Email Reply Rate measures the percentage of sent emails that generate a reply. This metric is crucial for assessing the effectiveness of email marketing campaigns, customer engagement, or team communication efforts. Higher reply rates typically signify that the content of the email is resonating with the audience, prompting them to engage in the conversation. However, it's important to keep in mind that various factors can influence Email Reply Rate, including the quality of the email content, the subject line, and the relevance to the recipient.

Email Soft Bounce Rate is the percentage of emails out of the total number of sent emails that have not been delivered to the recipient due to temporary technical issues.

Email Soft Bounces counts the number of emails that have not been successfully delivered to the recipient due to temporary technical problems, including full inboxes, large file sizes, and server down time.

Email Unsubscribe Rate is the percentage of email addresses that unsubscribe from an email marketing campaign, out of all email addresses that successfully received an email. Email recipients can choose to opt-out of mailing lists and this action is called an unsubscribe. Regulating the frequency, content, and purpose of sending emails can reduce Email Unsubscribe Rate.

Email Unsubscribes is the count of how many users unsubscribe from your email distributions over a defined time period. It helps your understand the health of your email distribution list and the effectiveness of your email communications.

Emails Bounced is the count of emails that were not successfully delivered. Specifically, it's the count of Non-Delivery Receipts from your recipients' email servers.

Emails Clicked is the number of unique recipients who clicked on any link in your email. Clicks, or Click Through Rate, is often the key measurable result for most email campaigns and a good indicator of the quality of content.

Emails Delivered is the number of contacts who successfully received an email to their inbox and, as such, does not include bounces or unsubscribed recipients.

Emails Opened is the number of unique recipients who opened your email. Because the number of people who open your email impacts every other downstream metric, such as clicks, it makes sense to pay special attention to this one.

Emails Sent is the number of contacts you sent your email to.This metric is generally the broadest list but excludes any previous hard bounces and recipients who unsubscribed. Depending on your email marketing platform, it might also exclude recipients who have shown repetitive low engagement.

The number of sessions where the user was meaningfully active. A session counts as engaged if it lasted longer than 10 seconds, included a conversion event, or had at least 2 page or screen views. This metric represents GA4's approach to measuring quality engagement rather than simply counting all sessions regardless of user behaviour. By filtering out sessions that show minimal interaction, Engaged Sessions provides a clearer picture of sessions where users demonstrated genuine interest in your content or offerings, making it a more reliable indicator of successful user experiences than total session counts.

This metric is the average count of engaged sessions per active user. It's calculated by taking the total number of engaged sessions and dividing it by the total number of active users for a given period. Engaged Sessions Per User reveals the depth of user engagement with your website or app by measuring how many quality sessions each active user generates on average. A higher ratio indicates that users are returning for multiple engaged visits, suggesting strong content value, user experience, or brand loyalty. This metric helps distinguish between sites that attract many one-time visitors versus those that build lasting relationships with their audience.