Skip to content
Workflows

Analyze your contact-based workflow performance

Last updated: November 22, 2021

Applies to:

Marketing Hub Professional, Enterprise
Sales Hub Professional, Enterprise
Service Hub Professional, Enterprise
Operations Hub Professional

After turning on your contact-based workflow and letting it run, you can analyze the performance of the workflow to measure its effectiveness.

Access your workflow performance

  • In your HubSpot account, navigate to Automation > Workflows.
  • Click the name of your contact-based workflow.
  • Click the Performance tab.

Top metrics

The Top metrics report shows the total number of contacts ever enrolled in the workflow, the number of active contacts in the workflow, and the goal conversion rate (Marketing Hub Professional and Enterprise only).

The goal conversion rate is the number of enrolled contacts who met the workflow goal divided by the total number of contacts ever enrolled in the workflow. Only contacts who have been sent a marketing email in your workflow and meet the goal criteria will be counted toward the goal conversion rate.

If a contact meets the goal criteria while active in the workflow, but hasn't been sent a marketing email in the workflow, they'll be unenrolled from the workflow but will not count towards the goal conversion rate. If a contact is manually unenrolled, on a suppression list, or removed by enrollment in another workflow, they will not count towards the goal conversion rate even if they meet the goal criteria at a later time.

Please note: because of changes related to Apple's recently announced iOS 15 privacy features, your email opens may appear higher than usual. You can consider using clicks or replies instead of email opens for your workflow goals instead. Learn more about how to navigate these changes in HubSpot.

Contact trends

The Contact performance report shows the performance of enrolled contacts in the workflow in the selected time period. If a contact did not previously enroll, they will not be included in this report.

  • Completed workflow: the number of contacts who completed the final action in the workflow.
  • Contacts enrolled: the number of contacts currently enrolled in the workflow.

To use the Enrollment over time performance report:

  • Hover over a data point in the chart to view a numerical breakdown of each metric.
  • In the top right, click the Actions > Edit to select or compare different time periods.

Email trends (Marketing Hub Professional and Enterprise only)

If any automated marketing emails were sent with a Send email action in the workflow, a number of email performance reports will be available.

  • Emails in workflow: this report shows all marketing emails sent in the workflow based on the percentage of contacts who were skipped, sent, delivered, opened, and clicked the email, as well as the overall performance of the email based on the average metrics of all marketing emails in your account.
    • To sort the report by a specific metric, click the respective column header.
    • To select a different time period, in the top right Date range section, click the date pickers and set a date range.
    • To view raw counts instead of rates (percentages), in the top right, click the View as dropdown menu. 

  • Emails delivered, Emails opened, and Emails clicked: these reports show a further breakdown of email deliveries, opens, and clicks in the selected time period.
    • To view the metric for each email, hover over a data point in the chart.
    • To select a different time period, in the top right, click the first dropdown menu.
    • To view raw counts instead of rates (percentages), in the top right, click the View as dropdown menu. 

  • Email delivery failure: this report shows the number of email deliveries that failed due to hard bounces or soft bounces.
    • To view a numerical breakdown of the metric by email, hover over a bar in the graph.
    • To select a different time period, in the top right, click the dropdown menu.

  • Contact churn: this report shows the percentage of contacts that were lost by unsubscribing from an email, hard bouncing, or by marking an email as spam. 
    • To view a numerical breakdown of the metric by email, hover over a bar in the graph.
    • To select a different time period, in the top right, click the dropdown menu.

Learn how to define the job of a workflow and measure its performance on the HubSpot Marketing Blog.