Analytics and Reporting in Brevo: Metrics Clients Actually Care About

By Azon Vault On May 1, 2026

Introduction

When you open Brevo’s dashboard, a flood of numbers appears – open rates, click‑through percentages, bounce counts, and more. While data is powerful, not every metric moves the needle for your clients. This guide cuts through the noise and highlights the key performance indicators (KPIs) that truly matter, how to present them, and why they drive real business results.

Core Metrics Every Client Wants

1. Delivery Rate

Delivery rate measures the percentage of sent emails that reach a valid inbox. A high delivery rate (95% +) signals good list hygiene and strong sender reputation – both critical for ROI.

Formula: Delivered Emails ÷ Sent Emails × 100
Action tip: Regularly clean hard bounces and monitor spam‑trap hits.

2. Open Rate vs. Real Open Rate

Traditional open rates are tracked via a hidden pixel, but many clients block images. Instead, pair open rate with click‑to‑open rate (CTOR) to gauge true engagement.

Open Rate: Opens ÷ Delivered × 100
CTOR: Clicks ÷ Opens × 100 – a more reliable engagement signal.

3. Click‑Through Rate (CTR)

CTR shows how compelling your call‑to‑action (CTA) is. A CTR above 3% for B2B and 5% for B2C campaigns is a solid benchmark.

Formula: Clicks ÷ Delivered × 100
Optimization: Test button copy, placement, and colour.

4. Conversion Rate

Clicks are only valuable when they lead to a desired outcome – a purchase, sign‑up, or download. Track conversions directly in Brevo or via UTM‑tagged landing pages.

Formula: Conversions ÷ Clicks × 100
Why it matters: Connects email effort to revenue.

5. Revenue per Email (RPE)

RPE translates email performance into dollars, turning abstract percentages into tangible profit.

Formula: Total Revenue ÷ Sent Emails
Use case: Demonstrates ROI to stakeholders.

Supporting Metrics That Add Context

Unsubscribe & Spam Complaint Rate

Low but steady unsubscribe rates (under 0.5%) indicate list relevance, while spam complaints should stay below 0.1%.

Hard Bounce vs. Soft Bounce

Hard bounces permanently damage deliverability. Keep them under 1% and remove those addresses promptly.

Engagement Over Time

Use Brevo’s cohort analysis to see how new subscribers behave versus long‑term customers. This helps you segment high‑value audiences.

How to Present Metrics in Brevo Reports

Custom Dashboard: Pin Delivery Rate, CTR, and RPE on the home screen for quick executive view.
Segmented Tables: Show performance by list segment (e.g., new vs. loyal) to illustrate where growth is coming from.
Visual Trend Charts: Use line graphs to compare week‑over‑week changes in CTR and Conversion Rate.
Executive Summary: Include a one‑paragraph narrative: This month our CTR improved 1.2 pp after testing a new button colour, driving a 4.5% lift in revenue per email.

FAQ

What is the difference between open rate and CTOR?: Open rate counts how many recipients view the email (pixel). CTOR measures clicks relative to those opens, giving a clearer picture of engagement when images are blocked.
How often should I clean my contact list?: Run a hygiene check quarterly. Remove hard bounces immediately and consider re‑engagement campaigns for contacts inactive > 90 days.
Can I track revenue directly in Brevo?: Yes – integrate your e‑commerce platform via API or use UTM parameters to import purchase data, then calculate Revenue per Email.
Why is RPE more persuasive than click‑through rate?: RPE translates activity into dollars, answering the bottom‑line question every stakeholder asks: “What’s the return on this spend?”
Do I need a separate analytics tool?: Brevo’s built‑in reporting covers most KPI needs, but for multi‑channel attribution you may pair it with Google Analytics or a data‑warehouse solution.

Conclusion

Clients care about results, not raw numbers. By focusing on delivery rate, CTOR, conversion rate, and revenue per email, you turn Brevo’s data into a compelling business story. Pair these core metrics with supporting stats, visual dashboards, and a concise narrative, and you’ll deliver reports that drive decisions and prove ROI.

Call to Action

Ready to transform your Brevo reporting? Schedule a free audit today and let our experts build a custom dashboard that showcases the metrics your clients actually care about.