Analyzing automations

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Automated marketing is nothing without analysis. It's important to continuously evaluate your content and strategy and adjust your customer journeys over time.

This guide explains all the follow-up capabilities for automations in Engage.

Analyze email statistics

Email statistics in automations are presented in the same way as for manually sent emails. You can click on Show more statistics for a specific message and get even more insights about:

• delivery
• bounces
• opens
• unique opens
• click-through rate (CTR)
• unique CTR
• click-to-open rate (CTOR)
• unsubscribe frequency

You can analyze link clicks further in the Click report tab. Read more about the definitions here.

Analyze purchases based on emails sent through automations

There's a standard report in Engage that shows which items are most purchased connected to a specific email sent through an automation. You can filter the report based on a time frame relative to when contacts have received, opened or clicked in the email. You can also identify distinctions between different target audiences, genders, ages, countries, RFM groups, and labels.

Key data in the listing

1. Created date
2. Last edited date
3. Activation date*)
4. Latest completed date
5. Deactivation date*)

*) Note that this date will only be shown for automations activated/deactivated after 2020-11-03. Automations created before this date will only show the Last completed date.

Key data within automations

1. Analyze the entry point
   Here you're able to view your entry criteria, frequency (when applicable) and how many contacts that have entered the automation (both active and completed journeys).
   
   
2. Analyze the number of processed contacts in each step
   Follow the number of contacts that have traveled through a certain step in your automation by looking at the "Number processed: X" displayed on each step. Number processed = the number of contacts that have completed an activity. For a delay activity this area will show both the number of contacts that has entered it, as well as how many have completed it.
   
   
3. Analyze the number of sent emails
   The number of sent emails can differ a bit from the number of processed contacts. One reason is that there's a small delay when sending emails but contacts will immediately pass on to the next step in the automation. Another reason is if all contacts don't have valid email addresses.
   
   
4. Analyze routes
   Get insight about how many contacts that have passed through a specific route. The endpoint displays the same number as the previous activity in the automation. Please note that this number can be misleading if the automation has been rebuilt and the last activity has been added after the automation was first activated.

Delivery statistics

To dig into the deliverability data of a specific email or SMS, simply:

1. Click the automation of interest.
2. Go to the selected step in your automation where the email or SMS is located, click Show more statistics.
3. You will be directed to the statistic page of the email or SMS of choice.

Now you can have a deeper look at clicks, openings, bounces and much more. Note that there are three tabs in the upper right corner that provides the stats, appearance and click report.