Sequences

Report on sequences

Last updated: July 2, 2019

Applies to:

Sales Hub  Starter, Professional, Enterprise

Once you start enrolling contacts in your sequences, you can monitor each sequence's performance. Analyzing their performance will tell you which sequences elicit more replies and prompt more meetings booked, and which sequences may need to be customized further.

Sequence dashboard and summary page

After you enroll your contacts in a sequence, you can monitor their performance directly on the sequence dashboard and on the summary page for each sequence.

  • In your HubSpot account, navigate to Automation > Sequences.
  • On the sequences dashboard, the data in the Reply Rate and Meeting Rate columns allows you to analyze how your sequences are performing. sequences-summary-page-metrics
  • To view open and click data for an individual sequence, click the sequence name.
  • At the top of the summary page, use the dropdown menus to filter sequence data by a specific time range, or enrollments by a specific user.
  • The first report shows an overview of the sequence's open rate, click rate, and reply rate totals. Specifically, you can analyze the following metrics:
    • Total enrolled: the total number of contacts enrolled in the sequence.
    • Open rate: percent of enrolled contacts who opened any email in the sequence at least once.
    • Click rate: percent of enrolled contacts who clicked a link in an email sent from the sequence at least once.
    • Reply rate: percent of enrolled contacts who replied at least once to any email sent from the sequence.
    • Meeting rate: percent of enrolled contacts who booked a meeting while enrolled in the sequence.
    • Unsubscribe rate: percent of enrolled contacts who unsubscribed from the sequence.
    • Bounce rate: percent of enrolled contacts whose email address bounced while enrolled in the sequence. sequence-summary-metric-totals
  • The table below the overview report shows metrics for individual email templates sent in the sequence.

Please note: HubSpot will not record open and click data for any contacts enrolled in your sequences prior to February 1, 2019. Because of this, individual open and click data for a specific email send will not match the summary totals. If you want the individual metrics to match the summary totals, clone the existing sequence and enroll contacts from the clone. However, data from the original sequence will not be included on the cloned sequence's summary page. Learn more about this change on the HubSpot Community.

  • The table at the bottom of the sequence summary page shows data about the recipients enrolled in the sequence.
  • At the top left of the table, click the Status dropdown menu to filter your contacts by their enrollment status.
  • Next to the recipient's Status column, click the Actions dropdown menu to email, call, create a task, or manually unenroll the contact. sequences-recipients-enrollment-status

Reporting dashboard

You can review data about your sequences' performance on your reporting dashboards.  

  • Navigate to your HubSpot dashboards by clicking the sprocket icon sprocket in the top left corner of your account.
  • In the upper right, click Add report.
  • In the left sidebar menu, navigate to Sales > Sequences.
  • Analyze your sequence performance using the Sequence Reply and Meeting rates report. It shows the total enrolled contacts in each sequence and how they are engaging with your sequence.
  • To add the report to your dashboard, click Add report. sequence-reply-and-meeting-rate-add-report

Sales content analytics

If you are a Sales Hub Professional or Enterprise user, you can see an overview of your sequence performance in the sales content analytics tool.

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Select Sales Content Analytics.
  • Click the Sequences tab.
  • At the top of the report, click the Date range dropdown menu to analyze your sequence performance over a specific time period. If you select This week or Last week, the default starting day is Sunday.
  • The first report shows an overview of how contacts are engaging with your sequences.  
  • The table below the overview report shows the performance of each individual sequence. To modify a sequence, click the sequence name. You will be redirected to the sequence editor where you can make any necessary changes.
  • To edit the metrics displayed in the table, in the top right, click Edit columns. Select the checkbox next to the properties to display. You can choose to display up to seven of the following metrics: 
    • Sends: total number of emails that were sent during a sequence. 
    • Opens: total number of emails that were opened during a sequence. 
    • Opens per enroll: percent of enrolled contacts who opened any email in the sequence. 
    • Clicks: total number of clicks on sequence emails. 
    • Clicks per enroll: percent of enrolled contacts who clicked a link in an email sent from the sequence.
    • Enrolls: total number of contacts enrolled in a sequence. 
    • Replies per enroll: percent of enrolled contacts who replied at least once to any email sent from the sequence. 
    • Meetings booked: total number of meetings booked from a link included in an email sent from during the sequence. 
    • Meetings booked per enroll: percent of enrolled contacts who booked a meeting while enrolled in the sequence.
    • Unenrolls: total number of contacts who unenrolled from the sequence.
    • Unenrolls per enroll: percent of enrolled contacts who were unenrolled from the sequence, either manually or automatically. 
    • Failures: total number of contacts who did not successfully enroll in the sequence because of an error, not including bounces or unsubscribes.
    • Failures per enroll: percent of enrolled contacts who did not successfully enroll in the sequence. 
    • Executing: total number of contacts still active in a sequence. 
    • Replies: total number of replies to emails sent during a sequence. 
    • Completions: total number of contacts who were sent the last email in a sequence without being unenrolled
    • Completions per enroll: percent of enrolled contacts who were sent the last email in the sequence without being unenrolled
    • Manuals: total number of contacts who were manually unenrolled from a sequence. sequences-sales-content-analytics
  • After selecting your properties, click Save