Why I built BetterMetric
I'm Moa, an Email & Lifecycle Marketing Manager, and email has always been one of my strongest marketing channels.
I've used email for acquisition, conversion, onboarding, retention, and pretty much everything in between. But over the years, I started noticing a problem that became harder and harder to ignore.
We were sending more than 400,000 emails every week, and our reports were full of opens and clicks that didn't always make sense. Some emails were opened almost immediately after being delivered. Some campaigns had unusually high engagement. Some contacts were clicking in patterns that simply didn't look human.
At first, we ignored it. The numbers weren't significant enough to worry about, and like many marketers, we continued using the data we had. But after a few months, I started asking myself: how much of this engagement is actually coming from people?
That question changed everything. I realized we were making marketing decisions based on email metrics without really knowing how much of those metrics represented real human behavior. And if we can't distinguish human engagement from automated activity, our open and click data can become misleading.
So I decided to build something for myself. I started digging deeper into email infrastructure, tracking systems, bots, security scanners, privacy systems, and the patterns behind automated engagement. I built, tested, and refined different approaches using more than 180 campaigns and approximately 3 million email contacts.
That research eventually became BetterMetric.
I wanted to build something simple: a tool that helps email marketers identify suspicious engagement and get a clearer picture of their real campaign performance. I didn't build BetterMetric because I wanted to create another complicated analytics platform — I built it because I've been an email marketer dealing with this problem myself. And now I want to share the solution with other marketers who might be facing the same challenge.
My hope is that BetterMetric can become a small contribution to the email marketing community — helping marketers spend less time questioning their data and more time using it to make better decisions. Because better email marketing starts with better data.