in this article, you will find an overview of the main KPIs available when creating your campaigns with Journey. If you're not familiar with Journey, it can be compared to a flow and this flow will always be based on an event (for example a purchase, abandoned cart, new contact opt-in) rather than a predefined population.
General statistics
When do contacts exit a journey?
Your campaign revenue
Statistics displayed in your journey
Main KPIs
General Statistics
When reading the statistics in Journey, it is important to understand the concept that your contacts will enter and exit it as they match certain conditions. Therefore, in the "statistics" tab, we have displayed for you the number of contacts:
- who have entered
- unique contacts (those are the unique contacts who have entered your journey, even if they have entered it several times)
- contacts still in the journey
- last contact entry date
When do contacts exit a journey?
In two main cases:
- they do not match a condition within the journey so this is the end of the flow for them and they will no longer be counted in the statistics as soon as they have exited.
- they have matched an exit condition. This can be configured when creating the journey:
You can then view the % of your contacts who have exited at a specific step and this throughout the steps of your journey as shown below next to the delay steps:
Your campaign revenue
Once your campaign is running, you will be able to calculate the turnover with an option to edit the attribution period. The turnover is based on the sum of receipts a contact has created since receiving a marketing email from this version. (if you are not familiar with version, check the article: how to use journey)
The sales tracker does not account in this KPI, only the receipts created into the platform.
Statistics displayed in your journey
Once your journey is running, you will be able to view some stats such as:
- Contacts who have gone through a step
- Contacts who are still in a step
- % of contacts going through a "yes" branch
- % of contacts going through a "no" branch
This can provide you with some insights into the behavior of your contacts at first glance and to fine-tune your journeys accordingly.
Remember, this can be easily done by editing them and creating new versions without having to create a new campaign.
Once you click on the graph symbol, on the step of a journey, you can access further deliverability statistics which are defined thereafter (see main KPIs available).
Why do I have a difference between contacts who have gone through a step?
You may notice that you have a discrepancy between the number of contacts who have gone through a step and contacts still in this step.
This is because some contact may have met the exit condition you have configured at the beginning of your journey (see when do contacts exit a journey?).
Main KPIs available
| Opens | Count of all opened emails (see Apple Email Privacy) |
| Clicks | Count of all clicked emails |
| Clickers | Count of all unique clickers on emails |
| Openers | Count of all unique openers on emails (see Apple Email Privacy) |
| Clickers to openers | Unique Clickers / Unique Openers * 100 |
| Clicks to open | Clicks / Opens * 100 |
| Delivered | Count of all delivered emails |
| Delivery rate | Delivered emails / Sent emails |
| Unsubscribed | Count of all unsubscribes |
You cannot extract recipients with Journey. This is because the intended use of the product is to be a 1:1 customized communication and therefore extracting recipients to have overall statistics might not be as relevant.
If you want to filter your statistics in the reporting module, you can enter [journey] in the search bar as shown below. See our section for more details on Campaign reports.