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Once your Flows are live, you’re going to want to check in on their performance to track their engagement metrics, revenue, and delivery. Below is a guide on how to find your Flows’ reporting, and how to interpret it.

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Flows Table

To see your Flows’ performance at a glance, navigate to your Flows on the left side of your dashboard. You’ll find the following table: Within your Flows table, you’ll get a line-by-line preview of each automated flow, their name, trigger, status, and the following metrics:
The total number of contacts whose email server or cell provider sent Privy a response stating that the message was delivered.
The total number of contacts who had an email delivered and opened the email. Privy embeds an invisible image into the email message once it is sent when you send an email. When your recipient views the email and the images load, Privy knows that the email was opened.  If the recipient’s email client doesn’t allow the image to load, Privy will not track the email open.
The percentage of contacts who had an email or SMS message delivered and clicked on any link in the message.
The percentage of contacts who had an email or SMS message delivered and unsubscribed from further messages.
The total revenue collected from all messages in this series. Privy uses a last-touch model with a 7-day attribution window. If a customer has opened/clicked multiple messages within the seven days proceeding a purchase, the revenue will only count toward the most recent message. 

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Individual Flows

To drill down on a specific Flow’s reporting:
  • Navigate to your Flows page.
  • Locate and click on the desired Flow.
You can view or hide analytics in your Flow builder to get a preview of each message’s performance. See below. To access more detailed reporting, click Reporting in the upper right corner of your Flow builder. At the top of your reporting page, you’ll find your Flow’s name and status; your Flow’s trigger, and last updated date; the option to edit your Flow. This page also contains metrics on your Flow’s revenue, engagement, delivery, and allows you to view and access each individual message’s performance. Click below to learn more about the metrics available to you.
Your Performance card will show you the overall revenue, average revenue per message, and average order value attributed to your Flow.
Your Engagement card will show you the open, click, and order rates associated with your Flow.
Your Message Performance card will list out each message within your Flow, along with line-by-line metrics such as delivered, opened, clicked, ordered, and the revenue attributed.
Your Deliverability card shows you the total messages sent in this flow, as well the percentage of messages successfully delivered to your recipients’ inboxes.For email messages, you also get insight into your message’s bounce rate, unsubscribe rate, and number of spam complaints.

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Individual Messages

To drill down even further into a specific email or SMS message within your Flow:
  • Scroll down to the Message Performance card on your Flow’s reporting page.
  • Locate and click on the desired email or SMS message from the table.
You’ll be brought to its own individual Reporting page along with:
  1. Overview: revenue performance, engagement, and delivery.
  2. Contact Activity: view all recipients and filter by their activity (opens, bounces, etc)
  3. Link Clicks: view the number of interactions associated with each link in your email.
  4. View email: view a preview of the email itself.
Note: Individual SMS Reporting pages will not show the Link Clicks or View Email tabs.
If you want to return to your Flow’s Reporting page, just click Back to Overview in the upper left corner of this page.

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Attribution Model

In marketing, attribution refers to identifying and assigning credit to the various touch points a customer interacts with before making a purchase. It can help you understand which marketing efforts are driving conversions and generating revenue. Privy attributes an order if a contact engages (opens or clicks) with a marketing message and completes the order within 7 days. There are a few more points to keep in mind:
  • Last Touch Attribution: Orders are attributed to the last message a contact engaged with. For example, if a subscriber opens a Campaign email and later opens an Abandoned Cart Automation email before purchasing, the order is attributed to the Abandoned Cart Automation.
  • Multi-Channel Attribution: Privy evaluates each channel’s attribution window separately when using multiple message channels (SMS or email). This determines if either channel should receive revenue attribution at the time of purchase.
  • Conversion Window: The conversion window for both email and SMS is 7 days, starting from the moment of engagement.
  • Contact-based Attribution: Privy uses a contact’s email address and phone number to attribute an order back to a contact.
For more information on how Privy’s attribution model works, check out this FAQ article.