In-app message stats explained

For every in-app message or email that you send using Intercom, you'll see some stats for it on the message page like this:

The stats you see in this example are sent, opened, clicked, goal, and replied.


Auto in-app messages are marked as sent as soon as the user -

  • matches the conditions you set.

  • is inside your app.

  • has been sent the message.


Messages sent in full are marked as opened as soon as they are displayed to the user. 

Your opened rates for posts and notes sent in full, should typically be above 90%, and often above 95%. At Intercom, our average opened rate for announcements is 98%.

Note: If customers have any previously unread messages, we will not count these types of messages as opened. 

Messages sent as a snippet are marked as “opened" once the user clicks on the message to open it. So the message shown below has not been “opened" yet by the user as it's still in the truncated preview state. This is why some chat messages can sometimes have very different opened rates VS sent rates.

Another reason for opened rates to be lower than expected is if a user navigates away from a page in the short gap between when the message is sent to them and when it is automatically displayed. This gap is typically in the order of seconds. This is pretty rare.


When creating an auto message, you can set a goal to measure its effectiveness. You can see each user that matched the goal after receiving the message. Goal stats are based on messages sent.


Reply rate is simply the number of people who replied to the message. This figure is based on how many messages were sent, not on how many were opened.


As soon as a link or button (that automatically redirects through Intercom) inside the message has been interacted with it gets marked as clicked. Clicks in embedded videos won't get marked as clicked. This figure is based on how many messages were sent, not on how many were opened.


  • The link or button will need to redirect to Intercom to get marked as clicked. 

  • Clicking on an in-app chat to expand it doesn't count as a click. 

  • Clicking on a video's play button doesn't count as a click.

  • Clicking on unsubscribe links don't count as clicks (you'll find these under the "Failed > Unsubscribed" statistic).

  • Clicks on apps in messages aren't counted as clicks.


Manual messages come with 'Audience' stats too. Your 'Audience' stats show you the number of people who match the rules for that message. 

Manual messages with company data

If you have a user who belongs to multiple companies and you send them a manual message containing any company data, a variation of the message will be generated for each company that the user belongs to (because the message content will be slightly different). Each variation will be immediately marked as sent, but won't be "opened" until the user is signed into that company.

Lightweight replies

Depending on which Intercom products you have, you might be sending messages with reactions. These are fun and expressive emojis you can choose as your reply type if you don’t want to manage a ton of text replies. For these messages, you can click your ‘Responded’ stat and you’ll see how many and which customers responded with each emoji.

Email message stats explained

Email stats work largely the same as with in-app messages.

  • Sent is the number of times the email was sent.

  • Opened is the % or number of emails opened, based on the sent number.

  • Replied and clicked work the same as with in-app messages in that they are based on the sent figure, not on the opened figure.

  • Failed is the % of users an email has failed to deliver to. You can click the ‘failed’ stat to see which users bounced, who unsubscribed and marked the email as spam. 

Tips to prevent your emails from failing

Here are just some of the steps you can take to prevent your emails from failing:

  • If a lot of users have unsubscribed after receiving a particular email, you should review your message content and re-write it to be more engaging.

  • If a lot of users have marked your email as spam, you should review your message schedule and ensure you’re not sending too many messages. We recommend adding a ‘last contacted at more than 2 days’ ago filter to every message you send. 

  • Or if a lot of users are bouncing, you should clear your email list of old, disengaged users (for example, some users may have changed their email address). We explain bounce rates below.

What is a bounce?

A bounce is a message which has not delivered successfully. There are two types of bounces: hard bounces and soft bounces.

A soft bounced message is a temporary failure in delivery which can be caused by mailboxes being full or mail servers being offline.

A hard bounced message is a permanent failure in delivery. For example, a message could hard bounce when: 

  • The email address does not exist on a server.

  • The domain name doesn’t exist. 

  • Or the recipient has blocked delivery.

Important: When you send a message we automatically remove addresses that hard bounce from your audience list for that message. And we don't attempt to send to those addresses again. We do this as continued attempts to deliver to invalid email addresses can harm Intercom's sending reputation.

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