Engagement Analytics
Track email delivery funnels, recovery attribution by method, and customer engagement metrics to optimize your recovery program.
The Engagement Analytics section on the Analytics dashboard shows how your outreach messages perform and which recovery methods drive the most revenue. It combines email delivery tracking with last-touch attribution to give you a complete picture of what is working.
Delivery Funnel
The delivery funnel visualizes the email lifecycle as a horizontal bar chart, showing how many messages progress through each stage:
Sent → Delivered → Opened → ClickedEach stage shows the count and the drop-off from the previous stage. This helps you identify where messages are getting lost:
| Stage | What It Means | Healthy Range |
|---|---|---|
| Sent | Total messages handed off to the mail provider | Baseline |
| Delivered | Messages accepted by the recipient's mail server | > 95% of sent |
| Opened | Recipients who opened the email (pixel tracking) | 40 -- 60% of delivered |
| Clicked | Recipients who clicked a link in the email | 15 -- 30% of opened |
Interpreting Drop-Offs
- Large drop from Sent to Delivered -- check your domain verification and review the bounce list in Settings > Email
- Large drop from Delivered to Opened -- improve your subject lines and verify your sender name is recognizable
- Large drop from Opened to Clicked -- strengthen your call-to-action and ensure the payment update link is prominent
Rate Cards
Four KPI cards sit above the funnel, each showing a real-time percentage:
| Card | Formula | Target |
|---|---|---|
| Delivery Rate | Delivered / Sent | > 95% |
| Open Rate | Opened / Delivered | > 40% |
| Click Rate | Clicked / Opened | > 15% |
| Bounce Rate | Bounced / Sent | < 3% |
These rates update in real time as new delivery events stream in from Resend webhooks. Click any card to see the underlying data in the delivery log.
Open tracking relies on a tracking pixel, which may be blocked by some email clients (Apple Mail Privacy Protection, Outlook with external images disabled). Treat open rates as directional, not exact.
Recovery Attribution
The attribution breakdown shows a pie chart of recovered payments grouped by the recovery method that drove the recovery. LostChurn uses last-touch attribution with engagement awareness -- it credits the most recent interaction that the customer engaged with before the payment succeeded.
Recovery Methods
| Method | Description |
|---|---|
| Silent Retry | The payment was recovered through an automatic retry -- no customer contact was needed |
| Dunning Email | The customer received a dunning email and subsequently updated their payment or the retry succeeded |
| Dunning SMS | The customer received an SMS notification and subsequently took action |
| Self-Service | The customer clicked a link in a dunning message and updated their payment method via the customer portal |
| Backup Method | Recovery succeeded by charging a backup payment method on file |
| Organic | The payment recovered without any LostChurn intervention (e.g., the customer updated their card independently) |
How Attribution Works
When a payment is recovered, LostChurn traces back through the customer's interaction history:
- Was a dunning campaign active? If no communication was sent, the recovery is attributed to Silent Retry (if a retry succeeded) or Organic (if no retry was involved).
- Did the customer engage? If a dunning message was sent and the customer opened or clicked it, the recovery is attributed to the channel of that message (Dunning Email, Dunning SMS, or Self-Service if they clicked through to the portal).
- Was a backup method used? If the recovery came from charging a different payment method on file, it is attributed to Backup Method.
Each attribution record includes:
- Payment event ID linking to the original failed payment
- Recovery method from the table above
- Whether the customer engaged (opened/clicked a message)
- The specific communication log entry that drove the recovery (if applicable)
- Amount recovered in cents
Reading the Attribution Chart
The pie chart shows the percentage split across all recovery methods. Hover over any segment to see the exact count and dollar amount.
A healthy distribution typically shows:
- 30 -- 40% Silent Retry (automated retries catching transient failures)
- 25 -- 35% Dunning Email (primary outreach channel)
- 10 -- 15% Self-Service (customers clicking through to update)
- 5 -- 10% Dunning SMS (secondary channel)
- 5 -- 10% Backup Method and Organic combined
If Organic is unusually high (> 20%), it may mean your dunning campaigns are not reaching customers in time -- they are fixing the issue on their own before your messages arrive. Consider shortening campaign step delays.
Engaged vs. Total Recoveries
Below the attribution chart, LostChurn shows the ratio of engaged recoveries (where the customer opened or clicked a dunning message) to total recoveries. This metric indicates how much of your recovery is driven by active customer engagement versus passive retry success.
A high engagement ratio (> 50%) means your campaigns are directly influencing customer behavior. A low ratio means most recoveries are happening through silent retries, which is also healthy -- it means you are recovering payments without bothering customers.
Next Steps
- Recovery Metrics -- Understand recovery rate, MRR saved, and time-to-recover
- Campaign Performance -- Analyze open rates, conversion rates, and A/B test results
- Custom Sender Domain -- Improve delivery rates with your own sending domain
Campaign Performance
Measure campaign effectiveness in LostChurn — track open rates, click rates, conversion rates, A/B test results, and compare channel performance across email, SMS, and push.
Cohort Analysis
Track retention, recovery, and revenue performance by customer cohorts over time. Identify trends, compare cohort groups, and understand how your recovery program improves across signup months.