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

# Key Metrics and Terms

> Understand the campaign, audience, and deliverability metrics shown in Migma.

Use this page when campaign analytics look unfamiliar or two metrics appear to disagree. Email metrics are useful, but they are not all equally reliable.

***

## Campaign metrics

| Metric          | Meaning                                        | How to read it                                                 |
| --------------- | ---------------------------------------------- | -------------------------------------------------------------- |
| Sent            | Messages Migma attempted to send               | Excludes contacts skipped before send                          |
| Delivered       | Messages accepted by the receiving mail server | Does not guarantee inbox placement                             |
| Delivery rate   | Delivered divided by sent                      | Healthy lists usually stay above 95%                           |
| Opens           | Messages loaded by a mail client               | Inflated by Apple Mail Privacy Protection and image preloading |
| Open rate       | Opens divided by delivered                     | Useful directionally, not a precise human-read rate            |
| Clicks          | Link clicks tracked from the email             | Stronger engagement signal than opens                          |
| Click rate      | Clicks divided by delivered                    | Compare across similar audiences and offers                    |
| Bounces         | Messages rejected or failed                    | Keep low; hard bounces should be removed                       |
| Unsubscribes    | Contacts who opted out                         | Watch both rate and reason                                     |
| Spam complaints | Recipients who marked mail as spam             | Treat any spike as urgent                                      |

***

## Audience terms

| Term              | Meaning                                                                                         |
| ----------------- | ----------------------------------------------------------------------------------------------- |
| Contact           | One person or address in Audience                                                               |
| Tag               | Manual label used for grouping or preference topics                                             |
| Segment           | Saved filter that updates as contacts match or stop matching                                    |
| Topic             | Subscriber-facing category in the preference center                                             |
| Suppression       | Address blocked from marketing sends because of unsubscribe, bounce, complaint, or manual block |
| Skipped recipient | Contact excluded before send because of status, suppression, risk, or validation                |

***

## Deliverability terms

| Term           | Meaning                                                                     |
| -------------- | --------------------------------------------------------------------------- |
| SPF            | DNS record that authorizes senders for a domain                             |
| DKIM           | Cryptographic signature proving the email was not altered                   |
| DMARC          | Policy telling inbox providers how to handle SPF or DKIM failures           |
| MAIL FROM      | Return-path domain used for bounce handling                                 |
| Domain warming | Gradual send volume increase for a new sending domain                       |
| Risky address  | Disposable, role-based, or otherwise risky address that may hurt reputation |

***

## What to trust first

<Steps>
  <Step title="Check skipped recipients">
    If sent volume is lower than expected, open [Skipped Recipients](/campaigns/skipped-recipients) before reading engagement.
  </Step>

  <Step title="Use clicks for engagement">
    Opens are noisy. Clicks, replies, conversions, and downstream revenue usually carry more weight.
  </Step>

  <Step title="Watch bounces and complaints">
    Bounces and spam complaints affect sender reputation faster than normal open-rate changes.
  </Step>
</Steps>

***

## Related

<CardGroup cols={2}>
  <Card title="Reading analytics" icon="chart-line" href="/campaigns/track-results">
    Interpret campaign results after a send.
  </Card>

  <Card title="Skipped recipients" icon="filter-circle-xmark" href="/campaigns/skipped-recipients">
    See which contacts were filtered out and why.
  </Card>

  <Card title="Audience hygiene" icon="shield-check" href="/audience/deliverability">
    Validate contacts and exclude risky addresses.
  </Card>

  <Card title="Domain health" icon="heart-pulse" href="/sending-domains/domain-health">
    Monitor sender reputation signals.
  </Card>
</CardGroup>