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Einstein and Analytics in Marketing Cloud Engagement
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            Dimensions and Measurements

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            1. Salesforce Help
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            3. Engagement: Einstein and Analytics

            Dimensions and Measurements

            Dimensions and measurements are included when viewing dashboards, pivot tables, and reports. Use categories to find the data that’s most relevant to you.

            Required Editions

            Available in: Intelligence Reports and Intelligence Reports Advanced

            Omni-Channel Dimensions and Measurements

            The fields listed in this table refer only to the fields you see in Dashboards, Pivot Tables, and Reports. These fields are different from the ones you see when you use Queries in Intelligence Reports Advanced. For more information about the different fields in Queries, see Queries Data View.

            Category Field Name Type Description
            Time Attributes Event Date (Day, Week, Month) Dimension The date an event such as an open or click occurred.
            Send Date (Day, Week, Month) Dimension The date that the originating message was sent.

            Enterprise or Business Unit

            		 Business Unit Dimension The name of the business unit that sent the message.
            Business Unit ID Dimension The ID of the business unit.
            Enterprise ID Dimension The ID of the enterprise account.

            Audience Attributes

            (Not available for triggered mobile push messages, or in-app messages.)

            		 Audience Name Dimension

            The name of the audience that the email or message was sent to.

            Audience name refers to the Publication List for Journey sends.

            Note: Only 1 audience is supported.

            Audience Type Dimension The audience type: List or Data Extension.

            Journey Attributes

            (Only available if you have Journey Builder enabled in your account.)

            		 Journey ID Dimension The unique identifier for the specific version of the journey.
            Journey Name Dimension

            The journey name.

            For Push data, not all messages are assigned a journey name.
            Journey Version Dimension The journey version.
            Journey Status Dimension The journey status: Draft, Running, Paused, Finishing, or Stopped.
            Journey Activity Name Dimension The journey activity name.
            Journey Activity Type Dimension The journey activity type.
            Journey Description Dimension The journey description.
            Journey Created Date Dimension The date the journey was created.
            Journey Last Published Date Dimension The last date that the journey was published.
            Journey Modified Date Dimension The last date that the journey was modified.
            Contact Entry Mode Dimension This mode dictates when the contact is eligible to enter a journey.
            Campaign Attributes Campaign Dimension

            The Marketing Cloud Engagement campaign at the time of the send (if assigned).

            Note: Only 1 campaign is supported.
            Campaign ID Dimension The campaign’s internal ID.
            Campaign Code Dimension The campaign’s code, as given by the user.
            Campaign Start Date Dimension The campaign’s start date.
            Campaign End Date Dimension The campaign’s end date.
            Campaign Status Dimension The campaign’s status.

            Email Dimensions and Measurements

            Category Field Name Type Description
            Email Attributes Email Job ID Dimension The unique identifier of the email sent.
            Email Content Name Dimension The email name at the time of send.
            Email Send Name Dimension The name of the send definition used to send the email. (This data is currently partially available.)
            Email Subject Dimension The email subject at the time of send.
            Email Status Dimension The email job status at the time of send.
            Email Send Type Dimension

            The type of message sent.

            • Triggered – Anything that uses event-driven sending queues, such as SOAP triggered sends and Transaction Journey and REST APIs.
            • Standard – Includes batch-based sending, such as sending by a list or by a data extension through Automation Studio or Email Studio.
            Email Send Classification Type Dimension

            This field represents the value selected in the CAN-SPAM Classification and can display either Commercial or Transactional values.

            For more information about send classifications, see Send Classifications in Marketing Cloud Engagement.
            Email Test Indicator Dimension A flag that indicates the message was part of a test send.
            Email Sender Address Dimension The email sender’s address.
            Email Sender Name Dimension The email sender’s name.
            Email Sender IP Dimension

            The IP address of the sent message. The IP address can be empty in cases where the email wasn’t sent successfully.

            Note: From June 2022 and onwards, triggered emails are supported.

            Email Pre-Header Dimension The email preheader. A preheader is the text following the subject line when an email is previewed. A preheader is one of the first three items that a subscriber sees when viewing an email.
            Email Domain Dimension The email domain for the message that was sent, such as yahoo.com or gmail.com.
            Email Country Code Dimension

            The country code of the user who engaged with the email.

            • Only available for the U.S.
            • Not always available or accurate due to dependencies on mail proxy servers, VPNs, and privacy controls.
              Region Code Dimension

            The state of the user who engaged with the email.

            • Only available for the U.S.
            • Not always available or accurate.

            User Agent

            Disclaimer: Salesforce doesn’t guarantee the accuracy or completeness of this data. Use as reference only.

            		 Email Browser Model Dimension The browser model for the email that was sent, such as Firefox or Chrome. (Only available for opens and clicks.)
            Email Browser Name Dimension The browser name for the email that was sent, such as Chrome 96 or Edge 96. (Only available for opens and clicks.)
            Email Device Model Dimension The device model for the email that was sent. (Only available for opens and clicks.)
            Email Device Name Dimension The device name for the email was sent. (Only available for opens and clicks.)
            Email Client Model Dimension The email client model for the email that was sent. For example, Outlook. (Only available for opens and clicks.)
            Email Client Name Dimension The email client name for the email that was sent. For example, Outlook 2013. (Only available for opens and clicks.)
            Email Device OS Model Dimension The operating system model used for the email that was sent. (Only available for opens and clicks.)
            Email Device OS Name Dimension The operating system device name used for the email that was sent. (Only available for opens and clicks.)
            Email Device Type Dimension Type of device used, mobile, or desktop. (Only available for opens and clicks.)
            Email Feature Phone Dimension Indicates if a feature phone received the message. Feature phones are older-generation mobile phones and are mostly used in Japan. (Only available for opens and clicks.)
            Email Link Alias Dimension The actual link that was clicked within the email. Only works for links that are assigned a link alias. (Only available for clicks.)
            Email Delivery Email Sends Measurement The number of emails sent. Includes successful and unsuccessful sends.
            Email Bounces Measurement The number of blocks and hard and soft bounces received from the sender’s email address.
            Email Bounces Hard Measurement The number of hard bounces.
            Email Bounces Soft Measurement The number of soft bounces.
            Email Bounces Block Measurement The number of blocked bounces.
            Email Bounces Technical Measurement The number of technical bounces.
            Email Bounces Unknown Measurement The number of unknown bounces.
            Email Bounces Unclassified Measurement The number of unclassified bounces. This is used when the bounce type is empty.
            Email Bounce Type Dimension

            The email bounce type:

            • Block – Number of bounces resulting from a complaint, blocklist, content, URL block, or authentication error.
            • Hard – Number of bounces caused by an unknown domain or user, or syntax error.
            • Soft – Number of bounces resulting from a full or temporarily inactive mailbox, or temporary domain failure.
            • Technical – Number of bounces caused by the server, data format, or network error.
            • Unknown – Number of bounces that occurred for an unknown reason.

            Note: Bounce rate can’t be attributed to a specific bounce type because sends aren’t attributed to a specific bounce type.
            Email Deliveries Calculated Measurement The number of emails delivered. Calculation: (Number of Sends) - (Number of Bounces).
            Email Delivery Rate Calculated Measurement Percentage of emails delivered. Calculation: (Number of sends) - (Number of Bounces) / (Number of Sends).
            Email Bounce Rate Calculated Measurement Percentage of emails that bounced. Calculation: (Number of Bounces) / (Number of Sends).
            Email Engagement Email Unique Opens Measurement

            The number of opens by distinct subscribers. Any other attributes about unique opens show information relevant to the first open for that user.

            Note: Sometimes this measurement doesn’t accurately reflect actual engagement. Tell me more.
            Email Total Opens Measurement The total number of emails opened.
            Emails Unique Clicks Measurement

            The number of clicks by distinct subscribers. Any other attributes about unique clicks show information relevant to the first click for that user.

            Note: This measurement also includes unsubscribe clicks.
            Email Total Clicks Measurement The total number of email clicks.
            Email Unique Unsubscribes Measurement The total number of unique unsubscribes. Any other attributes about unique unsubscribes show information relevant to the first click for that user.
            Email Total Unsubscribe Measurement The total number of users who unsubscribed.
            Email Open Rate Calculated Measurement

            Percentage of email opens. Calculation: (Unique Opens) / (Deliveries).

            Note: Sometimes this measurement doesn’t accurately reflect actual engagement. Tell me more.
            Email Click Rate Calculated Measurement

            Percentage of email clicks.

            Calculation: (Unique Clicks) / (Delivered Emails)
            Email Click-To-Open Rate Calculated Measurement

            Percentage of email clicks to opens. Calculation: (Unique Clicks) / (Unique Opens)

            Note: This measurement may not accurately reflect actual engagement. Tell me more.
            Email Unsubscribe Rate Calculated Measurement

            Percentage of email unsubscribes. Calculation: (Unique Subscribes) / (Delivered Emails)
            Email Total Complaints Measurement The total number of complaints received by unique IPs. A complaint is logged when a subscriber flags the email as spam. Note: Most email providers don’t include this data.
            Email Unique Complaints Measurement The number of complaints by distinct users. Note: Most email providers don’t include this data.
            Email Studio Total Conversions Measurement The number of conversions an email has received by unique IPs.
            Email Studio Unique Conversions Measurement The number of conversions by distinct users.
            Email Click Event Lag Days Calculated Measurement The average time in days that passed between the click and send time.

            Push Dimensions and Measurements

            Category Field Name Type Description
            Push Notification Attributes Push Content Name Dimension The name of the content used in the send.
            Push Send Name Dimension

            The name of the send definition.

            For Mobile Studio sends: the Message Name, for Transactional API sends: the DefinitionKey, for Journey Builder sends: the Activity Name.
            Push Send Type Dimension

            The type of message sent:

            • User-Initiated — The message was sent via Mobile Studio.
            • API Triggered — The message was triggered via an API event.
            • Automation Studio — The message was sent via Automation Studio.
            • Journey — The message was sent via Journey Builder.
            Push Send ID Dimension The unique identifier for the send definition, the Send Name. This is a separate identifier from the job ID.
            Push Title Dimension The title used in the message content that’s shown to the end user.
            Push Notification Delivery Push Sends Measurement The number of push notifications sent per device.
            Push Bounces Measurement The total number of messages rejected by Apple or Google. Bounces often occur as a result of invalid push tokens or invalid sending credentials.
            Push Deliveries Calculated Measurement The total number of messages accepted by Apple or Google.
            Push Bounce Rate Calculated Measurement Percentage of messages rejected by Apple or Google. Calculation: (Bounces) / (Sends).
            Push Delivery Rate Calculated Measurement Percentage of messages accepted by Apple or Google. Calculation: (Deliveries) / (Sends).
            Push Not Sent Measurement The sum of failures for sends.
            Push Notification Engagement Push Opens Measurement

            The total number of messages opened.

            • Push messages can only be opened one time per device.
            • The timestamp for open events is according to the end user’s device.
            • In some cases it can take a few days for an open event to be reported to Intelligence Reports. Therefore, open events that occurred 21 days before the event reached Intelligence Reports are omitted.
            • The Push Message Summary Report can show more opens than Intelligence Reports because it doesn’t take duplicate opens into account.
            Push Open Rate Calculated Measurement Percentage of messages opened. Calculation: (Opens) / (Deliveries). Available for calculations at the device level.

            In-App Dimensions and Measurements

            In-app data is collected from the moment of provisioning, so historical data isn’t tracked. In some cases, events such as clicks or dismisses of sends that occurred before provisioning can appear in the data. In these situations, no send date is assigned to these events, and they’re filtered out of the dashboards.

            Category Field Name Type Description
            In-App Attributes In-App Content Name Dimension The name of the content (from Content Builder) that was used within the send. For Journey Builder Sends, the Content Asset Name=In-App Content Name.
            In-App Send Name Dimension The name of the message for the marketer to reference. For Journey Builder Sends, the Journey Builder Activity Name=In-App Send Name.
            In-App Send Type Dimension

            The type of message sent:

            • User-Initiated — The message was sent via Mobile Studio.
            • API Triggered — The message was triggered via an API event.
            • Automation Studio — The message was sent via Automation Studio.
            • Journey — The message was sent via Journey Builder.
            In-App Send ID Dimension The unique identifier for the Send Name. This isn’t the job ID. For Journey Builder Sends, the MessageID=In-App Send ID.
            In-App Title Dimension The title used in the message content that’s shown to the end user.
            In-App Message Layout Dimension The layout of the in-app message: Banner, Full Page, and Modal.
            In-App Button ID Dimension

            The ID of the button.

            Note: This is only relevant for clicks.

            In-App Button Label Dimension The label of the clicked button.
            In-App Dismiss Type Dimension If a dismiss event occurred, this metric indicates the type. Possible values are AutoDismiss, ButtonClicked, or Closed.
            In-App Delivery Attributes In-App Unique Sends Measurement The unique sum of sends successfully rendered (Successful Published); calculated at the Contact level.
            In-App Device Deliveries Measurement The number of downloads by devices. This number is typically higher than the number of Unique Sends. Sends are calculated by contact, this metric is calculated by device. The difference arises when contacts have more than one device.
            In-App Device Displays Measurement The total in-app displays per device.
            In-App Device Display Rate Measurement The device display rate. Calculation: (Device Displays / Device Deliveries)
            In-App Device Button Clicks Measurement Total button clicks across devices.
            In-App Device Button Click Rate Measurement The device button click rate. Calculation: (Device Button Clicks / Device Displays)
            In-App Device Dismisses Measurement The total number of times the dismiss button was clicked across devices.
            In-App Device Dismiss Rate Measurement The device dismiss rate. Calculation: (Device Dismisses / Device Displays)
            In-App Avg. Display Time Measurement The average amount of time the in-app message was displayed. Calculation: (Total time in app / device displays)

            WhatsApp Dimensions and Measurements

            WhatsApp data is collected from the moment of provisioning, so historical data isn’t tracked. In some cases, events such as clicks or dismisses of sends that occurred before provisioning can appear in the data. In these situations, no send date is assigned to these events, and they’re filtered out of the dashboards.

            Category Field Name Type Description
            Time Attributes Event Date (Event Date, Event Month, Event Week, Event Quarter, Event Weekday, Event Year) Dimension The actual date when this event occurred
            Send Date (Send Date, Send Month, Send Week, Send Quarter, Send Weekday, Send Year) Dimension The date the originating message was sent.
            Enterprise or Business Unit Business Unit Dimension The name of the Marketing Cloud Engagement ID that sent the message.
            Business Unit ID Dimension The ID of the Marketing Cloud Engagement ID.
            Enterprise ID Dimension The ID of the enterprise account.
            Journey Attributes (Available only if you have Journey Builder enabled in your account.) Journey ID Dimension The unique identifier for the specific version of the journey.
            Journey Name Dimension

            The journey name.

            Note: For Push data, not all messages are assigned a journey name.
            Journey Version Dimension The journey version.
            Journey Status Dimension The journey status: Draft, Running, Paused, Finishing, or Stopped.
            Journey Activity Name Dimension The journey activity name.
            Journey Activity Type Dimension The journey activity type.
            Journey Description Dimension The journey description.
            Journey Created Date Dimension The date the journey was created.
            Journey Last Published Date Dimension The last date that the journey was published.
            Journey Modified Date Dimension The last date that the journey was modified.
            Contact Entry Mode Dimension This mode dictates when the contact is eligible to enter a journey.
            Audience Attributes (Not available for triggered mobile push messages, or in-app messages.) Audience Name Dimension

            The audience name that the email or message was sent to. The audience name refers to the Publication List for Journey sends.

            Note: Only 1 audience is supported.

            Audience Type Dimension The audience type: List or Data Extension.
            Campaign Attributes Campaign Dimension

            The Marketing Cloud Engagement campaign at the time of the send (if assigned).

            Note: Only 1 campaign is supported.

            Campaign ID Dimension The campaign’s internal ID.
            Campaign Code Dimension The campaign’s code, as given by the user.
            Campaign Start Date Dimension The campaign’s start date.
            Campaign End Date Dimension The campaign’s end date.
            Campaign Status Dimension The campaign’s status.
            WhatsApp Attributes WhatsApp Activity Name Dimension

            Name of WhatsApp message activity that was used for the send in the journey.

            For Journey Builder Sends, the Content Asset Name=In-App Content Name.

            WhatsApp Content ID Dimension The asset ID associated with the Send for every WhatsApp activity within a Journey. Available on Send type only.
            WhatsApp Send Name Dimension The name of the message for the marketer to reference. For Journey Builder Sends, the Journey Builder Activity Name=In-App Send Name.
            WhatsApp Send Type Dimension

            The type of message sent:

            • API Triggered—The message was triggered via an API event.
            • Journey—The message was sent via Journey Builder.
            WhatsApp Business Account Dimension WhatsApp business account name.
            WhatsApp Error Status Dimension Error status description or error code
            WhatsApp Conversation Type Dimension

            The category defined for the conversation, as follows:

            • 2 = Referral
            • 3 = Marketing
            • 4 = Utility
            • 5 = Authentication
            • 6 = Service
            • 8 = Meta Marketing Messages (MMLite)
            WhatsApp Country Dimension The 2-character ISO Locale of the Mobile Number (from the recipient address) in a given send.
            Channel Attributes WhatsApp Channel ID Dimension Phone number of the registered channel.
            WhatsApp Channel Name Dimension

            The name used to send messages.

            When multiple messages are sent to the same number.

            WhatsApp Delivery WhatsApp Sends Measurement

            The number of messages sent.

            A Customer sends messages to 1,000 unique contacts in a journey.
            WhatsApp Deliveries Measurement

            The number of messages with a Delivered Status from Meta.

            940 messages delivered with a “Delivered status” received from META.
            WhatsApp Delivery Rate Calculated Measurement WhatsApp Deliveries ÷ WhatsApp Sends
            WhatsApp Bounces Calculated Measurement Sends - Deliveries
            WhatsApp Bounce Rate Calculated Measurement Bounces ÷ Sends
            WhatsApp Bounce—Not Sent Measurement

            Rejected before delivered to the device.

            10 messages were rejected or undelivered because 10 users didn’t have the WhatsApp app
            WhatsApp Bounce—Not Sent Rate Calculated Measurement WhatsApp Bounces—Not Sent ÷ WhatsApp Sends
            WhatsApp Bounce—Failures Measurement The sum of messages with a Failed status from Meta. This measurement must be associated with the status reason.
            WhatsApp Bounce—Failures Rate Calculated Measurement WhatsApp Bounce—Failures ÷ WhatsApp Sends
            WhatsApp Engagement WhatsApp Opens Measurement

            No. of messages Seen or Read.

            900 messages were opened or read with a “Read status” received from META
            WhatsApp Open Rate Calculated Measurement WhatsApp Opens ÷ WhatsApp Deliveries
             
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