# Reports

Understand email and push metrics, conversion attribution and sending health indicators.

Use Kirora's reports to answer three questions: were your messages accepted for delivery, how did customers engage, and which conversions followed? Review sending health alongside results to catch problems before your next campaign.

## Where to find reports

- **Overview** (the home page) covers the whole workspace for a date range you choose, with a comparison to the period before. You can filter it to email or push.
- **Campaigns** › a sent campaign shows that campaign's results. See [Campaign results](/docs/guides/campaigns/campaign-results).
- **Compare campaigns**, from **Campaigns** or the **Overview**, lists every campaign sent in the period side by side. You can sort it and export it as a CSV file.
- **Funnel**, from the conversions section of the **Overview** (**Build a funnel**), shows how many contacts did a series of events in order, such as viewing a product and then ordering, and where the rest stopped.
- **Message library** lists every campaign and journey message and, under **Sends**, a log of each individual message with what happened to it.
- Journey results are on each journey. See [Journey results](/docs/guides/journeys/journey-results).

All dates and daily totals use your workspace's time zone.

## Email numbers

| Number | What it means |
| --- | --- |
| **Sent** | Emails Kirora handed over for delivery |
| **Delivered** | Accepted by the recipient's mail server. Shown as a share of sent |
| **Opened** | Recipients whose email client loaded the email. Shown as a share of delivered |
| **Clicked** | Recipients with at least one tracked link visit, which can include automated scanners. Shown as a share of delivered |
| **Bounced** | Rejected by the recipient's mail server, for example because the address doesn't exist |
| **Complained** | The recipient marked the email as spam |
| **Unsubscribed** | The recipient used the unsubscribe link |
| **Skipped** | Not sent because of consent, an unsubscribe, a bounce or complaint on record, or a message limit |

In the send log you may also see **Queued**, **Sending**, **Awaiting delivery receipt** (handed over, delivery not yet confirmed) and **Failed**.

## Push numbers

Push services don't confirm that a notification appeared on screen, so push is counted differently:

- **Sent**: accepted by the push service (Apple or Google, or the browser's service). This is the closest push has to "delivered".
- **Failed**: the service refused it or it couldn't be sent.
- **Opened** or **Tapped**: the person tapped the notification. Shown as a share of sent.

Because the two channels count reach differently, Kirora doesn't mix their rates.

## Read opens with care

Apple Mail's privacy feature loads emails automatically, so many unread emails count as opened. That makes open rates look higher than real reading. For comparing campaigns or judging a subject line, **click rate is the more reliable number**, which is why the **Overview** leads with clicks and shows opens on the line below.

Clicks can also include automated security scans. Use recorded conversions alongside engagement metrics when judging results.

Two more things affect opens and clicks:

- **Contacts in the EEA and the UK are never tracked**, so their opens and clicks read zero. That isn't disengagement; don't remove them for "not opening".
- An owner can turn off **Track opens** or **Track clicks** in **Settings › Messaging › Deliverability**. While off, those numbers stop counting.

Opens, clicks and conversions keep arriving after a send, so recent campaigns can still grow for a few days.

## Conversions and revenue

If you set a conversion goal on a campaign or journey, such as the **Order Completed** event, Kirora credits the message that came before the event within the window you choose, along with the order's value. Payment events can come straight from your payment provider. See [Connect an integration](/docs/guides/integrations/connect-an-integration).

## Sending health

The **Overview** also shows **Sending health**: **Healthy**, **Watch**, **Critical** or **Not enough data**, based on your recent bounce and complaint rates. See [Deliverability basics](/docs/guides/reports/deliverability-basics).

## Ask Kiro AI about your numbers

You can ask Kiro AI questions such as "Which campaign had the best click rate and why?". Every figure in its answer comes from your workspace's data, and it shows what it used. See [Kiro AI](/docs/guides/kiro-ai/what-kiro-ai-can-do).

> **Note:** Scheduled email reports aren't available yet.