You can and should revisit your automations to look for ways to deliver even better experiences — and better results. That’s where performance mode steps in. It’s the ultimate reporting tool, showing you where your results are coming from and where to focus your efforts.
In this video, I’ll cover performance mode basics, and we’ll take a tour of the six reports available in performance mode. Ready? Let’s jump right in.
Each of the 6 performance mode reports gives you a different view of how your automation is working. We’ll go through all of them in a second, but first a couple of things about performance mode in general.
First, one of the coolest things here is that you can click on any of the numbers in these reports, and you’ll be taken to a collection of those contacts... which is really handy. Sometimes you’ll want to be able to send a quick broadcast email to a specific group of people at a certain spot in your automation — or redirect that group to another automation.
It’s also important to know that the numbers you see in all these reports are unique contacts. So if the same contact runs through your automation twice, they’ll only appear once in the data.
Last, take a peek at your date range. By default, it’s set to 30 days, which means that ONLY contacts who were added to this map in the last 30 days will be reflected in the stats. To see more data, reset your time window. The numbers will recalculate showing you the data for contacts that were added during your selected timeframe.
Now, let’s dive into the 6 reports.
Contact flow is the first performance mode report and the most obvious one. It shows how your contacts have flowed through the automation in the past, and where they are now.
As you look at the contact flow report, you’ll see a bunch of numbers on various elements.
Here’s what they mean:
“Contacts were here” refers to the total number of contacts who visited a particular element but are not there now.
“Contacts here now” refers to the total number of contacts who are currently sitting on an element.
You’ll notice that no contact “sits” on a filter or action element, because those happen instantly. So on those elements you’ll see that people ‘were here’ because the contact is automatically moved to the next element. But, you’ll see contacts “here now” on wait elements, end elements, and add to automation elements.
“Contacts’ conversion rate” is the percent of contacts on the map who achieved a certain goal.
If you have a ‘Page is Visited’ trigger, you’ll see these two stats:
“Were here” is the number of contacts in your account who actually got added to the trigger.
“Total visitors” includes all page visits, even from anonymous visitors who aren’t on this automation.
Be aware of this button on email elements that shows you the stats for that email. This includes the number of sends, opens, clicks and opt-outs an email message has received — so you have a sense of how that message is performing overall.
Now, let’s move on to the second report in performance mode, the funnel conversion report. Funnel conversion shows how effectively your contacts are moving from one goal to another by giving you the percentage of people who reached each goal after starting at a selected trigger.
For example, if your trigger is a completed lead capture form, and your first goal is an ebook download, the second is a demo request and the third is a product purchase, this report will show you the conversion rate from goal to goal.
This can be really interesting when you have more than one trigger on your map… for example, maybe you have 3 different ebooks and a trigger for each at the top of the map. By looking at the funnel conversion report, and clicking each of the triggers, you’ll see which of your ebooks is driving the most conversions to sale.
The third performance mode report is lifetime value. Here you’ll see the average (and total) amount spent among contacts as they move through your automation.
This stat is particularly useful to advertisers who want to know how long it takes them to earn back the money they spent on ads. By showing the average amount spent over time as contacts move through your process, you can get a sense of both how long it takes to make a sale and get your ad dollars paid back.
Fourth, we have the goal conversion rate report, which refers to the likelihood of a contact achieving a selected goal based on their past activity.
For example, if your goal is a product purchase, you’ll be able to see how likely a contact is to eventually buy your product based on where they are on your map. This insight allows you to see, for instance, that people who downloaded an ebook are maybe 7% likely to buy. But if they go through a demo with your team, that number increases to 31%. Maybe you’ll be inspired to invest time in encouraging more leads to get through your demo process to make more sales.
Fifth is the goal conversion time report, showing you how long it takes for contacts to achieve a goal at each step. Time to conversion is an important metric for advertisers because, again, you’re always looking for ways to decrease the time it takes to earn your advertising dollars back.
By clicking on a goal in this report, you’re able to see the average time between a contact arriving at each step and their achievement of your selected goal. Let’s say you have 3 landing pages with 3 different ebooks at the top of your automation, and you have a goal to track the purchase of your product down below. By selecting the goal conversion time report and clicking on your purchase goal, you might see that it takes 3 times longer for leads from one of your ebooks to buy your product than it does for leads from another ebook. And that might be useful information about where you’ll invest in future advertising efforts.
Let’s move on to our sixth and final performance mode report, goal conversion point. This report answers the question: “Which elements on my automation are driving the most/least goal conversions?” It’ll show you where your contacts were on the map when they achieved the goal.
Since achieving goals means people are moved to the goal on the map, it’s often useful to know where they were right before they got moved.
For instance, say you have 10 emails in a sequence followed by a purchase goal. If you click on that goal in this report, you’ll see how far down your follow-up sequence most users are before buying. You’ll also be able to identify which email was sent most recently before the purchase.
We’re not done quite yet! If you are a Pro or Enterprise user, you’ll also see a tracking feature in performance mode. This tool allows you to filter the results you see on the map based on the lead source, which is useful for optimizing your marketing performance. We’ll cover it in detail in another section of this course.
Congrats! We’ve made it through a tour of the performance mode basics and how to use each of the six reports. In other videos, I’ll walk you through some of the more advanced element types.