The Sequence reports page is a great resource with valuable statistics.
In this article, we’ll go over the meanings of all the numbers provided on this page.
First things first: go to Sequences under the Send tab in the navigation and click the Sequence whose stats you want to get. Then, click into the Reports page at the top of the screen here:
Now we’re ready to dive in!
You’ll notice that the Reports page is divided into two main sections:
The sidebar, and
The per-email stats on the main body of the page.
We’ll go over each section in more detail below. The main distinction to understand is that the stats in the sidebar are global (at least to this particular Sequence), whereas the per-email stats are specific to those individual emails only.
This is the total number of subscribers who are unconfirmed in this Sequence.
This means that you have double opt-in enabled on your email form, and these subscribers have not clicked the confirmation button in the incentive email that was sent to them to confirm their subscription.
This is the total number of subscribers who are active in your Sequence.
If a subscriber gets added to a Sequence via a Visual Automation, they will receive the "Completed" status once they finish the Sequence.
Once subscribers are marked as "Completed" for a Sequence, they will generally not receive any further emails from that Sequence. This is even if you subsequently add new emails to the end of the Sequence.
Subscribers marked as "Completed" can receive new emails you add to the end of that Sequence only if you have set it up as an evergreen Sequence.
The number of subscribers that were taken out of this Sequence, either because they were pulled out by an automation or a Bulk Action.
This is the total number of subscribers who have been removed from this Sequence, for one of the following reasons:
They unsubscribed from your list via an email in the Sequence
The unsubscribed from your list via another email sent from your ConvertKit account (such as a Broadcast, or an email in a different Sequence)
They were deleted or otherwise removed from your ConvertKit account
You can click any of the above five categories on the sidebar of the Reports page to view the list of the specific subscribers who fall under each.
You are also able to download a CSV file containing the active subscribers and/or unsubscribers from this Sequence using the links provided.
The average open rate for all emails in this Sequence.
The average click rate for all emails in this Sequence.
The open rate for this specific email.
The click rate for this specific email. It is calculated using this formula:
Click rate = Number of sends of this email with at least one link click / Total number of sends of this email x 100
The number of subscribers this email has been sent to.
The number of subscribers who unsubscribed from your list via this particular email.
View individual subscriber actions
You can take things one step further by clicking on any email in the Reports page, and you’ll be taken to a page where you can access even more stats:
From that page you can click the links on the right sidebar (Recipients, Opens, Clicks and Unsubscribes) to see exactly which subscribers took action to fall under each of those categories.
For Clicks, you also have the option to identify which subscribers clicked each link.
Just click the number of subscribers (as shown below), and you’ll be able to see which subscribers clicked the corresponding link:
Happy analyzing! 📈