How do I track the performance of my automation?

How do I track the performance of my automation?

Gain valuable insights into how your automated email flows and specific emails in the flows are performing.

September 26, 2025

How do I monitor my automation analytics?

📝 Note: For the purposes of this guide, we will use the Happy Birthday automation as an example.

1. In your Marsello admin, go to Marketing > Automation and double-click on the flow you would like to review analytics for.

2. At the top of the preview page, you can see the flow insights.

Here you can see:

• Last-influenced sales:  Sales where this automation 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.

• Last-influenced orders: The number of orders placed where this automation 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.

• The number of customers that have entered the flow.

• The number of customers currently in the flow.

• The number of customers that have exited the automation.

📝 Note: A customer will exit an automation if they make a purchase during the flow, complete the flow, or unsubscribe.

How do I view details in automation reports?

1. On the Automation preview page, scroll down to a specific email and click Reporting.

💡 Tip: Above the detailed email reporting link, you can see a quick preview of how many times this email has been sent, opened, and clicked.

In the detailed reporting, you can see:

• Last-influenced sales (previously Revenue generated)
  • Total sales where this automation 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.
• Last-influenced orders (previously Orders)
  • The number of orders placed where this automation 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.
• Open rate
  • The % of delivered emails that have been opened by customers. Open rate = (unique opens ÷ emails delivered) x 100. Repeat opens by the same customer are not counted. This is a measure of how appealing your emails are and how likely customers are to open them.
    📝 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 reliable measure of performance.
• Click rate
  • The percentage of customers who opened this email and then clicked a link. Click rate = (unique clicks ÷ unique opens) × 100. Repeat clicks by the same customer are not counted.

• Sends:
  • The total number of emails sent for this automation, including emails that later bounced.
• Opens:
  • The total number of times the email was opened, including repeat opens by the same customer.
• Unique opens (previously Total unique opens)
  • The number of customers who opened the email. Excludes repeat opens by the same customer.

• Clicks:
  • The total number of link clicks in the email, including the same customer clicking more than once.
• Unique clicks (previously Total unique clicks)
  • The number of customers who clicked a link in the email. Excludes repeat clicks by the same customer.

• Deliveries (previously Successful deliveries)
  • The number of emails that reached your customers' inboxes. Deliveries = sent emails – bounced emails.
• Bounces (previously Bounced / Not Delivered)
  • The number of emails not delivered due to an invalid address, full inbox, or being rejected by the recipient's mail server.
• Unsubscribes (previously Unsubscribed)
  • The number of people who opted out of your emails after receiving this automation email. A spike can signal too-frequent sends or off-target content.

📝 Note: Automation analytics calculates 'unique' by day, where a customer is counted once per day they open or click. Individual automation email reporting calculates 'unique' where only one open or click is counted per customer.

💡 Pro Tip: The email reports provide valuable insight on how your customers respond to the content of your automation. Be sure to check them regularly and modify your emails to get the best results!

When a customer has opened and/or clicked an automated email from Marsello, then makes a purchase within 10 days, or uses a discount from the automation at checkout, that sale is influenced by the automation and will be represented in the automation's influenced sales.

📝 Note: In the instance where a merchant has multiple marketing tactics active at the same time, for example, a customer receives an SMS automation, then opens an email, and then makes a purchase, the last touchpoint is noted for last-influence.

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