Broadcast campaign performance: Exit reasons – Ometria Help Centre

The Exit reasons table in broadcast campaign performance lists the reasons contacts exited your campaign after segmentation and before sending.

Because exits are counted after segmentation, these numbers don't include contacts who were included in your starting contacts but did not meet the segmentation criteria in your campaign.

Note: Campaigns sent before 21st May 2025 will only have two exit reasons: No available coupons and Not captured. 'Not captured' is the number of suppressed recipients.

Exit reason	Description
Not opted in	The contact wasn't opted-in to receive marketing at the time of sending.
Frequency capped	The contact reached their frequency cap for the day/week.
Invalid email address	The contact's email address is invalid.
Anonymised email address	The contact has been anonymised in Ometria for privacy reasons.
Suppressed before segmentation	The number of contacts suppressed before segmentation was applied - these contacts are on your account suppression list.
Suppressed after segmentation	The number of contacts suppressed during campaign generation - these contacts are on Ometria's master suppression list.
Missing preferred language	The number of contacts who don't have a preferred language assigned to them. If a contact without a known language enters a multi-language campaign, the fallback will apply.
No available coupons	The number of contacts who didn't receive this campaign due to a lack of coupon codes in the selected pool. To prevent this happening, make sure to always use a fallback when setting up your coupon pools. See: Coupon codes
Not captured	Exit reason unknown - this is likely if the campaign was sent before 21st May 2025, as we don't have data prior to that.

See also:

Related articles