Brevo Analytics: How to Track Campaign Performance and ROI
You send emails. People open them. Some click. Some buy. But do you actually know what’s working? Most marketers have a vague sense of their results. Open rates seem decent. Clicks look okay. Revenue is… happening? That’s not analysis. That’s guessing.
Real marketing decisions require real data. Which subject line drove more sales? What day gets the most opens? Which automation sequence converts best? Without answers to these questions, you’re optimizing blindfolded.
Brevo analytics gives you the visibility you need. Every email, SMS, and WhatsApp message gets tracked. Opens, clicks, conversions, revenue — it’s all captured in real-time dashboards you can actually understand. And with AI features like Aura handling optimization suggestions, you’re not just seeing data. You’re getting actionable recommendations.
In this guide, I’ll walk you through everything Brevo analytics offers. We’ll cover the key metrics to track, how the dashboard works, and what AI-powered insights you can access. By the end, you’ll know how to turn raw numbers into better campaigns.
What Is Brevo Analytics?
Brevo analytics is the reporting and tracking system built into Brevo’s marketing platform. It captures performance data across all your campaigns — email, SMS, WhatsApp, and automation workflows — and presents it through customizable dashboards.
Think of it as mission control for your marketing. Every message you send generates data. Opens tell you who’s paying attention. Clicks reveal what interests them. Conversions show what drives revenue. Brevo collects all of this automatically and displays it in one place.
The analytics platform evolved significantly over recent years. In 2023, Brevo offered basic dashboards for email opens and clicks. By 2024, they launched a new Analytics dashboard with flexible charts, filters, and natural language queries. In early 2025, Aura AI arrived — providing automated optimization, segmentation suggestions, and send-time personalization. December 2025 brought consolidated business intelligence through Omni integration for enterprise users.
Today’s Brevo analytics includes several core capabilities:
Real-time tracking captures performance as it happens. Watch opens roll in after a campaign sends. See clicks accumulate throughout the day. No waiting for overnight reports.
Customizable dashboards let you build the view you need. Add charts, apply filters, combine multiple queries. The interface uses natural language, so you can ask questions in plain English rather than learning complex query syntax.
AI-powered insights through Aura go beyond basic reporting. The AI analyzes patterns, suggests optimal send times, recommends segments, and helps optimize A/B tests. Users report 20-30% performance uplifts from AI recommendations.
Multichannel visibility covers more than email. SMS analytics show delivery rates and clicks. WhatsApp reporting tracks message engagement. You see performance across all channels in unified dashboards.
Revenue attribution connects marketing activity to business results. Track which campaigns generate sales. Measure ROI at the campaign, automation, and channel levels. For ecommerce businesses especially, this closes the loop between sending and selling.
The analytics are available across all Brevo plans, though advanced features require higher tiers. Free plans get core reporting. Pro and Enterprise plans unlock AI analytics, custom dashboards, and integrations with tools like Amplitude and Google Analytics.
For marketers tired of guessing, Brevo analytics provides the answers. Not just what happened — but what to do next.
Key Email Metrics Brevo Tracks
Before diving into dashboards and AI features, you need to understand what Brevo actually measures. The platform tracks dozens of metrics, but some matter more than others.
Email marketing metrics fall into two main categories. Engagement metrics show how people interact with your messages — opens, clicks, replies. Deliverability metrics show whether messages reach inboxes at all — delivery rates, bounces, spam complaints.
Both categories matter. High engagement means nothing if half your emails land in spam. Perfect deliverability is wasted if nobody clicks. You need visibility into both.
Brevo captures these metrics automatically for every email sent. Campaign emails, automation sequences, and transactional messages all get tracked. The data appears in real-time, so you’re not waiting hours for results.
Understanding what each metric means helps you interpret your dashboards correctly. Some metrics signal content problems. Others indicate list quality issues. Knowing the difference points you toward the right fixes.
Let me break down the essential metrics Brevo tracks.
Open Rate, Click-Through Rate, and Engagement Metrics
Engagement metrics tell you whether people care about your emails. If engagement is low, something’s wrong — maybe your content, maybe your targeting, maybe your timing.
Open rate measures what percentage of recipients opened your email.
The formula is simple: Open Rate = (Emails Opened / Emails Delivered) × 100
Brevo tracks opens using a tiny invisible pixel embedded in each email. When the image loads, Brevo records an open. The 2025 Marketing Benchmark report shows average open rates around 21-25% across industries. Higher is better. Under 15% signals problems.
One caveat about open rates in 2026. Apple Mail Privacy Protection pre-loads tracking pixels for some users, inflating open numbers artificially. Brevo’s reporting acknowledges this limitation. Use open rate as a directional indicator, not a precise measurement.
Click-through rate (CTR) measures what percentage of recipients clicked any link in your email.
Formula: CTR = (Total Clicks / Emails Delivered) × 100
CTR ranges from 2-4% on average. It’s a more reliable metric than open rate because clicks can’t be faked by privacy features. Someone either clicked or they didn’t.
Low CTR with decent open rates means your content isn’t compelling enough. People open, read, and leave without taking action. Improve your calls-to-action, make links more prominent, or offer more relevant content.
Click-to-open rate (CTOR) isolates content performance from subject line performance.
Formula: CTOR = (Unique Clicks / Unique Opens) × 100
CTOR only counts people who actually opened. If they opened but didn’t click, that’s a content problem — not a subject line problem. Average CTOR runs 10-15%. This metric helps diagnose whether issues lie in getting attention (subject lines) or keeping it (email body).
Reply rate tracks responses to your emails. Not every campaign expects replies, but for sales outreach or customer feedback requests, replies indicate genuine engagement.
Unsubscribe rate shows what percentage of recipients opted out after receiving your email.
Formula: Unsubscribe Rate = (Unsubscribes / Emails Delivered) × 100
Healthy unsubscribe rates stay below 0.2%. Higher rates suggest you’re emailing too often, targeting poorly, or sending irrelevant content. Some unsubscribes are natural — people’s interests change. But spikes indicate problems worth investigating.
Brevo displays all these metrics in campaign reports and dashboard widgets. You can filter by date range, segment, or campaign type to spot patterns.
Bounce Rate, Delivery Rate, and Deliverability Metrics
Deliverability metrics reveal whether your emails reach inboxes at all. Strong engagement metrics mean nothing if half your list never sees your messages.
Delivery rate measures what percentage of emails successfully reached recipients.
Formula: Delivery Rate = (Emails Delivered / Emails Sent) × 100
Brevo maintains 99% deliverability for properly configured accounts. If your delivery rate drops significantly below that, something is wrong — authentication issues, list quality problems, or sender reputation damage.
Bounce rate tracks emails that couldn’t be delivered.
Formula: Bounce Rate = (Bounced Emails / Emails Sent) × 100
Bounces come in two types. Hard bounces mean the address is permanently invalid — the account doesn’t exist, the domain is wrong, or the mailbox was deleted. Soft bounces are temporary failures — full inbox, server temporarily down, message too large.
Healthy bounce rates stay under 2%. Above that, your list quality needs attention. Hard bounces especially damage sender reputation if they accumulate.
Brevo automatically handles bounces. Hard-bounced addresses get blocked from future sends. Soft bounces retry a few times before giving up. The platform protects your reputation by preventing repeated sends to invalid addresses.
Spam complaint rate measures how often recipients mark your email as spam.
Formula: Spam Complaint Rate = (Spam Complaints / Emails Delivered) × 100
This metric matters enormously. Email providers watch complaint rates closely. Exceed 0.1% consistently, and your deliverability suffers. Gmail and Yahoo are especially strict since their 2024 rule changes.
Brevo tracks complaints and displays them in your analytics. If complaint rates spike, investigate immediately. You might be emailing unengaged subscribers, sending too frequently, or targeting the wrong segments.
Sender reputation and domain reputation aren’t single metrics but aggregate scores that email providers assign based on your sending behavior. Brevo helps maintain reputation through proper authentication, bounce management, and complaint suppression.
Brevo’s deliverability monitoring shows warnings when metrics trend poorly. You’ll see alerts if bounce rates spike or complaints increase. This early warning system helps you fix problems before they seriously damage reputation.
For businesses serious about inbox placement, these metrics deserve weekly monitoring at minimum.
Brevo Analytics Dashboard Features
Metrics matter, but how you view them matters too. Raw numbers in spreadsheets are hard to interpret. Visualizations reveal patterns. Dashboards make data actionable.
Brevo’s analytics dashboard evolved significantly through 2024 and 2025. What started as basic campaign reports became a flexible, customizable analytics platform. You can build exactly the view you need — whether that’s a simple overview or a detailed breakdown by segment, channel, and time period.
The dashboard approach serves different users differently. Marketing managers want high-level performance trends. Campaign specialists want granular details on specific sends. Executives want ROI summaries. Brevo’s customizable system accommodates all of these needs.
Two capabilities stand out in the current platform: custom dashboard building and conversion tracking. Let me explain each.
Custom Dashboards and Real-Time Reporting
Brevo’s dashboard builder lets you create personalized views of your data. No more forcing everyone to use the same default report. Build what you need, save it, and access it anytime.
Flexible charts and visualizations cover multiple formats. Line charts show trends over time. Bar charts compare performance across campaigns or segments. Tables display detailed numerical data. Pie charts break down percentages visually. Choose the format that communicates your specific insight best.
Filters let you slice data precisely. View only emails sent last month. Show only a specific segment’s performance. Compare automated emails versus manual campaigns. Filters apply across your entire dashboard, so every chart updates together.
Natural language queries simplify complex analysis. Instead of building complex filter combinations, you can ask questions in plain English. “Show me open rates for the newsletter segment last quarter” works. The system interprets your request and displays relevant data.
This feature launched in 2024 and improved significantly by December 2025. For marketers without data analysis backgrounds, natural language queries democratize analytics access.
Multi-query combinations let you see related metrics together. Compare open rates across three campaigns in one view. Show CTR trend alongside revenue trend. Combine queries into unified dashboards that answer multiple questions simultaneously.
Text tiles add context to your dashboards. Include notes explaining what specific charts mean. Add goals or benchmarks for comparison. Create annotations highlighting important changes or events.
Real-time updates mean you’re never looking at stale data. Campaign performance refreshes continuously. Watch an email campaign unfold minute by minute after sending. Real-time visibility enables faster optimization.
Saved dashboards preserve your custom views. Build a dashboard once, access it repeatedly. Share dashboards with team members so everyone sees consistent data.
For enterprise users, Brevo’s integration with Omni provides even deeper business intelligence capabilities. The December 2025 update consolidated multiple BI tools into a unified system that handles both internal reporting and customer-facing analytics.
The dashboard builder requires some initial setup time. But once configured, custom dashboards save hours of manual reporting work.
Campaign Performance and Conversion Tracking
Knowing who opened and clicked is useful. Knowing who bought is essential. Brevo’s conversion tracking connects marketing activity to business outcomes.
Revenue attribution assigns sales credit to specific campaigns and automations. When a subscriber purchases, Brevo traces back their journey. Which email did they click? Which automation sequence were they in? The revenue gets attributed to those touchpoints.
For ecommerce businesses especially, this closes the loop. You’re not just measuring engagement metrics that might or might not matter. You’re measuring actual revenue generated.
Goal tracking works for non-ecommerce conversions too. Define what counts as success — form submissions, account signups, content downloads, demo requests. Brevo tracks when email recipients complete these goals, showing conversion rates by campaign.
Ecommerce tracking integrates with major platforms like Shopify and WooCommerce. Order data syncs to Brevo automatically. Revenue, products purchased, and customer value all become available for analysis and segmentation.
ROI measurement combines revenue attribution with campaign costs. Calculate actual return on investment for email marketing. Compare ROI across different campaign types, segments, or time periods.
Automation analytics show how workflows perform. See conversion rates at each step of a sequence. Identify where people drop off. Compare different automation flows to find what works best.
Brevo’s own data shows automation-driven campaigns generate 320% more revenue than manual sends. Analytics help you identify which automations drive that value.
A/B testing analytics go beyond simple winner/loser results. See statistical significance levels. Understand confidence intervals. Make decisions based on reliable data rather than small-sample flukes.
The conversion tracking requires proper setup. You need ecommerce integration configured or goal events defined. But once tracking works, the insights transform how you evaluate campaigns.
Campaign performance becomes measurable in business terms. Not just “good engagement” but “generated $X in revenue.” That’s the data executives want to see.
AI-Powered Analytics with Aura
Data is only useful if you know what to do with it. Most marketers don’t have time to analyze every metric, spot every pattern, and test every hypothesis. That’s where AI steps in.
Aura is Brevo’s AI assistant, launched in early 2025. It sits inside your analytics and automation tools, constantly analyzing performance data. Instead of you figuring out what the numbers mean, Aura tells you — and suggests what to do next.
The AI handles several analytical tasks automatically:
Send-time optimization analyzes when individual contacts engage most. Not everyone checks email at 9 AM. Some people read at lunch. Others scroll before bed. Aura learns each contact’s patterns and delivers emails when they’re most likely to open.
The impact is measurable. Users report 20-30% higher open rates with AI-optimized send times. Same email content, smarter delivery timing.
Segmentation suggestions identify groups you might miss manually. Aura spots behavioral patterns in your data — contacts who always click product links, subscribers who engage only on weekends, customers who haven’t purchased in 90 days. It suggests segments for targeting.
These AI-generated segments often outperform manually created ones. The machine sees patterns humans overlook.
A/B test optimization goes beyond declaring winners. Aura analyzes statistical significance, recommends sample sizes, and suggests what to test next based on previous results. You’re not just running tests — you’re running smarter tests.
Performance predictions forecast how campaigns might perform before you send. Based on historical data, subject line analysis, and audience characteristics, Aura estimates expected open rates and engagement. Low predictions prompt you to revise before sending.
Automated insights surface in your dashboard without prompting. “Your Tuesday sends outperform other days by 15%.” “Segment X has declining engagement — consider re-engagement campaign.” Aura proactively highlights what matters.
The AI learns continuously. The more campaigns you send, the smarter recommendations become. It adapts to your specific audience, not generic benchmarks.
Aura AI features require Pro plans and above — starting around $65 monthly. Free and Starter plans include basic analytics without AI optimization. For businesses sending significant volume, the AI investment typically pays for itself through improved performance.
The December 2025 updates expanded Aura’s capabilities further. Custom attribute support for segmentation, deeper A/B analysis, and better predictive modeling all arrived in recent months. Brevo’s €500M funding round is accelerating AI development, with more features expected in 2026.
For marketers overwhelmed by data, Aura transforms analytics from a reporting chore into an optimization engine.
Multichannel Analytics: SMS, WhatsApp, and Beyond
Email isn’t the only channel anymore. Effective marketing spans SMS, WhatsApp, push notifications, and more. Brevo analytics tracks all of these in unified dashboards.
SMS analytics capture delivery and engagement for text message campaigns. Key metrics include:
- Delivery rate — percentage of messages successfully delivered to phones
- Click rate — percentage of recipients who clicked links in SMS
- Opt-out rate — percentage who unsubscribed via STOP replies
SMS metrics differ from email. There’s no “open rate” for texts — you can’t track whether someone read a message, only whether it delivered and whether they clicked. Focus on delivery and clicks for SMS performance evaluation.
Brevo’s SMS delivery rate targets 99%+ for properly formatted messages to valid numbers. Lower rates suggest list quality issues or carrier filtering problems.
WhatsApp analytics track messaging through WhatsApp Business integration. Metrics include delivery status, read receipts (when available), and link clicks. WhatsApp offers higher engagement than email for many audiences — especially in markets where the app dominates communication.
Omnichannel analytics unify these channels into combined views. See total customer engagement across email, SMS, and WhatsApp together. Understand which channels drive the most conversions. Identify customers who respond to one channel but not others.
This unified view matters for multichannel campaigns. Maybe your abandoned cart recovery works best when email comes first, followed by SMS if they don’t respond. Analytics prove whether that sequence actually outperforms email-only approaches.
Push notification analytics cover web and mobile push messages. Track delivery rates, click rates, and conversions from push campaigns. See how push performance compares to other channels.
Automation analytics across channels show how multichannel workflows perform. An automation might start with email, add SMS on day two, and try WhatsApp on day five. Brevo tracks engagement at each step, showing where people respond and where they drop off.
Research shows multichannel campaigns outperform single-channel by 35% on average. Brevo analytics help you see whether your specific multichannel approach achieves that lift.
All multichannel analytics appear in the same dashboard interface as email metrics. You’re not logging into separate tools for each channel. One unified platform shows complete customer engagement across every touchpoint.
Brevo Analytics Integrations
Brevo’s native analytics cover most marketing measurement needs. But some businesses require deeper analysis, different visualization tools, or connections to broader data ecosystems. Integrations extend what’s possible.
Google Analytics integration connects email performance to website behavior. UTM parameters in your email links flow data to Google Analytics automatically. See which campaigns drive the most site traffic. Track user behavior after they click through from emails.
Brevo simplifies UTM setup with automatic parameter generation. You don’t manually build tracking URLs for every link. The platform handles it, ensuring consistent data in Google Analytics.
Ecommerce platform integration — with Shopify, WooCommerce, and others — enables revenue attribution. Order data syncs to Brevo, connecting purchases to the campaigns that influenced them. Without this integration, you’d see clicks but never know which clicks became customers.
CRM data sync ensures contact information stays consistent across systems. Analytics in Brevo reflect the same customer data you see in your CRM. Segments, attributes, and engagement history align.
Amplitude integration connects Brevo to product analytics. For SaaS companies especially, understanding how email engagement correlates with product usage matters. Amplitude’s behavioral analytics combined with Brevo’s marketing data creates a complete customer journey view.
dbt and Omni integration serve enterprise data teams. These tools enable advanced business intelligence workflows — combining Brevo data with other sources, building custom data models, and creating sophisticated analysis.
Brevo’s own case study shows how they consolidated five BI tools into Omni internally. The result cut analytics backlog by 80% while enabling customer-facing embedded analytics. Enterprise users can achieve similar consolidation.
Webhook integration pushes Brevo events to other systems. When an email is opened, clicked, or bounced, webhooks notify external applications in real-time. Build custom analytics dashboards, trigger actions in other tools, or log events to data warehouses.
API access enables custom analytics applications. Pull performance data programmatically for custom reporting, integration with home-grown analytics tools, or advanced analysis in data science environments.
Most basic integrations work across all plans. Advanced integrations like Omni require Enterprise pricing. For small businesses, Google Analytics and ecommerce integrations cover essential needs without additional cost.
Brevo Analytics Pricing and Plan Availability
Analytics features vary by plan. Understanding what’s included helps you choose the right tier for your reporting needs.
Free plan includes core analytics:
- Campaign performance reports (opens, clicks, bounces)
- Basic dashboard views
- Delivery and engagement metrics
- Transactional email logs
- Real-time reporting
- 99% tracking accuracy
Free plan analytics work fine for basic performance monitoring. You’ll see how campaigns perform and identify obvious problems. What’s missing is advanced analysis, AI features, and customization.
Starter plan (~$8-9/month) adds:
- Enhanced reporting detail
- Improved segmentation analysis
- Basic automation analytics
- Extended data retention
Starter provides more granular data but still lacks advanced capabilities. For simple campaigns, it’s adequate.
Standard/Business plan (~$16-18/month) includes:
- A/B testing analytics with significance calculations
- Heatmaps showing click patterns within emails
- Device and geography breakdowns
- Advanced automation performance tracking
- Send-time optimization reporting
- Custom dashboard building
Standard is where analytics become genuinely powerful. Most growing businesses find this tier sufficient for sophisticated performance analysis.
Professional plan (~$65+/month) unlocks:
- Aura AI analytics and recommendations
- AI-powered segmentation suggestions
- Predictive performance forecasting
- Contact scoring analytics
- Advanced ecommerce reporting
- Multi-user analytics access
Professional targets businesses wanting AI-driven optimization. The Aura features justify the price increase for high-volume senders who’ll benefit from 20-30% performance uplifts.
Enterprise plan (custom pricing) provides:
- Omni business intelligence integration
- Custom embedded analytics
- Advanced API access for data export
- Dedicated analytics support
- Custom report building
- Integration with enterprise BI tools like dbt
Enterprise suits organizations with complex reporting requirements, multiple stakeholders needing different views, or needs to combine Brevo data with other business systems.
What’s always included:
Regardless of plan, Brevo tracks core metrics with 99% accuracy. Real-time reporting works everywhere. Basic campaign performance visibility doesn’t require payment.
What costs extra:
AI features, advanced customization, and enterprise integrations require Pro or Enterprise tiers. If you need Aura’s optimization suggestions, budget for at least Professional pricing.
For most small to mid-sized businesses, Standard plan analytics provide excellent value. You get A/B testing analysis, automation performance, and custom dashboards at an affordable price point.
