Orchestration analytics
Orchestration Analytics provides an in-depth view of how individual orchestrations perform, offering detailed insights and tailored metrics for each channel.
Key features
Channel-specific metrics
Metrics for the selected orchestration are displayed based on the chosen date range and filters, such as:
Date range
By default, analytics for Trigger and Recurring Automations show data for the past 7 days. The date range can be adjusted to match your analysis needs.
Trends
Trends compare current metrics with those from the previous period to let you detect and measure variations.
A/B testing reports
Campaigns and Recurring Automations with A/B tests have dedicated reports to compare the performance of each variant, helping you identifying the most effective one.
In cases where a winner is selected (either manually for a Recurring Automation or using the Automatic Winner selection feature for a campaign), the dashboard will display two tables:
One with the variant results during the test period (we do not count opens and clicks that occur after the winning variant is selected).
One with the results of the winning variant after its selection.
Detailed breakdowns
Analyze specific subsets of the orchestration, such as:
Languages: For multi-language orchestrations.
Steps: For Trigger Automations with multiple steps.
Exportable metrics
From the orchestration listing page, you can export detailed performance data split by orchestration, step, and language. The default time range includes messages from the past 7 days but you can extend it up to the past 6 months. Reactions (open, click, etc.) within 5 days after sending are included.
Trigger Automation specificities
Trigger Automation dedicated analytics are described in Analysing Automation with Analytics.
Email dedicated insights
Email orchestrations include additional analytics tools to refine performance analysis:
Mailbox provider report
Breaks down key metrics by recipient mailbox provider to identify potential issues (e.g., spikes in bounces or unsubscribes) with specific providers. Non-identifiable providers are grouped under “Other.”
Standard Email key metrics are displayed, in addition to Spam complaint. An email is flagged as spam when a recipient reports it to their mailbox provider, typically based on their personal judgment of content, send frequency, or relevance. This information is provided by most mailbox providers, but notably not by Gmail or GSuite.
In your reports, a spam complaint rate higher than 0.1% will be highlighted in orange as concerning, while a rate exceeding 0.3% will be highlighted in red, indicating a critical issue that demands immediate corrective action.
Delivery report
Displays how messages were categorized (e.g., Sent, Delivered, Bounced). Refer to the Targeted Metrics section for more details.
Bounce report
Tracks bounce trends over time and provides a detailed distribution of bounce reasons and bounces by mailbox provider. See additional detais in Understanding the Email Subscribers Lifecycle.
Clicks per URL
Analyzes the distribution of clicks among URLs. URLs are grouped algorithmically for easier visualization. To maintain a maximum of 50 distinct URLs, the algorithm first removes URL parameters and, if necessary, trims parts of the path. Alternatively they can be grouped by tags see more inHow to handle link tracking in emails?.
In-App & Mobile Landing dedicated insights
In-App Actions distribution report
This report is designed to help you understand how users interact with your In-App messages, providing valuable insights into the distribution of clicks and actions.
The report details various user interactions within the In-app, which can include:
Dismissal actions, such as clicking on the close icon or other system-based dismissals (e.g., swiping the in-app away on iOS).
Auto-dismiss if the option is enabled, tracking instances where the in-app disappears automatically.
Clicks on buttons or images.
For clicks on buttons or images, the report provides more specific information, including the button's label, the action configured behind it, and details related to that action (e.g., the specific deeplink URL or the text copied to the clipboard).
When multiple languages are enabled, the button label from the default language version is displayed in the report for aggregated actions. However, if different language versions of the same button trigger distinct underlying actions, each unique action will appear as a separate row, with non-default actions showing the label from their respective language version. Furthermore, as Call-to-actions (CTAs) may differ across A/B test variants, their performance data is segmented and presented in dedicated sections or tabs for clear comparison.
If the In-app message is edited, please note that modifications are propagated to user devices only after synchronization. This means that for a given period, some users may still see the previous version of the in-app while others have already accessed the new one. This overlap can explain why analytics data for that period may include interactions with both the old and new versions.
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