The Sequence reports page is a great resource with valuable statistics.
In this article, we’ll go over the meanings of all the numbers provided on this page.
First things first: go to Sequences under the Send tab in the navigation and click the Sequence whose stats you want to get. Then, click into the Reports page at the top of the screen:
You'll be directed to the Reports page:
The Reports page is divided into two main sections:
The sidebar, and
The per-email stats on the main body of the page.
We’ll go over each section in more detail below. The main distinction to understand is that the stats in the sidebar are global to this particular Sequence. In contrast, the per-email stats are specific to those individual emails only.
The sidebar
Unconfirmed
This is the number of subscribers unconfirmed in this Sequence.
This means that you have double opt-in enabled on your Form or Landing Page and that these subscribers have not clicked the confirmation button in the incentive email sent to them to confirm their subscription.
Click the Unconfirmed category in the sidebar to view the list of unconfirmed subscribers.
Subscribers
This is the number of subscribers active in this Sequence.
Click the Subscribers category in the sidebar to view the list of active subscribers.
You can also download a CSV file of these subscribers by clicking Download (CSV).
Completed
This is the number of subscribers who have been added to this Sequence via a Visual Automation and who have received all of the Sequence's emails.
Click the Completed category in the sidebar to view the list of completed subscribers.
Once subscribers are marked as "Completed" for a Sequence, they generally won't receive further emails from that Sequence. This is even if you subsequently add new emails to the end of the Sequence.
Subscribers marked as "Completed" can receive new emails you add to the end of that Sequence only if you have set it up as an evergreen Sequence.
NOTE: The "Completed" status applies only to subscribers who had been added via a Visual Automation. If a subscriber had been added to the Sequence manually or via an Automation Rule, they will still be considered "active" on the Sequence even after reaching the end. They will not receive the "Completed" status.
Instead, the subscriber will continue to receive any emails you subsequently add to the end of the Sequence. This is as long as these new emails come after the last email they received from the Sequence, because subscribers will never "jump" backward in Sequences).
Removed
This is the number of subscribers who were taken out of this Sequence, either because they were pulled out by an automation or a Bulk Action.
Click the Removed category in the sidebar to view the list of removed subscribers.
Unsubscribers
This is the number of subscribers who have been removed from this Sequence, for one of the following reasons:
They unsubscribed from your list via an email in the Sequence
They unsubscribed from your list via another email sent from your Kit account (such as a Broadcast or an email in a different Sequence)
They were deleted or otherwise removed from your Kit account
Click the Unsubscribers category in the sidebar to view the list of unsubscribed subscribers.
You can also download a CSV file of these subscribers by clicking Download (CSV).
Open rate
The average open rate for all emails in this Sequence.
Click rate
The average click rate for all emails in this Sequence.
Ad earnings
The net ad revenue you've earned from all emails in this Sequence (after our 23.5% commission).
Emails overview
Open rate
The open rate for this specific email.
Click rate
The click rate for this specific email. It is calculated using this formula:
Click rate = Number of sends of this email with at least one link click / Total number of sends of this email x 100
NOTE: Even if a subscriber clicked multiple links in the email, that email will still be counted only once for click rate calculation purposes.
Sends
The number of subscribers this email has been sent to.
Unsubscribers
The number of subscribers who unsubscribed from your list via this particular email.
NOTE: If you add up the total unsubscribers in this column, this number may be lower than the total number of unsubscribers displayed on the sidebar.
This is to be expected, because the total number of unsubscribers in the sidebar includes those who have been removed via emails outside of this Sequence. However, the total number of unsubscribers in the per-email stats does not include these subscribers.
View individual subscriber actions
Click any email in the Reports page to access even more stats for that email:
The default view is Engagement Overview, where you can see the email's number of sends, open rate, click rate, and unsubscribes, and the number of subscribers who clicked each link in the email.
Click Content in the right sidebar to review your email content.
Alternatively, click Recipients, Opens, Clicks, and Unsubscribes in the right sidebar to see which subscribers took action to fall under each of these categories.
For Clicks, you also have the option to identify the subscribers who clicked each link by clicking the number of subscribers (as shown below):
NOTE: While there is no time limit on how long we'll track email data, we no longer update email data for emails sent before Aug 1, 2023.