Track how your automation workflows perform using the Automation tab in Reports. This article explains each metric, how to access your reports, and how to interpret the data to make informed decisions.
Before You Begin
Automation reports are created automatically once a workflow is active. If you delete the workflow, its report is also deleted.
You need the correct permissions to access reports. See the table below for details. Learn more about user access roles.
Role | Automation | Overview | Activity | Export data |
Owner | ✅ | ✅ | ✅ | ✅ |
Admin | ✅ | ✅ | ✅ | ✅ |
Manager | ✅ | ✅ | ✅ | ❌ |
Campaign Coordinator | ✅ | ✅ | ❌ | ❌ |
Analyst | ❌ | ✅ | ✅ | ✅ |
Content Creator | ✅ | ❌ | ❌ | ❌ |
Automation Stats
You can check an automation's general performance directly inside the workflow editor. The top bar shows how many contacts triggered the workflow, completed it, exited, or are currently active in it.
Note: By default, reports in the Automation editor show data collected within the last 30 days. You can adjust the time period for stats in both the Automation list and the Automation builder.
💡 A contact may exit the workflow when they:
Unsubscribe, report a message as spam, or have an email address that bounces.
Meet the exit condition (most workflows use Order is Placed as the default exit condition).
Are in a workflow that is disabled.
The number of contacts who enter a workflow is always higher than those who complete it. Each delay step gives contacts more time to act, and some contacts exit before receiving all messages.
Clicking on a message block shows detailed stats for that step:
Sent – number of messages sent from that block.
Opened – open rate for that block.
Clicked – click-through rate for that block.
Sales – revenue attributed to messages sent from that block.
Completed – contacts who passed through this step or received the message.
Skipped – contacts who did not receive the message from this block.
About Skipped contacts: A contact is marked as Skipped when they are not opted in to the channel used in that block – for example, they are unsubscribed from email. Skipped contacts continue to the next workflow step if Pass non-opted-in contacts to the next step is enabled in the block settings. To see which contacts were skipped, open the individual workflow report and filter the Contact Activity table.
Note: If you add or edit a message block, its stats counter resets to zero. Only contacts who pass through after the edit will be counted. This is the most common reason for a block showing hyphens (–) or zeros in its stats, even when the automation is active.
Access Automation Reports
Go to Reports → Automation for a full analysis of your workflows' performance across sales, engagement, and deliverability metrics.
Reporting Filters
The Automation Tab includes customizable filters that allow you to focus on specific workflows or performance periods.
Filters to Explore:
Workflow Selector: Use the dropdown menu labeled All Workflows to select specific workflows, multiple workflows, or view all workflows.
Channel Selector: Focus on Email, SMS, or Push notifications.
Date Range: To analyze performance during specific campaigns or events, select predefined periods (e.g., the last 30 days) or set custom date ranges.
Time Granularity: View trends daily, weekly, or monthly to identify short-term patterns or long-term improvements.
When viewing data for a selected period, we compare it to the same length of time immediately before that period.
For example, selecting Last 30 Days compares it to the 30 days before that.
You can preview the specific timeframe used by hovering over the comparison number.
This logic applies to all comparison numbers across Omnisend reports.
Action Steps:
Identify Workflow Impact: Select a specific automation (e.g., Abandoned Cart Workflow) to evaluate its contribution to your revenue.
Refine by Channel: Analyze Email or SMS-specific results to identify which channel performs better for automations.
Seasonal Analysis: Use custom date ranges to evaluate performance during holidays or promotional periods.
💡 Pro Tip: Before tweaking a workflow, analyze its historical performance to avoid disrupting a proven strategy.
You can also export your Omnisend reports as PDFs directly from the Automation report page.
Click the three-dot menu in the top-right corner of your report.
Select Print to PDF from the dropdown.
Save or share your report — no screenshots or external tools needed.
Sales Metrics: Measure Revenue
The Sales section provides insights into the revenue and costs associated with your automation.
Metric | Description | Why It Matters |
Revenue | Total revenue generated by your automations. | Evaluates the financial impact of your automated workflows. |
Placed Orders | Total number of customer purchases. | Reflects sales activity and customer engagement. |
Revenue per Placed Order | Average revenue earned from each placed order. | Helps evaluate the average value of customer purchases. |
Revenue per Message Sent | Shows the revenue generated per marketing message sent in automation. | Measures how effective messages are at driving revenue. |
Action Steps:
Low Revenue? Review the content of underperforming workflows and test new messaging or incentives.
Revenue Spikes? Identify the workflows that caused the increase and replicate their strategy in other automations.
Engagement Metrics
The Engagement section highlights how users interact with your automated messages.
Metric | Description | Why It Matters |
Messages Sent | Total number of messages sent through the selected workflows. | Tracks the activity level of your automations. |
Open Rate | Percentage of recipients who opened your automated messages. | Reflects how effective your subject lines are. |
Click Rate | Percentage of recipients who clicked on a link in the messages. | Measures how engaging your email or SMS content is. |
Placed Order Rate | Percentage of recipients who placed an order after engaging with your workflow. | Indicates how well your automations are converting leads into customers. |
💡 Pro Tip: Use the graph to identify trends. If engagement drops consistently after the first message, consider revising your sequence to retain attention.
Deliverability Metrics
The Deliverability section ensures your messages are successfully delivered to your audience.
Metric | Description | Why It Matters |
Failed Delivery Rate | Percentage of messages that failed to deliver. | Highlights issues like invalid contact details or blocked messages. |
Marked as Spam Rate | Percentage of recipients who flagged messages as spam. | Signals potential issues with relevance or frequency of messages. |
Unsubscribe Rate | Percentage of recipients who unsubscribed from your communications. | Measures dissatisfaction with your content or sending frequency. |
Action Steps:
If Failed Delivery Rate is high, clean up your contact list and remove invalid or outdated addresses.
If Spam Rate exceeds 0.1%, review the message content for spam triggers and adjust the sending frequency.
Workflow Performance: Analyze Specific Workflows
The Workflow Performance Table breaks down metrics for each automation.
Metric | Description | Why It Matters |
Workflow Name | Name of the automation workflow. | Identifies individual workflows for analysis. |
Status | Indicates whether the workflow is active or inactive. | Helps monitor which workflows are operational. |
Messages Sent | Number of messages sent by the workflow. | Tracks the activity level of each workflow. |
Open Rate | Percentage of recipients who opened messages from the workflow. | Reflects the effectiveness of subject lines and initial engagement. |
Click Rate | Percentage of recipients who clicked on links in the messages. | Measures engagement levels within specific workflows. |
Placed Order Rate | Percentage of recipients who placed orders through the workflow. | Indicates conversion success for the workflow. |
Revenue | Revenue generated by the workflow. | Evaluates the financial impact of the workflow. |
Failed Delivery Rate | Percentage of messages that failed to deliver. | Highlights issues like invalid contact details or blocked messages. |
Marked as Spam Rate | Percentage of recipients who flagged messages as spam. | Indicates dissatisfaction with message relevance or frequency. |
Unsubscribe Rate | Percentage of recipients who unsubscribed after receiving messages from the workflow. | Tracks churn and helps refine messaging strategies to retain users. |
What to Look For:
High Open Rates but Low Click Rates: Indicates that the workflow’s subject line is effective, but the content or CTAs within the message are not compelling enough.
High Click Rates but Low Placed Order Rates: Suggests a disconnect between the message and product offering.
Low Messages Sent: This may indicate a limited trigger or audience pool for the workflow.
Action Steps:
For workflows with high open rates but low click rates, test different message formats or clearer CTAs.
If placed orders are low, review the content alignment and the checkout process linked to these workflows.
When you click on any workflow name in the Workflow Performance table, you will open a detailed individual report for that specific automation. These individual reports provide in-depth insights into the performance of your selected automation, helping you evaluate its success and uncover areas for optimization
Check out our dedicated guide on Individual Workflow Reports for more detailed instructions and advanced tips on using these reports.
💡 Export your workflow performance insights effortlessly:
Use the Export button in the Automations tab to generate Workflow Performance reports.
Export data based on your chosen date range to focus on recent performance or access historical data to evaluate long-term trends.
Access and download files from the Exports tab.
Advanced Metrics for Pro Plan
Channel Trends provide advanced insights into how different communication channels (Email, SMS, Push) perform in automation.
Metric | Description | Why It Matters |
Messages Sent | Total number of messages sent through Email, SMS, or Push. | Tracks the volume of communication for each channel. |
Revenue | Revenue generated by each channel. | Identifies which channel contributes most to automation success. |
Open Rate | Percentage of messages opened by recipients for each channel. | Measures the effectiveness of subject lines by channel. |
Click Rate | Percentage of recipients who clicked on links in messages by channel. | Highlights how engaging content is across channels. |
What to Look For:
Identify the channel driving the most conversions and revenue.
Evaluate whether SMS or Push justifies their cost based on the revenue generated.
Action Steps:
If SMS is underperforming, focus on optimizing the message content or timing.
Consider investing more resources in the highest-performing channel, like Email, if it consistently drives higher revenue.
Balance channel usage to avoid overloading recipients with too many messages.
Experiment with workflows that leverage multiple channels for better reach (e.g., Email + SMS for Abandoned Cart).
Tips for Success
Focus on High-Converting Workflows: Analyze workflows with the highest Placed Order Rates and replicate successful elements in underperforming workflows.
Use Advanced Insights: Pro users should monitor Channel Trends to allocate resources effectively and optimize strategies.
Run Regular Audits: Clean up inactive workflows and test new messaging regularly to maintain engagement.
By using the Automation Tab in Reports, you can refine your workflows, increase efficiency, and maximize revenue.
FAQ
What is the attribution window, and can I change it?
The attribution window is the time period after a contact engages with a message (opens or clicks) during which any placed order is credited to that message. Default windows are 7 days for email and 24 hours for SMS and Push Notifications. To change the window, go to Store Settings → Sales Attribution, select a new duration, and save. Changes apply to future attributed orders.
Need additional help? Reach our Support Team anytime through the in-app chat or by emailing [email protected].