Articles on: Analytics

Everything You Need to Know About Notifications Analytics

Plans: Essentials, Pro, Premium, Enterprise Platforms: All platforms


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

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

a. Filter data by date: You can filter data based on when the notifications were sent. This allows you to focus on specific periods and understand how your notifications perform over time.

b. Custom fields: You can select from the list of supported fields to narrow your analysis tailored to your specific needs. This allows you to focus on specific parameters in correlation to the notifications sent to your customers and identify patterns that can help improve engagement and revenue generation.

Select a custom field > Select a condition > Choose values

Overview dashboard

The overview dashboard gives an at-glance analysis of the performance of your email and SMS notifications and how your customers have responded and interacted with them.

Below are the key metrics to help you accurately measure the performance of your tracking notifications and maximize the campaign performance.

Email and SMS metrics

Email metricsDefinition
SentThe number of emails sent.
RecipientsThe number of recipients to whom the notification was sent
DeliveredThe number of emails delivered.
Delivery rateThe number of emails delivered divided by the number of emails sent.
OpenedThe number of emails opened.
Open rateThe number of emails opened divided by the number of emails sent.
ClickedThe number of emails clicked.
Click rateThe number of emails clicked divided by the number of emails sent.
OrdersThe total number of orders generated by your notification emails.
RevenueThe total amount of orders generated by your emails, excluding shipping charges and taxes.

SMS metricDefinition
SentThe number of SMS sent.
RecipientsThe number of SMS recipients.
DeliveredThe number of SMS delivered.
Delivery rateThe number of SMS delivered divided by the number of SMS sent.

Email and SMS funnel

By tracking the journey from sending notifications to generating engagements, you can identify bottlenecks and improve your conversion rates. Funnel analysis helps you understand the effectiveness of each stage and make data-driven decisions to optimize your engagement strategy.

Understand conversion and attribution

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.


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.


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.

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.


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.


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

Analyze email revenue and order over time

This chart provides insights into the performance of attributed orders and revenue over a specified period. It allows you to track the effectiveness of your notification campaigns, identify peak sales periods, and optimize your strategies accordingly.

View email performance over time

This combined line and bar chart offers insights into your email performance by tracking changes in the number of emails sent, delivery rate, open rate, and click rate over time.

By visualizing the trends and patterns in your email performance, you can identify areas of improvement, measure the impact of your email content and subject lines, and optimize your call-to-action buttons and links for higher open and click rates. Whether you want to expand your reach, improve email delivery, or drive conversions, monitoring email performance is essential for marketing success.

Analyze engagement by shipment status

To effectively optimize your engagement strategy, it is crucial to thoroughly analyze the engagement levels based on shipment status. This analysis will provide valuable insights into the shipment statuses that generate the highest levels of engagement. By understanding these patterns, you can customize your communication efforts to maximize results.

View SMS performance over time

This chart enables you to monitor and analyze the performance of your SMS messages within a specific timeframe. It helps you assess the effectiveness of your SMS content and optimize your communication strategies for improved engagement.

Dashboard actions

The Dashboard provides several actions that you can take to enhance your experience and share valuable insights with others. Here are the actions you can perform:

a. Export PDF

To save or share a snapshot of the dashboard, simply click on the option located in the upper right corner to export it as a PDF file. This enables you to capture the current state of the dashboard and conveniently share it with your team members.

b. Email dashboard

If you want to share the latest insights and performance metrics with your team members, you can schedule a recurring email dashboard to receive regular updates.

Email reports or dashboard feature is only available for Enterprise standard and advanced plans.

Updated on: 19/12/2023

Was this article helpful?

Share your feedback


Thank you!