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Reply measurement · Practical guide

Zintara dashboard metric dictionary: identify the unit behind each number

Read each dashboard number with its counting unit and time basis. Zintara's current overview uses sent-message cohorts grouped by UTC send date, with later engagement associated with those messages.

Reviewed · Examples are illustrative

Who this helps: Campaign owners reconciling observed metrics, operating costs and review conclusions.

Define the decision

The overview is not a person-level sales funnel. Its implementation counts sent-cohort messages, messages with recorded opens or clicks, and messages with a matched reply timestamp. The unsubscribe figure counts distinct currently unsubscribed contacts represented in the cohort, rather than repeated link-request events.

Work through the procedure

  1. Confirm the report and selected date range before using a definition from this dictionary.
  2. Distinguish total open or click events from messages with at least one such event.
  3. Use replied messages divided by sent messages for the overview reply rate.
  4. Build separate reviewed contact or commercial metrics when the question concerns people, positive intent or opportunities.

Worked example

The following is a synthetic example for this procedure, not a customer result or performance benchmark.

Overview units
Sent: messages in the qualifying send cohort
Unique opens: messages with open_count greater than zero
Unique clicks: messages with click_count greater than zero
Replies: messages with replied_at present
Bounces: cohort messages marked bounced
Unsubscribes: distinct currently unsubscribed contacts in that cohort
These rows are not all measured in people.

Read the result

The dictionary explains why a manual positive-reply worksheet can differ from the dashboard without either calculation being arithmetically wrong. Late engagement can also revise an older send cohort. Compare scope, unit and cutoff before treating a discrepancy as a defect.

Check before moving on

  1. Do not interpret sent as proven inbox placement.
  2. Keep automatic-response review separate from the raw reply count.
  3. Check individual breakdown definitions instead of assuming every report is identical.

Limits and next action

These definitions were checked against the current analytics overview implementation. They may change with product updates and do not establish native opportunity or revenue metrics. Use actual source records to investigate unresolved mismatches.

Source: Zintara product context; procedures and examples are editorial guidance

Source references

Worked examples are illustrative. Editorial procedures are suggested methods, not measured performance claims or promises of additional product features.

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