Measures for Events That Don’t Occur in Marketing Cloud Engagement

In Email Studio, measures calculate a total value for subscribers, where the value is greater than zero. If the value is zero, meaning there are no statistics, the value is not calculated for a subscriber. In other words, each open for a subscriber is counted. If a subscriber does not perform any Opens, they can’t be counted.

Instead, use the Not Opened (or Not Clicked) event to segment on unengaged subscriber. These events count the opposite of opens and clicks. In the example of Job 1234 above, the Not Open event would have one record returned in the measure result set. When using Not Opened or Not Clicked, make sure to specify in your data filter where 0 means "give me subscribers where the Not Opened count is greater than 0."

Example Suppose that you send an email to five people using Job 1234. Of those five people, four people open your email at least once, and two people click through your email.

Tracking for Job 1234

Subscriber	Opens in Tracking
A	2
B	1
C	0
D	3
E	1

If you create a measure to count total opens for Job 1234, the measure query behind the scenes returns data for four people, not five.

Subscriber	Opens in Tracking
A	2
B	1
D	3
E	1