Understanding report metrics

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Letterhead’s reporting gives you a clear view of audience growth and engagement, with charts and cards for key metrics like total audience, active subscribers, new signups, and unsubscribes. For everything you can do on the Reports page, see Finding your way around Reports.

Tip: At the org level, data is aggregated across all channels, giving you a full picture of your audience.

Audience growth metrics

Total Audience = Active Subscribers + Pending confirmation + Not subscribed — excluding both Unsubscribed and Cleaned.
Active Subscribers — the total count of unique active subscribers in your audience.
New Subscribers — unique new subscribers added during the past 30 days.
Unsubscribes — unique unsubscribes for the past 30 days.

Subscriber growth charts

Admin-level roles can view and compare data across channels at the org level.
Charts show how your audience grows over time — switch between the past 180, 90, 30, or 7 days.
Compare up to 5 channels at a time.
Hover over a point on the graph to see the exact active-subscriber count for that channel on that date.
Export your audience metrics with your selected dates and filters applied.

What’s in each report

Every export from the Reports page is one of three types, and each comes as a spreadsheet with the columns below. To create one, or have it emailed on a schedule, see Exporting and scheduling reports.

Clicks report

Which links your readers clicked, and how often.

URL — the web address of a link included in the newsletter.
Total clicks — all link clicks across all emails sent; multiple clicks from the same email are counted.
Unique clicks — the number of unique emails that had a link clicked; repeat clicks are not counted.
Edition — the subject line of the newsletter edition the link appeared in.
Letter ID — the unique identifier for that edition.
Channel — the name of the channel (newsletter).
Channel slug — the channel’s URL-friendly identifier.

How each edition performed, scoped to the channels you pick.

Edition — the subject line of the published edition.
Letter ID — the unique identifier for that edition.
Published — the date the edition was published.
Channel — the name of the channel (newsletter).
Channel slug — the channel’s URL-friendly identifier.
Sent — the total number of newsletters sent.
Delivered — newsletters successfully delivered to inboxes.
Accepted — emails accepted by recipients’ email servers, calculated as sent minus soft bounces.
Bounced — total bounced emails that could not be delivered.
Hard Bounces — permanent delivery failures, such as an invalid or closed address.
Soft Bounces — temporary delivery failures, such as a full inbox or a server issue.
Hard Bounce Rate — hard bounces ÷ sent.
Soft Bounce Rate — soft bounces ÷ sent.
Total opens — total opens, indicating overall interest.
Unique opens — unique recipients who opened the newsletter.
Unique confirmed opens — unique opens that filter out mailbox-provider prefetching, a closer read on genuine human opens.
Total clicks — all link clicks within the newsletter.
Unique clicks — unique recipients who clicked a link.
Unsubscribes — recipients who unsubscribed via the unsubscribe link or List-Unsubscribe header on that edition.

Note: The Unsubscribes column here counts only people who unsubscribed from that specific edition. Total Unsubscribes in the Audience Growth report reflects all unsubscribes across all methods since the channel began.

The audience segment each edition was sent to, click-to-open rates, and promotion-click breakdowns aren’t columns in this export — you’ll find them on the in-app All Campaigns table and on a published edition’s own Reports page instead.

Audience growth report

How your audience changed over a date range, from either the organization or the channel Reports page.

Channel — the name of the channel (newsletter).
Total Active Subscribers — the total number of active subscribers.
Total Audience (Excludes Unsubscribed and Cleaned) — Total Active Subscribers + Total Not Subscribed + Total Pending Opt-In, as of the date listed.
New Subscribers — new subscribers added on each date.
Total Not Subscribed — audience members not subscribed.
Total Pending Opt-In — audience members who haven’t confirmed their subscription.
Total Unsubscribes — audience members who have unsubscribed from the channel.
Total Cleaned (Bounced) — emails that could not be delivered. See hard vs. soft bounces.

FAQs

What’s the difference between “Accepted” and “Delivered”? Accepted means the recipient’s email server confirmed receipt — it didn’t bounce. Delivered assumes the email made it to the inbox, a higher-level estimate. Letterhead calculates engagement (opens, clicks) based on Accepted, the more reliable technical metric.

How do I interpret “Cleaned (Bounces)”? Cleaned means an address bounced repeatedly (usually hard bounces) and is now automatically suppressed. It’s a permanent status — these addresses won’t receive future emails, and you don’t need to remove them manually; Letterhead handles it to protect your sender reputation.

Still can’t find what you need? Contact support.

Understanding report metrics

Audience growth metrics

Subscriber growth charts

What’s in each report

Clicks report

Newsletter engagement report

Audience growth report

FAQs

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