A recipe's results: the funnel, revenue and how it is counted
The results on a recipe's page — the eight tiles, the funnel from audience to order, engagement and deliverability, people between messages, recent runs — and exactly how orders and clicks are counted.
A live, paused or failed recipe shows its results at the top of its page. Pick the period — 7d, 30d or 90d.
How it is counted
- An order counts when the shopper buys within 7 days of the recipe's e-mail — or of its push. It is the order of someone who got the message, not proof that the message caused it.
- Clicks lead, not opens. Apple Mail Privacy and some other mailboxes load every e-mail on arrival, so an open no longer proves a person looked; a click does.
- People, not e-mails. Shoppers reached counts each person once, however many e-mails of the series they got.
- A number that could not be loaded says so — the page never shows a silent zero.
The tiles
Eight numbers. Their names follow the recipe — a welcome series says First order, a cart recovery Orders won back.
| Tile | Means |
|---|---|
| Revenue recovered | The value of those orders. |
| Orders won back | How many orders — with how many came after a push. |
| Avg. order value | Revenue divided by orders. |
| Delivered | E-mails accepted by the mailboxes, of those sent. |
| Shoppers reached | People who got at least one message, after the caps. |
| Clicked | People who clicked — split into e-mail and push for recipes with a push. |
| Opened | Opens, with the share from Apple Mail's automatic loading. |
| Runs | Flow runs that went well, of all — or how many are between messages right now. |
The funnel
From the top of the recipe's audience to the order, with the drop between each stage. For a cart recovery: Abandoned cart → Have their email (or Email or push) → Reminder sent → Clicked → Ordered. Recipes without a segment — order and delivery e-mails — start at the first message sent.
When many people had no e-mail address, a note says so: Your biggest opportunity: capture more emails (or reach more shoppers, for recipes with a push) — with how many could not be reached.
Engagement and health
- Clicked a link, Push reminders, Opened the email, Delivered — with their rates.
- Reputation — bounces, complaints and blocked addresses for the recipe's e-mails. More on what is healthy: Deliverability.
- In the series right now — people between two messages, with when the next one goes. That is the recipe working, not a stall.
- Activity over time — small charts per day.
- Recent runs — the last runs with their status (IN SERIES while waiting), duration and error; Open Run Inspector ↗ opens them in Automation: Runs.
- Recent activity — how many people match the recipe's segments now, and the last deliveries from CDP to the flow.
If something doesn't work
Analytics become available once the recipe is provisioned.
The recipe is not live yet, or was just launched. The first numbers come with the first person who enters.
Revenue is 0 but people clicked
Nobody bought within 7 days of a message yet. Or the orders are not reaching CDP: Connect your online store.
Click-to-sale tracking is settling in
The orders after a message are counted; tying an order to the click itself needs the campaign tags on the links, which fill in as shoppers click through.