# Read your invite analytics

See how many invited customers opened, clicked and sent a testimonial, and what each number on the Smart Invites Analytics tab counts.

The **Analytics** tab shows what happened to the customers you invited over the last 30 days: who got the email, opened it, clicked through and sent a testimonial. It comes with Smart Invites, on Premium and Business, and anyone who can open the project can read it, including teammates with the **Viewer** role.

1. **Open the Analytics tab**

   Open your project, click **Invites** under **Collect** in the sidebar, then click the **Analytics** tab.

   The page counts the customers added to your campaigns in the last 30 days, by the day each one was added. It has no date or campaign filter. If nobody was added in that time, it shows **No invites in the last 30 days** and lists your earlier campaigns under **Campaign Comparison**. Before your first invite, it shows **No invites sent yet**.

2. **Read the headline numbers**

   Read the four cards at the top: **Total Invited**, **Open Rate**, **Click Rate** and **Submission Rate**. See [What each headline number counts](#what-each-headline-number-counts).

3. **Follow the conversion funnel**

   Read **Conversion Funnel** from **Invited** down to **Submitted**. Each bar shows how much it dropped from the one above. See [What each funnel bar counts](#what-each-funnel-bar-counts).

4. **Check the daily activity**

   **Daily Activity (Last 30 Days)** shows the customers invited each day as bars, and how many of them sent a testimonial as a line. A day's **Submitted** counts the customers added that day who have responded since, not the testimonials that arrived that day.

   Hover over a day to see its numbers. Click **Invited** or **Submitted** under the chart to hide or show that series.

5. **Compare your campaigns**

   **Campaign Comparison** lists your 20 most recent campaigns and each one's **Source**: **Webhook**, **CSV import** or **Single invite**. Each webhook has one campaign, each CSV import is a campaign of its own, and single invites are grouped into **Manual Invites** campaigns.

   Unlike the rest of the page, this table counts each campaign's whole life, not just the last 30 days. **Contacts**, **Sent** and **Submitted** count customers, and **Rate** is **Submitted** divided by **Contacts**. The campaign with the highest rate carries a **Top** badge, once at least one campaign has a response.

6. **Check bounces and unsubscribes**

   Read the four cards at the bottom: **Testimonials Collected**, **Bounced**, **Delivery failed** and **Unsubscribed**. See [What each outcome card counts](#what-each-outcome-card-counts).

   The workspace owner and project Admins also see a link to the **email log** under these cards. It lists each email with its status; see [Check whether an email was sent](/help/account/check-whether-an-email-was-sent).

## What each headline number counts

The four cards at the top:

- **Total Invited**: customers added to a campaign. Each one used an invite. Addresses skipped because they're on the do-not-email list or were invited recently are never added, so they aren't counted.
- **Open Rate**: of the customers whose invitation was sent, the share who opened at least one of their emails.
- **Click Rate**: of the same customers, the share who clicked the button in at least one of their emails.
- **Submission Rate**: of all the customers invited, the share who sent a testimonial through their invite link. It's divided by **Total Invited**, not by the invitations sent.

## What each funnel bar counts

**Conversion Funnel** has five bars. Each counts customers, not emails, so someone who opens the invitation and both reminders counts once.

| Bar           | The customers who…                                           |
| ------------- | ------------------------------------------------------------ |
| **Invited**   | were added to a campaign                                     |
| **Sent**      | had their invitation, the first email, accepted for delivery |
| **Opened**    | opened any of their emails                                   |
| **Clicked**   | clicked the button in any of their emails                    |
| **Submitted** | sent a testimonial through their invite link                 |

- **Sent doesn't mean delivered.** A bounce is reported after the email goes out, and shows under **Bounced**; an email that couldn't be delivered at all shows under **Delivery failed**. The gap between **Invited** and **Sent** is invitations still waiting for their send time, and ones that were stopped or couldn't be delivered.
- **Clicked can be higher than Opened.** A click counts even when the email's images never loaded (see [Why opens are an estimate](#why-opens-are-an-estimate)).
- **Clicked can run a little high.** Some email security tools open every link in a message to check it before the customer sees it, and that counts as a click. Compare campaigns by **Submitted**, which only a person can do.

## What each outcome card counts

The four cards at the bottom count the last 30 days' customers by outcome:

- **Testimonials Collected**: the same customers as **Submitted**.
- **Bounced**: an invite to them bounced. The address goes on the project's do-not-email list, and their remaining emails are cancelled.
- **Delivery failed**: an email to them couldn't be delivered after repeated tries, so no more emails go out. Open the campaign to see who; see [Track your invite campaigns](/help/collect/track-invite-campaigns).
- **Unsubscribed**: they used the unsubscribe link in an invite, or marked one as spam. They go on the do-not-email list too.

## Why opens are an estimate

An open is recorded when the email's invisible tracking image loads. Email apps that block images record no open, even when the customer reads the email, and apps that load images on their own can record an open nobody made. Treat **Open Rate** as a rough guide, and compare campaigns by **Submission Rate** and **Rate**, which count testimonials actually sent.

## Good to know

- **The Overview tab counts all time.** Its **Customers invited**, **Testimonials received** and **Response rate** add up every campaign since you started, so they can differ from this page's 30-day numbers.
- **Every plan with Smart Invites sees the same page.** Premium and Business get the same numbers and charts.
- **Members and Viewers see only Overview and Analytics.** The other tabs are for the workspace owner and **Admins**, and **Overview** tells Members and Viewers that access is restricted.

## What happens next

To see each customer's emails and status, open a campaign from the **Campaigns** tab.

- [Smart Invites](/help/collect/smart-invites)
- [Track invite campaigns](/help/collect/track-invite-campaigns)
- [Manage the do-not-email list](/help/collect/manage-the-do-not-email-list)
- [Customize invite emails](/help/collect/customize-invite-emails)
- [Invite emails not sending](/help/troubleshooting/invite-emails-not-sending)