Analyze Your Flows Performance

Learn how to meaningfully interpret your analytics for your automated emails and texts.

Once your Flows are live, you’re going to want to check in on their performance to track their engagement metrics, revenue, and delivery. Below is a guide on how to find your Flows’ reporting, and how to interpret it.

Flows Table

To see your Flows’ performance at a glance, navigate to your Flows on the left side of your dashboard. You’ll find the following table:

Within your Flows table, you’ll get a line-by-line preview of each automated flow, their name, trigger, status, and the following metrics:

Delivered

The total number of contacts whose email server sent Privy a response stating that the email was delivered.

Opened

The total number of contacts who had an email delivered and opened the email. Privy embeds an invisible image into the email message once it is sent when you send an email. When your recipient views the email and the images load, Privy knows that the email was opened.  If the recipient’s email client doesn’t allow the image to load, Privy will not track the email open.

Clicked

The percentage of contacts who had an email delivered and clicked on any link in the email.

Unsubscribed

The percentage of contacts who had an email delivered and unsubscribed from further messages.

Revenue

The total revenue collected from all messages in this series. Privy uses a last-touch model with a 7-day attribution window. If a customer has opened/clicked multiple emails within the seven days proceeding a purchase, the revenue will only count toward the most recent email. 

Individual Flows

To drill down on a specific Flow’s reporting:

• Navigate to your Flows page.
• Locate and click on the desired Flow.

At the top of your reporting page, you’ll find:

1. Your Flow’s name and status
2. Your Flow’s trigger, and last updated date. 
3. The option to edit your Flow.

You’ll also find two different tabs: Overview and Contact Activity.

Overview

Your Overview tab contains metrics on your Flow’s revenue, engagement, delivery, and allows you to view and access each individual email’s performance.

Click below to learn more about the metrics available to you.

Revenue Performance

Your Performance card will show you the overall revenue, average revenue per email, and average order value attributed to your Flow.

Engagement

Your Engagement card will show you the open, click, and order rates associated with your Flow.

Individual Email Performance

Your Individual Email Performance card will list out each email within your Flow, along with their subject lines and line-by-line metrics such as delivered, opened, clicked, ordered, and the revenue attributed.

Delivery & Response

Your Delivery & Response card shows you the total emails sent in this flow, the percentage of emails successfully delivered to your recipients’ inboxes, and the percentage of emails that bounced.

You also get insight into your Flow’s unsubscribe rate and number of spam complaints.

Contact Activity

Your Contact Activity tab provides a list of all the contacts who received your Flow, along with the options to:

1. Filter by event (delivered, bounced, ordered, and so on)
2. Export a CSV file
3. Search for a specific email address.

Individual Emails

To drill down even further into a specific email within your Flow:

• Navigate to the Individual Email Performance card on your Flow’s reporting Overview page.
• Locate and click on the desired email from the table.

You’ll be brought to its own individual Reporting page along with:

1. Overview: revenue performance, engagement, delivery, and click tracking
2. Contact Activity: view all recipients and filter by their activity (opens, bounces, etc)
3. View email: view a preview of the email itself

If you want to return to your Flow’s Reporting page, just click Back to Overview in the upper left corner of this page.

Attribution Model

In marketing, attribution refers to identifying and assigning credit to the various touch points a customer interacts with before making a purchase. It can help you understand which marketing efforts are driving conversions and generating revenue.

Privy attributes an order if a contact engages (opens or clicks) with a marketing message and completes the order within 7 days.

There are a few more points to keep in mind:

• Last Touch Attribution: Orders are attributed to the last message a contact engaged with. For example, if a subscriber opens a Campaign email and later opens an Abandoned Cart Automation email before purchasing, the order is attributed to the Abandoned Cart Automation.
• Multi-Channel Attribution: Privy evaluates each channel’s attribution window separately when using multiple message channels (SMS or email). This determines if either channel should receive revenue attribution at the time of purchase.
• Conversion Window: The conversion window for both email and SMS is 7 days, starting from the moment of engagement.
• Contact-based Attribution: Privy uses a contact’s email address and phone number to attribute an order back to a contact.

For more information on how Privy’s attribution model works, check out this FAQ article.