Message Performance

This dashboard tracks campaign effectiveness over time. KPI tiles provide metrics to show the number of messages delivered, campaign engagement, responses to delivered messages (such as number of taps or clicks), and the number of opt-outs, uninstalls, unsubscribes, and spam reports. Charts provide visualizations of your message performance. A detailed data grid shows the underlying data reflected in the charts.

You can control what type of information you see on the dashboard with the active date range and filter controls. As you select different date ranges and filters, the entire dashboard is updated (KPIs, charts, and data grid).

Active Date Range

Either click the date range you want to see or specify a custom date range for any date.

For the date range you select, you can view daily, weekly, or monthly metrics. Click the Daily, Weekly or Monthly buttons.

Note: You can see daily metrics for a period of 90 days or fewer, weekly metrics for a period of between 7 and 365 days, and monthly metrics for a period of 30 days or more.


To see specific metrics, you can filter out campaign types and communication channels. Click the Filter icon at the top of the page.

  • In the Type panel, select the campaign types you want to include in all displayed data.
  • In the Channel panel, select the channels you want to include in all displayed data. To combine the data for cross-channel messages, select two or three channels.

As you change the filters, the entire dashboard is updated (KPI tiles, charts, and data grid).

KPI Tiles

Note: When you deselect a toggle in the legend for the charts, the color on the top of the corresponding KPI tile changes to grey so that you can clearly see which information is no longer displayed in the charts.

The following KPI tiles are available.


The total number of messages delivered to your users.


The number of users who returned to your product within the engagement attribution window.

Kahuna counts engagement during the engagement attribution window only once per user.


The number of unique taps or clicks in response to your message. When a product user receives a push notification, email, or in-app message, the user might respond by tapping or clicking it. A response to a campaign or Experience increments the Response KPI.

Primary Goals

The number of primary goals achieved by your users. When an active campaign or Experience includes a primary goal, such as logging into your app, a messaged user might achieve that goal. Each time a user completes a primary goal, Kahuna increments the Primary Goals KPI.

Opt Outs

The number of times users disabled push notifications after receiving a message. When push notifications have been disabled, an opt-out event is triggered and Kahuna increments the Opt Outs KPI.


The number of times users uninstalled your product.

After receiving a push notification, a user might decide to uninstall your app. Kahuna sends a ghost push twelve hours after each delivered push notification to determine whether your app is currently installed. If your app has been uninstalled, Kahuna increments the Uninstalls KPI.


The number of times users unsubscribed from receiving your emails.

After receiving an email from your app, a user might decide to click the unsubscribe link at the bottom of the email to be removed from your email distribution list. If the user unsubscribes, Kahuna increments the Unsubscribes KPI.

Spam Reports

The number of times users reported an email as being SPAM after receiving a message.

After receiving an email from your app, a user might decide to create a spam report about your email. If the user creates a spam report, Kahuna increments the Spam Reports KPI.

Email Opens

The number of distinct recipients that have opened your email. For each recipient that has opened your email, only one email open is counted, despite the number of times the recipient has opened and reopened the email.

Message Performance Charts

The charts provide visualizations of the KPIs. You might see that changes in some KPIs correspond to consistently similar or dissimilar changes in other KPIs. KPIs changing in consistent ways might indicate causal relationships. For example, you might see increases in goals achieved corresponding to decreases in opt outs and decide to investigate these associations further.

The information in the charts is determined by the date range and filters selected at the top of the dashboard. In addition, you can select which metrics to display by clicking a toggle in the chart legend. The toggle has color when selected but is grey when not selected.

You can also change the way the charts display.


Select the Split Channels check box to show each channel in a separate section of the chart.




Click Single Axis to show data on one axis in the chart by number values (counts).




Click Single Axis Percentage to show data on one axis in the chart by percentage.




Click Split Axis to show data on separate axes in the chart. Each axis is scaled according to the minimum and maximum values for each KPI. When you choose this display type, you might see linear KPI contour similarities and choose to investigate those associations further.



Click Dual Axis to show data on two axes in the chart by number values (counts). Delivered and Engagement KPIs are shown on the left axis and all other KPIs are shown on the right axis.

To display the time period (slice) represented by a data point on the chart, hover over it with your pointer. The KPI tiles display metrics for this time period.

Message Performance Data Grid

Click the List toggle to view the data grid, which is an itemized table of the data represented in the charts. The data grid shows only 20 rows at a time. If there are more than 20 rows of data, use the pagination tool at the top of the grid to see more rows.

Note: Campaigns and Experiences listed in the data grid are determined by the date range and filters selected at the top of the dashboard.

Tip: By default, the data in the grid is sorted by Creation Date in descending order so that the latest campaigns show at the top of the list. To toggle the sort order of the data grid in ascending or descending order for any column, click in a column name. You can only sort one column at a time.

The data grid shows the following information for each campaign and Experience.

The first row of the data grid (Grand Total) provides totals for the dashboard KPIs. The totals represent all the data, not just the first 20 rows that are visible.


The state of the campaign or Experience: active or inactive. An active Experience is one that is locked, launched, or launching and an inactive Experience is one that is disabled.


The name of the campaign or Experience.


The campaign type, such as Lifecycle, Scheduled, Conversion, Adaptive, or Trigger, or Experience.

Created Date

The date that the campaign or Experience was created.


The communication channels included in the visualization.

The KPIs in the data grid (Delivered, Engagement, Opt Outs, Uninstalls, and so on) show a total count for the campaign or Experience, and a count per channel, where appropriate. For a description of the KPIs, see KPI Tiles.

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