> ## Documentation Index
> Fetch the complete documentation index at: https://docs.ltv.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign reports

> What every metric means, what it is compared against, and the written analysis

About 36 hours after a campaign sends, LTV.ai generates a report for it. Open one from the [Dashboard](/measure/dashboard) campaign table.

## Metrics

Denominators matter. These are the exact definitions LTV.ai uses.

| Metric             | Definition                           |
| ------------------ | ------------------------------------ |
| Sends              | Emails delivered after suppression   |
| Opens              | Recipients who opened at least once  |
| Open rate          | Opens divided by sends               |
| Clicks             | Recipients who clicked at least once |
| Click through rate | Clicks divided by **sends**          |
| Click to open rate | Clicks divided by **opens**          |
| Conversions        | Attributed purchases                 |
| Conversion rate    | Conversions divided by sends         |
| Revenue            | Attributed revenue                   |
| Revenue per send   | Revenue divided by sends             |
| Unsubscribe rate   | Unsubscribes divided by sends        |
| Bounce rate        | Bounces divided by attempted sends   |

<Warning>
  Click through rate and click to open rate are different numbers. Click through rate is against everyone who received the email. Click to open rate is against everyone who opened it, so it is always the higher figure. Check which one you are reading before comparing against an external benchmark.
</Warning>

## What it compares against

Every report is measured against two baselines from your own account:

* **Your brand average**, taken from campaigns before this one
* **Your previous campaign**

<Note>
  LTV.ai does not provide industry or category benchmarks. Comparisons are always against your own history.
</Note>

## The written analysis

Each report includes a plain language explanation, not just numbers.

| Section                   | Covers                                                                                                |
| ------------------------- | ----------------------------------------------------------------------------------------------------- |
| Performance summary       | What happened, in a paragraph                                                                         |
| Why it performed this way | Audience, subject lines, product recommendations, segmentation, creative, timing, and outside factors |
| Baseline comparison       | How it sits against your average and your last campaign                                               |
| Recommended actions       | Concrete next steps                                                                                   |

Recommended actions are things you can act on directly, such as sending a follow up, retargeting people who did not engage, or building a new campaign for a segment that responded well.

## Subject line breakdown

If the campaign used more than one subject line, the report breaks performance out by line.

## Timing

| Data                    | Available                                                                  |
| ----------------------- | -------------------------------------------------------------------------- |
| Sends and bounces       | Immediately                                                                |
| Opens and clicks        | 24 to 48 hours                                                             |
| Conversions and revenue | Several days, depending on your [attribution window](/measure/attribution) |
| Written report          | About 36 hours after send                                                  |