Why don’t Analytics rates match an email’s results page?

Nothing is wrong on either page. A gap between them comes from one of four things, and your numbers are untouched either way.

The tab is a total, not an average

The four cards add up every send in the time range. Each rate comes from that total. A send to many people weighs more than a send to a few, so the cards rarely match any one email. A row in Recent sends is one send, and its Open and Click match that email’s results page.

Some numbers are counts on the results page

An email’s results page shows bounces, spam complaints, and unsubscribes as counts. This tab shows them as shares: Bounces of everything sent, and Unsubscribe rate and Complaints of delivered mail. Open rate and Click rate are worked out the same way on both pages. See What the Emails tab counts.

The numbers are still settling

Bounces and complaints come back over a day or two after a send. Delivered is sent minus bounces, so it drops a little as bounces arrive. Every rate built on it moves too.

Analytics also keeps the numbers it fetched for about a minute before it asks again. Reload the page once a minute has passed. See Why are my Analytics numbers behind?

A send sits at the edge of the range

The range checks the day the send finished. For an A/B test, it checks the day the test went out, not the day of the winner’s send. A send from just before the range began isn’t in the total. Pick a longer range and it comes in with its whole story. See Choose a time range.