About Marketing Automation Flow Reports

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Enable tracking on marketing automation flows to collect and analyze data on clicks, opens, social activity, purchases, and more. Automation flow reports display data from the beginning of each flow to the present day. This data can help you identify patterns in contact engagement. Applying these insights can help you improve and target your campaign content.

In this article, you’ll learn how marketing automation flow reports work and what information is included.

Things to know

Here are some things to know.

View an automation flow report

To view the analytics for a series of steps, follow these steps.

  1. Click Automations, then click All flows.
  2. Click View Report next to any active or paused automation flow.

About automation flow metrics

You’ll see summary report data in the Performance section and a list of messages in the Step analysis section.

Performance

The Performance section gives you an overview of flow statistics. To customize the Performance section, click on the Edit icon to choose the displayed metrics.

You can choose any of these metrics:

  • Click rate The percentage of successfully delivered messages that registered at least one click.
  • Clicked The number of recipients who clicked any tracked link any number of times in a single email.
  • Clicks per unique opens The percentage of recipients who opened the email and then clicked a link.
  • Open rate The percentage of successfully delivered emails that registered as an open.
  • Opened The number of recipients who opened a campaign any number of times.
  • Total clicks The total number of times any tracked link in an email was clicked.
  • Total opens The number of times an email was opened. This includes multiples opens from individual recipients.
  • Abuse report rate The number of spam reports on your email divided by successful deliveries.
  • Abuse reports An email reported as spam by a recipient. Recipients are immediately moved from the active audience to the abuse complaints area.
  • Bounce rate The percentage of emails that didn't get to your contacts' inboxes.
  • Bounces The total number of times an email was not delivered.
  • Deliveries The total number of successfully delivered messages from this automation flow.
  • Delivery rate The percentage of messages that were sent and successfully delivered to your contacts’ inboxes.
  • Total sends The total number of emails and/or SMS messages you've sent to contacts.
  • Undelivered The individual number of SMS messages that did not successfully make it to contact's phones.
  • Undelivered rate The percentage of sent SMS messages that did not successfully make it to contact's phones.
  • Unsubscribe rate The percentage of contacts who successfully unsubscribed from a sent email.
  • Unsubscribed The number of recipients who opted out from receiving further messages.

If you have a connected ecommerce store, you will also see these metrics:

  • Attributed revenue per recipient Average amount of revenue generated for each recipient of your messages
  • Average order revenue The average dollar amount of revenue generated from each order, minus taxes and shipping fees.
  • Order rate The percentage of successfully delivered emails that resulted in an order being places
  • Orders The total number of orders placed, including any refunded or canceled orders.
  • Revenue The amount of money you've made on an order after it's placed, minus taxes and shipping fees.

Additional metrics by channel

Expand and collapse by channel to see more granular metrics related to: engagement, delivery and ecommerce. This section contains either email only, SMS only or both email and SMS sections depending on what is set up in your flow.

Step analysis

The Step analysis section lists all the campaigns from the beginning of the flow to today, as well as sends, open rate, and click rate. Click on a listing to see the report for that email broken down by recipient. Click Export CSV to download the report data.