Detailed information on the collection, processing and deletion of personal data in the context of tracking can also be found in the Evalanche data management document.
Data storage in Evalanche
Many statistical parameters depend on the individual data collection settings in Evalanche. The following tracking settings are stored when the client or group is created:
- personalised tracking
- anonymised tracking
- completely deactivated tracking
At profile level, no distinction is made between anonymised and personalised data storage.
Profile level:
- tracking activated
- tracking deactivated
Regardless of the individual data collection settings in Evalanche, the email recipient has the option to object to tracking at any time. The tracking objection is stored in the respective profile.
Delivery
Subject: Subject line of the e-mailing (Subject)
Target group: Target group to which the e-mailing was sent
Start: Date and time of the start of the shipment
Progress: current shipping status in percent
End: Date and time of the dispatch completion
Initiator: E-mail address of the user who sent the e-mail
Openings
Openings: Number of times the e-mail was opened by recipients.
Opening rate: Proportion of recipients who have opened the e-mail at least once.
o (netto) = uniquely identified openers, e = dispatch quantity
Opening rate: P
Method in emails: Using a 1x1 pixel transparent image (GIF) in the body of the HTML version of the e-mail. The image name contains the encrypted user ID if personalised tracking is active. Alternatively, tracking can be pseudonymised or deactivated completely.
POR: Predicted percentage of recipients who have opened the email at least once. The basis is the fact that only explicit openings of the mailing may be counted in the opening rate and thus the profiles that have no opening but should have a click and therefore, in logical consequence, an opening, fall under the table. From the ratio between clicking openers, non-clicking openers and clicking non-openers, a presumed opening rate can thus be determined.
Multiple opening rate: Proportion of recipients who have opened the e-mail more than once.
o (brutto) = all openings, e = dispatch quantity
Clicks
Note!
Increase in the number of clicks on the recipient side
The security precautions of email programmes such as Microsoft Outlook are constantly being improved. This can lead to a distortion of the recipient statistics. Microsoft Defender, for example, has the setting that all links in articles within an e-mailing are clicked and accessed in a secure IT environment and checked for security aspects. This is intended to prevent the end user from clicking on malicious links. Evalanche only recognises that this link has been clicked - everything else then takes place on the recipient's end.
Clicks: Number of times the recipients clicked on any link in the e-mail.
Click rate: (indicator for customer activity) Proportion of recipients who have clicked on any link in the e-mail at least once.
k (netto) = clearly identified clickers, e = dispatch quantity
Relative click rate: (indicator of customer activity) Percentage of recipients who have opened the e-mail at least once and clicked on any link in the e-mail at least once.
k (netto) = clearly identified clickers, o (netto) = clearly identified openers
Multiple click rate: (indicator for quality) Share of a recipient in the sum of all clicks.
k (brutto) = all clicks, e = dispatch quantity
Relative multiple click rate: Share of an opener in the sum of all clicks.
k (brutto) = all clicks, o (netto) = clearly identified openers
Profiles
Addressees: sum of all recipients in the target group, a
Double: Number of duplicate entries (uniqueness criterion e-mail address), d
Blacklist: Recipient blacklist at customer level, b
Robinson lists: Blocking list of recipients at provincial level, RTR list for Austria, Robinson list DDV, r
Current hardbounces: e-mails that could not be delivered, e.g. due to an incorrect e-mail address (permanent cause of error), hb
Current Softbouncess: e-mails could not be delivered, e.g. due to a full mailbox (temporary cause of error), sb
Recipients: Actual recipient group
Unsubscribe: Recipients who have unsubscribed from the mailing list, e.g. via e-mail (unsubscribe newsletter via {$REVOKE_URL}), from
Domains
Listing of the domains to which the e-mail has been sent
Share of addressees: Share of recipients of a domain in relation to the total number of all recipients
Successful: Share of successfully delivered e-mails to recipients of a domain
Current soft bounces: Share of soft bounces among recipients of a domain
Current hardbounces: Share of hardbounces among recipients of a domain
n: Numerical value that is displayed in the statistics, for example (10)
Media
Tracking of the display formats that have been clicked on in the e-mailing, e.g. web, PDF or RSS version, text-to-speech of the e-mail
Clicks = Number of times a display format was clicked on by the recipients in the e-mail, k, gross (1st value) = sum of all clicks, net (2nd value) = uniquely identified users
Click rate = Proportion of recipients who have clicked at least once on a display format in the e-mail
Relative click rate = percentage of recipients who have opened the e-mail at least once and clicked on a display format in the e-mail at least once
Article
Click tracking of the articles and display formats that have been clicked in connection with the article, e.g. article detail page (landing page), PDF version of the article, etc.
Clicks = number of times an article was clicked on by the recipients in the e-mail, k, gross (1st value) = sum of all clicks, net (2nd value) = clearly identified users
Clicking activity = number of times an article and its different display formats have been clicked on by the recipients in an e-mail, total(k(formats)
Click rate = percentage of recipients who have clicked on the article in the e-mail at least once,
Relative click rate = click rate (article)/opening rate, percentage of recipients who have opened the email at least once and clicked the article in the email at least once
Multiple click rate = share of a recipient in the sum of all clicks on this article in this mailing,
Relative multiple click rate = clicks(article)/openings, share of a recipient in the sum of all clicks of this article in this mailing
Links
Click tracking of all external links that have been clicked in the e-mail, e.g. link to homepage
Clicks: Number of times exactly this external link was clicked on by the recipients in the e-mail, k, gross (1.value) = sum of all clicks, net (2.value) = uniquely identified users
Click rate: Proportion of recipients who clicked on exactly this external link in the e-mail at least once,
Relative click rate: Proportion of recipients who have opened the e-mail at least once and clicked exactly this external link in the e-mail at least once,
Map
Geographic visualization of the profiles. Present containment: Europe. The geographical information is generated from the address data, if available. If no address data is available, the IP address of the registration is used, provided that the profile has been registered via a form.
Tracking revocation
tracking contradiction = number of receivers with active tracking contradiction
Revocation rate = tracking objection / addresses
Opening Rate Adjusted = Openings-Unique / (RECEIVER*(1-RETURN RATE)
Opening Rate POR Cleaned = (((Openings-Onequivocal / Clicks-Openers) * (Clicks-Openers Not)) + Openings-Onequivocal) / (RECEIVER*(1-RETURN RATE)
Click Rate Cleaned = Click-Unique / (RECEIVER*(1 RETURN RATE)
Relative Click Rate Adjusted = Click-Unique / Opener-Unique