# Analytics

See how a running automation is performing — messages sent, delivery rate, CTR, conversion rate, revenue, cost, ROAS, unsubscribes, and a per-message breakdown of the sequence.

**Language:** en
**Audience:** platform
**Translation key:** platform.automations.analytics
**Search keywords:** automation analytics, automation metrics, automation insights, insights, messages sent, delivery rate, clicks, ctr, click rate, conversion rate, conversions, revenue, automation cost, roas, unsubscribes, per message, per-step performance, per-message breakdown, performance, results
**Related pages:** /platform/es/automations/analytics, /platform/en/automations, /platform/en/automations/sequences, /platform/en/automations/managing, /platform/en/campaigns/campaign-analytics, /platform/en/insights/messaging-performance
**Docs index (every page):** https://docs.instasent.com/llms.txt
**This zone's index:** https://docs.instasent.com/platform/en/llms.txt
**This page:** https://docs.instasent.com/platform/en/automations/analytics/ (HTML) · https://docs.instasent.com/platform/en/automations/analytics.md (Markdown)
**Other language (es):** https://docs.instasent.com/platform/es/automations/analytics.md

Automation analytics show how a running automation is doing — how many messages
it sent, how many were delivered and clicked, how much it converted and earned,
and how each message in the sequence contributes. The view is **read-only**: it
reports on the automation, it doesn't change it.

## Where it lives

Each automation has an **Insights** tab in the builder. The tab appears once the
automation has been **activated** — a draft has nothing to report, so it isn't
shown there. As soon as you activate, the panel is live; until the automation
has actually sent messages it simply shows zeros, then fills in as data arrives.

![The Insights tab of a just-activated automation, with the metrics panel showing zeros before any messages have been sent](/platform/en/automations/images/analytics--1-insights-tab.png)
*The Insights tab of an automation right after activation: the panel is live but still empty until the automation sends its first messages.*

## What it shows

The panel mirrors the metrics you already get on a
[campaign](/platform/en/campaigns/campaign-analytics), reported for the
automation as a whole. Many of these labels appear in English even when the
dashboard is set to another language.

### The funnel

A four-stage funnel reads left to right, each stage as a share of the one before:

- **Messages Sent** — the total messages dispatched to the carrier (delivered,
  failed, expired and enqueued combined). A sub-line shows the share that
  **expired**.
- **Delivery rate** — delivered messages divided by sent. A sub-line shows the
  share that **failed**.
- **CTR** — click-through rate: the unique recipients who clicked at least one
  link, divided by delivered. A sub-line shows the click count.
- **Conversion rate** — recipients who completed a tracked goal, divided by
  delivered. A sub-line shows the order count.

### The KPI cards

Below the funnel, four cards summarise the money and the opt-outs:

- **Revenue** — total revenue attributed to the automation (the sum of order
  amounts across conversions), with the average revenue per order.
- **Automation cost** — total spend on the automation (the sum of per-message
  costs across every message sent), with the average cost per message.
- **ROAS** — return on ad spend: revenue divided by automation cost, shown as a
  multiplier (e.g. `4.20×`). Its sub-line shows EPM (earnings per message —
  revenue ÷ messages sent).
- **Unsubscribes** — recipients who opted out after the automation, divided by
  delivered, with the raw opt-out count.

### Per-step performance

When a sequence has more than one message, a **Per-step performance** section
breaks the same four-stage funnel down **for each message** in the chain. This
is where automation analytics differ from a campaign's: you can see exactly
where each leg of the sequence drops off relative to the one before, so you know
which message is carrying the results and which is losing people.

For account-wide reporting across all your messaging, see
[Insights](/platform/en/insights/messaging-performance).

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This is one page of the Instasent documentation. For the complete machine-readable index of every guide and API reference, fetch https://docs.instasent.com/llms.txt — start there for full context.