Automation path reporting

See how your automation path is performing over time through starts, conversions, and revenue, and track the individual performance of your emails, SMS messages, and conditional splits

Reviewing the reporting for your automation paths helps you gauge your contacts' interest in your email and SMS message content and incentives, so you can make improvements or continue doing what is working for you.

1. In the menu on the left-hand side, click Automations or Marketing channels > Automations.
   
   
   
   
2. To help narrow your search:

• Select the "Active" status from the Status drop-down menu.
• Select an option from the Last modified drop-down menu.
• Select a path based on its template type from the Goal drop-down menu.

3. Next to the active automation path you want to review, click Details.
   
   
   
   
4. Scroll down to each section to review the performance:

• Path performance
• Conditional split distribution
• Task performance

Path performance

Spot trends in how your customers interact with your marketing and get the overall picture of how your paths perform over time.

Non-ecommerce performance

• Started - The total number of contacts who triggered your path. This number increases each time your path is triggered.
• Total sends - The total number of times that each individual email or SMS message was sent to your subscribed contacts. This doesn't always match the number of starts if contacts drop out of your path due to things like unsubscribing from email or SMS messages.
• Total clicks - The total number of contacts who clicked a link in any email or SMS message in the path.
• Click rate - The percentage of contacts who clicked a link in any email or SMS message in the path. The click rate is calculated by dividing the total number of clicks by the total number of sends.
  
  
   

Ecommerce performance

• Revenue - The total amount of money generated by customers who clicked a link in any email or SMS message in your path. This includes any orders placed within 72 hours of a customer engaging with a link. Revenue reporting is not available in all email plans.
  Note: For customers using Xero, compatible currencies include USD ($), GBP (£), AUD (A$), and NZD (NZ$). Since it's possible for invoices to be paid by different customers in more than one currency, the currency with the largest attributed amount is displayed within your reporting.
• Started - The total number of contacts who triggered your path. This number increases each time your path is triggered.
• Conversions - The total number of customers who made a purchase after clicking a link in any email or SMS message within your path.
• Conversion rate - The percentage of customers who made a purchase after clicking a link in any email or SMS message within your path. The conversion rate is calculated by dividing the total number of customers who made a purchase by the total number of customers who started your path.
  
  
  
  

Conditional split distribution

See how your contacts are moving along the steps in the "Yes" path or "No" path for each conditional split in your automation path. Each conditional split in your path has its own row in the table in the order they appear in your path.

• Yes condition - The number of contacts who followed the "Yes" path in the conditional split.
• No condition - The number of contacts who followed the "No" path in the conditional split.
  
  
  
  

Task performance

The task performance shows you how each individual email or SMS is performing in your path, so you can see how many messages you're sending, what kind of engagement they're getting, and whether they're generating any revenue.

• Sends (Email and SMS) - The total number of times that each individual email or SMS message was sent to your subscribed contacts.
• Opens (Email only) - The total number of times that your contacts opened each individual email sent to them from your path. You may notice a decrease in opens from emails further down your path compared to emails earlier in your path. For example, a customer makes a purchase after clicking a link in your email and stops receiving the rest of the emails in your path.
• Open rate (Email only) - The percentage of contacts who opened each individual email in your path. The rate is calculated for each email by dividing the total number of contacts who opened the email by the total number of contacts who were sent the email.
• Clicks (Email and SMS) - The total number of times your contacts clicked a link in each individual email or SMS message in your path.
• Click rate (Email and SMS) - The percentage of customers who clicked a link in each individual email or SMS message in your path. The rate is calculated for each email or SMS message by dividing the total number of customers who clicked a link in the email or SMS message by the total number of customers who were sent that message.
• Conversions (Email and SMS) - The total number of customers who made a purchase after clicking a link in an email or SMS message within your path, broken down by each individual email or SMS message. 
• Conversion rate (Email and SMS) - The percentage of customers who made a purchase after clicking a link in an email or SMS message within your path, broken down by each individual email or SMS message. The conversion rate is calculated for each email or SMS message by dividing the total number of customers who made a purchase through a link in the email or SMS message by the total number of contacts who started your path.
• Revenue (Email and SMS) - The total amount of money generated by customers who clicked a link in an email or SMS message in your path and then made a purchase, broken down by each individual email or SMS message. This includes any orders placed within 72 hours of a customer engaging with a link.
  Note: For customers using Xero, compatible currencies include USD ($), GBP (£), AUD (A$), and NZD (NZ$). Since it's possible for invoices to be paid by different customers in more than one currency, the currency with the largest attributed amount is displayed within your reporting. Clicking on the hyperlinked revenue number allows you to see the individual transaction by each contact with the associated currency.
  
  
  
  

Email and SMS drill-down reporting

Review your plan: Not all reporting features are available in all plans. If you don't have full access, you may need to upgrade your email plan. For more information, please see the Plans & Pricing page in your account.

Clicking on any of the hyperlinked campaign names in the Task table brings you to the Email Details page or SMS Details page for each Email or SMS message in your path. From there, you can see the list of specific contacts who the message was sent to and export them.

• Email drill-down reporting
  
  
  
  
• SMS drill-down reporting
  
  
  
  

Questions?