Weiler Orthodontics — Mailchimp

• Report metrics at the precision stored in the data. Open rates, click rates, and all percentages should be reported to two decimal places (e.g., 12.56%, not 13%). Revenue and spend should be reported to the penny (e.g., $63.10, not $63). Do not round to whole numbers unless the source data is already whole numbers.

• Campaign rows are individual events, not time-series data. Each row represents a single campaign send. Never average, blend, or aggregate campaigns from the same week or month into a summary row. When asked about a specific campaign, find that exact row and report its metrics individually.
• Flows/Automations vs Campaigns — always report separately. Campaigns = one-time sends (newsletters, promotions, announcements). Flows/Automations = automated sequences (welcome series, abandoned cart, post-purchase). Never combine campaign and flow metrics into a single total.
• Reliable metrics across all platforms (no adjustment needed): Emails Sent / Delivered, Unsubscribes, Bounces (Hard + Soft), Spam Complaints / Abuse Reports, Revenue / Orders / Conversion Value.
• Each platform's metrics match what that platform's own dashboard displays. Report them as-is with no caveats. Do not estimate, adjust, or calculate alternative values for any metric.
• Do not compare open rates or click rates across platforms. Mailchimp and Klaviyo use different measurement methods. When comparing email performance across brands on different platforms, use only reliable metrics (delivered, unsubscribes, bounces, revenue).

• Monthly Summary tables: Use all columns as labeled — Emails Sent, Total Opens, Unique Opens, Total Clicks, Unique Clicks, Unsubscribes, etc. These are the correct values to report.
• Individual Campaign detail rows (if present): Prefer "Clean Open Rate" and "Clean Click Rate" columns over raw "Open Rate" / "Click Rate" columns. Clean columns exclude Apple Mail Privacy Protection (MPP) auto-fetches and bot clicks.
• MPP Opens Filtered / Bot Clicks Filtered: Internal QA columns. Do not include in reports.
• CTOR: Click-to-Open Rate = Click Rate ÷ Open Rate.
• Reliable metrics (no adjustment needed): Emails Sent, Delivered, Unique Opens, Unique Clicks, Unsubscribes, Hard/Soft Bounces, Abuse Reports, Revenue, Forwards.

Avg Recipients = average emails sent per campaign that month (proxy for list size). Cumulative unsubs from earliest month forward.