Reporting Metrics in Wunderkind Analytics

Table of Contents:

• Where You’ll See These Metrics
• Onsite Metrics (Experiences & Visits)
• Email Metrics
• Text (SMS/MMS) Metrics
• AMP Integrations Metrics
• Google Analytics (GA) Attribution Metrics
• Totals, Sums, and Summary Rows
• FAQs

Wunderkind Analytics gives you a single place to understand how your onsite experiences, emails, texts, and AMP integrations are performing. This guide explains the key reporting metrics you’ll see across the Overview Dashboard, Reports, and related Analytics views so you know exactly what each number means and how to use it.

Where You’ll See These Metrics

You’ll encounter these metrics in several places within the Wunderkind Platform:

• Overview Dashboard
  High‑level performance across visits, onsite campaigns, email, text, and (where enabled) Google Analytics (GA) attribution data.
• Reports (Custom & Standard Reports)
  Flexible tables and charts where you can choose date ranges, metrics, and dimensions (such as strategy or experience) to answer specific questions about performance.
• Pulse & AMP Integrations Reporting (where enabled)
  Views focused on funnel health, identification, and Integrations reach and activity.

The same metric name will behave consistently wherever it appears, even if it’s shown at different levels (for example, website‑level vs. campaign‑level).

Onsite Metrics (Experiences & Visits)

These metrics help you understand how visitors interact with Wunderkind's onsite experiences (e.g., email capture overlays, continuity top bars, persistent corner tabs, etc.).

Eligible Visits

What it is: The number of visits that met the rules to be eligible to see at least one Wunderkind experience (for example, correct device, URL rules, and targeting criteria).

How to use it:

• As the denominator for onsite rates (eligibility rate, impression rate, opt‑in rate).
• To sanity‑check whether your targeting is too broad (very high eligibility) or too narrow (very low eligibility).

Eligibility Rate

What it is: Eligible visits divided by total visits, shown as a percentage.

Eligibility Rate = Eligible Visits ÷ Total Visits

How to use it:

• Monitor whether changes to targeting, rules, or exclusion lists are impacting how often visitors qualify to see experiences.
• Diagnose sudden drops in impressions or opt‑ins that stem from eligibility, not from creative or traffic changes.

Impressions

What it is: The number of times a Wunderkind experience was shown during the selected time period.

You may see website‑level impressions (visits with any impression) and campaign/experience‑level impressions. Website‑level and campaign‑level impression counts can differ because they are calculated at different levels and deduplicated differently.

How to use it:

• Understand how often visitors are seeing your onsite prompts.
• Compare impressions across strategies (e.g., email capture vs. cart recovery) to confirm traffic is flowing where expected.

Unique Impression Rate

What it is: The percentage of eligible visits that saw at least one impression for a given strategy or experience.

Unique Impression Rate = Visits with an Impression ÷ Eligible Visits

How to use it:

• Ensure experiences are actually firing for eligible traffic.
• Spot implementation or rule issues if the rate suddenly drops.

Clicks

What it is: The number of clicks on a Wunderkind onsite experience (for example, clicking a Call-to-Action (CTA) button or link).

How to use it:

• Gauge engagement with your onsite creative.
• When paired with impressions, evaluate how compelling your message and design are.

Click Rate

What it is: Clicks divided by impressions, expressed as a percentage.

Click Rate = Clicks ÷ Impressions

How to use it:

• Compare performance across variations (A/B tests).
• Identify top‑performing strategies where clicks are a leading indicator of downstream conversions.

Email Opt‑Ins

What it is: The number of email addresses captured via Wunderkind onsite experiences during the selected date range.

How to use it:

• Track list growth from onsite email capture campaigns.
• Measure which experiences or strategies are driving the most new subscribers.

Email Opt‑In Rate

What it is: Email opt‑ins divided by eligible or impressed visits (depending on the specific report), expressed as a percentage.

Email Opt‑In Rate = Email Opt‑Ins ÷ (Eligible Visits or Impressions)

How to use it:

• Compare capture effectiveness across experiences, strategies, and devices.
• Spot friction in forms or copy if opt‑in rates drop while traffic remains steady.

Text (SMS) Opt‑Ins

What it is: The number of phone numbers captured via Wunderkind's onsite experiences that indicate consent for text messaging.

How to use it:

• Track the growth of your text subscriber list.
• Compare text opt‑ins to email opt‑ins to understand channel preference.

Onsite Text Opt‑In Rate

What it is: Text opt‑ins are divided by eligible or impressed visits, expressed as a percentage.

How to use it:

• Evaluate which experiences are most effective at capturing SMS consent.
• Guide on where to invest in SMS‑first vs. email‑first experiences.

Onsite Conversions & Revenue

What they are:

• Onsite Conversions: The number of purchases attributed to Wunderkind's onsite experiences within the configured attribution window.
• Onsite Revenue: The revenue amount tied to those attributed conversions.

In some Analytics tables, deduplicated conversion and revenue metrics may appear as “Total” rather than “Sum,” indicating they are adjusted to avoid double‑counting across breakdowns.

How to use them:

• Quantify the direct revenue impact of Wunderkind's onsite experiences.
• Compare performance by strategy or by testing variation

Email Metrics

These metrics focus on triggered email sends powered by Wunderkind intelligence.

Email Sends

What it is: The total number of email messages sent during the selected period (across all or filtered campaigns).

How to use it:

• Track volume trends over time (for example, before/after a new flow launch).
• Compare sends across strategies or experiences to ensure coverage aligns with your goals.

Email Series Sent

What it is: The number of multi-part email flows sent during the selected period (e.g. a 4-part Cart Abandonment email series is 4 email sends but only 1 series send).

How to use it:

• Understand total output per program (e.g., all browse abandonment series).
• Evaluate which series are driving most of your triggered volume.

Unique Opens & Open Rate

What they are:

• Unique Opens: The number of distinct recipients who opened an email at least once.
• Open Rate: Unique opens divided by email sends.

Open Rate = Unique Opens ÷ Email Sends

How to use them:

• Evaluate subject lines, send times, and audience quality.
• Compare open rate performance across strategies and testing variations.

Unique Clicks & Click‑Through Rate (CTR)

What they are:

• Unique Clicks: The number of distinct recipients who clicked at least one link in an email.
• CTR: Unique clicks divided by email sends.

CTR = Unique Clicks ÷ Email Sends

How to use them:

• Assess how compelling your offers and creative are.
• Compare CTR by strategy, design, copy, segment, etc.

Unsubscribes & Unsubscribe Rate

What they are:

• Unsubscribes: The number of recipients who opted out of your email program.
• Unsubscribe Rate: Unsubscribes divided by sends, typically shown as a percentage.

How to use them:

• Monitor list health—spikes may indicate over‑sending, misaligned content, or segmentation issues.
• Evaluate the impact of specific campaigns or journey changes on fatigue.

Min / Max Send Dates

What it is: For a given campaign or set of sends, Min Send Date and Max Send Date show the earliest and latest dates that the campaign was sent within your selected date range.

Example: If you pull a 30‑day report and a campaign was active for two weeks—one week outside and one week inside your selected window—the min/max send dates within that 30‑day range help you understand when the campaign was actually running.

How to use it:

• Quickly see whether a campaign started, stopped, or changed during the time period you’re analyzing.
• Explain sudden shifts in performance that align with a start or end date.

Email Revenue & Conversions

What they are:

• Email Conversions: Purchases attributed to email interactions within your configured attribution window.
• Email Revenue: The revenue amount tied to those conversions.

How to use them:

• Compare revenue share and revenue per send across flows, strategies, or segments.

Text (SMS/MMS) Metrics

For clients using Wunderkind Text, you’ll see SMS‑specific metrics in Analytics for all triggered and on-demand text sends.

Active Subscribers

What is it: Number of active subscribers to WKND text messaging.

List Growth & List Growth Rate

What they are:

• List Growth: Difference in active subscribers with the previous available data point.

List Growth = Active Subscribers - Previous Active Subscribers

• List Growth Rate: Increase of active subscribers from the previous available data point. Typically shown as a percentage

• List Growth Rate = List Growth / Previous Active Subscribers

How to use them:

• Use List Growth to see how many subscribers you’re adding (and losing) over a given time period, so you can track changes in your SMS list across time and strategies.
• Use List Growth Rate to understand how quickly that list is growing as a percentage, making it easy to compare performance across weeks, months, or channels (for example, text vs. email) 

Text Delivered & Delivery Rate

What they are:

• On‑Demand Text Delivered / Behavioral Text Delivered / Text Delivered: Count of successfully delivered text messages, broken out by program type where applicable.
• Delivery Rate: Delivered messages divided by attempted sends (should typically be close to 100%).

How to use them:

• Confirm that carrier routing and sending infrastructure are healthy.
• Spot issues with particular segments, destinations, or message types.

Text Clicks & Click Rates

What they are:

• Text Clicks / Unique Text Clicks: The number of (unique) recipients who clicked at least one link in a text.
• Click Rate / Unique Click Rate: Clicks (or unique clicks) divided by delivered texts.

How to use them:

• See which SMS campaigns or flows are most effective at driving on‑site engagement and conversions.
• Optimize copy, timing, and offer based on click behavior.

Text Conversions & Revenue

What they are:

• Text Conversions: Purchases attributed to text interactions within your attribution window.
• Text Revenue: Revenue associated with those conversions.

How to use them:

• Compare revenue share and revenue per send across flows, strategies, or segments.
• Compare the value of text vs. email strategies to inform budget allocation

Unsubscribes & Unsubscribe Rate

What they are:

• Unsubscribes: The total number of users who unsubscribe from a given WKND text campaign.
• Unsubscribe Rate: Unsubscribes divided by sends, typically shown as a percentage.

How to use them:

• Monitor list health—spikes may indicate over‑sending, misaligned content, or segmentation issues.
• Evaluate the impact of specific campaigns or journey changes on fatigue.

Revenue per Send

What it is: The revenue attributed to a Wunderkind text campaign on a per-send basis. 

Total Click Revenue / Total Texts Sent

How to use it:

• Compare campaigns to prioritize budget. Sort text campaigns by Revenue per Send to see which topics or offers earn the most per message.

• Evaluate targeting strategy quality, not just volume. A smaller, well‑targeted segment may send fewer texts but show a much higher revenue per send (for example, re‑targeting recent site visitors or high‑intent categories)

AMP Integrations Metrics

For clients using Wunderkind Integrations, you’ll see a dedicated Integrations Standard Report in Analytics that focuses on identification and Sends health.

Total Actions

What it is: The total count of behavior‑based Actions (data‑only) sent from Wunderkind to your ESP/SMS provider.

How to use it:

• Track the volume at which your behavioral triggers are firing.
• Use alongside traffic to see whether Actions coverage is scaling with visits.

Action Rate (Actions per Visit)

What it is: Total Actions divided by total visits.

Action Rate = Total Actions ÷ Visits

How to use it:

• Measure activation intensity—how many Actions you generate per unit of traffic.
• Compare across time periods.

Total ID (Onsite Identified)

What it is: The total number of pre‑conversion visits where Wunderkind successfully identified a visitor (for example, through prior opt‑ins, email clickthrough, or login).

How to use it:

• Use as a baseline for reach—how much of your traffic is recognizable and addressable.
• Diagnose identification issues if IDs stagnate or drop while traffic is steady.

Onsite ID Rate

What it is: Onsite identified visits divided by total visits.

Onsite ID Rate = Total ID ÷ Visits

How to use it:

• Track the health of your identity graph and onsite recognition.
• Measure the impact of new capture experiences or identity strategies.

Actions ID Abandonment Rate

What it is: The share of visits that are both eligible and identified, aligned to the identification step of your abandonment funnel.

How to use it:

• Understand how many identified visitors are abandoning before downstream messages.
• Prioritize funnel optimizations where ID and Actions metrics show a drop‑off.

Google Analytics (GA) Attribution Metrics

Where GA integration is enabled, Wunderkind Analytics can show GA‑attributed revenue and conversions alongside native Wunderkind metrics.

GA Revenue & Conversions

What they are:

• GA Revenue: Revenue attributed to Wunderkind email or text in your GA property.
• GA Conversions: Conversion events attributed to Wunderkind in GA.

Important behavior: GA metrics are supported at the website level; they may not be available at very granular breakdowns (for example, by individual experience), which can lead to “0” values if incompatible combinations of metrics and dimensions are selected in a custom report.

How to use them:

• Reconcile Wunderkind reporting with your internal GA source of truth.

Totals, Sums, and Summary Rows

In Analytics – Reports, you may see an optional summary row at the top of tables.

Key behaviors:

• Some metrics (like impressions) are simple sums across rows.
• Others (like conversions and revenue) are deduplicated and labeled as “Total” to avoid double‑counting the same conversion when you break data out by multiple dimensions.

How to use it:

• Use the summary row for a quick, reliable total without manually summing exports.
• If totals don’t match your expectations, check which dimensions you’ve added and whether deduplication is in effect.

FAQs

Why do some metrics show data at the Overview level but not in a custom report?

Certain metrics—especially GA‑based metrics—are only available at specific levels (for example, website‑level, not experience‑level). If you combine incompatible metrics and dimensions, a report may show zero or fail to load data.

What to try:

• Remove very granular breakdowns (such as experience) and group by strategy or website instead.
• Confirm that your attribution model (WKND vs. GA) matches your expectations.

Why do impression totals at the website level not match sums at the campaign level?

Website‑level impression metrics are calculated as “visits with an impression”, while campaign‑level metrics can track unique impressions per campaign ID. A single visit can see multiple campaigns, which is why the totals aren’t meant to be identical.

Questions?

If a metric you rely on isn’t visible or doesn’t look right, share specific examples (URL, date range, metrics, and dimensions selected) with your Wunderkind representative so they can review your configuration and underlying data.