Everything You Need to Know About Notifications Analytics

Overview

The Notifications analytics dashboard enables you to track and analyze the performance of your tracking email notifications and SMS messages. Gain valuable insights into what happens after someone opens or clicks on your notifications, and use this information to optimize your engagement strategy.

Access notifications report

1. Go to Analytics in the AfterShip Tracking admin.
2. Move to the Notifications tab to access the complete period analysis.

Dashboard Filtering

The top section of the report allows you to sort data based on certain filters. Select the filters and click apply to view granulated data customized to your needs

1. Filter by date

Filter data by specific date ranges to better understand notification performance over time and identify trends. View data for Today and go as far as Last quarter to understand how your shipping notifications have performed over the time.

2. Compare data

Use the Compare filter to track trends, seasonality, and changes in notification performance.

a. Compare previous period: Compares the selected time range to the immediately preceding period of the same length.

Example:

• If you're viewing data for Q2 (April–June), this will compare it to Q1 (January–March).
• If you're viewing last 7 days, it compares to the 7 days before that.

b. Compare previous year: Compares the selected time range to the same period in the previous year.

Example:

• If you're viewing data for June 2025, it compares to June 2024.
• If you're viewing Q2 2025, it compares to Q2 2024.

3. Report filtering

For all reports except revenue and order reports, you can refine data further on the report detail page by:

• Flow: Filter by specific notification flows.
• Trigger name: Filter by the event that initiated the notification (e.g., Out for delivery).
• Recipient type: Segment notifications based on the recipient type:

a. To member: Notifications sent to internal team members.

b. To customer: Notifications sent to external customers.

c. Custom: Individually resent emails without a designated recipient type. For more accurate analysis, it’s recommended to filter for To customer only.

• Custom field: Filter using custom fields associated with the shipments that triggered the notifications, giving you more granular control. Learn more about custom fields.

Metrics

The dashboard presents detailed metrics for both email and SMS notifications, offering insights into delivery, engagement, and performance.

Email metrics

SMS metrics

Note:

• Following the July 2025 update to the new reporting system, there may be slight discrepancies in the "Emails Sent" and "SMS Sent" counts. Previously, these metrics included all processed messages; however, now they only reflect successfully sent messages, offering a more accurate picture.
• The updated dashboard shows data starting from when you upgraded to Notification 2.0. To view historical data from before the upgrade, please refer to the legacy dashboard.

Analyzing email performance

1. View emails sent over time

Gain insights into your email performance by tracking changes in the number of emails sent over a specified period. This helps you understand the volume of your outreach, identify peak sending times, and observe fluctuations related to specific events.

2. Analyze email engagement over time

By analyzing trends and patterns in your email performance, you can:

• Identify areas for improvement, such as declining open rates or click-through rates.
• Measure the impact of your email content and subject lines, enabling you to refine your messaging.
• Optimize your call-to-action buttons and links for higher open and click rates, leading to better conversions.

Whether your goal is to expand your reach, improve email delivery, or drive conversions, monitoring email performance is essential. This detailed view helps you make data-driven decisions to enhance the effectiveness of your messages.

Analyze email deliverability over time

Monitor key deliverability metrics to ensure that your emails are reaching their intended recipients:

• Spam complaint rate: A high spam complaint rate can negatively impact your sender reputation and cause more emails to be routed to spam folders. Keeping this rate low is crucial for maintaining long-term email health.
• Bounce rate: This metric indicates the percentage of emails that couldn't be delivered. High bounce rates suggest issues with your recipient list (e.g., invalid email addresses) and should be addressed promptly.
• Unsubscribe rate: An increasing unsubscribe rate may signal that your content is no longer relevant to your audience or that the frequency of your emails is too high.

Analyze attributed email orders and revenue

These insights provide information on the performance of attributed orders and revenue over a specified period. This allows you to track the effectiveness of your notification campaigns in driving sales, identify peak sales periods, and optimize your strategies to maximize the revenue generated from your email efforts.

Understand conversion and attribution

1. Conversion Tracking

A conversion occurs when a customer interacts with your email by clicking on any links in the email, being taken to your store, and then placing an order within the attribution window. By default, the attribution window for your notifications and tracking page is set to 3 days.

Example:

• Day 1: Your customer opens your email and clicks on a product link.
• Day 3: The customer returns to your store and places an order.

In this example, the order and revenue would be attributed to the emails since they fall within the 3-day attribution window. However, if the customer purchases on day 5, it will not be attributed to emails.

Note:

If a customer interacts with multiple emails and places an order within the attribution window, the conversion will be attributed to each email accordingly. However, the overall sales will be displayed as individual sales from all emails. This means that each email will receive credit for the conversion, but the total sales number will not include duplicates from multiple emails.

2. Multi-channel conversion

If you are using both the tracking page and notification email channels, and both channels are associated with a conversion, the overall sales will be displayed as individual sales from AfterShip. However, the analytics dashboard for notifications and tracking pages will show the sales attributed to both channels respectively.

Example:

• Day 1: A customer opens a notification email, clicks a link, and is taken to the store.
• Day 2: The customer visits your tracking page and clicks on a product link.
• Day 3: The customer returns to your store and places an order worth $100.

In this example, the order and the $100 revenue would be attributed to both the notification emails and tracking page respectively, since it falls within the 3-day attribution window for both channels. However, if the customer places an order on day 5, the conversion will be attributed to the tracking page only, as it happens outside the email's attribution window.

Note

• Data for Attributed Order and Attributed Revenue metrics updates daily around 03:00 am UTC timezone.
• For attributed revenue, the order amount is automatically converted to the default US dollar currency.
• Revenue and order metrics are only supported for Shopify

Analyzing SMS Performance

1. View SMS performance over time

This section allows you to monitor and analyze the total number of SMS messages sent within a specific timeframe. Tracking this data helps you manage your SMS campaign volume and identify patterns in your messaging activity.

2. View SMS click rate over time

Analyze the click rate of your SMS messages over time to identify engagement trends. A higher click rate indicates that your SMS content and calls-to-action are resonating with your audience.

3. View SMS unsubscribe rate over time

Monitor the unsubscribe rate of your SMS messages to evaluate recipient retention and content relevance. An increasing unsubscribe rate may indicate that messages are too frequent or not aligned with recipient interests, signaling a need to refine your SMS strategy.

Analyze engagement by flow

To optimize your engagement strategy, it's important to analyze engagement levels across specific flows and triggers. This analysis provides valuable insights into which automated message sequences are performing best. By identifying high-performing flows, you can tailor your communication efforts to maximize results and drive more conversions.

Dashboard and report actions

The Dashboard offers several actions to enhance your experience and help you share valuable insights with others. Here are the available options:

1. Export PDF

To save or share a snapshot of the dashboard, click the option in the upper-right corner to export it as a PDF file. This allows you to capture the current state of the dashboard and easily share it with your team.

2. Export CSV

On each report’s detail page, you can export specific data to a CSV file for further analysis.

3. Email reports or dashboard

To share the latest insights and performance metrics with your team, you can schedule recurring email reports or dashboard updates for regular delivery.

Updated on: 09/07/2025