You have activated one or more journeys, but have you ever wondered how many contacts really go through them? Which emails perform best? Where does the path break?
The “Journey” insights answer these questions, offering you a clear and detailed view of your journeys’ performance and user behavior. This report is not just a simple collection of numbers, but a strategic tool that guides you in reading the main metrics, allowing you to act where needed to optimize.
The list of journeys: start analyzing with an overview
By accessing the “Journey” tab, from the "Insight" section, you will find the list of journeys. For each journey you can see the name, the date of the last modification, the number of messages sent, and the main performance metrics.
This initial list is the ideal starting point to get oriented: it allows you to understand which journeys are active, updated, and working, and which instead require attention because they are inactive or underperforming. With a single click you can enter the details of each journey and explore its progress with an initial "Overview" that includes the most significant reports.
Funnel: step-by-step performance
The "Funnel" report, in the "Emails" tab shows the email path from the moment it is sent until it generates a conversion. You clearly see the steps from sent to delivered, from opened to clicked, up to conversion. Next to the absolute values, you will also find percentages that indicate how effectively your content leads the user toward the goal.
This visualization is essential to assess whether the journey communications really work. A very low open rate may signal an unappealing subject line, while a disappointing conversion rate may suggest that the content or the CTA are not hitting the target. The funnel allows you to quickly isolate the critical point and take targeted actions.
Moving to the "Contacts" tab, the perspective flips: you no longer look only at emails, but analyze the behavior of the people who receive them. Here you can find out how many contacts received at least one message from the journey, how many opened it, how many clicked, and finally how many completed a conversion.
The strength of this view lies in its ability to give you a snapshot of the journey’s effectiveness from the user’s point of view. For example, if the reach rate is low, you may have a database quality issue. If the clicker rate is high, it’s a great sign that the content is relevant and well aligned with the target. It’s a more human look at the data, helping you measure how much you are really engaging your audience.
Sent emails: analyze trends, identify signals
The "Emails sent" report gives you a complete overview of the progress of your mailings, providing you with the tools to monitor, understand, and improve your communication strategies. Through a graphical and tabular interface, you can observe the evolution over time of all the main metrics related to email sending.
This report does not just show how many messages were sent, but helps you interpret recipient behavior and spot the first signs of inefficiency or success, with a detailed focus on four key areas: Volume, Rates, Averages, and Events.
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Volume: here you can view month by month the number of emails actually sent, not delivered, opened, and clicked. The chart allows you to activate or deactivate each metric for targeted analysis, making it easier to spot moments of peak or decline.
You can choose between graphical view, cumulative trend, or numerical table. This flexibility allows you to spot patterns, such as steady growth or a sudden drop, and react in real time. For example, a recurring drop in a specific month may suggest revising your planning, while a peak following a content change may indicate an effective strategy to replicate.
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Rates: this section guides you in reading the effectiveness of communications, presenting the most relevant metrics in visual or tabular form.
Delivery rate, Open rate, Click rate... by analyzing these metrics you can understand where the user experience breaks. A low open rate may indicate an uninvolving subject, while a poor conversion rate may highlight issues in the content or CTA. The goal here is to isolate obstacles and optimize the journey with targeted actions.
- Averages: here you will find aggregated values such as Opens-per-opener, Clicks-per-clicker, and Conversions-per-converter, which provide a monthly average of the real level of user engagement. These metrics are particularly useful to measure the intensity of interaction: high values indicate engaging content, while low numbers may suggest less relevant content. It’s a qualitative perspective on user behavior, complementing the quantitative volume analysis.
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Events: this tab collects all indicators of negative or particular behavior, such as Unsubscribes, Spam reports, and Forwards. While often overlooked, these numbers represent key signals for monitoring the health of your communication. An increase in unsubscribes or reports may suggest an issue with relevance or frequency, while a spike in forwards could indicate particularly appreciated content.
The chart allows you to view the monthly trend, cumulative or in tabular form, making analysis even easier.
Latest communications sent: detailed performance analysis
At the heart of every journey are communications: concrete messages that reach your recipients and generate – or not – interactions. The “Latest communications sent” report allows you to analyze, in detail and from multiple angles, how recent mailings are performing.
It’s not just about monitoring how many emails went out, but about reading what happened afterward: who received, opened, clicked, converted. This report is designed to help you identify effective patterns, behavioral anomalies, and improvement opportunities in your latest communications.
The report is divided into three tabs, each offering a complementary perspective for a complete understanding.
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Email: in this view you see the chronological list of the latest communications sent, with essential information such as Send date and time, Total number of emails sent, and Performance.
Thanks to the compact and interactive display, you can access with one click the detailed report of each communication, to quickly compare the performance of individual messages.
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Contacts: this view flips the perspective again: it’s no longer just about the message, but about recipient interaction. For each communication various metrics are shown such as Total recipients, Received / Opened / Clicked, Number of unsubscribes...
This tab helps you understand the quality of engagement: a high reached rate accompanied by low open and click rates may indicate content misaligned with expectations, while a high clicker rate signals strong message relevance. -
Days of the week: here you can see the aggregated distribution of performance based on the day of sending, number of emails sent, delivered, opened, clicked, and converted for each day, and a bar chart representation of performance, useful for immediate comparisons.
This view is valuable for improving your weekly planning: you can discover which days generate more interactions and conversions, and optimize campaign scheduling accordingly.
Tags: discover what really grabs attention
Do you want to understand what drives your contacts to click within a communication? The reports in the "Tags" section give you a clear and focused look at this aspect, showing you which words, buttons, or elements your users actually interacted with.
Clicks on tags
This report is divided into two tabs:
Contacts: here you see the list of tags clicked by recipients, associated with the sending channel (e.g. email) and content type.
Messages: here you analyze the individual messages that generated interactions with tags. For each message you see the number of opens, clicks, and the click-to-open rate.
You can choose between two display modes:
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Cloud: in the default view – called “cloud” – the clicked tags are visually represented in proportion to the number of interactions. The more a tag has been clicked, the larger it appears. This mode allows you to immediately grasp which elements have most attracted your audience’s attention.
Hovering over each tag, you can see the total number of clicks received and when the last interaction occurred. It’s a quick and intuitive tool to instantly identify the best-performing content, especially if you work with many different tags. -
Values: if you want to go beyond the visual impact and have an analytical reading, you can switch to the table view. Here you find all clicked tags, organized in rows specifying the channel (e.g. email), type (e.g. content), and above all performance data: how many users opened the message containing that tag, how many actually clicked on it, the click-to-open rate (ratio between clicks and opens), and the date of the last interaction.
These details help you understand not only which elements were clicked, but also in what context and with what effectiveness.
Email clients: how do they read your emails?
The “Email client” report provides you with an overview of the software, devices, and operating systems used by recipients to open messages. All information can be filtered by audience or contacts. This type of analysis is valuable for optimizing email design and ensuring the best display on the most commonly used clients.
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Email clients: this report shows which email clients were used to open the message: mobile apps (e.g., Apple Mail, Gmail app), desktop clients (e.g., Outlook, Thunderbird), and webmail (e.g., Gmail via browser).
- In the “Distribution” view, you will see a pie chart (donut) showing the proportion of opens or clicks per client, helping you understand which tools are most popular among your contacts.
- In the “Values” view, you will see a detailed table showing, for each email client, the number of contacts who opened or clicked and the relative percentages, including the Clickers-to-openers rate (the ratio between users who clicked and those who opened).
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Device: below the “Email client” report, you will also find the report by device type (e.g., Desktop, Mobile) and operating system (e.g., Mac OS, Windows, iOS, Android). Again, you can choose between pie chart or table view.
The Journey report does not just show you numbers, but guides you in interpreting performance, enabling you to act with awareness. It shows you what is happening, where you are losing opportunities, and which content truly engages your audience. Each metric tells a part of your customer’s story, and every story you can read is one more opportunity to optimize your paths, increase conversions, and strengthen your relationship with your contacts.