SparkPost Event and Metrics Definitions

May 12, 2017 Contributors

SparkPost Event Definitions

The following table contains the definition of each type of event that exists for activity through SparkPost.

NOTE: Inbound relay events are only available in SparkPost Enterprise.

Individual events are provided via the webhook data stream and can be retrieved on an on-demand basis using the Message Events API.

Event Name Belongs to the following Event Group Other Names for this Event Event Generated When:
Injection Injection Reception Message is received by or injected into SparkPost.
Delivery Delivery 250 OK The remote mail server (of the recipient) acknowledges receipt of message.
Policy_Rejection Bounce In Band Bounce: Admin type failure Due to policy, SparkPost rejects message or fails to generate message. (This is most often due to suppression list activity.)
Delay Delay Tempfail/Transfail, 4xx error code The remote mail server (of the recipient) temporarily rejects a message (asks for delivery to be tried again later).
Bounce Bounce Permfail, 5xx error code The remote mail server (of the recipient) permanently rejects message (delivery should not be attempted later)
out_of_band Bounce Asynchronous Bounce Remote mail server (of the recipient) initially reported acceptance of a message, but now reports that the message cannot be delivered.
spam_complaint Complaints/FBL The message was classified as spam by the recipient.
Open Engagement Views/Renders Recipient opens a message in a mail client, thus rendering a tracking pixel.
Click Engagement Actions, Clickthrough Recipient clicks a tracked link in a message, thus prompting a redirect through the SparkPost click-tracking server to the link’s destination.
generation_failure Bounce Message generation fails for a given recipient.
generation_rejection Bounce SparkPost rejects message generation due to policy.
list_unsubscribe Unsubscribe Recipient unsubscribes by using the ISP list unsubscribe feature.
link_unsubscribe Unsubscribe User clicks a specifically tagged unsubscribe link.
relay_delivery Inbound Relay Remote HTTP endpoint acknowledgesreceipt of a relayed message.
relay_injection Inbound Relay Relayed message is received by or injected into SparkPost.
relay_rejection Inbound Relay SparkPost rejects a relayed message or fails to generate a relayed message.
relay_tempfail Inbound Relay Remote HTTP endpoint fails to accept a relayed message.
relay_permfail Inbound Relay Relayed message has reached the maximum retry threshold without delivery to the HTTP endpoint and will be removed from the system.

SparkPost Metrics Definitions

The following contains the definition for each metric that is displayed in the SparkPost UI. The Metrics API uses these same definitions, so results from the Metrics API will match the data displayed in the UI for the same date-time range interval.

Metric Definition Formula Notes
Targeted Messages successfully injected into SparkPost as well as rejected by it Injected + Rejected
Injected Messages either injected into or received by SparkPost Sum (Injected)
Rejected Messages either rejected due to policy or failed to generate Sum (Policy Rejection + Generation Failure + Generation Rejection)
Policy Rejection Messages rejected by SparkPost due to policy Sum (Rejected) Note: These are also counted as Admin Bounces.
Rejected metrics includes not only the Rejection events but also include Generation Fail and Generation Rejection events
Rejection Rate Rejected / Targeted
Generation Failure Message generation failed for an intended recipient Sum (Generation Failed) When a message generation fails due to missing data or some technical reason. This event occurs instead of a Rejection event.
Note: These are also counted as Admin Bounces.
Generation Rejection Messages rejected by SparkPost due to policy Sum (Generation Rejection) When a message generation fails due to Policy. This event occurs instead of a Rejection event.
Note: These are also counted as Admin Bounces.
Sent Messages that SparkPost attempted to deliver, which includes both Deliveries and In-band Bounces Deliveries + In Band Bounces
Accepted Messages an ISP or other remote domain accepted (less Out-of-Band Bounces) Sum (Deliveries – Out of Band Bounces) Accepted = Sent – Bounced (EEC definition)
Delivered 1st Attempt Messages delivered that required a single attempt. Sum (Deliveries where attempt=1)
Delivered 2+ Attempts Messages delivered that required more than one delivery attempt. Sum (Deliveries where attempt>1)
Avg Latency 1st Attempt Average delivery time milliseconds (latency) for messages delivered on the first attempt. Avg (Delivery Times where attempt=1)
Avg Latency 2+ Attempts Average delivery time in milliseconds (latency) for messages delivered that required more than one attempt. Avg (Delivery Times where attempt>1)
Avg Delivery Message Size Average size of delivered messages, in bytes (including attachments) Avg (Delivery Message Size)
Delivery Message Volume Total size of delivered messages, in bytes (including attachments) Sum (Delivery Message Size)
Accepted Rate Percentage or Targeted messages that were Accepted Accepted / Targeted
Delayed Total number of delays due to any temporary failure Sum (Delays) Delays are transfails; may be more than one per message.
Delayed 1st Attempt Messages delayed on the first delivery attempt Sum (delays where attempt=1)
Delayed Rate Percentage of Accepted messages that were delayed on the first delivery attempt Delayed First Attempt / Accepted Percent of messages delayed on the first attempt / Accepted * 100
Bounced Total number of bounced messages which includes both In-band and Out-of-Band bounces Sum (Bounces)
Soft Bounced Total number of Bounced messages due to soft bounce classification reasons Sum (Soft Bounces)
Hard Bounced Total number of Bounced messages due to hard bounce classification reasons Sum (Hard Bounces)
Block Bounced Total number of Bounced messages due to an IP block Sum (Block Bounces)
Admin Bounced Total number of Bounced messages due to admin bounce classification reasons, also includes Rejected Sum (Admin Bounces) Includes rejections, generation failures, and generation rejections
Undetermined Bounced Total number of Bounced messages due to undetermined bounce reasons Sum (Undetermined Bounces)
All Bounce Rate Percentage of Targeted messages that Bounced Sum (Bounces / Targeted) * 100
Soft Bounce Rate Percentage of Targeted messages that Soft Bounced Sum (Soft Bounces / Targeted) * 100
Hard Bounce Rate Percentage of Targeted messages that Hard Bounced Sum (Hard Bounces / Targeted) * 100
Block Bounce Rate Percentage of Targeted messages that Block Bounced Sum (Block Bounces / Targeted) * 100
Admin Bounce Rate Percentage of Targeted messages that Admin Bounced Sum (Admin Bounces / Targeted) * 100
Undetermined Bounce Rate Percentage of Targeted messages that Undertermined Bounced Sum (Undetermined Bounces / Targeted) * 100
Spam Complaints Number of spam complaints received from an ISP sum (spam)
Clicks Total number of times that links were selected across all messages Sum (clicks) Total number of clicks (non-unique click events)
Raw Clicks Total number of links selected at least once across all messages Sum (distinct links clicks per message)
  • Number of tracking links times the number of Recipients who clicked on them.
  • e.g. 4 recipients clicking on 2 different tracking links = 8 Raw Clicked, even if they clicked 20 times on the same link
  • Number of unique tracking links clicked per unique message
Unique Clicks (approx.) The estimated number of messages, within a 5% variance, which had at least one link selected one or more times.
Unique Clicks Total number of messages which had at least one link selected one or more times. (This metric may take longer to display.) Sum (distinct messages clicked at least once) Number of unique messages that had a clicked link
Click-through Rate (approx.) Click-through Rate using the Unique Clicks (approx.) metric Unique Clicks (approx.) / Targeted
Click-through Rate Percentage of Targeted messages that had at least one link selected Unique Clicks / Targeted
Unique Rendered (approx.) The estimated number of messages, within a 5% variance, that were rendered at least once.
Unique Rendered/Opened Total number of messages that were rendered at least once.(This metric may take longer to display.) Sum (distinct messages opened at least once)
  • The unique number of Recipients that an message is displayed (whether fully opened or within the preview pane) and recorded using a tracking pixel. I.e. unique messages opened.
  • If a user opens the message multiple times or multiple tracking pixel requests are recorded due to forwarding, only one is counted per unique email address.
  • This metric applies to HTML formatted emails only. (EEC Definition)
Rendered/Opens Total renderings of a message Sum (messages opened)
  • The total number of times a message is displayed (whether fully opened or within the preview pane) and recorded using a tracking pixel for a unique subscriber address. If the Recipient opens the email multiple times, one email render is counted for each occurrence. Non-distinct.
  • This metric applies to HTML formatted emails only.
Unique Confirmed Opens (approx.) The estimated number of messages, within a 5% variance, that were either rendered or had at least one link selected.
Unique Confirmed Opens Total number of messages that were either rendered or had at least one link selected. (This metric may take longer to display.) Sum (unique messages opened or clicked) The unique number of unique messages opened (whether fully opened or within the preview pane) and recorded using a tracking pixel OR if images are blocked and the user clicks any link including the unsubscribe link. Includes Opened OR Clicked unique messages.
Open Rate (approx.) Open Rate using the Unique Confirmed Opens (approx.) metric Unique Confirmed Opens (approx.) / Targeted
Open Rate Percentage of Targeted messages that were either rendered or had at least one link selected Unique Confirmed Opens / Targeted