Review your automation statistics

Review your automation statistics and track who has started, completed, or is currently progressing through your automation. Gain insights into the performance of your automated messages, including delivery, engagement, conversions, and more.

Automation statistics are spread across three views, depending on how much detail you need:

  • Quick statistics: compare all your automations at a glance, without opening any of them.
  • Overview of an automation: track contacts and messages step by step within that automation.
  • Full report: review an in-depth breakdown of one automation, including deliverability and opens, over a date range you choose.

Quick statistics of each of your automations

Before opening any automation, review global statistics and compare performance across all of your automations directly from the Automations > Workflows page.

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Each automation displays the following statistics:

  • Active now: The number and percentage of contacts currently progressing through the automation.
  • Started: The total number of contacts who have started the automation.
  • Finished: The number and percentage of contacts who have completed the automation.
  • Suspended: The number and percentage of contacts who didn't complete the automation because they were deleted while still in it, or manually removed from it.
  • Revenue: The cumulative revenue and total number of conversions attributed to a selected conversion metric for the automation, along with the percentage this represents out of the conversion metric's total revenue.

Use the Select a conversion filter above the list to choose a conversion metric. The list narrows to automations contributing to it, showing the revenue and conversions attributed to each.

✅ Plan availability
The Revenue feature is only available on the Starter, Standard, Professional, and Enterprise plans, for users with an active ecommerce platform integration or an API integration syncing their ecommerce data to Brevo. You also need to have set up a conversion for revenue to display. To learn more, check our dedicated article Set up conversions to measure your marketing ROI.

Overview of an automation

Open a specific automation to see an overview of contacts, steps, and messages.

  1. Go to Automations > Workflows.
  2. Open an automation.
  3. Go to the Activity tab.
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  4. Select the date period you want to view statistics for. If you don't want to change the date period, refresh the statistics to ensure you view the most recent numbers.
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Total contacts of your automation

From the side panel, you can track the number of contacts at different stages of your automation in the date range you selected:

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  • Started: The total number of contacts who have entered the automation.
    • Through displayed triggers: The number of contacts who have started the automation through currently available triggers.
    • Through deleted triggers: The number of contacts who have started the automation through triggers that have since been removed.
  • Finished: The number of contacts who have completed and exited the automation.
  • Removed: The number and percentage of contacts who didn't complete the automation because they were deleted while still in it, or manually removed from it.
  • Active: The number and percentage of contacts who are progressing through your automation.

Click 👥 View next to a statistic to access the corresponding workflow logs.

Total contacts of each step in your automation

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From the canvas, you can view the number of contacts who went through each step of the automation.

Click Total Contacts in a step to view the workflow logs associated with that step.

Statistics of each message step in your automation

💡 Good to know
Click the number of contacts next to a statistic to access the workflow logs associated with that statistic.

Each message step in your automation, whether it's an email, SMS, WhatsApp message, or push notification, has its own statistics. 

Select the tab for your channel to see what's available:

📧 Email 💬 SMS 🟢 WhatsApp 🔔 Push

In the Send an email step, you can review email statistics and access a detailed email report for each email sent.

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  • Opens: The percentage and number of recipients who opened your email.
  • Unique clicks: The percentage and number of recipients who clicked any link in your email at least once. Multiple clicks on the same link by the same recipient are counted only once.
  • Unsubscribes: The percentage and number of recipients who unsubscribed from your marketing email communications after receiving this email.

Email report

Click Access email report in the Send an email step to access a detailed email report, similar to the one available for email campaigns.

Your email report opens with the following details:

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  1. Email preview to open a full-page preview of your email.
  2. Email name and related automation and step.
  3. Subject line and From email address.
  4. Date period for the statistics.
  5. Go to automation statistics button to go back to the Statistics tab of the automation.

The email report also includes tabs for each key metric. Expand the following accordions to view more information about each metric:

💡 Good to know
Click 👥 View next to a statistic to open the corresponding list of contacts.
👁️ Overview

In the Overview tab, you will find a summary of key metrics to help you evaluate the overall performance of your email:

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  • Delivered to: The number of contacts who received your email either in their inbox or in the spam folder.
  • Deliverability rate: The percentage of emails that successfully reach your recipients' inbox.
  • Opens: The total number of email opens. For example, if a recipient opens an email 3 times, this will be counted as 3 opens.
  • Open rate: The percentage of recipients who opened the email out of your total number of recipients. This number includes Apple MPP opens by default.
  • Unique clicks: The number of recipients who clicked any link in your email at least once. Multiple clicks on the same link by the same recipient are counted only once.
  • Click-through-rate: The percentage of recipients who clicked at least one link in your email campaign.

  • Unsubscribes and Unsubscribe rate: The number and percentage of recipients who unsubscribed from your marketing email communications after receiving this email.

    ❗️ Important
    An unsubscribe rate (%) above 1% can lead to an account or email campaign suspension.
📬 Deliverability

In the Deliverability tab, you will find key metrics to help you evaluate the deliverability of your email and understand the success rate of your email delivery:

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  • Sent: The number of contacts to whom your email campaign was sent.
  • Delivered: The number of contacts who received your email campaign, either in their inbox or in the spam folder.
  • Deliverability rate: The percentage of emails that successfully reach your recipients' inboxes.
  • Soft bounces: The number of contacts who did not receive your email campaign for temporary reasons.

  • Hard bounces: The number of contacts who did not receive your email campaign for permanent reasons. To prevent further issues, we automatically blocklist those contacts from your account.

    ❗️ Important
    A hard bounce rate (%) above 2% can lead to an account or email campaign suspension. To avoid a suspension, ensure you regularly clean your contact list.

The Deliverability breakdown by domain section shows the deliverability rate for each recipient domain, along with the number of contacts reached and those that resulted in a bounce.

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✅ Plan availability
Deliverability breakdown by domain is only available on the Standard, Professional, and Enterprise plans. For more information, check our pricing page.
🚪 Opens

In the Opens tab, you will find key metrics to help you get insights into how recipients opened and engaged with your email:

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  • Open rate and Opens: The percentage and number of emails opened by recipients who haven't enabled email privacy features such as Mail Privacy Protection.
  • Total opens: The total number of email opens. For example, if a recipient opens an email 3 times, this will be counted as 3 opens.
  • Untrackable contacts: The number of contacts who have enabled email privacy features such as Mail Privacy Protection on their email client. Those recipients' interactions with your emails cannot be tracked. We cannot retrieve their location or see if and when they've opened your email.

The Opens breakdown by domain section shows the open rates for each recipient domain, along with the number of contacts who opened your email.

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✅ Plan availability
Opens breakdown by domain are only available on the Standard, Professional, and Enterprise plans. For more information, check our pricing page.
🖱️ Clicks

In the Clicks tab, you will find key metrics to help you assess how effectively your email content engages recipients and encourages them to take action by clicking on links or CTAs:

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Clicks details

  • Click-through-rate: The percentage of recipients who clicked at least one link in your email campaign.
  • Total clicks: The total number of clicks for the links in the email. For example, if a recipient clicks a link in the email 3 times, it will be counted as 3 clicks.
  • Unique clicks: The number of recipients who clicked any link in your email at least once. Multiple clicks on the same link by the same recipient are counted only once.
  • Click-to-open rate (CTOR): The number of clicks divided by the number of opens. This number includes bots by default.

Links clicks

  • Total clicks: Total number of clicks for a specific link in the email. For example, if a recipient clicks the link 3 times, it will be counted as 3 clicks.
  • Unique clicks: The number of recipients who clicked a specific link in your email at least once. Multiple clicks on the same link by the same recipient are counted only once.
  • Clicks percentage: The percentage of total clicks that a specific link received compared to all other links in the email.
🌐 Clicks map
✅ Plan availability
The Clicks heatmap is only available on the Standard, Professional, and Enterprise plans. For more information, check our pricing page.

The Clicks map provides a visual preview of your email campaign, allowing you to see at a glance which links received the most or fewest clicks. Areas with the highest number of clicks appear in red. You can identify the most clicked links directly from the heatmap, or view detailed metrics for each link in the 🖱️ Clicks accordion above.

🚫 Unsubscribes

In the Unsubscribes tab, you will find key metrics to help you analyze the unsubscribes of your email:

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  • Unsubscribes and Unsubscribe rate: Number and percentage of recipients who unsubscribe from your marketing email communications after receiving this email campaign.

    ❗️ Important
    An unsubscribe rate (%) above 1% can lead to an account or email campaign suspension.

  • Spam complaints and Spam complaint rate: Number and percentage of users who marked your email campaign as spam in their inbox after receiving this email campaign. A high complaint rate can affect your sender reputation and email deliverability.

    ❗️ Important
    A complaint rate (%) above 0.2% can lead to an account or email campaign suspension.

Conversion metrics

💡 Good to know
The Conversion metrics section is only visible if you have set up a conversion.
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Each message step displays a Conversion metrics section for the conversion goals you track:

  • Count: The number and percentage of recipients who completed the conversion after receiving this email.
  • Revenue: The cumulative revenue generated by contacts who completed the conversion after receiving this email.

Click Manage conversions to configure or update the conversion goals tracked.

Full report of an automation

View a full report of your automation's performance in one place, including overall automation stats, deliverability, and email opens. Filter the report by channel and date range to focus on the period you need.

  1. Go to Automations > Workflows.
  2. Next to an automation, click the three-dots icon and select View report.
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  3. (Optional) Use the Date range and Channels filters to narrow down the data.
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    💡 Good to know
    The report only counts days your automation was active. The maximum date range you can select is 750 days. If you choose All time, the report shows data from your automation's start date up to today, limited to this maximum.

The report includes a tab for each area of performance. Expand the following accordions to view more information about each tab:

👁️ Overview

The Overview tab shows your automation's overall performance and channel performance for the selected date range and channels.

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Automation performance

These stats show how contacts moved through the automation:

  • Started: The total number of contacts who entered the automation.
  • Active: The number of contacts currently progressing through the automation.
  • In progress rate: The percentage of contacts who started the automation and are still progressing through it.
  • Finished: The number of contacts who completed the automation from start to finish.
  • Completion rate: The percentage of contacts who started the automation and completed it.
  • Removed: The number of contacts who exited the automation before completing it.
  • Exit rate: The percentage of contacts who started the automation and exited it before completing it.

Channel performance

These stats show how your messages performed across channels:

  • Delivered: The number of messages successfully delivered.
  • Delivery rate: The percentage of sent messages that were delivered.
  • Email opens: The unique number of recipients who opened the email.
  • Open rate: The percentage of delivered emails that were opened.
  • Unique clicks: The unique number of clicks on the links in the email.
  • Click-through rate: The percentage of delivered emails where the recipient clicked at least one link.
  • Unsubscribes: The number of recipients who unsubscribed.
  • Unsubscribe rate: The percentage of delivered emails where the recipient unsubscribed.
📬 Deliverability

The Deliverability tab shows detailed delivery metrics for your automation over the selected date range and channels.

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Deliverability details

This section includes the following stats:

  • Sent: The number of messages sent.
  • Delivered: The number of messages successfully delivered.
  • Delivery rate: The percentage of sent messages that were successfully delivered.
  • Soft bounces: The number of messages not delivered for temporary reasons.
  • Hard bounces: The number of messages not delivered for permanent reasons.

Reasons for

The Reasons for section shows the specific bounce reasons behind your soft or hard bounces, broken down by channel. Use the dropdown to switch between Soft bounces and Hard bounces.

Deliverability breakdown

The Deliverability breakdown section shows the delivery rate, soft bounces, and hard bounces for each recipient domain. Use the dropdown to switch between viewing the breakdown by domain or by step.

🚪 Opens

The Opens tab shows how recipients opened and engaged with the emails sent by your automation over the selected date range.

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This section includes the following stats:

  • Open rate and Opens: The percentage and number of emails opened by recipients.
  • Total opens: The total number of email opens. For example, if a recipient opens an email 3 times, this counts as 3 opens.
  • Untrackable contacts: The number of contacts who have enabled email privacy features. Their interactions with your emails cannot be tracked.

The Opens breakdown by domain section shows the number of opens and total opens for each recipient domain.

⏭️ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.

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