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Email Dashboard - KPI Calculation Logic

The E-mail dashboard displays KPIs in the central part of the report and uses the same indicators in tables and visualizations.

kpi1email.jpg

Planned

Total number of planned email communications.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[ID_Distribution]),
    'Distribution'[Communication_channel] = "email"
)

Calculation Logic

Counts all planned records where the communication channel is email.

Sent

Number of emails that were sent.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[ID_Distribution]),
    FILTER(
        'Distribution Status',
        'Distribution Status'[Distribution_Sending_Status] IN {
            "DELIVERED", "BOUNCED", "DECLINED", "DEFERRED", "EXPIRED",
            "FAILED", "OLD", "REJECTED", "UNDELIVERABLE", "UNDELIVERED",
            "UNKNOWN", "ENQUEUED", "QUEUED", "SENT", "VISITED", "READ", "SEEN"
        }
        && RELATED('Distribution'[Communication_channel]) = "email"
    )
)

Calculation Logic

Counts email records with statuses such as SENT, DELIVERED, READ, VISITED, BOUNCED, FAILED, REJECTED, UNDELIVERED, UNKNOWN, and other sending statuses.

Sent %

Percentage of emails that were sent.

DAX Formula

[Email Sent] / [Email Planned]

Calculation Logic

Calculates the percentage of planned emails that were sent.

Delivered

Number of sent emails delivered to recipients.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[ID_Distribution]),
    FILTER(
        'Distribution Status',
        'Distribution Status'[Distribution_Sending_Status] IN {
            "DELIVERED", "READ", "VISITED", "SEEN"
        }
        && RELATED('Distribution'[Communication_channel]) = "email"
    )
)

Calculation Logic

Counts sent emails that reached the delivery stage.

Delivered, %

Percentage of sent emails delivered to recipients.

DAX Formula

[Email Delivered] / [Email Sent]

Calculation Logic

Calculates the percentage of sent emails that were delivered.

Read

Number of delivered emails read by recipients.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[ID_Distribution]),
    FILTER(
        'Distribution Status',
        'Distribution Status'[Distribution_Sending_Status] IN {
            "READ", "VISITED", "SEEN"
        }
        && RELATED('Distribution'[Communication_channel]) = "email"
    )
)

Calculation Logic

Counts delivered emails that were read or had further engagement.

Read, %

Percentage of delivered emails read by recipients.

DAX Formula

[Email Read] / [Email Delivered]

Calculation Logic

Calculates the percentage of delivered emails that were read.

Visited

Number of read emails where recipients visited a link.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[ID_Distribution]),
    FILTER(
        'Distribution Status',
        'Distribution Status'[Distribution_Sending_Status] IN { "VISITED" }
        && RELATED('Distribution'[Communication_channel]) = "email"
    )
)

Calculation Logic

Counts emails where the recipient visited a link.

Visited, %

Percentage of read emails where recipients visited a link.

DAX Formula

[Email Visited] / [Email Read]

Calculation Logic

Calculates the percentage of read emails that resulted in a link visit.

Unsubscribed

Shows the number of recipients who unsubscribed from email communications.

DAX Formula

CALCULATE(
    COUNT('Unsubscribed'[ID_Unsubscribed]),
    'Distribution'[Communication_channel] = "email"
)

Calculation Logic

Counts recipients who unsubscribed from email communications.

Unsubscribed, %

Shows the percentage of delivered emails that resulted in an unsubscribe action.

DAX Formula

[Email Unsubscribed] / [Email Delivered]

Calculation Logic

Calculates the percentage of delivered emails that resulted in an unsubscribe action.

Undelivered

Shows the number of sent emails that were not delivered to recipients and have a specified undelivered reason.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[ID_Distribution]),
    FILTER(
        'Distribution Status',
        'Distribution Status'[Distribution_Sending_Status] IN {
            "UNDELIVERED", "UNDELIVERABLE", "RESENDING_SMS_UNDELIVERED",
            "RESENDING_SMS_UNDELIVERABLE", "EXPIRED", "OLD", "BOUNCED",
            "DEFERRED", "UNKNOWN"
        }
        && RELATED('Distribution'[Communication_channel]) = "email"
        && TRIM('Distribution Status'[Reason_Undelivered_Emails]) <> ""
        && 'Distribution Status'[Reason_Undelivered_Emails] <> "Пусто"
        && NOT ISBLANK('Distribution Status'[Reason_Undelivered_Emails])
    )
)

Calculation Logic

Counts email records with undelivered delivery statuses, such as undelivered, undeliverable, expired, bounced, deferred, or unknown.

Undelivered, %

Shows the percentage of sent emails that were not delivered to recipients.

DAX Formula

[Email Undelivered] / [Email Sent]

Reason Undelivered

Shows the number of email records with an undelivered reason. It is used to analyze why emails were not delivered to recipients.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[Reason_Undelivered_Emails_Flag]),
    'Distribution'[Communication_channel] = "email"
)

Calculation Logic

Counts email records where an undelivered reason is available for the email communication channel.

Reason Undelivered %

Shows the percentage share of emails with an undelivered reason compared with all sent emails.

DAX Formula

[Email Reason Undelivered] / [Email Sent]

Calculation Logic

Calculates the share of emails with an undelivered reason out of the total number of sent emails.

Unsent

Counts planned emails that were not sent due to reasons such as duplicate, invalid email, empty recipient, empty content, message limit, excluded, unsubscribed, failed, declined, or unverified.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[ID_Distribution]),
    FILTER(
        'Distribution Status',
        'Distribution Status'[Distribution_Sending_Status] IN {
            "DUPLICATE", "INVALID_EMAIL", "EMPTY_RECIPIENT", "EMPTY_CONTENT",
            "MESSAGE_LIMIT", "EXCLUDED", "UNSUBSCRIBED", "FAILED",
            "DECLINED", "UNVERIFIED"
        }
        && RELATED('Distribution'[Communication_channel]) = "email"
    )
)

Unsent, %

Calculates the percentage of planned emails that were not sent.

DAX Formula

[Email Unsent] / [Email Planned]

Email Devices

Counts link visit records by device for email communications. It is used in the Type of devices from which the link was visited chart to show which devices recipients used when opening links from emails.

DAX Formula

CALCULATE(
    COUNT('Devices'[ID_Linkstats]),
    'Distribution'[Communication_channel] = "email"
)

Calculation Logic
Counts records from the Devices table where the communication channel is email.

Email Delivered to Read

Counts emails for which the time from delivery to reading is available. It is used in the Delivered vs Read visualization to analyze how quickly recipients read delivered emails.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[Time from delivered to read]),
    'Distribution'[Communication_channel] = "email"
)

Calculation Logic
Counts email records that contain a value in the Time from delivered to read field.

Email Delivered to Visited

counts emails for which the time from delivery to link visit is available. It is used in the Delivered vs Visited visualization to analyze how quickly recipients visit links after receiving emails.

DAX Formula

CALCULATE(
    COUNT('Distribution Status'[Time from delivered to visited]),
    'Distribution'[Communication_channel] = "email"
)

Calculation Logic
Counts email records that contain a value in the Time from delivered to visited field.

Trend and Engagement Calculations

The Message Delivery & Engagement Trends chart uses dynamic measures for the selected period mode and value in How much to show.

  • Email Delivered Dynamic — counts delivered emails for the selected day or month range.
  • Email Undelivered Dynamic — counts undelivered emails for the selected day or month range.
  • Email Read Dynamic — counts read emails for the selected day or month range.
  • Email Visited Dynamic — counts visited emails for the selected day or month range.

Additional Visualizations

  • Time of day when links were visited — shows the percentage distribution of link visits by day of the week or hour of the day.
  • Delivered vs Read — shows the time between email delivery and reading. The average time is calculated from the delivery-to-read time difference and displayed in HH:MM:SS format.
  • Delivered vs Visited — shows the time between email delivery and link visit. The average time is calculated from the delivery-to-visit time difference and displayed in HH:MM:SS format.
  • Type of devices from which the link was visited — counts link visit records by device type for email communications.