Campaign reporting

ZMP provides reporting for every mobile campaign you send. This page covers where to find your reports, what metrics are available for each channel, and how to interpret the results.

Where to find reports

Campaign reports are available in several places in ZMP:

Campaign detail view. Open any campaign to see its performance summary. This shows high-level metrics for the campaign.
Report Builder. Navigate to Analytics > Report Builder for custom reports. You can filter by channel, date range, segment, and specific metrics. Report Builder lets you compare campaigns, track trends over time, and export data.
Campaign list. The campaigns list shows summary metrics inline so you can quickly scan performance across multiple campaigns.

Push notification metrics

Metric	Description
Sent	The number of send requests dispatched to APNS (iOS) or FCM (Android). This is the total number of users ZMP attempted to reach.
Delivered	The number of delivery receipts received from devices. On iOS, this requires the Notification Service Extension to be integrated. On Android, this relies on FCM delivery receipts.
Clicked	The number of users who tapped the notification. Recorded by the SDK when the user opens the notification.
Skipped	Sends that were not attempted, typically due to provider throttling, rate limiting, or pre-send validation. Skipped messages may be retried depending on campaign configuration.
Failed	Sends attempted but rejected by APNS or FCM. Common reasons include invalid device tokens, expired certificates, or provider errors.

Key things to know about push metrics

Click rate is the primary engagement metric. Push notifications do not use a tracking pixel like email, so click rate is the most reliable measure of engagement.
Delivered may be lower than sent. Not every sent notification is delivered. Reasons include: the device is offline, the token is stale, the user has disabled notifications, or APNS/FCM returned an error.
Clicked can exist without delivered. A click proves the notification reached the device. It is possible for a message_clicked event to appear without a corresponding delivered event if the delivery receipt was not generated.
Skipped is not a failure. Skipped sends are withheld before reaching the push provider. They may be retried and do not necessarily represent permanent delivery loss.

In-app message metrics

Metric	Description
Impressions	The number of times the in-app message was displayed to a user. Tracked by the SDK when the message appears on screen.
Clicks	The number of users who tapped the message. Tracked by the SDK on tap.

Note: Dismissals and email submissions are not tracked as separate ZMP campaign metrics. A dismiss updates local message state only and does not emit a tracking event. An email form submission fires as a click event and updates the user's identity — it does not appear as a distinct "email submissions" count in campaign reporting.

App inbox metrics

Metric	Description
Delivered	The number of inbox messages fetched by devices. Tracked by the SDK when the message is downloaded.
Read	The number of messages marked as read. Tracked by the SDK when your app calls the mark-as-read method.
Clicked	The number of CTA button taps recorded. Tracked by the SDK on tap.

Note: Deleted is not tracked as a ZMP campaign event. Deletion updates local device state only and does not produce a metric in campaign reporting.

Understanding delivery vs engagement

Channel	Delivery metric	Engagement metric
Push notifications	Sent / Delivered	Clicked
In-app messages	Impressions	Clicked
App inbox	Delivered	Read / Clicked

A high delivery count with low engagement suggests the message content, timing, or targeting needs refinement. A low delivery count for push may indicate device token issues, push permission gaps, or audience targeting problems.

Common reporting questions

Why is my delivered count much lower than my sent count?

Several factors reduce push delivery: offline devices, stale device tokens, users who disabled notifications, or provider errors. Review the failed and skipped counts for details. On iOS, delivery tracking requires the Notification Service Extension.

Can I export campaign data?

Report Builder supports data export. Navigate to the report, apply your filters, and use the export option.