# List email report metrics and Advanced Email Analytics

*Marketing Cloud Account Engagement Specialist Study Guide · Email Marketing · Last updated November 3, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-account-engagement-specialist/email-marketing/list-email-report-metrics-and-advanced-email-analytics*

How the List Email report defines and calculates delivery, bounce, open, click, opt-out and spam metrics, why open tracking is unreliable, which reports cover templates, A/B tests and link heatmaps, what Advanced Email Analytics adds, how Engagement History fields and dashboards report email in Salesforce, and what the B2B Marketing Analytics standard dashboards show.

- Certification: Salesforce Marketing Cloud Account Engagement Specialist
- Exam section: Email Marketing
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-account-engagement-specialist

**Official exam objective:**

> Distinguish between the metrics collected in Account Engagement email reporting.

## What the exam expects

- Define each List Email report metric and calculate open rate, click-through rate, click-to-open ratio, opt-out rate and spam complaint rate from raw counts.
- Explain how opens and clicks are tracked, why open data is unreliable, and what the tracking settings switch off.
- Pick the right report: List Email, Email Template, Click-Through Rate, A/B overview or individual version.
- Know what Advanced Email Analytics adds and its editions, and how Engagement History fields and dashboards show email metrics in Salesforce.
- Read the B2B Marketing Analytics standard dashboards: which one answers an engagement, pipeline or campaign-results question.

Key terms:
- **Unique HTML Opens**: prospects who loaded the HTML images, each counted once.
- **Click to Open Ratio**: unique clicks divided by unique HTML opens.
- **Advanced Email Analytics**: the package that adds the Interaction and Email Clients tabs.
- **Engagement History**: fields, related lists and components that show engagement data on Salesforce records.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Total Delivered | Sent minus hard and soft bounces; spam folder included | [Report Metrics](https://help.salesforce.com/s/articleView?id=mktg.pardot_list_email_report_metrics.htm&type=5&language=en_US) |
| Five soft bounces | Prospect is marked as a hard bounce (the Report Metrics page says "opted out") | [Email Statistics Data](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_list_email_statistics_metrics.htm&type=5&language=en_US), [Report Metrics](https://help.salesforce.com/s/articleView?id=mktg.pardot_list_email_report_metrics.htm&type=5&language=en_US) |
| Unsubscribe clicks | Not counted in Total or Unique Clicks | [Report Metrics](https://help.salesforce.com/s/articleView?id=mktg.pardot_list_email_report_metrics.htm&type=5&language=en_US) |
| Recipient-gap metrics | Not available on test list or A/B sends | [Report Metrics](https://help.salesforce.com/s/articleView?id=mktg.pardot_list_email_report_metrics.htm&type=5&language=en_US) |
| Text emails | No tracking pixel; no Click-Through Rate report | [Tracking Engagement](https://help.salesforce.com/s/articleView?id=mktg.pardot_emails_open_tracking.htm&type=5&language=en_US), [Click-Through Rate Reports](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_clickthrough_rate_parent.htm&type=5&language=en_US) |
| Tracking settings | Administrator role, per business unit | [Tracking Settings](https://help.salesforce.com/s/articleView?id=mktg.mcae_pixel_tracking_define.htm&type=5&language=en_US) |
| Filtered activities toggle | Tools menu; affects all report pages | [Report Metrics](https://help.salesforce.com/s/articleView?id=mktg.pardot_list_email_report_metrics.htm&type=5&language=en_US) |
| AEA editions | Plus, Advanced, Premium; extra cost in Growth | [AEA Reports](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_advanced_email_analytics.htm&type=5&language=en_US) |
| AEA history | Emails older than 14 months not recorded | [AEA Reports](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_advanced_email_analytics.htm&type=5&language=en_US) |
| Engagement History Dashboard | CRM Analytics, updated every 8 hours | [Engagement History Features](https://help.salesforce.com/s/articleView?id=mktg.pardot_engagement_history_comparison.htm&type=5&language=en_US) |
| B2BMA prebuilt dashboards | Engagement, Pipeline, Marketing Manager; Plus, Advanced, Premium with Enterprise or higher | [B2BMA Dashboards](https://help.salesforce.com/s/articleView?id=mktg.pardot_b2bma_dashboard_reference.htm&type=5&language=en_US) |
| Metrics fields exclusions | Archived prospects, filtered visitors, operational and autoresponder emails | [Metrics Fields](https://help.salesforce.com/s/articleView?id=mktg.pardot_engagement_history_report_parent.htm&type=5&language=en_US) |

## Check yourself

- Why can an email viewed only in a preview pane count as opened?
- When will Advanced Email Analytics show nothing for an old send?
- What does the Winner tile show after a tied A/B test?
- Which emails never appear in campaign metrics fields even when connected campaigns are set up?

## Sources

- [List Email Report Metrics](https://help.salesforce.com/s/articleView?id=mktg.pardot_list_email_report_metrics.htm&type=5&language=en_US)
- [Email Statistics Data](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_list_email_statistics_metrics.htm&type=5&language=en_US)
- [List Email Report](https://help.salesforce.com/s/articleView?id=mktg.pardot_list_email_report.htm&type=5&language=en_US)
- [Tracking Email Engagement](https://help.salesforce.com/s/articleView?id=mktg.pardot_emails_open_tracking.htm&type=5&language=en_US)
- [Define Email Tracking Settings](https://help.salesforce.com/s/articleView?id=mktg.mcae_pixel_tracking_define.htm&type=5&language=en_US)
- [Click-Through Rate Reports](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_clickthrough_rate_parent.htm&type=5&language=en_US)
- [A/B Testing Reports](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_a_b_testing.htm&type=5&language=en_US)
- [Email Template Report Metrics](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_email_template_metrics.htm&type=5&language=en_US)
- [View the Email Template Report](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_view_email_template_report.htm&type=5&language=en_US)
- [Advanced Email Analytics Reports](https://help.salesforce.com/s/articleView?id=mktg.pardot_reporting_advanced_email_analytics.htm&type=5&language=en_US)
- [Engagement and Activity Report Metrics](https://help.salesforce.com/s/articleView?id=mktg.pardot_engagement_and_activity_report_metrics.htm&type=5&language=en_US)
- [Comparison of Engagement History Features](https://help.salesforce.com/s/articleView?id=mktg.pardot_engagement_history_comparison.htm&type=5&language=en_US)
- [Use the Metrics Fields Component](https://help.salesforce.com/s/articleView?id=mktg.pardot_engagement_history_report_parent.htm&type=5&language=en_US)
- [Engagement History Dashboards](https://help.salesforce.com/s/articleView?id=mktg.pardot_engagement_history_embedded_dashboard_parent.htm&type=5&language=en_US)
- [Preview and Test Emails](https://help.salesforce.com/s/articleView?id=mktg.pardot_eilex_preview_test.htm&type=5&language=en_US)
- [B2B Marketing Analytics Dashboards](https://help.salesforce.com/s/articleView?id=mktg.pardot_b2bma_dashboard_reference.htm&type=5&language=en_US)
- [Analytics for Account Engagement](https://help.salesforce.com/s/articleView?id=mktg.pardot_analytics_parent.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 20 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Account Engagement Specialist pack (USD $19): https://www.certifyforce.com/practice-exams