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When opening an in-app message report, you will see the high-level statistics for how the in-app message is performing. You can find In-App Message Reports Stats by going to Messages > In-App and selecting a message.

This example shows: (24.0k) unique clicks, 24.4k total clicks.

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Message Statistics

A graph of message events by block over a 30 day, 24 hour, or 1 hour period. This can be filtered by platform and exported via the dashboard.
This data is presented on a per-card, per-block basis. Displaying how many times a block was clicked per card and the click-through rate (CTR).

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Metric definitions

For detailed metric definitions across all channels, see the Metrics Glossary.

Card

Card is the view or page of the message. Important when using carousels.

Block

Block is the element of the message.

CTR

Click-Through Rate is measured by ((Clicks of all blocks - Close Button)/Impressions) * 100%

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Conversions

This report shows the conversions attributed to and influenced by this message. See Conversion metrics for the attribution model and setup instructions.

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Audience activity

The Audience activity report shows how each subscription interacted with a specific message. Results are grouped into categories so you can quickly see how recipients engaged.
Audience activity screenshot

Audience activity tabs and table

Each tab displays the number of recipients in that category and lets you drill into the individual subscription records.
Audience activity data is only available for 30 days from the time the message is displayed. Export results if you need to retain them longer.

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Why audience activity is helpful

Audience activity helps you go beyond delivery counts by showing which specific users fall into each outcome. Use it to:
  • Measure engagement by comparing clicks vs. non-clicks.
  • Diagnose notification visibility by confirming impressions.
  • Segment audiences for retargeting or export.

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Exporting results

You can download audience data with the Export menu:
  • Selected activity – exports only the currently viewed tab (for example, all users who did not click).
  • All activities – exports the full report across every category.
Exports let you analyze results offline, share with other teams, or merge with your CRM and analytics tools.

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FAQ

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Why are there fewer clicks than impressions?

  • In-App Messages can be “swiped away” or automatically dismissed after a certain amount of time has passed. See Advanced Settings.

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Why are there more clicks than impressions?

  • Multiple blocks can be clicked on the same impression of an In-App Message.

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Why do I see “Deleted” blocks?

  • If you add/remove/update a card or block of an In-App Message, it will delete the old blocks and add new ones. The old blocks will be labeled with “Deleted” and keep their current impression and click data.
  • For example, a “Deleted body”, “Deleted Element” and/or “Deleted close_button” means a change occurred in the IAMs body/text and close blocks.