Automations analytics

Track your marketing automation performance over time, including delivery rates, open rates, influenced sales, and more.

🏷️ Automation analytics are available on all Marsello pricing plans.

Choose your analytics timeframe

By default, the Analytics dashboard displays your lifetime results. To view analytics for a specific period, use the Date picker.

You can also choose how data is displayed on the graphs by selecting Daily, Weekly, or Monthly.

📝 Note: Analytics update approximately every 8 hours. Marsello only reports data collected after you connect your account, so historical data from before you connected your account is not included.

Understanding automations analytics

The Automations analytics dashboard helps you measure the performance of your automated email flows so you can identify opportunities to improve engagement and sales.

Statistics explained

📝 Note: All statistics are calculated using the selected date range.

Running automations (previously Active automations): The number of automations that sent at least one email during the selected date range.
Email sends (previously Emails sent): The total number of emails sent through automated flows, including those that later bounced.
Delivery rate: The percentage of automation emails that reached inboxes. Delivery rate = Deliveries ÷ sends.
Open rate: The percentage of automation emails that were opened. Open rate = unique opens per day ÷ deliveries.
📝 Note: Apple Mail Privacy Protection (MPP) changes how email open data is recorded for customers who have enabled this setting and are using the Apple Mail app. This change can inflate open rates for the portion of your customers using Apple Mail. Click rate and sales aren't affected and continue to be a strong measure of performance.
Clicks (previously Unique clicks): The number of customers who clicked a link in an automation email. Each customer is counted once per day they click.
Click rate: The percentage of customers who opened an automation email and then clicked a link. Click rate = clicks ÷ opens.
Influenced sales (previously Automation revenue generated): Sales where an automation email was opened or clicked within 10 days before the purchase, or its discount code was used at checkout.
Last-influenced sales (previously Last touch revenue): Sales where an automation email was the last marketing touchpoint the customer opened or clicked within 10 days before making a purchase, or its discount code was used at checkout.
Influenced orders (previously New orders generated): The number of orders placed where an automation email was opened or clicked within 10 days before the purchase, or its discount code was used at checkout.
Last-influenced orders (previously Last touch orders): The number of orders placed where an automation email was the last marketing touchpoint the customer opened or clicked within 10 days before making a purchase, or its discount code was used at checkout.

Understanding the graphs

Graph 1: Automation engagement

This graph shows how customers engage with your automated emails over time, including emails sent, delivered, opened, and clicked.

Ideally, the Sent and Delivered lines should remain close together. Strong engagement is reflected by the Opened line remaining close to Delivered, and the Clicked line remaining close to Opened.

📝 Note: Customers can complete multiple actions, so they may appear across multiple lines on the graph.

💡Tip:

Improve delivery rates by sending emails from your own custom email domain.
Improve open rates by testing different subject lines and send times.
Improve click rates by using clear calls to action and engaging content.

Graph 2: Last-influenced orders and sales (previously Automation revenue generated over time)

This graph shows orders and sales where an automation email was the last marketing touchpoint the customer opened or clicked within 10 days before making a purchase, or its discount code was used at checkout.

Use this graph to identify which time periods generate the most sales and measure the effectiveness of your automations.

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