App Inbox statistics

App Inbox statistics show how many people actually got the message, how many opened it, and how many tapped it, plus where you lose the rest along the way.

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When delivery looks low, check the Errors tab for the reason.

Open App Inbox statistics

1. Double-click the App Inbox element on a journey canvas.
2. Check the panel’s metrics for this element. See Metrics on the canvas below.
3. Click Detail statistics to open the full Message stats page, with an Overview tab and an Errors tab.

Metrics on the canvas

Double-click the App Inbox element on a journey canvas to open this panel. It counts people, not messages, giving you a quick read on delivery and engagement before you open Detailed statistics below.

Metric	What it means
Entries	Everyone this element tried to reach.
Sent	People who got the message in their inbox.
Reached	People who have the message in their inbox. It appears when they open the app, even if they haven’t looked at it yet.
Read	People who opened and looked at the message.
Clicked	People who tapped the message.
Dismissed	People who deleted the message, whether or not they’d read it first.
Expired	People whose message disappeared before they read it. A high number means people need more time. Try a longer expiration.
Skipped (no app)	People with no mobile or web app set up to show an inbox, so the message had nowhere to go.
Frequency capping skipped	People who’d already hit their App Inbox limit, so this message wasn’t delivered.

Detailed statistics

Use Message stats to check how this App Inbox element performed, from audience to clicks.

Overview tab

Use the Overview tab to check delivery and engagement for this element.

Campaign performance

These cards summarize how this App Inbox element performed.

Card	What it shows	Formula
Audience	Total audience users for this element, and how many stayed eligible after exclusions (frequency capping or a control group).	Eligible users + excluded users
Sent	Share of total audience who got the message in their inbox.	Placed into inboxes ÷ total audience
Reached	Share of sent users whose app picked up the message at least once. It’s on their device, but they may not have looked at it yet.	Reached ÷ sent
Read	Share of reached users who opened the message, whether or not they later deleted it.	Read ÷ reached
Clicked	Share of read users who tapped the message. Repeat taps count once.	Clicked ÷ read

Campaigns distribution

Campaigns distribution shows how users move through the funnel. Switch between Funnel view and Table view with the dropdown in the block header.

Each row shows how many people reached that stage, and why some didn’t move to the next one:

Stage	What it means
Audience	Everyone this element targeted. Some are excluded before anything sends: they already hit their frequency capping limit, or they’re in a global control group.
Sent	Almost everyone eligible gets the message in their inbox. A few don’t, usually a bad device or token, or a delivery error. Check the Errors tab for the reason.
Reached	Most sent messages get picked up the moment the user opens the app. The rest are just waiting: their app hasn’t fetched the message yet, which isn’t a delivery failure.
Read	Most reached messages get opened. Some people delete a message without reading it, and some read it and then delete it. Either way, once it’s deleted it won’t count as unread.
Clicked	Some people who read the message go on to tap it. Repeat taps count once, the same way Read counts repeat opens once.

How to read the funnel

• Follow the path down: Audience → Sent → Reached → Read → Clicked.
• The percentage on a step is the share that reached it from the step above. The canvas panel above computes its own Read and Clicked percentages differently, against Sent rather than the step right before them, so the two can show different numbers for the same send.
• The Sent card above and this funnel’s Sent row can disagree: the card counts messages accepted by the gateway, this row counts everyone still eligible before that gateway accepted or rejected them.
• The rows under Read don’t add up to its total: people who were reached but haven’t opened or deleted the message yet stay off this list by design, they’re not a separate outcome.
• A low Reached number often just means people haven’t opened the app yet. It climbs over time, it isn’t a delivery failure.
• A low Read number can mean the expiration is too short. Try a longer window in Set expiration.
• A low Clicked number next to a healthy Read number points to the content, not delivery. Test a different message or a clearer call to action.
• If Sent itself is low, check the Errors tab first.

Errors tab

Errors lists every delivery error for this element, grouped by platform, with the sender’s own error name and share of that platform’s sends.

Click Export errors to download the full list.