Learning Objective
By the end of this guide, you'll know how to access campaign stats, understand key metrics like the funnel progression and campaign statistics, analyze performance by step, review positive and negative signals, use deduplicated stats correctly, and optimize campaigns based on performance data.
Why This Matters
Campaign stats show what's working and what's not. Without analyzing stats, you're guessing which messages get replies, which steps lose engagement, and where leads drop off.
Campaign stats help you:
Identify top-performing steps – Double down on what works
Spot bottlenecks – Fix steps where leads disengage
Optimize A/B tests – Compare sequences with data
Refine targeting – Adjust based on engagement patterns
Prove ROI – Show stakeholders campaign effectiveness
Prerequisites
Before reviewing campaign stats:
You have campaigns running with sent messages
Leads have engaged (opens, clicks, replies) to generate stats
You're ready to analyze and optimize based on data
How to Access Campaign Stats (How-to Guide)
You can review stats from the campaign report view. Once you’re inside the campaign report, you’ll use Overview for deduplicated, funnel-style insights and Step details for step-by-step performance.
Step 1: Open the campaign report
Go to Campaigns, then click the campaign you want to analyze to open its reporting area (campaign report view)
Step 2: Use the Overview tab for high-level performance
From Overview, you can see your campaign’s deduplicated performance summary (funnel progression + aggregate stats)
Step 3: Review the Funnel lead process (progression)
In Funnel lead process, review how leads move through key stages (e.g., contacted, opened, answered, interested, interrupted). This view focuses on the last recorded activity for each lead, so each lead appears only once (deduplicated overview)
Step 4: Review Campaign statistics (positive and negative signals)
In Campaign statistics, review:
Lead stats (e.g., leads in campaign, launched, reached)
Deliverability stats (messages sent, not sent, delivered)
Positive signal stats (open rate, clicked rate, replied rate, booked, interested, invitation accepted)
Negative signal stats (bounced, unsubscribed, not interested)
Use this section to quickly identify whether issues are coming from deliverability (bounces / not sent), engagement (opens/clicks/replies), or targeting/message mismatch (unsubscribes / not interested)
Step 5: Identify best-performing steps (what to replicate)
Scroll to Best performing steps to see which steps perform best by outcome (e.g., Invited, Sent, Delivered, Opened, Clicked, Replied). Use this to identify the strongest message types, formats, and timing patterns to reuse in future sequences
Step 6: Switch to Step details to analyze performance step-by-step
Click Step details to view performance directly on the sequence canvas (per step), helping you pinpoint exactly where engagement drops or conversions happen
Step 7: Interpret stats on the sequence canvas
In Step details, each step displays its performance so you can compare steps and identify underperformers (for example, a step with strong sends but weak replies)
Step 8: Customize which stats are displayed
In the left panel, use Statistics to display to choose which metrics you want shown on steps (e.g., Opened, Clicked, Replied, Booked, Interested, Accepted, Not Sent, Unsubscribed, Bounced, Not interested)
Understanding Deduplicated Stats
In the Overview, each lead is counted only once, regardless of how many steps they go through. This helps you interpret rates based on unique leads rather than message volume.
Example 1: One Lead Through Multiple Steps
Scenario:
Campaign has 3 email steps
1 lead receives all 3 emails over several days
In the Overview:
1 lead contacted (for the entire period)
The graph reflects 1 lead contacted (not 3 emails sent)
This reflects how many leads were contacted, not the number of emails sent.
Example 2: Multiple Leads with Different Steps
Scenario:
Campaign has 3 email steps and 2 leads
Lead A receives all 3 emails
Lead B receives only the 1st email
In the Overview:
2 leads contacted under sent/contacted-related stats
This counts the total number of leads contacted, regardless of how many steps each received.
💡 Why this matters: Deduplicated stats focus on leads contacted rather than volume of messages sent, making it easier to interpret engagement rates.
Analyzing Negative Stats
Review negative stats to identify issues:
Negative metrics:
Bounces – Emails that didn't deliver
Unsubscribes – Leads who opted out
Not interested – Leads who explicitly indicated no interest
Not sent – Messages that were not sent (often due to settings, limits, or deliverability rules)
💡 Tip: Use negative signals to decide whether to improve data quality (bounces), message relevance (unsubscribes / not interested), or configuration (not sent).
For more info, see: The other side of campaign metrics
Using Campaign Stats for Optimization
With these insights, you can:
✅ Identify underperforming steps or channels – Focus on fixing weak points
✅ Adjust targeting strategy – Refine your audience based on engagement
✅ Refine A/B tests – Compare sequences with clear performance data
✅ Optimize send times – Use step performance to find best engagement windows
✅ Improve copywriting – Analyze which subject lines and messages get replies
Troubleshooting
Issue: Stats show 0 opens or clicks
Fix:
Verify campaigns are sending (check sent/delivered stats)
Ensure tracking is enabled in campaign settings
Check that emails aren't landing in spam (send test emails to yourself)
Issue: Deduplicated stats seem lower than expected
Fix:
This is expected behavior—stats count each lead once, not total messages sent
Use Step details to understand performance per step
Issue: Can't export campaign results
Fix:
Use the campaign menu options to export results
If unavailable, check permissions (some team roles may be restricted)
Optimization Tips
Review stats weekly: Schedule time each week to analyze campaign performance and make data-driven adjustments.
Compare best-performing steps: Reuse patterns from the steps that generate the best outcomes.
Monitor the funnel regularly: Use the funnel lead process to quickly confirm leads are progressing and not getting stuck.
Track negative stats proactively: High bounce or unsubscribe rates signal data quality or messaging issues—address early.
Related Articles