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Compare Campaign Opens Count with Campaign Unique Opens Count to distinguish repeated opens from distinct contacts who opened. Use Campaign Link Clicks Count and Campaign Subscriber Clicks Count to make the same distinction for clicks.

Campaign Unique Link Clicks Count measures distinct links clicked, not distinct contacts. Keep these measures separate when explaining engagement to a client, and include replies or unique replies when the question calls for them.

Compare Campaign Receive Count, the contacts determined to receive a campaign, with Campaign Send Count, the contacts actually sent it. Review Campaign Hard Bounces Count and Campaign Soft Bounces Count alongside those volumes.

Use these figures to identify campaigns that deserve closer investigation before a client review. A difference between intended recipients and actual sends is a question to investigate; these counts alone do not explain its cause.

Select campaigns by their original Campaign Send Date within an inclusive calendar-date range. The source timestamp's calendar day is retained without conversion to UTC. Campaigns with missing or invalid send dates are excluded.

Opens, clicks and other campaign counters remain lifetime totals, including activity after the selected end date. Recurring and automation campaigns use their original send date, and totals are not split across sends. Include Campaign Track Reads when interpreting opens, or Campaign Source when reviewing how campaigns were created.