Brevo Adds Automation Reports for Marketing Workflows

October 14, 2026

Brevo introduced an expanded Automation report for individual marketing workflows on October 14, 2026. The reporting page brings together workflow progression, message deliverability, opens, clicks, and other engagement metrics across email, SMS, and additional communication channels. Rather than reviewing each message in isolation, marketing teams can evaluate how contacts move through an entire automation and identify the steps where performance changes.

The update is particularly relevant to businesses running multichannel customer journeys. A welcome series, abandoned-cart flow, or reactivation campaign may involve several messages and decision points. Brevo now provides an aggregated view alongside the step-level statistics already available in the workflow editor.

A Dedicated Report for Each Automation Workflow

The Automation report is a separate analytics page associated with an individual automation. Brevo previously displayed key statistics directly inside the workflow editor, including the number of contacts passing through particular steps and the engagement generated by individual messages. The expanded report organizes those results into dedicated sections and supports analysis across channels and time periods.

To open it, go to Automations → Workflows, open the menu for the relevant workflow, and select View report. Use the date-range and channel filters to focus on the period and communication types you want to investigate.

Workflow Overview: Started, Active, Finished, and Removed Contacts

The Overview section summarizes the movement of contacts through the automation. It distinguishes people who entered a workflow, those still progressing, those who completed it, and those who left before completion. In addition to absolute counts, Brevo reports proportions such as the completion and exit rates.

For a multistep email sequence, this breakdown helps show how many contacts advance through the complete journey and how many leave along the way. It can point marketers toward overly restrictive conditions, unexpected exits, or delays that deserve closer inspection.

A low completion rate is not automatically a problem. In an abandoned-cart automation, for example, a purchaser may be intentionally removed from the reminder sequence after placing an order. The correct interpretation depends on the workflow's design and exit rules.

Channel Performance Across Email, SMS, and Other Messages

The report consolidates engagement and delivery statistics for the messages sent by a workflow. Its Channel performance view provides a way to compare outcomes across the channels used in a single customer journey, rather than assembling several separate message reports.

For email, marketers can review delivery and open rates, unique clicks, and unsubscribes. SMS statistics include sends, deliveries, and, where tracking is supported, link interactions. The precise metrics available depend on the communication channel and how the messages are configured.

Consider an abandoned-cart journey that sends an initial email and follows with an SMS reminder. The channel-level view helps teams compare the contribution of each communication step. However, Email opens and SMS deliveries measure different behaviors: SMS delivery confirms arrival at a device, not that the recipient read the content.

Deliverability, Opens, and Clicks

Brevo divides detailed message reporting into sections that answer different questions: Did the message arrive? Was any interaction recorded? And which content generated the click?

Deliverability

The Deliverability section distinguishes successful deliveries from temporary failures (soft bounces) and permanent failures (hard bounces). These figures help identify problems with contact data, recipient domains, or individual message steps before assuming that poor engagement is caused by the message itself.

Opens and Email Privacy

Open reporting includes total opens and the open rate, but those figures require context. Apple Mail Privacy Protection and similar technologies can load email content automatically, so a recorded open does not necessarily establish that a subscriber read the message. Brevo also reports contacts whose interactions cannot be tracked reliably.

Clicks and Links

The Clicks section distinguishes total clicks from unique clicks. It also reports click-through and click-to-open rates, alongside the performance of individual links. Depending on the report view and account capabilities, marketers can examine engagement by step, recipient domain, and device, and use additional email reporting such as click heatmaps.

For a workflow with several emails, the breakdown can reveal a particular message where engagement falls. A change in link clicks, however, does not by itself identify whether the issue is the offer, audience, timing, or creative design.

Analyze Individual Workflow Steps

The full report complements the statistics displayed on the automation canvas. Within the workflow editor, marketers can still see how many contacts pass through each step and inspect performance figures for individual messages, including sends, opens, clicks, and unsubscribes.

Workflow logs add another layer of investigation. If a large share of contacts exits after a specific condition, the team can inspect the relevant step and review the contacts associated with that outcome. This is particularly useful for automations containing branches, delays, eligibility filters, and alternative exit paths.

The practical distinction is between two levels of analysis: the full report shows the overall health of the automation, while step statistics and logs help explain where particular results originate.

Using Automation Reports to Improve Direct Marketing

Workflow reporting is valuable when marketing performance must be evaluated as a sequence rather than as a collection of unrelated sends. Different programs call for different interpretations:

• Welcome journeys: monitor how contacts progress through the series and identify emails where engagement drops.
• Reactivation programs: examine unsubscribe rates and early exits to evaluate whether the sequence remains appropriate for inactive contacts.
• Abandoned-cart recovery: compare email and SMS responses while accounting for planned exits after a purchase.
• Multichannel onboarding: review progression and delivery performance across several messages and channels.

These insights help teams identify where to investigate customer experience, messaging, eligibility conditions, and delivery. They do not automatically establish the business impact of the automation. A message can achieve a high open or click rate without generating incremental sales, and an attributed order may have occurred even without the automated message.

About Brevo and Its Marketing Automation Platform

Brevo provides tools for direct marketing and customer communications, including email, SMS, WhatsApp, segmentation, customer data management, and CRM capabilities. Its Marketing Automation product lets organizations build workflows triggered by customer behavior, profile changes, or other events. Marketers can define entry conditions, delays, branches, audience rules, and messages delivered through multiple channels.

The October 2026 reporting update brings the operational and communication results of those workflows into a more unified view. For companies running complex lifecycle programs, the main benefit is faster identification of friction points between a contact's entry into an automation and the completion, removal, or ongoing progression of that contact through the journey.