Summary
Discrepancies between SNDS and SFMC reports arise from several factors: different reporting methodologies (SFMC reports on sends, SNDS on delivery), data processing delays in SNDS, Microsoft's potential 'silent drops,' varying definitions of acceptance, filtering, and bounces, and inconsistent bounce categorization. Resolution involves verifying data across platforms, proactive reputation management, understanding bounce codes, analyzing SMTP logs, monitoring engagement, and using tools like seed lists and feedback loops.
Key findings
- Methodology Differences: SFMC reports emails sent, while SNDS observes post-delivery attempts, leading to discrepancies.
- SNDS Data Delays: Data in SNDS is often delayed due to processing and aggregation.
- Silent Drops: Microsoft may silently drop emails, affecting SNDS data.
- Bounce Categorization Variances: SFMC and SNDS might categorize bounces differently, impacting data.
- Deliverability Factors: IP reputation, engagement metrics, and spam filtering affect data reported by both platforms.
Key considerations
- Verify Data: Compare data from SFMC and SNDS to identify discrepancies.
- Proactive Reputation Management: Actively manage your sender reputation and address deliverability problems.
- Understand Bounce Codes: Check specific bounce codes reported by SFMC to understand bounce categorization.
- Analyze SMTP Logs: Review SMTP logs for detailed information on email transactions.
- Monitor Engagement: Monitor open rates, click-through rates, and spam complaints.
- Use Seed Lists: Utilize seed lists and inbox placement testing to understand how emails are being treated.
- Segment Lists: Segment your email lists and monitor metrics for each segment.
- Implement Feedback Loops: Set up feedback loops to address spam complaints.
- Consistent Sending Practices: Maintain consistent sending volume and timing.
- Contact Microsoft Support: If problems persist, contact Microsoft Support directly.
What email marketers say
10 marketer opinions
Discrepancies between SNDS (Microsoft's Smart Network Data Services) and SFMC (Salesforce Marketing Cloud) reports on email delivery data can arise due to several factors, including how each system categorizes bounces (especially soft bounces and deferred deliveries), the potential for "silent drops" where emails are not fully processed, data aggregation delays, and variations in filtering based on IP reputation. Resolving these discrepancies involves verifying IP reputation, analyzing SMTP logs, contacting Microsoft support, maintaining consistent sending practices, using seed lists for inbox placement testing, monitoring engagement metrics, and segmenting email lists.
Key opinions
- Bounce Categorization: SFMC and SNDS may categorize bounces differently, leading to variations in reported data. SNDS may not reflect soft bounces the same way SFMC does.
- Silent Drops: Microsoft may silently drop emails, meaning they are not fully processed, which affects the data reported by SNDS.
- Data Delays: Data aggregation delays in SNDS can cause discrepancies when comparing it with SFMC's near real-time data.
- IP Reputation: A poor IP reputation can lead to filtering or blocking by Microsoft, impacting how delivery data is reported in both SFMC and SNDS.
- Engagement Metrics: Low email engagement metrics like open rates and click-through rates can indicate spam filtering, which can affect reported delivery data.
Key considerations
- Verify IP Reputation: Use tools like Talos or SenderScore to check your IP reputation.
- Analyze SMTP Logs: Review SMTP logs for detailed information on email transactions.
- Contact Microsoft Support: If discrepancies persist, contact Microsoft support for assistance.
- Maintain Consistent Sending: Ensure consistent volume and timing in your sending practices.
- Inbox Placement Testing: Use seed lists and inbox placement testing to understand how emails are treated by mailbox providers.
- Monitor Engagement Metrics: Track open rates and click-through rates to identify potential spam filtering issues.
- Segment Email Lists: Segment your email lists and monitor delivery metrics for each segment to identify specific issues.
Marketer view
Marketer from Email Geeks explains that, as far as they know, Microsoft does not do deferred bounces for blocks; they just bounce them immediately.
8 Feb 2024 - Email Geeks
Marketer view
Email marketer from Mailjet suggests Monitoring engagement metrics, such as open rates and click-through rates, to gain insights into the performance of the campaign. If email engagement metrics are low, it may be a sign that emails are being filtered into spam folders, which can cause variations when compared with the reported data.
4 Apr 2025 - Mailjet
What the experts say
5 expert opinions
Discrepancies between SNDS (Microsoft Smart Network Data Services) and SFMC (Salesforce Marketing Cloud) reports arise due to differing methodologies. SFMC reports on emails sent, while SNDS observes post-delivery outcomes. Verify SNDS data with SFMC, keeping in mind spam folder placements are reflected in RCPT counts. Proactive reputation management, addressing deliverability, and monitoring metrics are crucial for improving data consistency between the two platforms.
Key opinions
- Different Methodologies: SFMC reports on emails sent, while SNDS tracks post-delivery outcomes.
- Spam Folder Visibility: Mail delivered to the spam folder still registers in the RCPT (Recipient) count.
- Data Verification: Cross-verify SNDS numbers with SFMC reports to identify discrepancies.
Key considerations
- Proactive Reputation Management: Actively manage your sender reputation to ensure better deliverability.
- Address Deliverability Problems: Identify and fix deliverability issues to improve data consistency.
- Monitor Bounce Rates: Track bounce rates to understand potential issues with email delivery.
Expert view
Expert from Email Geeks shares that you can verify the numbers in SNDS with the numbers from SFMC.
9 Aug 2024 - Email Geeks
Expert view
Expert from Email Geeks asks if SFMC's reports of “delivered” match the numbers that SNDS is giving.
25 Jan 2024 - Email Geeks
What the documentation says
5 technical articles
Discrepancies between SNDS and SFMC reports stem from data processing delays in SNDS, differing definitions of acceptance and filtering, and variations in bounce categorization. To resolve, focus on SNDS trends rather than individual data points, understand how SFMC classifies bounces (hard vs. soft), and implement feedback loops to address spam complaints.
Key findings
- Data Processing Delays: SNDS data is often delayed due to processing and aggregation, unlike SFMC's near real-time data.
- Differing Definitions: Microsoft and SFMC have different definitions of acceptance, filtering, and bounces.
- Bounce Categorization: SFMC handles and categorizes bounces based on response codes, influencing data aggregation.
Key considerations
- Focus on Trends: When using SNDS, focus on data trends instead of individual data points.
- Understand SFMC Bounce Classification: Know how SFMC classifies hard vs. soft bounces.
- Implement Feedback Loops: Set up feedback loops to identify and address spam complaints.
Technical article
Documentation from Microsoft provides guidance on interpreting SNDS data and troubleshooting discrepancies. Suggests focusing on trends over individual data points and understanding how different filters and metrics correlate.
6 Aug 2022 - Microsoft
Technical article
Documentation from Microsoft explains that data in SNDS might be delayed due to processing times and aggregation. Discrepancies can arise when comparing real-time SFMC data with SNDS, which reflects aggregated data with potential delays.
16 Feb 2023 - Microsoft
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