> ## Documentation Index
> Fetch the complete documentation index at: https://documentation.onesignal.com/llms.txt
> Use this file to discover all available pages before exploring further.

# In-app message reports

> OneSignal In-App Message delivery and statistics

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.

<Frame caption="This example shows: (24.0k) unique clicks, 24.4k total clicks.">
  <img src="https://mintcdn.com/onesignal/Z6xkXGfmy814If53/images/docs/e133762-Screenshot_2024-06-18_at_10.55.38_AM.png?fit=max&auto=format&n=Z6xkXGfmy814If53&q=85&s=04519f2918c71c1eb94cb28c57ff72ec" width="1768" height="388" data-path="images/docs/e133762-Screenshot_2024-06-18_at_10.55.38_AM.png" />
</Frame>

## 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.

<Frame>
  <img src="https://mintcdn.com/onesignal/3zq1PvSaqvUE2bIx/images/docs/2e9c661-Screenshot_2024-06-18_at_11.03.59_AM.png?fit=max&auto=format&n=3zq1PvSaqvUE2bIx&q=85&s=a93a32192c313ed2d473510ff5c64011" width="1768" height="726" data-path="images/docs/2e9c661-Screenshot_2024-06-18_at_11.03.59_AM.png" />
</Frame>

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).

<Frame>
  <img src="https://mintcdn.com/onesignal/_KaXe4GQkxsEfa17/images/docs/389c835-Screenshot_2024-06-18_at_11.15.14_AM.png?fit=max&auto=format&n=_KaXe4GQkxsEfa17&q=85&s=1a4f248036f0992dbf72c14ff69e0500" width="1768" height="362" data-path="images/docs/389c835-Screenshot_2024-06-18_at_11.15.14_AM.png" />
</Frame>

### Metric definitions

| Metric               | Definition                                                                                                                                                                                    |
| -------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Impression**       | The number of times an in-app message successfully displayed to a Subscription. Depending on your in-app settings, a single Subscription may register multiple impressions.                   |
| **Card Impressions** | The number of times a card within a carousel was displayed on a device. A carousel message will have multiple cards, but not all cards may be viewed by each user. Only applies to carousels. |
| **Total Clicks**     | The number of times a button block, image block, or background was clicked. It does not include the "Close Button" clicks.                                                                    |
| **Unique Clicks**    | The number of unique clicks across all buttons, images, and backgrounds in the message. Counted once per Subscription.                                                                        |

For detailed metric definitions across all channels, see the [Metrics Glossary](./analytics-metrics-glossary).

<Card title="Card"> Card is the view or page of the message. Important when using carousels.</Card>
<Card title="Block"> Block is the element of the message.</Card>
<Card title="CTR"> Click-Through Rate is measured by ((Clicks of all blocks - Close Button)/Impressions) \* 100% </Card>

## Conversions

<Info>
  **Coming soon** — [Conversion metrics](/docs/en/conversion-metrics) will be available on message reports. Once available, you will see attributed and influenced conversions for each message directly in its report. See [Conversion metrics](/docs/en/conversion-metrics) for details on the attribution model and setup instructions.
</Info>

***

## 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.

<Frame caption="Audience activity tabs and table">
  <img src="https://mintcdn.com/onesignal/IJaH1ebxK5ZrI5AB/images/iam/iam-reports-audience-activity.png?fit=max&auto=format&n=IJaH1ebxK5ZrI5AB&q=85&s=129ea27cfb67dd27126a7f84d34a2a75" alt="Audience activity screenshot" width="2047" height="436" data-path="images/iam/iam-reports-audience-activity.png" />
</Frame>

<Tabs>
  <Tab title="Categories">
    | Category          | Description                              |
    | ----------------- | ---------------------------------------- |
    | **Impression**    | The message was displayed on the device. |
    | **Clicked**       | User clicked the notification.           |
    | **Did Not Click** | User did not click the notification.     |

    Each tab displays the number of recipients in that category and lets you drill into the individual subscription records.
  </Tab>

  <Tab title="Table columns">
    | Column              | Description                                                       |
    | ------------------- | ----------------------------------------------------------------- |
    | **External ID**     | Your system identifier (if set).                                  |
    | **OneSignal ID**    | Unique OneSignal user ID.                                         |
    | **Subscription ID** | Unique subscription instance (device + app/browser).              |
    | **Device**          | Browser or OS type. If you see `()`, the device has been deleted. |
    | **Impression**      | Timestamp when the notification was displayed on the device.      |
    | **Clicked**         | Timestamp if the user clicked, or `-` if not.                     |
  </Tab>
</Tabs>

<Note>
  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.
</Note>

***

### 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.

***

### 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.

## FAQ

### 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](./in-app-messages-setup).

### Why are there more clicks than impressions?

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

### 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.

***