Your Mapp Engage system stores a great deal of information:

  • Group Growth

  • Address Data

  • Sendout Times

  • Contact Data

  • Message History

  • And much more

In addition to the information Mapp Engage registers internally, the Mapp Engage statistics also contain response information from internet service providers such as bounces.

Measuring the Success of Email Marketing​

In contrast to web analytics, in email marketing, your audience does not visit a website, they check their inbox. You cannot install the software in the email inbox of your recipient to track opens and clicks automatically.

To determine opening and click rates, Mapp Engage uses a workaround to turn your newsletter recipients into website visitors. You can access the success rate of your email marketing via the web data you collect about the behavior of your contacts.

The following methods can be used to measure the success of your email marketing:

  • ​Track Opens with a Tracking Pixel​

  • ​Track Clicks with a Redirected Link ​

  • ​Estimate the Open Rate in Text-Only Messages​

Furthermore, success can also be measured using external applications and tools:

  • ​Track Web Visits with Web Analytics​

  • ​Track the Conversion Rate with Conversion Tracking​

  • ​Inbox Monitoring (Seed Lists, Control Addresses)​

Track Opens with a Tracking Pixel​

To track when a recipient opens a message, Mapp Engage adds a transparent tracking pixel to the message. This invisible image downloads automatically from the Mapp Engage server when the recipient opens the message. The tracking pixel contains a unique link parameter for each contact. The unique parameter enables Mapp Engage to recognize who opened the message and store other information.

  • Profile information of the contact

  • Timestamp of the event

  • Geo-location information

  • Device information

  • Email program

  • And more

Tracking the opening rate changes the HTML code of the message by adding a tracking pixel to the message. Therefore, you must activate the evaluation of opens for each group separately.


  • Opens are only calculated when the contact allows images to be downloaded. If images are suppressed in the email client of your contact, the tracking pixel does not download. Without the tracking pixel, Mapp Engage does not record an Open in the statistics.

  • Text-only email messages cannot be evaluated this way. Text-only messages do not contain images and thus cannot contain a tracking pixel.

Track Clicks with a Redirected Link ​

Mapp Engage can use forwards to the Mapp Engage to determine the click rate.

Before the reader arrives at the target landing page, the links in the email are redirected for an imperceptibly short time to Mapp Engage. This redirection is not noticeable to your contact. However, Mapp Engage saves information about the message and the clicker in the statistics.

Calculation of the click rate requires the links of the message to be adapted accordingly. Link tracking must be activated for each group separately. For more information, see ​Activate Link Tracking for a Group.


The link address is redirected briefly to a Mapp Engage web address. Therefore, the email contains a Mapp Engage web link, not the final link destination. Usually, in HTML messages, the link is not visible because the link is embedded in the message text. For example, "click here".
In text-only email messages, however, the Mapp Engage web address is visible to your contact. For example, Your contact sees the final destination of the link when they click the address in the web browser. The different addresses can lead to confusion about the actual destination of the link.


  • Since Mapp Engage forwards the message to the actual destination address, the landing page to which the recipient is directed can be changed after sendout.

Estimate the Open Rate in Text-Only Messages​

With text messages, you cannot determine whether the recipient has opened the message. Text emails can be read without additional contact with a web page. Text messages do not need to download any images. Without the tracking pixel image, Mapp Engage cannot recognize when a recipient opens a text message.

However, you can use the click rate to estimate customer behavior and open rates. Every link click is saved as an opened message. Because the identity of the opener is recognized when they click, Mapp Engage can calculate the number of unique opens.

The evaluation of link clicks must be activated for your Mapp Engage system. To activate link clicks for your system, contact your customer representative.

When link clicks are activated for your system, the link settings in the group must also be adapted. For more information, see ​Tracking & Links (tab)​).


  • Information about opens and clicks is an estimate. Actual totals can vary.

  • The link address that is displayed to the recipient is not the actual destination address. Use links that clearly identify the link destination for your contact.

Track Web Visits with Web Analytics​

Your web page or a web analytics tool can determine the number of visitors to the site.

The web analytics tool recognizes each visitor to the site.

To evaluate the origin and the number of visits from emails, Mapp Engage must transmit information to your web analytics tool. A link parameter that is added to the email link transfers this information.

Depending on the type of integration between Mapp Engage and the web analytics tool, the information is connected with data in Mapp Engage. For more information, see ​Web Analytics Integrations.


  • The web analytics tool can only evaluate links that direct to your own website.

  • The information that is transmitted and evaluated relies on the connection to web analytics tools.


  • Integration of a web analytics tool with Mapp Engage provides a comprehensive picture of the email campaigns, including customer behavior on the landing pages.

Track the Conversion Rate with Conversion Tracking​

Conversion tracking evaluates the conversions that each contact performs. You define what constitutes a conversion. For web shops, conversions are usually the purchases that are completed as a result of the email. However, you can define any type of activity as a conversion. For example, the download of product information or registration for an event.

To evaluate whether a conversion has taken place, Mapp Engage and the destination website must be configured accordingly.

Once conversion tracking is set up, you can evaluate whether a sent message initiated the desired behavior (conversion) on the website.

There are two ways to track conversions:

  1. When a link is clicked, a cookie that is placed on the computer of the contact transmits information about the conversion to Mapp Engage.
  2. A link with the necessary information is used to transfer information to Mapp Engage and back to the web system. This information must be held by the shop until the purchase is finished.

For complete information, see ​Conversion Tracking.

The difference between the two forms of conversion tracking leads to different results for the conversion tracking statistics.


  • In cookies-based tracking, each purchase of an email clicker is assigned to an email. If a contact leaves a web page before returning to complete the purchase, the cookie on their computer reacts to the purchase. This cookie assigns the purchase to the email from which the cookie originates. If multiple advertising actions take place simultaneously, the conversion rate is overestimated.

  • When transmitting information without a cookie, the destination page must transmit all information about the recipient. Each page of the webshop must be adapted to transmit this information. If the page is closed or the internet connection is interrupted, the web page loses the information. In that case, the reported conversion rate is lower than the actual conversion rate.


  • Conversion tracking helps you identify what percentage of conversion activity was a result of your email marketing. Analysis of the customer behavior on the web page can be used for further actions. For example, for abandoned shopping carts campaigns.

Inbox Monitoring (Seed Lists, Control Addresses)​

Inbox monitoring is an additional function of Mapp Engage. To set up this inbox monitoring, contact your customer representative.

Inbox monitoring is used to check the delivery rate of your messages with different email clients. Test addresses at the most common email clients are added to a test group. During sendout, a copy of your message is sent to this text list, as well. Mapp Engage uses the responses with the email clients to determine whether the message was delivered without problems at each client (see  ​Inbox Monitoring​).


You obtain comprehensive information about deliverability problems. Improvements to the message and settings to improve the deliverability can be targeted to certain email clients.