Metrics Definitions

Last updated: March 12, 2026

Precise definitions for all campaign metrics in Topo.

Core Concept: Sequence

A Sequence = one contact in one campaign. It's the fundamental unit for all "unique" metrics. One sequence can have multiple messages, opens, clicks, and replies over time.

Unique vs Total

  • Unique — number of sequences (contacts) that experienced the event at least once, attributed to the period when the first occurrence happened. Ex: "How many contacts opened at least one message?"

  • Total — number of events that occurred in the period. Ex: "How many times were messages opened?"

Example

2 contacts (A and B) over 2 days:

  • Day 1: A receives message #1 and opens it twice. B receives message #1, no open.

  • Day 2: A opens message #1 again + receives message #2. B opens message #1 for the first time.

Day 1 results: unique_sent = 2, total_sent = 2, unique_opens = 1 (A only), total_opens = 2.

Day 2 results: unique_sent = 0 (no first messages today), total_sent = 1, unique_opens = 1 (B's first open), total_opens = 2.

Metric Definitions

Found (Leads Added)

  • unique_found — sequences where the first creation event falls within the period. New leads added.

  • total_found — all sequence creation events in the period. Includes re-additions. In practice, unique_found ≈ total_found.

Sent (Messages Sent)

  • unique_sent — sequences where the first message sent falls within the period. Leads contacted for the first time.

  • total_sent — all messages sent in the period (includes follow-ups). unique_sent = 100 → 100 new leads contacted. total_sent = 300 → 300 messages sent total.

Opens

  • unique_opens — sequences where the first open falls within the period. Leads who engaged for the first time.

  • total_opens — all open events in the period. A contact may open the same message multiple times or open multiple messages.

Clicks

  • unique_clicks — sequences where the first click falls within the period.

  • total_clicks — all click events in the period.

Replies (Valid Responses Only)

  • unique_replies — sequences where the first valid reply falls within the period.

  • total_replies — all valid reply events in the period.

Reply categories included: Meeting, Interested, Referral, Bad Timing, Wrong Person, Unknown, Unsubscribed.
Reply categories excluded: Bounced, Out of Office, Left Company, Spam Filter (technical failures or auto-replies, not intentional responses).

Positive Replies

  • unique_positive_replies — sequences with first positive reply in the period. Leads who showed buying interest.

  • total_positive_replies — all positive reply events. Positive categories: Meeting, Interested, Referral.

Hot Leads

  • unique_hot_leads — sequences where first hot lead creation falls within the period.

  • total_hot_leads — all hot lead creation events. A Hot Lead record is created when a contact reaches a certain engagement score.

Calculated Rates

All rates use unique metrics:

  • open_rate = unique_opens / unique_sent — % of contacted leads who opened at least one message.

  • click_rate = unique_clicks / unique_sent — % who clicked at least one link.

  • reply_rate = unique_replies / unique_sent — % who replied (valid replies only).

  • positive_reply_rate = unique_positive_replies / unique_sent — % who replied positively.

  • hot_lead_rate = unique_hot_leads / unique_sent — % who became hot leads.

All rates return 0.0 when unique_sent = 0.

Channel Segmentation

All metrics can be filtered by: EMAIL, LINKEDIN, or ALL (aggregated). Note: found and hot_leads are not channel-specific — always use ALL.

Time Attribution

  • Unique metrics — attributed to the period when the first event of that type occurred for the sequence.

  • Total metrics — attributed to the period when each event occurred.

Example: a lead contacted Jan 1 who opens for the first time on Jan 15 contributes to unique_opens for Jan 15. If they open again on Jan 20, that contributes only to total_opens for Jan 20.