In Second Door, marketing metrics are powered by Customer.io.
What Customer.io Measures
Customer.io shows two main types of metrics:
1) Journey metrics
These tell you how people move through a campaign workflow (their “journey”), such as:
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Started
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In progress
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Completed
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Exited early
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Converted
Journey metrics answer: Did people move through the workflow the way we expected?
2) Message metrics
These tell you how individual messages performed, such as:
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Sent / Delivered
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Opened (email)
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Clicked
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Converted
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Unsubscribed
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Bounced / Failed / Suppressed (email)
Message metrics answer: Did the message reach people, and did they engage with it?
You’ll often see both types on dashboards and campaign views.
A Key Detail About Dates
Metrics are reported based on the date a journey or message was created — not always the exact moment someone opened or clicked.
Example:
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Someone enters a 5-day campaign on Jan 1
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They convert on Jan 6 after the final message
The journey conversion is attributed to Jan 1 (when the journey started), while the message conversion is attributed to Jan 6 (when that message was sent).
This is normal and explains why journey and message metrics may show different dates.
Common Message Metrics (What They Mean)
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Sent: Customer.io successfully handed the message off to the delivery provider.
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Delivered: The provider confirmed it reached the recipient’s email system or carrier.
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Opened (email): The email was opened or a link was clicked (opens can be affected by privacy features).
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Clicked: A tracked link was clicked.
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Click-to-open rate: Clicked divided by Opened.
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Converted: The recipient completed your campaign goal within the conversion window.
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Unsubscribed: The recipient unsubscribed from future messages.
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Failed: The message never left Customer.io.
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Bounced / Suppressed (email): The address is invalid, previously bounced, or the user marked messages as spam.
Note: Customer.io does not track the same metrics for every channel. Email has the most detailed reporting.
“Human” vs “Machine” Metrics (Email Only)
Email opens and clicks can be inflated by privacy tools and security scanners.
Customer.io may show:
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Human opened / clicked: Likely a real person
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Machine opened / clicked: Likely automated activity
Use human metrics to understand real engagement trends.
Campaign Journey Metrics (What They Mean)
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Triggered: Someone matched the campaign trigger.
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Started: They qualified and actually entered the workflow.
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Messaged: They reached a message step (including drafts).
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In progress: They’re waiting in a delay step.
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Completed: They reached the end of the workflow.
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Filtered out: They matched the trigger but were removed before starting (often due to filters).
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Exited early: They left the workflow before completion.
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Converted: They met the campaign goal.
What is Tracked by Message Type
Different types of messages produce different metrics. If we can’t track a metric for a channel, you’ll either see a ‘-’ or 0.0% in its place, depending on the location in Customer.io.
