Exact values
Reference Reviewed · not yet fact-checked
In short
How are Reply's email metrics calculated?
Total people equals Contacted plus Out of Office, Bounced, and Auto Replied contacts. Delivery rate and bounce rate divide by Total people; open, reply, interested, meetings, and opt-out rates divide by Contacted — distinct contacts reached by an email step, a LinkedIn connection request with a note, or a LinkedIn message or InMail.
The key metrics are the same across the Sequence Stats tab and the Email dashboard in Reports. Every rate is a ratio over one of two denominators.
The two denominators
| Denominator | Definition |
|---|---|
| Total people | The overall number of contacts included in the sequence: Contacted + Out of Office + Bounced + Auto Replied |
| Contacted | Distinct contacts who received at least one of: an email step, a LinkedIn connection request with a note/message, or a LinkedIn message or InMail. Excludes Out of Office, Bounced, and Auto Replied contacts |
A LinkedIn connection request without a note is not counted as contacted. A contact reached via multiple channels is counted once (distinct). Delivery rate and bounce rate divide by Total people; open, reply, interested, meetings booked, and opt-out rates divide by Contacted.
Metric formulas
| Metric | Formula | Notes |
|---|---|---|
| Total people | Contacted + Out of Office + Bounced + Auto Replied | Deleting a contact decreases the value; totals across multiple time ranges may exceed the overall total |
| Total accounts | Number of accounts (companies) involved in the sequence, based on Total people | |
| Delivery rate | Delivered emails × 100 ÷ Total people | Excludes Bounced contacts; includes Out of Office and auto replies |
| Open rate | Opened emails × 100 ÷ Contacted | Does not include Out of Office or auto replies |
| Reply rate | Replies × 100 ÷ Contacted | Numerator: distinct contacts who replied by email, LinkedIn message or InMail, or a connection request with a note. Does not include Out of Office or auto replies. Based on historical data and may change over time |
| Interested | Interested × 100 ÷ Contacted | Contacts with the Interested inbox category |
| Meetings booked | Meetings booked × 100 ÷ Contacted | Meetings scheduled through your emails |
| Opt-out rate | Opted out × 100 ÷ Contacted | Updates in real time |
| Bounce rate | Bounced emails × 100 ÷ Total people | |
| Not reached | Out of Office + Bounced + Auto Replied; rate = Not reached × 100 ÷ Total people | Hover over the metric on the Reports page for the per-status breakdown |
Edits and deletions that change the numbers
- Deleting a contact decreases Total people.
- Deleting a team member does not change the metrics in team reports.
- Removing the Opted out status from a contact changes the opt-out value.
- Deleting a contact who has the Opted out status does not change the metric.
- Deleting the contact from the sequence and removing the Opted out status excludes them from the stats.
How opens and clicks are recorded
- Opens — Reply adds a tracking pixel to emails when opens tracking is enabled (it is disabled by default, per sequence). If the recipient has images disabled, or the email landed in spam where images are not displayed, the open is not recorded. Plain text mode must be off for open tracking.
- Clicks — Reply wraps hyperlinks in the template with its tracking link and redirects to the destination on click. Link tracking is disabled by default; links must be inserted as hyperlinks in the editor. Clicks in emails sent with the Send test button are not tracked. Click tracking can reduce deliverability.
- Custom (branded) tracking domains are recommended over the default tracking domains for better deliverability — see Email deliverability.
Meeting attribution
- Meetings booked via a meeting link in a sequence are tracked by source channel: Email, SMS, Call, WhatsApp, LinkedIn. The per-channel details appear in Reports → Team performance and can be exported.
- The Reports page inside a sequence shows only meetings booked within emails.
- When a prospect books through the meeting tracking link, they receive the Meeting booked status (booked meetings tracking is in beta and requires a connected calendar).
Sequence-based CSV export fields
| Field | Description |
|---|---|
| Sequence name | The name of the sequence |
| Sequence ID | Unique identifier of the sequence |
| Owner email | The user who owns the sequence; a sequence with more than one owner gets a separate row per owner |
| Email account | The email account used to send; a sequence with multiple accounts gets a separate row per account; deleted email accounts are included in the stats |
| Sequence status | Current status of the sequence (New, Active, Paused) |
| Prospects count | Number of contacts who were sent emails |
| Active count | Contacts currently in the sequence who received emails and have the Active status |
| Bounced count | Contacts whose emails could not be delivered |
| Bounce rate % | Bounced count ÷ Prospects count × 100 |
| Clicked count | Contacts who clicked at least one link in any email |
| Click through rate | Clicked count ÷ Delivered count × 100 |
| Contacted count | Contacts who received emails and are not in Bounced, Out of Office, or Auto Replied status |
| Delivered count | Contacts whose emails were successfully delivered (excluding bounced) |
| Interested count | Contacts with the Interested inbox category |
| NotInterested count | Contacts with the Not interested inbox category |
| NotNow count | Contacts with the Not Now inbox category |
| DoNotContact count | Contacts with the Do Not Contact inbox category |
| Opened count | Contacts who opened at least one email |
| Open rate % | Opened count ÷ Contacted count × 100 |
| Paused count | Contacts currently in the sequence who received emails and have the Paused status |
| Replied count | Contacts who replied, excluding Bounced, Out of Office, and Auto Replied contacts |
| Reply rate % | Replied count ÷ Contacted count × 100 |
| AutoReplied count | Contacts whose reply was detected as an auto reply |
| OutOfOffice count | Contacts whose reply was detected as an out-of-office reply |
| OptedOut count | Contacts who unsubscribed from receiving emails |
| Start date | Sequence launch date (UTC time) |
Contact-based CSV export fields
Binary fields use 1 = yes, 0 = no.
| Field | Description |
|---|---|
| Contact ID | Unique identifier of the contact |
| Contact First name | Contact's first name |
| Contact Last name | Contact's last name |
| Contact email | Contact's email address |
| Contact country | Country associated with the contact |
| Contact company | Company name of the contact |
| Contact industry | Industry of the contact's company |
| Contact company size | Size of the contact's company |
| Email account | The email account used to send emails |
| Sequence | The name of the sequence the contact is in |
| Sequence Step | The step the contact is currently in |
| Subject | Subject line of the email |
| Template | Email template used |
| Contacted | Whether the contact received an email (1/0) |
| Do not contact | Whether the contact has the Do Not Contact inbox category |
| Delivered | Whether the email was successfully delivered |
| Delivery date | Date and time when the last email was delivered |
| Opened | Whether the email was opened |
| Opens | Number of times the email was opened |
| Replied | Whether the contact replied |
| Interested | Whether the contact has the Interested inbox category |
| Not Interested | Whether the contact has the Not Interested inbox category |
| Not now | Whether the contact has the Not Now inbox category |
| Opted Out | Whether the contact unsubscribed |
| Bounced | Whether the email could not be delivered |
| AutoReplied | Whether the contact's reply was detected as an auto reply |
| Forwarded | Whether the response was forwarded |
| OutOfOffice | Whether the contact's reply was detected as an out-of-office reply |
| Active | Whether the contact is currently active in the sequence |
| Paused | Whether the contact is paused in the sequence |
| Clicked | Whether the contact clicked a link |
| Unsorted | Whether the contact's reply has not been categorized |
| Custom fields | Any additional custom fields associated with the contact |
FAQ
Why was an open not recorded?
The open pixel only fires when the recipient loads images. If images are disabled in their client, or the email was delivered to spam where images are not displayed, the Opened status is not set. Opens tracking must also be enabled in the sequence settings — it is off by default.
Why did a rate change after I looked at it?
Reply rate is based on historical data and may change over time. The opt-out metric updates in real time and reacts to status changes: removing the Opted out status changes the value, and deleting a contact decreases Total people, which shifts every rate that divides by it.
Related
- How statistics are calculated
- Why statistics do not match
- Campaign analytics
- Analyze campaign performance
- Statuses
Build with Reply
- REST API: docs.reply.io — statistics and reporting endpoints
- MCP: agents.reply.io/mcp — sequence stats and performance comparison operations