Apart from enabling automation, it is also essential to understand how it performs. In this article, we explain how each critical metric can be checked, evaluated, and used to improve your marketing strategies.
Contents
Before you Begin
The Report for the automation workflow is created after the Automation is set up and enabled. If you delete the workflow, the Report will be deleted as well.
The user must have the necessary permissions to access the Reports sections or the automation itself. Find more information on User role management here.
Automation Performance
Once you enable the Automation, the Edit button is replaced with View Report. To access your automation settings, choose the Edit option from the drop-down menu.
After clicking on the Show stats, you may check the general performance of the automation. At the top bar, you can see the available stats for the automation: how many customers triggered the workflow, completed, exited, or are in the sequence at the moment.
Important! In the Automation editor, reports show the data collected within the last 30 days. To see the lifetime performance, you must switch to the Reports section.
Note the customer may exit the sequence when:
unsubscribed, reported you as spam, or the email address bounced;
the exit condition is satisfied (most of the automation workflows have the default trigger set to Order is Placed);
Automation was disabled.
There should be no wonder why the number of customers that entered the sequence differs from those that have completed it. Since each delay gives more time and incentives for the customers to place the order, the difference in the number of recipients becomes more and more significant with each message sent.
You can also find more detailed information about each of the stages your customers were passing in each of the block settings.
Here you may see:
Sent: number of messages sent;
Opened: open rate;
Clicked: click-through rate;
Sales: sales attributed to the messages;
Completed: number of customers who passed through the workflow stage or received the message;
Skipped: number of customers that didn't receive the message due to the channel opt-in status.
Skipping the block means your customer has passed to a further stage in the sequence, not receiving the message from the current block. This situation may occur if your customer didn't subscribe to receive the message through some channels.
Important! If you add multiple channels to the sequence, add a checkmark next to the Pass non-opted-in contact to the next workflow step.
Automation Reports
After checking the general performance of the Automation, you should dive deeper into the stats and see what messages were sent, opened, clicked, generating sales, and more. For this information, you should jump to the Reports section by clicking on the View full report button in the Automation workflow editor or by going to the Automations section under the Reports tab.
The following page has two sections, Overview, with general information, about the email delivery statuses, and Activity, with the lists of the customers filtered according to their activity.
Overview Tab
In this section, you can see your automation performance for each channel within selected time frames.
You can filter the data based on the timeframes you need, like 7 days, 30 days, 90 days, or all time, or use a custom date range. Be aware that all the following reports' data will be based on your selected date range.
All customers who unsubscribed, bounced, placed an order (if specified in the exit condition), or reported your email as spam after the first message was sent, will exit the sequence.
Channel Performance
The Channel Performance section provides an overview of the performance metrics for each channel in your automation workflow, including email, SMS, and push notifications.
If you are not currently utilizing a particular channel in your workflow, the following message will be displayed: "You're not using this channel for this workflow." To include additional channels, you will need to edit your workflow accordingly.
The metrics provided for each channel include the following:
Number of messages sent: The total count of messages sent through each channel.
Open rate: The percentage of recipients who opened the message.
Click rate: The percentage of recipients clicked on a link within the message.
Unsubscribe rate: The percentage of recipients who unsubscribed from further communications.
Spam rate: The percentage of recipients who marked the message as spam.
Revenue: The total revenue generated from the automation workflow and the average amount spent per order.
Engagement Over Time
The Engagement Over Time section provides a comprehensive view of the various metrics, such as messages sent, opens, and clicks, over a specified period. This feature allows you to track how these metrics have changed over time, providing valuable insights into the overall engagement of your audience.
Within this section, you can filter the data based on specific metrics, including:
Sents: The number of messages sent.
Opens: The number of messages that recipients opened.
Clicks: The number of times recipients clicked on links within the messages.
Email Performance
The Email Performance section provides detailed statistics for each email within your automation workflow. This includes the subject line of each email and performance metrics such as sent, open rate, click rate, unsubscribe rate, spam rate, and revenue generated per email.
Contact Activity Tab
This tab provides an overview of all contact actions performed in your Automation. By changing the status on the left, the report for each of the conditions can be reviewed.
The information about your recipients' activity presented here and in the Activity tab includes:
Sent to (Email, SMS, Push Notifications) represents the number of messages the automation sends. If you don't see your customer email address in the Activity tab, you need to review your automation settings;
Opened (Email, Push Notification) shows who opened messages, including the total number of opens;
Clicked (Email, SMS, Push Notifications) indicates the portion of the customers who clicked on any of the links added to each message.;
Placed Order (Email, SMS, Push Notifications) represents customers who placed an order after receiving and clicking on this automation email;
Unsubscribed (Email) indicates the customers that clicked on the unsubscribe link within the email message. If your customer unsubscribes from the Email channel, the SMS message may still be sent if you have it in the sequence. The reverse is also true. Unsubscribing from the SMS channel doesn't prevent your customers from receiving Email messages;
Marked as spam (Email) indicates the customers that reported your emails as spam. These customers' statuses change to unsubscribed, meaning that the rest of the emails from the sequence will be skipped (except Gmail because Gmail doesn't provide this data);
Bounced (Email) indicates the number of email hard bounces the automation has reported;
Bounced (SMS) indicates the number of the SMS hard bounces that automation has reported. More about SMS bounces here.
You need to review your marketing strategies if your automation reports many unsubscribes, spam reports, or bounces. Unlike Email Campaigns, removing inactive contacts from your account is not enough.
With the Automations, we need to eliminate the source, whether customers provide fake email addresses to the sign-up forms or low engagement sequences, like Customer Re-Activation. The delays, triggers, or sign-up forms settings need to be adjusted.
To export the report to the .csv file, click the download button.
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