The Report gives you a complete performance overview of any single Marketing Automation flow. It brings together top-line metrics, a day-by-day profile activity graph, node-level statistics and per-email engagement in one place, so you can see how profiles move through your flow and where they convert, stall or drop off.
This article walks through how to open a report, what each section means and how to use it to optimise your flows.
In this article
How to open the Report
Go to Marketing Automation in the left-hand menu.
Open the Active & Paused tab (you can also open reports for flows in other tabs).
Select the flow you want to analyse by clicking its row. An action bar appears at the bottom of the screen.
Click Report in the bottom action bar.
💡 Tip: The bottom action bar also gives you quick access to Goals, Stop and Duplicate for the selected flow.
Report layout at a glance
The report opens on the Overview tab and is organised into a few clear areas:
Two tabs at the top — Overview and Content.
Four metric cards — Entered, Active, Completed and Exited.
Profile activity — a graph of how profiles moved through the flow over time.
Node stats — a table with one row per node in the flow.
Details — a panel on the right summarising the flow's configuration.
View Flow and Node Stats buttons in the top-right corner.
Overview metrics
The four cards at the top of the Overview tab summarise the flow's performance for the selected date range. Each card shows a Total and a Unique figure, so you can tell the difference between the number of times something happened and the number of distinct profiles it happened to.
Entered — profiles that entered the flow.
Active — profiles currently moving through the flow.
Completed — profiles that reached the end of the flow.
Exited — profiles that left the flow before completing it.
Total vs. Unique: Total counts every occurrence (a profile that re-enters is counted each time), while Unique counts each profile only once. If a flow allows re-entry, the Total will be higher than the Unique figure.
Profile activity graph
The Profile activity graph plots profile movement over the selected period, with one line per metric:
Entered
Active
Completed
Exited
Click a metric label above the graph to show or hide that line, or use Hide all to clear the graph and then add back only the lines you want to compare. This makes it easy to isolate a single trend — for example, viewing only Completed to see when conversions peaked.
The graph respects the date range selected in the top-right of the panel (see Filtering by date range).
Node stats
The Node stats table breaks performance down to the level of each individual node in your flow, so you can see exactly where profiles are passing through, waiting or leaving. Each row represents one node and shows:
Name — the node's name (and the action it performs).
Type — the node type, for example Listen, Email, Update Profile, Time or End flow.
Entered — profiles that reached this node.
Active — profiles currently sitting at this node.
Exited — profiles that left the flow at this node.
Completed — profiles that passed through this node.
Deleted profiles — profiles that were deleted while at this node.
💡 Tip: Click a column header to sort the table by that metric. Sorting by Completed or Exited is a quick way to find your highest-performing and most problematic nodes.
Content tab (email stats)
Switch to the Content tab to see Email stats — engagement figures for every email sent from the flow. This is where you measure how individual messages are performing rather than the flow as a whole.
Each row represents one email in the flow and includes:
Name — the email's name.
Status — whether the email is Active or Stopped.
Section — the account section the email belongs to.
Entered, Active, Exited, Completed — profile movement relating to this email.
Sent — the number of sends.
Clicks — total clicks.
CTOR — click-to-open rate.
Unsubscribe — unsubscribes generated.
Created and Last Edited — the email's dates.
The Details panel
On the right of the Overview tab, the Details panel summarises how the flow is configured — useful context when you're interpreting the numbers. It includes:
Name (internal) — the flow's internal name.
Creation date and Last edit date.
Email folder and Email subscriptions the flow uses.
SMS folder and SMS subscriptions the flow uses.
Goal — the flow's configured goal, or N/A if none is set.
Flow entry setting — for example Limited, which controls whether and how often a profile can re-enter the flow.
Filtering by date range
Use the date selector in the top-right of the Profile activity panel to change the period the report covers. You can:
Choose a preset such as Last 7 days or Last month OR
Set a custom From and To date using the calendar.
Click OK to apply, or Cancel to discard.
The selected range updates the metric cards and the Profile activity graph together, so all figures stay consistent.
View Flow & Node Stats shortcuts
Two buttons in the top-right corner help you move between analysis and editing:
View Flow — opens the flow's visual builder so you can see the structure behind the numbers.
Node Stats — jumps you straight to the Node stats table.
Use cases
1. Find where profiles drop off
Open Node stats and sort by Exited. A node with a high exit count relative to how many entered it is a likely drop-off point — for example, a long Time wait or an email that prompts unsubscribes. Cross-check the email in the Content tab to confirm whether unsubscribes are driving the exits.
2. Measure which email converts best
Go to the Content tab and compare CTOR and Clicks across your emails. The email with the strongest click-to-open rate is your best-performing message — a good candidate to replicate in other flows or to move earlier in the journey.
3. Check whether a flow is gaining traction
On the Overview tab, set the date range to Last month and use Hide all on the Profile activity graph, then show only Entered and Completed. A widening gap between the two lines tells you profiles are entering but not finishing — a signal to review the middle of your flow.
4. Confirm a flow is still moving profiles
Glance at the Active card and the Active column in Node stats. If profiles are stacking up as Active at a single Time or Listen node, that's expected; if they're stuck somewhere they shouldn't be, it may point to a misconfigured condition.
5. Compare re-entry behaviour
Look at the difference between Total and Unique on the Entered card alongside the Flow entry setting in the Details panel. A large gap on a flow set to allow re-entry confirms profiles are cycling through more than once — useful when planning send frequency and pressure.
Understanding the three "Sent" figures
You may notice that the number of emails Sent can differ depending on where you look. This is expected — each place counts something slightly different. Here's what each figure represents so you can interpret them correctly.
1. Sent in the Content tab
The Sent column in the Content tab (Email stats) shows the actual number of emails sent — including emails that were sent to profiles who have since been deleted. This is the most complete count of send events.
2. Sent in the Email Report pie chart
The Sent figure in the pie chart on the individual email's report shows the actual number of emails sent to profiles that are still in the account. Because deleted profiles are excluded here, this number can be lower than the Content tab figure. The chart also splits this into Delivered and Bounced.
3. Sent in Create Segment
When you build a segment on a Sent event for the email's activity, the count shown (for example, Showing 13 of 13 unique profiles) represents the number of unique profiles (still in the account) with a sent event for that activity ID. Because a single profile can have more than one sent event (for example, if they re-entered the flow), this unique-profile count can differ from the total send count in the Content tab.
In short:
Content tab → every email sent, including to deleted profiles.
Email Report pie chart → emails sent to profiles still in the account (deleted profiles excluded).
Create Segment → unique profiles with a sent event, so profiles with multiple sends are counted once.