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Sequence reporting explained
Sequence reporting explained

A guide to the Sequence reports page and what all those statistics mean.

Updated over a week ago

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:

  1. The sidebar, and

  2. 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.

The sidebar

1. Unconfirmed

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.

2. Subscribers

This is the total number of subscribers who are active in your Sequence.

3. Completed

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.

NOTE: The "Completed" status applies to only subscribers who had been added via a Visual Automation. If a subscriber had been added to the Sequence either manually or via an Automation Rule, then they will still be considered "active" on the Sequence even after reaching the end. They will not receive the "Completed" status.

Instead, the subscriber will continue to receive any emails you subsequently add to the end of the Sequence. This is as long as such new emails come after the last email they received from the Sequence, because subscribers will never "jump" backwards in Sequences).

4. Removed

The number of subscribers that were taken out of this Sequence, either because they were pulled out by an automation or a Bulk Action.

5. Unsubscribers

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.

Open rate

The average open rate for all emails in this Sequence.

Click rate

The average click rate for all emails in this Sequence.

Ad earnings

The net ad revenue you've earned from all emails in this Sequence (after our 23.5% commission).

Emails overview

Ads net revenue

The net ad revenue you've earned from this specific email (after our 23.5% commission).

Open rate

The open rate for this specific email.

Click rate

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

NOTE: Even if a subscriber had clicked multiple links in the email, that email will still be counted only once for the purposes of calculating the click rate.


The number of subscribers this email has been sent to.


The number of subscribers who unsubscribed from your list via this particular email.

NOTE: If you add up the total unsubscribers in this column, this number may be less than the total number of unsubscribers displayed on the sidebar.

This is to be expected, because the total number of unsubscribers in the sidebar includes those who have been removed via emails outside of this Sequence, while the total number of unsubscribers in the per-email stats do not.

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! 📈

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