Last updated: November 22, 2021
After turning on your contact-based workflow and letting it run, you can analyze the performance of the workflow to measure its effectiveness.
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.
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.
To use the Enrollment over time performance report:
Learn how to define the job of a workflow and measure its performance on the HubSpot Marketing Blog.
Find answers and general information quickly about the workflows tool in HubSpot. General How do I...
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