Want to make smarter marketing decisions? Omnisend’s Campaign and Automation Reports provide a clear view of how your campaigns and workflows are performing, with metrics that help you track success, identify trends, and adjust your strategy for maximum impact.
How to Access Individual Campaign and Workflow Reports
Accessing these reports is simple and intuitive:
Go to the Campaigns or Automation tab in the New Reports section.
Under Campaign/Workflow Performance, click on the name of the campaign or workflow you’d like to analyze.
You’ll be taken to the Overview Page, where you can start diving into the data.
Benefits of New Reports for Campaigns and Automations
Omnisend’s new reporting makes it easier to understand your campaigns and automations performance. Here’s what you’ll get:
Track Results Over Time: Compare how your campaigns and automations perform across any date range.
See Channel Performance: Find out which channels—Email, SMS, or Push—are driving the best results.
Segment-Specific Insights: Learn how different audience segments respond to your campaigns.
All-in-One View: See overall performance for campaigns and automations in one place.
Fix Deliverability Issues: Use email domain reports to troubleshoot delivery problems.
Individual Campaign Reports
Campaign reports give you a granular view of how your campaign performs.
Campaign Overview Page
The Overview Page gives you a high-level summary of your campaign’s performance, including Sales & Conversion Metrics and Delivery & Engagement Metrics.
Sales & Conversion Metrics
This section focuses on how your campaign drives revenue and conversions.
Metric | What It Tells You | Why It Matters |
Placed Order Rate | Percentage of messages that resulted in attributed purchases. | Indicates how effectively your campaign converts engagement into sales. |
Revenue | Total revenue generated from attributed orders, including refunds and cancellations. | Helps quantify the financial impact of your campaign. |
Average Revenue Per Order | The average revenue generated per attributed order. | Allows you to measure the quality and value of your conversions. |
Revenue Per Message Sent | Revenue generated divided by the number of sent messages. | Evaluates the efficiency of your campaign’s messaging strategy. |
Sent SMS Cost (only for SMS channel) | The total cost of sending all SMS messages in the campaign. | Helps you evaluate the cost-effectiveness of your SMS campaigns and optimize your budget allocation. |
Delivery & Engagement Metrics
This section provides a detailed breakdown of how your messages performed in terms of reach and audience interaction. These metrics are critical for ensuring your campaigns are delivered effectively and resonate with recipients.
Metric | What It Tells You | Why It Matters |
Messages Sent | The total number of messages sent in the campaign or workflow. | Ensures your campaign is reaching the intended audience. |
Delivery Rate | The percentage of messages successfully delivered. | Tracks the health of your contact list and delivery systems. |
Failed Delivery Rate | The percentage of messages that failed to deliver (e.g., bounced). | Highlights potential issues with invalid contacts or system errors. |
Marked as Spam Rate | The percentage of messages flagged as spam. | Identifies potential relevance or reputation issues with your content. |
Unsubscribe Rate | The percentage of recipients who unsubscribed after receiving the message. | Measures content relevance and audience fatigue. |
Open Rate | The percentage of recipients who opened the message (Email and Push campaigns). | Reflects how effective your subject line and timing are. |
Click Rate | The percentage of recipients who clicked a link within the message. | Shows how compelling and actionable your message content is |
⚠️A high Marked as Spam Rate or Unsubscribe Rate may indicate over-messaging, irrelevant content, or poor targeting. Reassess your sending frequency and segmentation to avoid audience fatigue.
First 24-Hour Performance
The first 24 hours are critical for most campaigns. This graph breaks down:
Open Rate and Click Rate trends, hour by hour.
Use these insights to refine your send times and align with audience behavior.
Device Report
This section categorizes recipient interactions (opens or clicks) by the type of device used.
Metric | What It Tells You | Why It Matters |
Desktop | Percentage and number of opens or clicks on desktop devices. | Helps evaluate desktop audience engagement and optimize designs for larger screens. |
Mobile | Percentage and number of opens or clicks on mobile devices. | Highlights the importance of mobile optimization for smaller screens. |
Tablet | Percentage and number of opens or clicks on tablet devices. | Identifies engagement from tablet users and guides responsive design adjustments. |
Unidentified | Percentage and number of interactions where the device type cannot be determined. | Tracks unknown engagement to ensure your reporting captures all activity. |
Email Client Report
This section shows which email clients your audience uses to view your campaigns, providing insights into email rendering and privacy-related behavior.
Design Optimization:
If most opens occur on mobile, ensure your email templates are mobile-responsive with clear CTAs and readable text.
For a high desktop open rate, consider adding detailed visuals or larger images suited for bigger screens.
Testing and Rendering:
Knowing your audience’s preferred Email Clients ensures your campaigns render properly. Regularly test emails on top-performing platforms like Apple Mail and Gmail.
A/B Testing Insights
For campaigns with A/B testing, Omnisend offers comprehensive data to help you evaluate the effectiveness of each version.
Metric | What It Tells You | Why It Matters |
Open Rate | Compares subject line or content effectiveness. | Use this to refine your messaging strategy. |
Click Rate | Measures how engaging the message content is. | Helps determine which elements drive clicks. |
Placed Order Rate | Evaluates which version leads to more conversions. | Pinpoints which design or message variation works best. |
Winning Results | Metrics for the winning version, if applicable. | Reveals accumulated data for the winning version. |
💡 Pro Tip: When testing subject lines, try contrasting approaches (e.g., urgency vs. curiosity) to uncover what resonates most with your audience.
Link Activity: Understanding What’s Clicked
This page provides a detailed breakdown of link performance within your campaigns.
Metric | What It Tells You | Why It Matters |
Aggregated Message Link Click Statistics | Number of contacts who clicked, links clicked per contact, total clicks per contact. | Provides insights into engagement levels. |
Link Performance:
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Visual representation of link engagement across your email layout. | Shows which parts of your email drive the most interaction. |
💡 Pro Tip: Use the Click Map to test CTA placement. If the top-right corner consistently gets more clicks, make it your go-to spot for critical links.
Campaign Contact Activity
💡 Note: The Contact Activity section is not yet available in New Reports. For now, we recommend using Classic Reports to access this data. We’ll keep you updated as this feature becomes available in the New Reports.
Individual Workflow Reports
Workflow reports give you a granular view of how your automation workflow performs.
Workflow Info
The Workflow Details Section at the top of the workflow report provides essential information about the workflow’s setup and status. This section helps you quickly understand when the workflow was created, last modified, and activated, as well as the trigger that initiates the workflow.
💡 The Edit Workflow button on the top-right of the report allows you to jump straight into the workflow editor. This makes it easy to fine-tune your automations while staying in context with the report data.
Data Explained
Field | What It Tells You | Why It Matters |
Workflow Name | The name you assigned to the workflow for internal reference. | Helps you identify and differentiate between multiple workflows in your account. |
Last Enabled On | The most recent date and time the workflow was enabled. | Confirms whether the workflow is currently active or has been reactivated after being paused. |
Last Edited On | The last date and time changes were made to the workflow. | Tracks when updates or optimizations were applied to the workflow. |
Created On | The original date and time the workflow was created. | Useful for identifying how long the workflow has been in use and analyzing its historical performance. |
Trigger | The specific condition that initiates the workflow. | Ensures you’re clear on what action or event activates this sequence (e.g., “Added product to cart”). |
Workflow ID | A unique identifier for the workflow. | Useful for troubleshooting, support queries, or tracking in reports. |
Workflow Overview Page
The Overview Page provides a comprehensive summary of your automation's performance. This page is designed to give you insights at a glance, covering key metrics such as sales, delivery, engagement, and message performance.
Use the Timeframe Selector in the top-right corner to filter data for predefined ranges like the Last 7, 30, or 90 days, or choose a Custom Range for even more flexibility. This feature allows you to focus on recent trends or long-term results to better evaluate your automation’s performance.
Sales & Conversion Metrics
Track how your workflow contributes to revenue and conversions.
Metric | What It Tells You | Why It Matters |
Placed Order Rate | Measures how well the workflow converts clicks into purchases. | Identifies high-converting workflows for scaling or replication. |
Revenue | Total revenue generated by the workflow. | Tracks the financial impact of automated sequences. |
Total SMS Cost (only for SMS channel) | Total cost of SMS messages within the workflow. | Ensures that costs align with the workflow’s ROI. |
Delivery & Engagement Metrics
Monitor how well your messages perform in terms of messages sent, opens, and clicks.
Metric | What It Tells You | Why It Matters |
Messages Sent | Total number of messages sent in the workflow. | Ensures the workflow reaches the intended audience. |
Failed Delivery Rate | Percentage and number of messages that failed to deliver (e.g., bounced). | Highlights potential issues with invalid contacts or system errors. |
Marked as Spam Rate (only for email channel) | Percentage and number of messages marked as spam (Email only). | Identifies relevance or deliverability issues. |
Unsubscribe Rate | Percentage and number of messages that resulted in unsubscribes. | Reveals audience dissatisfaction or fatigue. |
Open Rate (only for email and push channels) | Percentage and number of recipients who opened the messages (Email and Push). | Reflects how engaging the subject lines and triggers are. |
Click Rate | Percentage and number of recipients who clicked on links within the messages. | Shows how compelling and actionable your message content is. |
Channel Performance
The Channel Performance section provides insights into how each channel (e.g., Email, SMS, Push) contributes to your workflow's success. These metrics help you compare performance across channels to identify the most effective ones.
Metric | What It Tells You | Why It Matters |
Channel | Specifies the channel (Email, SMS, Push) used in the workflow. | Identifies which channels are part of the workflow. |
Messages Sent | Total number of messages sent via the channel. | Tracks the reach of each channel within the workflow. |
Failed Delivery Rate | Percentage of messages that failed to deliver (e.g., bounced). | Highlights issues specific to each channel’s deliverability. |
Unsubscribe Rate | Percentage of recipients who unsubscribed via messages sent through the channel. | Indicates audience satisfaction and relevance for each channel. |
Marked as Spam Rate | Percentage of messages marked as spam (Email only). | Flags potential issues with Email content or targeting. |
Open Rate | Percentage of recipients who opened messages sent through the channel. | Measures engagement across different channels. |
Click Rate | Percentage of recipients who clicked links within messages sent via the channel. | Reflects the effectiveness of the content and CTAs for each channel. |
Placed Order Rate | Percentage of messages sent through the channel that resulted in attributed purchases. | Tracks how effectively each channel converts engagement into revenue. |
Revenue | Total revenue generated from messages sent via the channel. | Highlights the financial contribution of each channel. |
Channel Performance Over Time
The Channel Performance Over Time section provides a visual representation of how your workflow messages perform over a specified period. The data can be aggregated:
Daily: Up to 31 days.
Weekly: Up to 1 year.
Monthly: Up to 5 years.
Quarterly and Yearly: For all periods.
Metric | What It Tells You | Why It Matters |
Sent | Total number of messages sent each day, week, month, quarter or year. | Shows activity volume over time. |
Opened | Total number of messages opened over time. | Identifies trends in engagement based on when messages are sent. |
Clicked | Total number of messages clicked over time. | Tracks interaction trends over time to optimize workflows. |
Message Performance
The Message Performance section provides a granular view of how individual messages within the workflow are performing. These metrics allow you to identify specific messages that need optimization.
Metric | What It Tells You | Why It Matters |
Message | The name of the message within the workflow. | Helps identify and distinguish messages in multi-step workflows. |
Channel | Specifies the channel (Email, SMS, Push) used for the message. | Clarifies how each message is sent and its channel-specific performance. |
Messages Sent | Total number of messages sent to recipients. | Tracks the reach of each specific message in the workflow. |
Failed Delivery Rate | Percentage of messages that failed to deliver (e.g., bounced). | Highlights delivery issues specific to the message. |
Unsubscribe Rate | Percentage of recipients who unsubscribed after receiving the message. | Indicates how the message content or timing impacts audience retention. |
Marked as Spam Rate (only for email channel) | Percentage of recipients who marked the message as spam (Email only). | Identifies potential issues with message relevance or frequency. |
Open Rate (only for email and push channels) | Percentage of recipients who opened the message (Email and Push only). | Reflects the effectiveness of the subject line and timing for the message. |
Click Rate | Percentage of recipients who clicked on links within the message. | Tracks how compelling the content and CTAs are. |
Placed Order Rate | Percentage of messages that resulted in attributed purchases. | Measures how effective the message is at driving conversions. |
Revenue | Total revenue generated by the message. | Indicates the financial impact of each message in the workflow. |
Workflow Contact Activity
💡 Note: The Contact Activity section is not yet available in New Reports. For now, we recommend using Classic Reports to access this data. We’ll keep you updated as this feature becomes available in the New Reports.
How to Effectively Utilize Your Reports
Use Cross-Channel Insights: Compare Email, SMS, and Push performance to identify which channels work best for specific campaigns or workflows.
Test Frequently: Use A/B testing to continuously refine subject lines, CTAs, and designs.
Refine Timing: Use First 24-Hour Performance to adjust your send times for maximum engagement.
Segment Strategically: Use engagement data (e.g., Clicked, Opened) to create highly targeted follow-up campaigns.
Monitor Costs: Regularly review SMS costs and ROI to ensure efficiency.
By turning data into action, you can create smarter campaigns, more effective workflows, and, ultimately, better results.
If you have any questions, please contact us via in-app chat or at support@omnisend.com. We are available 24/7, every day of the year!