Analyze sequence enrollment and performance data

After creating sequences and enrolling contacts, you can view a summary of your sequence performance. You can analyze your sequences individually, or analyze them collectively. You can see at a high-level how contacts are engaging with sequences, how each step is performing, how your emails are performing, and more. 

To further analyze the quality and effectiveness of your sequences, learn how to understand your sequence sender score. 

View a summary of sequence performance data

To monitor the performance of your individual sequences:

• In your HubSpot account, navigate to Automations > Sequences.
• On the Manage tab, you can compare how your sequences are performing by reviewing the data in the columns.

Analyze performance data for individual sequences

You can analyze the performance of a specific sequence. Each report will only show data related to that sequence.

• In your HubSpot account, navigate to Automations > Sequences.
• From the Manage tab, To view open and click data for an individual sequence, click the sequence name.

• On the Performance tab, use the dropdown menus to filter sequence data by specific associated companies, users who enrolled contacts, or enrollment dates.

Please note: in the Enrolled by dropdown menu, (Me) will be selected by default.

• The Insights report, helps you analyze the following metrics for a sequence:
  
  • Total enrollments: the total number of unique contacts enrolled in this sequence. 
  • Meeting rate: the percentage of contacts who booked a meeting while enrolled and up to seven days after they complete the sequence. This includes any meetings scheduled causing automatic unenrollment. This includes meetings booked through a scheduling link, from a record, or synced from a connected calendar.

Please note: for accounts with Sales Hub or Service Hub Starter that were created before March 3rd, 2020, meeting rate is calculated as the percentage of contacts who booked a meeting while enrolled in the sequence. This includes any meetings scheduled causing automatic unenrollment. This includes meetings booked through a scheduling link, from a record, or synced from a connected calendar.

• • Reply rate: the percentage of contacts who replied at least once to any email sent from this sequence. 
  • Deal rate (Sales Hub Enterprise only): the total number of contacts who had a deal created after being enrolled in this sequence.
  • Total revenue (Sales Hub Enterprise only): the total revenue for deals in the Closed Won stage that were influenced by this sequence.
    
    

• In the Engagement report, you can view the total number of email replies, email clicks, and email opens for your sequence.

• In the Engagement table, you can analyze the following metrics for the sequence:
  • Companies enrolled: unique companies that enrolled in this sequence.  
  • Engaged rate: companies that opened or clicked a sequence email
  • Meeting rate: companies who booked a meeting during or up to seven days after sequence completion. This includes meetings booked through a scheduling link, from a record, or synced from a connected calendar.

• In the Contact quality table, you can analyze the following metrics for the sequence:
  • Bounce rate: contacts whose email address bounced while in this sequence.
  • Unsubscribe rate: contacts who clicked a link in an email sent from this sequence at least once.

• The Step performance report shows how your contacts are progressing through the sequence.
  • In the top right, click Rates to show the percentage of contacts that completed each step, or click Counts to show the total number.
  • Click the Hide steps no longer in use checkbox to hide steps you have deleted from the sequence.
  • You can analyze the following metrics in this report.
    • Emails sent: the emails that were sent in this step.
    • Tasks created: the tasks that were created in this step.
    • Meetings: contacts who booked a meeting while enrolled in this step. This includes any meetings scheduled causing automatic unenrollment. This includes meetings booked through a scheduling link, from a record, or synced from a connected calendar.
    • Opens: contacts who opened the email in this step.
    • Clicks: contacts who clicked a link in an email sent in this step.
    • Replies: contacts who replied to an email in this step.
    • Calls made (BETA): calls made in this step.
    • Calls connected (BETA): calls that have a call outcome of Connected.
    • Tasks completed (BETA): tasks completed on time in this step.

• • • Personalized (BETA): the percentage of the email that was personalized (excluding personalization tokens) by a user when enrolling a contact or sending a manual task email. 

• The Performance over time report shows a count of your enrollments or meetings booked over a specified amount of time. 
  • Clicked the dropdown menu on the left and select an option to alternate between Enrollments and Booked meetings.
  • Click the Frequency dropdown menu on the right and select Daily, Weekly, Monthly, Quarterly, or Yearly.
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• The Enrollment by step report shows the number of contacts in each step, separated by their status. Click a bar to view more information about the contacts.

• To view more information about the sequence's enrollments, click the Enrollments tab.
  • On the left, click a status to view contacts based on their enrollment status.

• • To pause, resume, or end a contact's enrollments:
    • Select the checkboxes next to the contact names.
    • At the top of the table, select Pause, Resume, or Unenroll.
      

Analyze performance data for all sequences

You can analyze the performance of all your sequences. Each report shows combined data for all sequences.

• In your HubSpot account, navigate to Automations > Sequences.
• Navigate to the Analyze tab.
• At the top of the page, use the dropdown menus to filter data by specific associated companies, sequences, status, folder, users who enrolled contacts, or enrollment dates.
• In the Insights report, you can analyze the following metrics for sequences:
  • Total enrollments: the total number of unique contacts enrolled in sequences. Some contacts may be enrolled in multiple sequences.
  • Meeting rate: the percentage of contacts who booked a meeting while enrolled and up to seven days after they complete the sequence. This includes any meetings scheduled causing automatic unenrollment. This includes meetings booked through a scheduling link, from a record, or synced from a connected calendar.

Please note: for accounts with Sales Hub or Service Hub Starter that were created before March 3rd, 2020, meeting rate is calculated as the percentage of contacts who booked a meeting while enrolled in the sequence. This includes any meetings scheduled causing automatic unenrollment. This includes meetings booked through a scheduling link, from a record, or synced from a connected calendar.

• • Reply rate: the percentage of contacts who replied at least once to any email sent from a sequence. 
  • Deal rate (Sales Hub Enterprise only): the total number of contacts who had a deal created after being enrolled in a sequence.
  • Total revenue (Sales Hub Enterprise only): the total revenue for deals in the Closed Won stage that were influenced by a sequence.

• In the Engagement report, you can view the total number of email replies, email clicks, and email opens for your sequences.

• In the Engagement table, you can analyze the following metrics for your sequences:
  • Companies enrolled: unique companies that enrolled in your sequences.  
  • Engaged rate: companies that opened or clicked a sequence email.
  • Meeting rate: companies who booked a meeting during or up to seven days after sequence completion. This includes meetings booked through a scheduling link, from a record, or synced from a connected calendar.

• In the Contact quality table, you can analyze the following metrics for your sequences:
  • Bounce rate: contacts whose email address bounced while in your sequences.
  • Unsubscribe rate: contacts who clicked a link in an email sent from your sequences at least once.
  • No response: contacts who replied to any email from your sequences at least once.
• The Sequence performance report helps you compare your sequences. The report shows a list of your sequences, when they were created, how many contacts are enrolled, as well as how many opens, clicks, replies, and meetings came from the sequence.

• (BETA) The Template performance table lets you analyze how your templates are performing across sequences. This report shows details on each template including when it was created, updated, the number of times the template was sent, and the number of template opens, clicks, and replies. To navigate to the template, click the template name.

• (BETA) The Meetings booked by step type report shows which steps lead to the most meetings booked.

• (BETA) The Meetings booked by number of touches report shows how many steps are needed to book a meeting.

• The Performance over time report shows a count of your enrollments or meetings booked over a specified amount of time. 
  • Click the dropdown menu on the left and select an option to alternate between Enrollments and Booked meetings.
  • Click the Frequency dropdown menu on the right and select Daily, Weekly, Monthly, Quarterly, or Yearly.
  
• The Highly engaged contacts table shows a list of contacts, their associated company, sequence status, the latest and next steps in your sequences, the number of emails sent, and the number of email opens and clicks. To navigate to a contact, company, or sequence, click the name in the respective column.

Add sequence reports to your reporting dashboard

You can review data about your sequences' performance on your reporting dashboards. If you're a Sales Hub Professional or Enterprise user, you can review your sequence performance in the sales content analytics tool. You can also create reports using the custom report builder. 

To add a sequence report to your reporting dashboard:

• In your HubSpot account, navigate to Reporting > Dashboards.
• In the upper right, click Add report, then select From the report library.
• In the search bar in the upper right, search for sequences. 
• Analyze your sequence performance using the following reports:
  • Sequence enroll, opens, and clicks by month: shows the total number of enrolled contacts for the month, as well as the rate of opens, clicks, replies, meetings created, and unsubscribes per enrollment.
  • Sequence enrollment totals and engagements: shows the total enrolled contacts in each sequence and how they are engaging with your sequence.
• To add the report to your dashboard, click Save report.