Read the campaign report

Each campaign has its own report showing how many messages carried the banner, how many people clicked, and where the clicks came from. This article walks through every part of it.

Open the report

1. Go to Insights > Analytics, or open Analytics.
2. In the Campaign performance card, select the campaign name or Report.
3. Choose a period at the top right: 7, 30, 90 or 365 days. Clicks are kept for at most 12 months, so only the periods the clicks kept still cover are offered.

Times on the report are shown in your own time zone. If nothing has been sent in the period, the page says "Nothing recorded in this period". Try a longer period, or check that the campaign is active and a signature rule is applying it.

The five headline figures

When the campaign's image loads have been counted in the period, a sixth figure, Image loads, estimated, is shown beside these. See "Image loads" below.

When the campaign offers recipients a way to stop banners, or anyone has used its link, an Opted out figure is shown as well: how many people followed the opt-out link under this campaign's banner and stopped banners, since the link was offered. Where a message carried several banners offering the link, the first of them is credited. It is a count only. See Letting recipients stop banners.

When clicks are not counted

A campaign's clicks are not counted while its own Count clicks switch is off, or while your organisation has click tracking off on Account > Settings. Its links then go straight to their destination, so Footer365 does not see who follows them. The report says so plainly rather than showing no clicks, so nobody reads a zero as a failed campaign.

• Not counted in the whole period. A notice at the top says "Clicks are not counted for this campaign". Messages sent is shown as usual, Clicks and Click-through rate say Not counted, and the cards built from clicks are left out. The Organisations card still shows the organisations the banner reached, and In your own analytics shows how the visits reach your own website analytics through the campaign's UTM tags.
• Counted for part of the period. The notice says from when clicks were not counted, such as "Clicks are counted only for messages sent before 14 Oct 2026, 10:42", and who turned click tracking off for the organisation. The report counts the clicks that were recorded, and works Click-through rate out on the messages sent while clicks were counted, which Messages sent shows underneath. On Clicks over time, a day on which nothing was counted is shaded rather than drawn as a day with no clicks; hover over it to see "not counted".
• On Insights > Analytics, the Total clicks column says Not counted for a campaign that is not counting its clicks and has none recorded.
• The emailed report says Not counted in the same way.

See Click data and privacy for turning click tracking off, and UTM tagging for seeing the visits in your own analytics.

Why some clicks are left out

Many organisations run mail security that opens every link in every incoming message to check it is safe. Each of those looks like a click. Footer365 recognises them and leaves them out of every figure on the report, and out of the click counts on the Campaigns page.

Two tests on Account > Settings, in Clicks left out of your figures, leave out more: clicks from your own offices' addresses, and clicks within a few seconds of the message being sent, which only mail security makes. The timing test is on at 10 seconds unless you change it, and the office list is empty until you add to it. See Campaign click counts look wrong.

The Left out figure shows how many clicks were left out, and what share of all link visits they made up. Hover over it for each reason, or see the Left out of these figures card, which counts them as Link protection, Within 10 seconds (with the seconds the test was set to) and Your offices. A high number is normal when you email larger organisations.

A click left out is still recorded and still takes the reader to the link's destination. It keeps the reason it was given when it was recorded, so changing the tests never changes a figure already shown.

The cards

• Clicks over time: clicks by a person on each day. Hover over a bar for the date, the count and any clicks left out.
• When people click: clicks by a person, counted by Day of the week and by Hour of the day in your own time zone, so a click made late on a Tuesday in UTC is on the Wednesday if you are an hour ahead. Every day and every hour is drawn, including the quiet ones, and a line underneath names the busiest day and the busiest hour. Hover over a bar for its count. Use it to choose when to send.
• Links: each destination and its clicks, with the clicks left out in a separate Left out column. A link taken out of the banner is marked Removed.
• Senders: whose emails earned the clicks.
• Department: the clicks counted by the department each sender has in your directory now. A sender the directory holds no department for is counted as "No department", and a sender who has left the directory, or whose address matches nobody in it, as "No longer in the directory". A click whose message is no longer held is counted as "Not recorded", as it is under Senders. The department is read when you open the report, so a person who changes department takes their earlier clicks with them.
• Organisations: the organisations the banner reached, from the recipients' email domains. Reached most often counts messages. Clicked only counts clicks from messages that went to a single organisation, because when a message went to several there is no way to tell which one clicked. Mail sent only to your own domains is not counted here.
• In your own analytics: whether UTM tagging is on, with an example of a tagged link. See UTM tagging.
• Read in: the email program or browser used to click.
• Device: the kind of device used to click.
• Country: the clicks counted by the country the reader's address was placed in when the click was made, such as United Kingdom. An address that could not be placed is counted as "Unknown", and a click made before countries were recorded as "Not recorded". A reader behind a company network or a VPN is placed where that network meets the internet, so this shows where clicks came from, not where each person sits. See "Countries" below.
• Message type: whether clicks came from new emails, replies or forwards.
• Activity: the first click, the latest click and the campaign's status.

Each breakdown lists its ten largest rows. The report gives no overall score: Click-through rate is the figure to compare one campaign with another.

Countries

Footer365 works out a click's country as the click is made, from the address it came from, using DB-IP's IP to Country Lite file. Footer365 downloads that file itself, once a month, and looks the address up in its own memory, so no address is sent to DB-IP or to anyone else. Only the country is kept, as two letters. It stays on the click after the IP address is cleared, in the same way as the email program and the device. The card links to DB-IP.com, because the file's licence asks for that credit.

The card says from which day countries are recorded. A click made before then shows as "Not recorded", unless it still held its address on that day, in which case Footer365 worked its country out then. A click made while the country data was unavailable is treated the same way.

Image loads

Footer365 does not count opens by default. Messages sent and clicks by people are exact; an open count is not, so it is off unless your organisation turns it on.

If a Super Admin has allowed counting image loads for your organisation, on Account > Settings, each campaign's report has a Count image loads card. Turn on Count when this campaign's banner image loads to count it for that campaign. You need permission to manage signatures, and the banner needs an image, which the editor draws when the campaign is saved. See Click data and privacy for what allowing it means for your organisation.

While it is on:

• The campaign's banner is sent as a link to an address made for that one message, instead of inside the message. In some mail programs, such as Outlook for Windows, it shows only after the reader allows pictures.
• Each message whose banner image loads is counted once, however often it loads. A mail security scanner is not counted, and nothing about the reader, such as an IP address or browser, is recorded with it.
• Image loads, estimated shows the count, with the share of the messages sent in the period that carried a counted banner underneath, such as "Counted on 61% of messages sent".

The figure is an estimate in both directions. Apple Mail loads images when a message arrives, whether or not it is read, and many mail programs block pictures until the reader allows them, so a message read with its pictures blocked is never counted. A message written with the Outlook add-in is also counted if its sender opens it in their Sent Items. Use messages sent and clicks for exact figures.

While click tracking is off for your organisation, no image load is counted and the banner is sent inside the message. Turning the switch off sends the banner inside the message again. Loads already counted stay in the report until your click data retention period ends, and are then deleted.

Select Export, then Export image loads, to download one row per message whose banner loaded: Image loaded at (UTC), Sent at (UTC), Sender and Email type.

What the report never shows

Footer365 records no recipient addresses. A click can be traced to a message and its sender, never to a person. Clicks from messages sent before send tracking existed are counted in the totals and shown as "Not recorded" in the breakdowns.

Export the clicks

Select Export CSV to download every click in the chosen period. While image loads are counted for the campaign, the two downloads share one button: select Export, then Export CSV. The file has one row per click, including those left out of the figures. The columns are: Clicked at (UTC), Link, Sent at (UTC), Sender, Department, Organisation, Country, Email type, Client, Device, Link protection (Yes or No) and Left out because, which gives the reason a click was left out, such as "Within 10 seconds of sending" or "Your offices", and is blank for a click that was counted. Department and Country are written as the report shows them, by name, and are blank where the message or the country is not recorded.

The file opens directly in Excel. Times in the file are in UTC. A file with no clicks in it, for a period in which the campaign's clicks were not counted, says so on a line of its own, such as "# Clicks were not counted for this campaign between 14 Oct 2026 and 21 Oct 2026."

Have the report emailed to you

Select Email me this at the top of the report to have its headline figures emailed to you every Monday or on the 1st of each month, at 08:00 in your own time zone, with a link back to the report. The email counts the week or month before it. The emails stop by themselves after the campaign ends, and a campaign that has ended does not offer them. See Have reports emailed to you.

Good to know

• The click counts on the Campaigns page, including the trend on its Total clicks figure, the Campaign clicks figure and Top campaigns on the dashboard, and the count in the campaign editor all leave out the clicks the report leaves out, so every figure agrees.
• Old click details, such as the clicker's IP address, are cleared after a set time, but the click itself is kept for at most 12 months, and so is the country worked out from the address, so your figures do not change. The report offers only the periods the clicks kept still cover. See Click data and privacy.
• Deleting a campaign removes all its click records and image loads.

Related

• Analytics and coverage
• Have reports emailed to you
• A/B test two banners
• Click counts look wrong