Metrics Glossary

Overview

OneSignal records metrics for each step of a message’s journey. This journey starts in OneSignal, moves to a third-party provider, and ends with delivery to the recipient device or inbox. This document is intended to illuminate the different metrics we capture in a message’s lifecycle and how those metrics are represented across the various touch points in the OneSignal ecosystem for each channel. Use these definitions when reconciling numbers between sources or building internal reports. This glossary is broken down by channel. Each section includes the following:

Terms: This is where we establish a common glossary of metrics and their definitions.
Delivery lifecycle: This is where we visually represent the metrics captured at each stage of the delivery journey.
Metrics mapping: This is where we tie metric names across all of the OneSignal touch points.

Channel metrics comparison

Different channels contain different delivery states and user engagement metrics. The table below lists the different metrics for each channel.

Channel	Sent	Delivered	Failed	Rejected	Remaining	Clicked	Opened	Bounced	Read	Unsubscribed	Reported as Spam	Suppressed	Frequency Capped
Push	✅	✅	✅	❌	✅	✅	❌	❌	❌	✅	❌	❌	✅
Email	✅	✅	✅	❌	✅	✅	✅	✅	❌	✅	✅	✅	❌
SMS	✅	✅	✅	✅	✅	✅	❌	❌	✅	❌	❌	✅	❌
In-app	✅	❌	✅	❌	✅	✅	❌	❌	❌	❌	❌	❌	❌
Live Activity	❌	❌	✅	❌	❌	❌	❌	❌	❌	✅	❌	❌	❌

Push terms

Sent: The number of messages successfully sent from OneSignal to the provider.
Total Attempted: The number of messages we attempted to send. This includes messages successfully sent to the push provider and failures. This is a derived metric and is a sum of successes, failures and errors while attempting to send to the provider.
Audience: The number of subscriptions in the targeted segment(s).
Delivered: The number of push subscriptions that are confirmed to receive the notification.
Unsubscribed: The number of push subscriptions that did not receive the message because they uninstalled the app, cleared browser data, or opted out of push and have not opened the app since. We will not attempt to send to these subscriptions in future messages.
Failed: The number of push subscriptions that did not receive a notification because of an error. We will attempt to send to these subscriptions in future messages.
Clicked: The number of clicks on a notification.
Frequency Capped: The number of push subscriptions that the notification was not sent to due to frequency cap settings.

Push lifecycle

Push metrics mapping

Term	Dashboard - Delivery Report Stat Cards	Dashboard - Delivery Report Timeseries Chart	Dashboard - Journey Node Report Stat Card	Dashboard - Journey Node Report Timeseries Chart	Dashboard - Audience Activity	Dashboard - Engagement Trends	View Message(s) API¹	Notifications CSV	Event Streams
Sent	Sent, Delivered	❌	Delivered	Delivered	Sent	Delivered	successful	successful	message.push.sent
Total Attempted	❌	❌	Total Sent	Sent	❌	❌	❌	❌	❌
Audience	Audience	❌	❌	❌	❌	❌	❌	❌	❌
Delivered	Confirmed	Confirmed Delivery	Confirmed	Confirmed	Confirmed Delivery	❌	received	received	message.push.received
Unsubscribed	Unsubscribed	❌	Unsubscribed	Unsubscribed	Unsubscribed	Unsubscribed	failed	failed	message.push.unsubscribed
Failed	Failed	❌	Failed	Failed	Failed	❌	errored	errored	message.push.failed
Clicked	Clicked	Clicks	❌	Clicked	Clicked	Clicked	converted	converted	message.push.clicked
Frequency Capped	Capped	❌	Capped	Capped	❌	❌	frequency_capped	frequency_capped	❌

¹ We also include per-platform metrics in the API for all metrics besides ‘remaining’ (e.g., ios_converted, android_converted).

Email terms

Sent: The number of emails successfully sent to the provider.
Audience: The number of subscriptions in the targeted segment(s).
Delivered: The number of emails confirmed as delivered to subscriptions’ email server.
Failed: The number of emails unable to be delivered to the inbox, excluding bounces. This may include failures reported by the ESP or OneSignal delivery failures.
Suppressed: The number of emails blocked due to prior bounces or spam reports to protect sender reputation. This metric is only recorded for apps configured to use OneSignal email.
Bounced: The number of emails rejected due to invalid addresses, full inboxes, sender reputation, or DMARC issues. These addresses are added to a Suppression List, either managed by OneSignal or a third party ESP.
Reported as Spam: The number of recipients who marked the email as spam. These addresses are added to a Suppression List, either managed by OneSignal or a third party ESP.
Unsubscribed: The number of recipients who opted out of receiving emails.
Total Opens: Total number of times the email was opened, including repeats.
Total Clicks: Total number of times links were clicked in an email, including repeats.
Unique Opens: Count of individual recipients who opened the email. This metric is used with confirmed deliveries to determine open rate.
Unique Clicks: Count of individual recipients who clicked the email. This metric is used with confirmed deliveries to determine click rate.

Why do we differentiate between total and unique clicks or opens? Unique clicks and opens are only counted once per subscriber, regardless of how many times that subscriber opens or clicks the same email. Total clicks and opens track are not unique per subscriber and count every time an email is clicked or opened.

Email lifecycle

Email metrics mapping

Term	Dashboard - Delivery Report Stat Cards	Dashboard - Delivery Report Timeseries Chart	Dashboard - Journey Node Report Stat Card	Dashboard - Journey Node Report Timeseries Chart	Dashboard - Audience Activity	Dashboard - Engagement Trends	View Message(s) API	Notifications CSV	Event Streams
Sent	Sent	Sent	❌	Sent	Sent	❌	platform_delivery_stats.email.successful	successful	message.email.sent
Audience	Audience	❌	❌	❌	❌	❌	❌	❌	❌
Delivered	Delivered	Delivered	Delivered	Delivered	Delivered	Delivered	platform_delivery_stats.email.received	email_delivered	message.email.received
Failed	Failed	Failed	Failed	Failed	Failed	❌	platform_delivery_stats.email.failed	email_failed	message.email.failed
Suppressed	Suppressed	Suppressed	Suppressed	Suppressed	Suppressed	❌	platform_delivery_stats.email.suppressed	❌	message.email.suppressed
Bounced	Bounced	Bounced	Bounced	Bounced	Bounced	❌	platform_delivery_stats.email.bounced	email_bounced	message.email.hardbounced
Reported as Spam	Reported as Spam	Spam	Reported as Spam	Spam	Complained	❌	platform_delivery_stats.email.reported_spam	email_reported_spam	message.email.reported_as_spam
Unsubscribed	Unsubscribed	Unsubscribed	Unsubscribed	Unsubscribed	Unsubscribed	Unsubscribed	platform_delivery_stats.email.unsubscribed	email_unsubscribed	message.email.unsubscribed
Total Opens	Total Opens	Total Opens	Total Opens	Total Opens	❌	❌	platform_delivery_stats.email.opened	email_opened	message.email.opened
Total Clicks	Total Clicks	Total Clicks	Total Clicks	Total Clicks	❌	❌	platform_delivery_stats.email.clicked	email_clicked	message.email.clicked
Unique Opens	Unique Opens	Unique Opens	Unique Opens	Unique Opens	Opened	Opened	platform_delivery_stats.email.unique_opens	email_unique_opens	❌
Unique Clicks	Unique Clicks	Unique Clicks	Unique Clicks	Unique Clicks	Clicked	Clicked	platform_delivery_stats.email.unique_clicks	email_unique_clicks	❌

SMS terms

Sent: The number of messages successfully sent to Twilio.
Total Attempted: The number of phone numbers we attempted to send to. This includes messages successfully sent to Twilio, as well as failures. This is a derived metric and is a sum of successes, failures and errors while attempting to send to the provider. This is a subset of the audience, as it does not include suppressed messages.
Audience: The number of subscriptions in the targeted segment(s).
Delivered: The number of successful delivery of messages reported by Twilio. Confirmed Delivery metrics are categorized further to distinguish between SMS/MMS and RCS.
Failed: The number of messages that failed to be sent to Twilio.
Suppressed: The number of messages not sent to the recipient because they opted out of receiving messages from the sender.
Rejected: The number of messages not delivered by the carrier due to number blockage, velocity blockage, or the recipient is on a block list. This is a derived metric and is a sum of provider errors and provider failures.
Provider Errored: This number counts the phone numbers for which Twilio failed to send the message.
Provider Undelivered: This counts the phone numbers for which Twilio sent the message, but failed to deliver it.
Read: The number of recipients that read an RCS message.
Total Clicks: Total number of times a link in the message was clicked. Includes when a single link was clicked multiple times.
Unique Clicks: The number of unique link clicks across all links in the message. These are unique per subscriber.
Replied: The number of keywords that have been received by OneSignal excluding consent keywords.
Unsubscribed: The number of opt-out keywords that have been received by OneSignal.

SMS lifecycle

SMS metrics mapping

Term	Dashboard - Delivery Report Stat Cards	Dashboard - Delivery Report Timeseries Chart	Dashboard - Journey Node Report Stat Card	Dashboard - Journey Node Report Timeseries Chart	Dashboard - Audience Activity	Dashboard - Engagement Trends	View Message(s) API	Notifications CSV	Event Streams
Sent	❌	Sent	❌	Sent	Sent	❌	platform_delivery_stats.sms.successful	successful	message.sms.sent
Total Attempted	Sent¹	❌	Sent¹	❌	❌	❌	❌	❌	❌
Audience	Audience	❌	❌	❌	❌	❌	❌	❌	❌
Delivered	Delivered	Delivered	Delivered	Delivered	Delivered	Delivered	platform_delivery_stats.sms.provider_successful	❌	message.sms.delivered
Failed	Failed	❌	Failed	❌	Failed & Rejected	❌	platform_delivery_stats.sms.failed, platform_delivery_stats.sms.errored²	failed, errored²	message.sms.failed
Suppressed	Suppressed	❌	Suppressed	❌	Suppressed	❌	platform_delivery_stats.sms.suppressed	❌	❌
Rejected	Rejected	❌	Rejected	❌	Failed & Rejected	❌	❌	❌	❌
Provider Errored	❌	Failed (Errored)	❌	Failed (Errored)	❌	❌	platform_delivery_stats.sms.provider_errored	❌	❌
Provider Undelivered	❌	Failed (Undelivered)	❌	Failed (Undelivered)	❌	❌	platform_delivery_stats.sms.provider_failed	❌	message.sms.undelivered
Read	Read	Read	Read	Read	Read	Read	❌	❌	❌
Total Clicks	Total Clicks	❌	Total Clicks	❌	❌	❌	❌	❌	❌
Unique Clicks	Unique Clicks	❌	Unique Clicks	❌	❌	❌	❌	❌	❌
Replied	❌	❌	❌	❌	❌	Replied (keywords)	❌	❌	❌
Unsubscribed	❌	❌	❌	❌	❌	Unsubscribed	❌	❌	❌

¹ The OneSignal dashboard interprets this as total attempted and sums the number of notifications that were sent out of OneSignal, along with those that either failed or errored within OneSignal’s internal system. ² The sum of failed and errored, which are both recorded in OneSignal’s internal system when attempting to send to Twilio, result in Failed.

In-app terms

Impression: The number of times a message successfully displayed on a device.
Card Impressions: The number of times a carousel displayed on a device. Only applies to carousels.
Total Clicks: The number of times a button block, image block, or background was clicked.
Unique Clicks: The first time a button block, image block, or background was clicked. It does not include the “Close Button” clicks.

In-app lifecycle

There is no delivery lifecycle to consider. All metrics captured for an in-app message are from the device through the OneSignal SDK.

In-app metrics mapping

Term	Dashboard - Delivery Report Stat Cards	Dashboard - Journey Node Report Stat Card	Dashboard - Journey Node Report Timeseries Chart	Dashboard - Audience Activity	Dashboard - Engagement Trends	Event Streams
Impressions	Impressions	Impressions	Impressions	Impression	Impressions	displayed
Card Impressions	Card Impressions	Card Impressions	❌	❌	❌	pagedisplay
Total Clicks	Total Clicks¹	Total Clicks¹	❌	❌	❌	clicked
Unique Clicks	❌²	❌²	❌	Clicked	Clicked	❌

¹ We filter out “Close Button” clicks out of Total Clicks on the IAM Delivery Report stat card. ² While we don’t have a label on the dashboard for unique clicks, we show unique clicks count alongside the CTR.

Live Activities terms

Sent: The number of messages successfully sent from OneSignal to the provider.
Total Attempted: The number of messages we attempted to send. This includes messages successfully sent to the push provider and failures. This is a derived metric and is a sum of successes, failures and errors while attempting to send to the provider.
Delivered: The number of push subscriptions that are confirmed to receive the notification.
Unsubscribed: The number of push subscriptions that did not receive the message because they uninstalled the app, cleared browser data, or opted out of push and have not opened the app since. We will not attempt to send to these subscriptions in future messages.
Failed: The number of push subscriptions that did not receive a notification because of an error. We will attempt to send to these subscriptions in future messages.

Live Activities lifecycle

Live Activities metrics mapping

Term	Dashboard - Delivery Report Stat Cards	Dashboard - Audience Activity	Dashboard - Engagement Trends	View Message(s) API	Notifications CSV	Event Streams
Total Attempted	Sent	❌	❌	❌	❌	❌
Sent	Delivered	Delivered	Delivered	successful	successful	❌
Delivered	❌	❌	Confirmed	❌	❌	❌
Failed	Failed	Failed	Failed	errored	errored	❌
Unsubscribed	Unsubscribed	Unsubscribed	Unsubscribed	failed	failed	❌

First steps & settings

Message channels

Journeys

Audience & custom events

Analytics & Integrations

Privacy & Security

Overview

Channel metrics comparison

Push terms

Push lifecycle

Push metrics mapping

Email terms

Email lifecycle

Email metrics mapping

SMS terms

SMS lifecycle

SMS metrics mapping

In-app terms

In-app lifecycle

In-app metrics mapping

Live Activities terms

Live Activities lifecycle

Live Activities metrics mapping

First steps & settings

Message channels

Journeys

Audience & custom events

Analytics & Integrations

Privacy & Security

​Overview

​Channel metrics comparison

​Push terms

​Push lifecycle

​Push metrics mapping

​Email terms

​Email lifecycle

​Email metrics mapping

​SMS terms

​SMS lifecycle

​SMS metrics mapping

​In-app terms

​In-app lifecycle

​In-app metrics mapping

​Live Activities terms

​Live Activities lifecycle

​Live Activities metrics mapping

Overview

Channel metrics comparison

Push terms

Push lifecycle

Push metrics mapping

Email terms

Email lifecycle

Email metrics mapping

SMS terms

SMS lifecycle

SMS metrics mapping

In-app terms

In-app lifecycle

In-app metrics mapping

Live Activities terms

Live Activities lifecycle

Live Activities metrics mapping