Marketing Automation Report
The Marketing Automation Report gives you real-time insight into how profiles interact with your flows — from the moment they enter to the moment they complete or leave. Use it to monitor flow health, identify bottlenecks, track profile journeys, and make data-driven decisions about your automation strategy.
In this article
Access the report
A report becomes available as soon as a flow is activated. Profile data starts populating within approximately 10 minutes of activation.
In the left-hand navigation, go to Marketing Automation.
Open the Active & Paused tab on the Marketing Automation home page.
Click on the flow you want to review.
In the bottom bar, click Report.
💡 Good to know: The report is available for flows in Active, Paused, and Stopped status. You can review historical data even after stopping a flow.
Overview tab — Flow details and Profile Activity
The Overview tab is your landing page in the report. It shows two things: basic flow details and Profile Activity metrics.
Flow details
At the top you'll find a summary of the flow's configuration: name, associated subscription, activation date, and current status. This is useful for quickly confirming you're looking at the right flow.
Profile Activity
Below the flow details, Profile Activity presents four key metrics — both as numbers and as a time-series graph. Use the time period selector in the top-right corner to filter the data by date range.
Metric | What it measures | Total vs. Unique |
Started | Number of times profiles entered the flow via the Listen node | Total: Every entry instance (a profile re-entering counts again). Unique: Number of distinct profiles that entered. |
Active | Number of profiles currently active in the flow — somewhere between the Listen node and the End Flow node | Total: Every active journey instance. Unique: Number of distinct profiles currently in the flow. |
Completed | Number of times profiles reached an End Flow node and successfully completed the journey | Total: Every completion. Unique: Distinct profiles that completed. |
Cancelled | Number of times profiles left the flow before reaching the End Flow node — due to a Terminate tag, node deletion, flow stop, or unsubscription | Total: Every cancellation. Unique: Distinct profiles that were cancelled. |
💡 Tip — Total vs. Unique: Why the numbers can differ: If your flow's Entry Limit is set to more than 1 (or Unlimited), a single profile can enter the flow multiple times. Each entry counts as a separate "Total" event, but only counts once toward "Unique". A large gap between Total and Unique in "Started" means profiles are re-entering the flow frequently — which may or may not be intentional depending on your flow's purpose.
Reading the graph
The time-series graph visualises how the four metrics change over time. Look for:
Steady "Started" growth — your trigger is consistently bringing in profiles.
Rising "Active" count — profiles are accumulating in the flow (possibly due to long delays in Time nodes).
"Completed" tracking "Started" — profiles are flowing through smoothly to the end.
Spikes in "Cancelled" — investigate: was a node deleted? Did the flow get stopped? Were Terminate tags applied in bulk?
View Flow tab — Live canvas with node statistics
The View Flow tab opens the canvas in a read-only reporting view. Here you can see the flow's structure and, on each node, monitor live statistics.
Key things to note in this view:
Moving arrows on the connection lines indicate the flow is currently Active.
Click on any node to open it and see its detailed statistics — including the number of profiles in the node, completed, and those who left the flow at that point.
For Email nodes, clicking opens a summary with a link to the full Email Report for that specific send, where you can view opens, clicks, bounces, and more.
💡 Tip: The View Flow tab is great for getting a quick visual sense of where profiles are concentrated. If you see a large number of profiles sitting in a particular node, that's where your attention should go — it might be a Time node with a long delay (expected) or a bottleneck (unexpected).
Node Stats tab — Per-node performance data
The Node Stats tab provides a detailed, tabular view of every node's performance — complete with statistics, graphs, and the ability to export profiles.
You can access Node Stats from two places: the Report page (Node Stats tab) or from the bottom bar directly on the canvas.
Metrics per node
Metric | What it means |
In the node | Profiles currently sitting in this node — waiting (Time node), being evaluated (Check Profile), or queued (Listen node in a paused flow). |
Completed the node | Profiles that have passed through this node and moved to the next connected node. |
Left the flow | Profiles that exited the flow while in this node — via a Terminate tag, node deletion, or flow stop. |
How to read Node Stats for different node types
Node type | What "In the node" typically means | What to watch for |
Listen node | Profiles that have entered but haven't moved to the next node yet (often 0 for event-triggered flows, or a count for paused flows) | A growing count here with an active flow could mean the next node is not connected or is in Draft status. |
Time node | Profiles waiting for the delay to expire | Expected to have profiles "In the node" — this is normal for flows with delays. A high count just means profiles are queued. |
Email node | Profiles currently being processed for send | Should typically be very low or 0 — emails send quickly. A persistent count could indicate a stuck send. |
Check Profile / Split node | Profiles being evaluated | Should be 0 or near-zero — evaluation is near-instant. A growing count is unusual. |
Wait for Event node | Profiles waiting for the event to fire (within the timeout window) | Expected to have profiles here. Compare "Completed" (event matched) vs. "Left the flow" (timed out) to gauge conversion. |
End Flow node | N/A — profiles pass through instantly | "Completed the node" here equals the total number of profiles who successfully finished the flow via this branch. |
Profile Diagnosis — Trace an individual profile's journey
Profile Diagnosis lets you see exactly how a specific profile moved through the flow: which nodes they passed through, when they entered each node, and when they exited. This is invaluable for troubleshooting ("why didn't this profile get the email?") and for verifying that a flow is working as expected during testing.
There are two methods to access Profile Diagnosis:
Method 1: From the Profile page (Audience)
Go to Audience and find the profile you want to investigate.
Open the profile and go to the Response data tab.
Look for the Marketing Automation entries. Every time the profile enters, moves through, or exits a flow, a new event is logged here. You'll see an Open MA Profile Diagnosis button next to each entry.
Click Open MA Profile Diagnosis. You'll be redirected to the Marketing Automation canvas in a diagnostic view.
In the canvas diagnostic view:
Top-left corner: Shows the total number of times the profile has entered this flow.
On each node: A timestamp showing when the profile entered and exited that specific node.
Flow path: The profile's actual route through the flow is highlighted, making it easy to see which branch they took at Check Profile or Split nodes.
Method 2: From the Report using an Export key
If you don't want to navigate to the profile's Audience page, you can access Profile Diagnosis directly from the report using the profile's export key.
In the Marketing Automation Report, go to the Node Stats tab.
Open a node that contains (or contained) the profile you want to investigate.
Click the Export button to download the list of profiles in that node. Find the profile and copy their export key.
In the bottom bar, click the Profile diagnosis button.
Enter the profile's export key in the input field.
The diagnostic canvas view loads, showing that profile's complete journey with timestamps on each node.
💡 Tip: Profile Diagnosis is your best tool during flow testing. After sending a test profile through the flow, open their diagnosis to verify they hit every expected node, took the correct branch, and received emails at the right times.
Exporting profile data from the report
You can export the list of profiles present in any node directly from the Node Stats tab.
Go to the Node Stats tab in the report.
Open the node you want to export from.
Click Export.
The export includes profile identifiers and the export key, which you can use for Profile Diagnosis or for cross-referencing with other tools.
How to interpret your report — Actionable insights
Raw numbers are only useful if you know what to do with them. Here are the most important patterns to look for and what they mean:
Healthy flow indicators
What you see | What it means |
"Started" and "Completed" numbers growing at a similar rate | Profiles are flowing through smoothly. The flow is healthy. |
"Active" count remains stable (not growing endlessly) | Profiles enter and exit at a balanced rate. No accumulation. |
"Cancelled" is very low or zero | Very few profiles are being ejected unexpectedly. Terminate tags and node deletions are rare. |
Email node "Completed" matches "In the node" drop-off expectations | Emails are sending successfully. |
Warning signs
What you see | What it might mean | Action |
"Started" is growing but "Completed" stays flat | Profiles are entering but getting stuck somewhere in the flow | Check Node Stats to find which node has a high "In the node" count. Verify it's configured correctly and that you have a next node/end node. |
"Active" count is growing continuously | Profiles are accumulating — likely in a Time node with a very long delay, or a Wait for Event node that rarely triggers | Review your Time node durations. Check if the Wait for Event node's event is actually firing. Consider adding a shorter timeout. |
"Cancelled" is high relative to "Started" | Many profiles are leaving the flow prematurely — possibly due to an overly broad Terminate tag, node deletions while the flow was paused, or mass unsubscriptions. | Check Flow Settings → Terminate. Review whether any nodes were deleted recently. Check unsubscribe rates for the relevant subscription. |
Large gap between Total and Unique in "Started" | Profiles are re-entering the flow multiple times | Review Flow Settings → Entry Limit. If re-entry is unintentional, set Entry Limit to 1. If intentional, verify the flow handles repeat journeys gracefully. |
Check Profile node shows most profiles going to "No" branch | The condition might be too strict, or profile data isn't populated as expected | Review the condition in the Check Profile node. Verify that the attribute/tag/event data exists for the profiles entering the flow. |
Use cases: Report-driven decisions
Verifying a new flow after launch
Scenario: You just activated a welcome flow and want to confirm it's working.
Action: Wait 10 minutes, then open the Report. Check "Started" — profiles should be entering. Open Node Stats and verify profiles are moving from the Listen node to the Time node to the Email node. Use Profile Diagnosis on a test profile to confirm the full journey and timestamps.
Optimising a re-engagement flow
Scenario: Your re-engagement flow has been running for a month and you want to assess performance.
Action: Check the "Completed" vs. "Cancelled" ratio — a high completion rate means profiles are reaching the End Flow node. In the View Flow tab, click the Email node to access the Email Report: check open rates and click-through rates. If the Check Profile node shows 90% of profiles going to the "No" branch (didn't click), consider revising the email content or the delay timing before the check.
Troubleshooting a profile that didn't receive an email
Scenario: A customer reports they didn't get their welcome email.
Action: Go to Audience → find the profile → Response data tab → Open MA Profile Diagnosis. Check: did the profile enter the flow? At which node did they stop? If they reached the Email node but the timestamp shows they passed through instantly, check their subscription consent — they may have been skipped because they unsubscribed. If they never entered, check the Listen node trigger conditions and Flow Settings → Subscriptions.
Diagnosing why a flow has high cancellation rate
Scenario: The report shows 40% of profiles are being cancelled instead of completing.
Action: Node Stats → check which node has the highest "Left the flow" count. If it's concentrated at one node, investigate: was that node deleted and recreated? Is the Terminate tag being applied by another flow or an import? Use Profile Diagnosis on several cancelled profiles to see exactly where they dropped off and compare timestamps. Check Flow Settings → Terminate to see if the tag is too broadly applied.
Troubleshooting
Problem | Likely cause | Solution |
Report shows 0 profiles across all metrics | The flow was just activated (data takes up to 10 minutes to populate), or no profiles have triggered the Listen node event yet | Wait 10 minutes and refresh. If still empty, verify the Listen node trigger is configured correctly and the event is actually firing. Check Flow Settings → Subscriptions. |
Profile Diagnosis shows no data for a known profile | The profile may not have entered this specific flow, or their data hasn't synced yet | Verify the profile's Response data tab in Audience — look for Marketing Automation entries related to this flow. If there are no entries, the profile never triggered the Listen node event. |
"Completed" count is lower than expected | Profiles may be stuck in a Time node, waiting in a Wait for Event node, or accumulating in a node with missing connections | Check Node Stats for high "In the node" counts. Verify all nodes are connected and configured (no Draft badges). |
Node shows profiles "Left the flow" but no Terminate tag is set | The node may have been deleted while the flow was paused (which ejects all profiles in that node), or the flow was stopped | Check the flow's edit history. Review whether the flow was stopped and restarted. Profiles ejected by node deletion still appear in statistics but are no longer active. |
Export from Node Stats is empty | No profiles are currently "In the node" — they've all completed or left | Exports only include profiles currently in the node. If you need historical data, use the Overview tab's graph or Profile Diagnosis for individual profiles. |
Email node statistics differ from the Email Report | Node Stats counts profiles passing through the node; the Email Report counts email-specific metrics (delivers, opens, clicks, bounces) | Both are correct — they measure different things. A profile can pass through the Email node (counted in Node Stats) without the email being successfully delivered (e.g. if consent is missing, the email is skipped). The Email Report reflects actual send/delivery metrics. |
What's next?
Navigate the Marketing Automation Canvas — Learn about Node Stats on the canvas and how to work with the bottom bar.
Export Profiles — How to export profiles from reports, subscriptions, and segments.
Troubleshooting Your Marketing Automation Flow — Extended troubleshooting guide for flow issues.
Create a Marketing Automation Flow — Flow settings and setup reference.