Every email you send in Conversion—whether it’s a one-time blast or part of a workflow—comes with detailed performance metrics. These reports help you measure deliverability, engagement, and outcomes for your campaigns.
You can access performance by tapping into an individual email and navigating to the Performance tab.
Key metrics
Open rate: Percentage of delivered emails that were opened.
Click-through rate (CTR): Percentage of delivered emails that had a link clicked. CTR can exceed 100% if recipients click multiple links in the same email.
Bounce rate: Percentage of emails that failed to reach the inbox.
Unsubscribe rate: Percentage of recipients who unsubscribed after receiving the email.
Other breakdowns include:
Unique vs. total opens: Unique counts each recipient once, while total counts every open (e.g. someone who opened 3 times = 3 total opens, 1 unique open).
Unique vs. total clicks: Same as above, but for link clicks.
Filtering out bots
By default, Conversion tracks all opens and clicks. The “Include bots” toggle lets you choose whether to include machine activity (like security scanners) in your metrics.
Off (recommended): Metrics reflect only human activity.
On: Metrics reflect all activity, including bots.
Querying and filtering performance
Conversion makes it easy to analyze performance for specific groups:
Query by segment: Filter results by any audience or criteria (e.g. show metrics only for MQLs or enterprise accounts).
Filter by timeframe: View results by day, week, or month. Choose custom date ranges to track performance over time.
Link performance
The Top-performing links section shows a breakdown of which links in your email were clicked and how often. This helps you identify what content drove engagement.
Blasts vs. workflows
Blasts: You’ll see metrics for the entire audience at once, with aggregate reporting on opens, clicks, and unsubscribes.
Workflows: You can view performance at the email level inside a workflow and also in the workflow context (how many entered, completed, or exited a path).
Best practices for using metrics
Use unique metrics to understand audience engagement, and total metrics to understand message exposure.
Check performance with bots filtered out for the most accurate picture.
Use query filters to see how different segments (like MQLs or customers) respond differently.
Compare top-performing links to refine your calls-to-action.
Monitor unsubscribe and bounce rates to maintain strong deliverability.
What’s next?
Once you’re comfortable with email performance reports, explore:
Workflow metrics to see performance in the context of entire journeys.
Audiences to filter reporting by lifecycle stage, persona, or lead score.
Variables and snippets to personalize content and improve engagement.