Flow Performance
Each flow has its own performance dashboard showing trip progress and email engagement. This page explains how to read and use flow-level analytics.
Accessing Flow Analytics
- Go to Flows in the dashboard sidebar.
- Click on any flow to open its detail page.
- The Analytics tab shows the flow's performance metrics.
Trip Metrics
Trips represent individual contact journeys through a flow. When a contact enters a flow, a trip is created and tracked through each step.
| Metric | Description |
|---|---|
| Total Trips | All trips ever created for this flow |
| Active Trips | Contacts currently progressing through the flow (including those in wait steps) |
| Completed Trips | Contacts who successfully finished all steps |
| Dropped Trips | Trips that expired (e.g., wait step exceeded the maximum threshold) |
| Exited Trips | Contacts who left early due to a condition step routing them to "skip to end" |
Completion Rate
Completion Rate = Completed Trips / Total Trips
This is the most important flow-level metric. It tells you what percentage of contacts who enter the flow actually make it through all the steps.
| Range | Assessment |
|---|---|
| 80%+ | Healthy -- most contacts complete the journey |
| 50-80% | Review condition steps and wait durations |
| Below 50% | Investigate -- many contacts are being dropped or exited |
Step-by-Step Funnel
The funnel view breaks down performance at each step in the flow. For each step, you can see:
| Column | Description |
|---|---|
| Step | The step type and description |
| Entered | Number of trips that reached this step |
| Completed | Number of trips that successfully finished this step |
| Drop-off | Percentage of trips that didn't make it past this step |
Reading the Funnel
The funnel naturally narrows from top to bottom. The key is to look for unexpected large drops:
- Large drop at a Send Email step: Many emails may be suppressed (check for missing required data) or contacts may have unsubscribed.
- Large drop at a Wait step: The wait duration may be too long, causing trips to be dropped as stale.
- Large drop at a Condition step: This is often expected -- the condition is working as designed by routing some contacts to "skip to end".
Click on any step in the funnel to drill down into the individual trips and email logs for that step.
Per-Step Email Stats
For each Send Email step, the analytics dashboard shows:
| Metric | Description |
|---|---|
| Sent | Emails sent for this step |
| Delivered | Emails confirmed delivered |
| Open Rate | Percentage who opened |
| CTR | Percentage who clicked a link |
| Bounce Rate | Percentage that bounced |
| Suppressed | Emails not sent due to missing required data |
This lets you compare engagement across different emails in the same flow. For example, in a welcome series, you might see that the first email has a 35% open rate but the third email drops to 15%, suggesting that later emails are less engaging or less relevant.
Comparing Flows
The main Flows list page shows summary metrics for each flow:
| Column | Description |
|---|---|
| Name | Flow name and status badge |
| Total Trips | Lifetime trip count |
| Completion Rate | Percentage of completed trips |
| Emails Sent | Total emails sent by this flow |
| Last Triggered | When the most recent trip was created |
Sort by any column to find your highest-performing or most-problematic flows.
Time-Based Analysis
Use the date range picker at the top of the analytics view to filter metrics by time period:
- Last 7 days: Good for spotting recent changes
- Last 30 days: Standard view for overall performance
- Custom range: Useful for comparing before/after a change
Analytics are refreshed every 15 minutes. Very recent data (last few minutes) may not yet appear in the dashboard.
What to Do With This Data
| Observation | Recommended Action |
|---|---|
| Low completion rate | Check wait step durations and condition logic |
| High suppression rate | Work with your dev team to ensure events include all required data |
| Declining open rates | Test different subject lines, review sending frequency |
| High bounce rate | Clean your contact list, check for invalid emails |
| No new trips | Verify the trigger event name and that events are being sent |
Related
The metrics on this page measure flow completion — whether trips reach the last step. To measure whether a flow drives a business outcome (a contact performing a target event), see Conversion Goals. Completion rate and goal conversion rate are distinct metrics and should not be conflated.