and **Resume test** starts it again. With **Choose as winner** you can pick the winner yourself. The rest of the recipients then get that version straight away, and this can't be undone.

> **Good to know**
>
> - The open and click rates on this tab are for each version's test group. The **Link activity** tab also counts the winner's send to the rest, so a version's link rates there can differ.
> - Setting up an A/B split is covered in the [Campaigns](https://docs.uptools.io/echo/user-guide/campaigns/) chapter.

## How to see survey, quiz and event answers

When the email has a survey, quiz or event (RSVP) block, the report gets a **Responses** tab. Each block has its own card with the question, its type, the number of answers and a chart.

1. Open the **Responses** tab of the report.
2. The chart shows how many times each answer was given.
3. To see who answered what, click **Respondents**. Use the **Answer** list to filter to one answer, and **Load more** to load older answers.
4. To download every answer, click **Export all answers (CSV)**. The export has everyone who answered the question, whatever the filter.

![The answers of the autumn survey with the respondents list](https://docs.uptools.io/_astro/05-reports-responses-survey.Cyno3q3w_Z2gTv4l.webp)

For a quiz, the card also shows how many people answered correctly (**Right answers:**), and the respondents list marks the right answer with ✓.

![The Garden quiz answers with the share of right answers](https://docs.uptools.io/_astro/05-reports-responses-quiz.06ctwyte_SkoQl.webp)

For an event, the answers are the replies to the invitation, in the example the **Igen**, **Talán** or **Nem** (yes, maybe, no) replies to the workshop invitation.

![The replies to the online compost workshop invitation](https://docs.uptools.io/_astro/05-reports-responses-event.Ribikfoo_2m3gKe.webp)

> **Good to know**
>
> - The respondents list needs permission to view subscribers, and the export needs the Administrator role.
> - For an A/B split campaign, the card also has an **Answers by version** table, so you can compare the versions' answers.
> - Right answers use the verdict recorded when each answer came in. If the quiz's right answer is changed after sending, earlier verdicts stay as they were.

## How to download or print a report

1. Open the campaign's report.
2. Click **Actions** in the top right corner.
3. Choose **Download report** to save the key numbers in a CSV file, or **Print** to print the open tab (or save it as a PDF from your browser's print window).

![The report's Actions menu](https://docs.uptools.io/_astro/05-reports-actions.BQ8Vezoz_1DMQqP.webp)

**Duplicate** creates a copy of the campaign as a draft, for when you want to send a similar email again.

> **Good to know**
>
> - The **Download report** CSV file has one row with the campaign name, subject, send time (in UTC), recipients, sends, deliveries, opens and clicks, the rates, unsubscribes, bounces and spam complaints.
> - To download several campaigns in one file, tick them in the **Sent** list and click **Download reports (…)**. A campaign card's three-dot menu also has **Download report** and **Print report**.
> - **Duplicate** needs permission to manage campaigns.

## How to create a custom report

A custom report shows the numbers of several campaigns in one table and chart. You can save its settings and come back later for fresh numbers in one click.

1. Open the **Campaigns** page and click **Custom reports** in the top right corner. This page lists your saved reports.
2. Click **Create report**.

   ![The Custom reports page with the saved reports](https://docs.uptools.io/_astro/05-reports-custom-list.d7U4o6qv_Z1F0P4y.webp)

3. Give the report a name in the **Report name** field.
4. In the **Group by** list, choose what one row of the table is: **Campaign**, **Campaign type**, **Groups**, or a period of time (**Day**, **Week**, **Month**, **Quarter**, **Year**).
5. In the **Period** list, choose the period (**Last 7 days**, **Last 30 days**, **Last 90 days**, **Last 12 months**), or choose **Custom period** and set the first and last day.
6. Under **Metrics**, tick the columns of the table. Under **Show on chart (up to 2)**, tick the two that go on the chart.
7. If you only need some campaigns, use **Filter by** to choose **Campaigns**, **Folders** or **Segments**.
8. Click **Save**.

The report updates right after every change, so you see the result before you save. **Export CSV** and **Export CSV for Excel** download the table.

![The Havi teljesítmény 2026 custom report by month](https://docs.uptools.io/_astro/05-reports-custom-monthly.DB7OzAxs_QcxHE.webp)

> **Good to know**
>
> - Numbers count the activity of the period, and a rate compares it with the emails sent in the same row.
> - With many metrics ticked, if they don't all fit, **More columns** and **Previous columns** appear above the table to page sideways.
> - A custom period can be at most 366 days. The table shows at most 500 rows. To see the rest, narrow the filter.
> - When you group by **Groups**, a campaign sent to several groups counts in full in each of them, so the rows can add up to more than the **Total** row.
> - The **Segments** filter takes the campaigns you sent to that segment. If you set more than one filter, a campaign has to match all of them.
> - Custom reports count campaigns only, not automation emails.
> - To delete a saved report, use **Delete** in the three-dot menu at the end of its row in the list. Your campaigns and their numbers stay.

## How to compare campaigns

To see which campaign did better, group by campaign and filter to the campaigns you want.

1. On the **Custom reports** page, click **Create report**.
2. In the **Group by** list, choose **Campaign**.
3. In the **Period** list, choose a period that covers the campaigns, for example **Last 90 days**.
4. Under **Metrics**, tick what matters for the comparison, for example **Open rate**, **Click rate** and **Click to open rate**.
5. Under **Filter by**, open the **Campaigns** list and tick the campaigns. The **Search campaigns** field finds them by name.
6. If you'll need it again, click **Save**.

![Three autumn campaigns compared, grouped by campaign](https://docs.uptools.io/_astro/05-reports-custom-compare.BgxhEwOr_ZkbxS.webp)

> **Good to know**
>
> - One report can filter to at most 100 campaigns, 50 folders and 50 segments.
> - To compare all campaigns of a folder (for example **Akciók**), the **Folders** filter is quicker than ticking the campaigns one by one.

## FAQ

**Why is my open rate different from another tool's?**
Echo compares openers with the emails that actually went out (**Total sends**) and counts each subscriber once. Other tools may compare with delivered emails or count every open, so the rates can differ.

**Is Apple Mail inflating my open rate?**
Apple Mail's privacy feature can download emails on the recipient's behalf, and these count as opens. On the **Overview** tab, the **Unknown** bar of the **Reading environment** card shows how many such opens there were. For a firmer signal, watch the **Click rate** and the **Click to open rate**.

**Why is the number on the Subscriber activity tab lower than on the Overview?**
Deleted and forgotten subscribers aren't listed there, but they still count in the campaign's numbers.

**How can I email only the people who clicked?**
On the **Subscriber activity** tab, choose the **Clicked** filter and use **Copy to group** to put them in a group. Then send a campaign to that group as described in the [Campaigns](https://docs.uptools.io/echo/user-guide/campaigns/) chapter.

**Can I share a report with someone who has no access?**
Reports have no public link. Download it with **Download report** in the **Actions** menu, or save a PDF with **Print**. If a teammate needs it regularly, ask the workspace administrator to invite them, for example with the **Viewer** role.