Insights
Analytics & Reporting
Executed, impressions, clicks, conversions and their value, on every flow, campaign and message step.
Analytics tell you what’s working so you can do more of it. xUpsell doesn’t have a separate analytics page — the numbers sit right next to the thing they describe: on your list of workflows, on each workflow’s overview, on each step inside a workflow, and on each campaign.
Where to Find Analytics
| Where | What you get |
|---|---|
| Workflows page | A table of every automation with its Executed, Impressions, Clicks, CTR, Conversions and Conversions value side by side — the fastest way to compare workflows |
| Workflow overview | Click a workflow’s name to open it: four metric cards for that workflow, plus a preview of the flow |
| Workflow editor | Every email, SMS/MMS and push card on the canvas carries its own sent / clicks / link CTR / failed counts |
| Campaign | Open an existing campaign from the Campaigns page: four metric cards appear at the top of the campaign |
The Workflows Table
The Workflows page doubles as your reporting table. Alongside the name, type and status of each automation you get:
| Column | What It Means |
|---|---|
| Executed | How many times the workflow ran (each customer entering the workflow counts as one run) |
| Impressions | How many messages the workflow successfully sent — emails, SMS/MMS and push notifications that went out without an error |
| Clicks | How many times a tracked link in those messages was clicked |
| CTR | Clicks as a percentage of runs |
| Conversions | How many orders were attributed back to this workflow |
| Conversions value | The total value of those orders, in your store’s currency |
You can switch between the All, Active and Inactive views, and sort by name, status or creation date.
Workflow Analytics
Click a workflow’s name to open its overview page, which shows four metric cards:
| Metric | What It Means |
|---|---|
| Executed | How many times the workflow ran |
| Impressions | How many messages it successfully sent |
| Clicks | How many times a tracked link was clicked |
| Conversions | How many orders were attributed back to this workflow |
Note for post-purchase workflows: On a post-purchase upsell workflow the same four cards are relabelled to fit the offer flow. Executed counts the checkouts that reached your post-purchase page, “Impressions” becomes Offers declined, “Clicks” becomes Offers accepted, and Conversions shows the acceptance rate as a percentage.
Step-by-Step Analytics
Open a workflow in the editor and look at the top of each message card. Every email, SMS/MMS and push step shows its own numbers:
- sent — how many times this step ran
- clicks — how many of those messages had a tracked link clicked
- link CTR — clicks as a percentage of the times the step ran
- failed — how many of those runs failed (a bad email address, a missing phone number, a send limit reached)
This is where you find the weak link in a sequence: a first email with a healthy CTR and a follow-up at 0% tells you exactly which message needs rewriting. A rising failed count usually means a delivery problem, not a copy problem — check Settings → Mailbox management or Settings → SMS & Communications.
Campaign Analytics
Open a campaign from the Campaigns page and four metric cards appear at the top:
| Metric | What It Means |
|---|---|
| completed | How many times the campaign’s message flow ran — in other words, how many recipients it processed |
| Impressions | How many messages were successfully sent |
| Clicks | How many times a tracked link was clicked |
| Conversions | How many orders were attributed back to the campaign |
Good to know: A campaign’s numbers come from the message flow attached to it, which is why they only appear once the campaign has been saved and has a flow. A campaign you haven’t sent yet shows zeros.
What Gets Tracked, and How
Impressions are sends, not opens. xUpsell counts a message the moment your provider accepts it. It does not track email opens, so a high impression count means “delivered”, not “read”.
Clicks come from tracked links. Every link in an email you send is rewritten so the click is recorded before the shopper is forwarded to your store, and clicks on push notification buttons are recorded too. Links in SMS carry campaign tags but are not click-tracked, so SMS clicks don’t appear in these numbers.
Every workflow gets its own campaign tag. When you create a workflow, xUpsell registers it with Shopify as a marketing activity and gives it a unique set of UTM tags (utm_source=xupsell, utm_medium=cross_channel, and a campaign tag unique to that workflow). Those tags are appended to the links in its messages, so the traffic shows up in your Shopify reports as well.
How Conversions Are Attributed
Conversions are counted at the order level, using Shopify’s own customer-journey data:
- A shopper clicks a tracked link in one of your messages and lands on your store with that workflow’s campaign tag
- They place an order
- xUpsell reads the campaign tag from the first visit in that order’s customer journey and matches it back to the workflow
- If it matches, the order counts as one Conversion, and its total is added to Conversions value
Example: A customer enters your abandoned cart workflow, clicks through the tracked link in the email, and completes a purchase. That order is attributed to the workflow.
Important: Because attribution uses the first visit of the customer journey, an order is only credited when the shopper’s journey started from your message’s link. If they first found you through search or an ad and only later clicked your email, Shopify records a different first visit and the order won’t be attributed — even though your message helped. Treat Conversions as a floor, not a full picture.
Frequently Asked Questions
How long until I see analytics data?
Data starts appearing as soon as your first workflow runs. Give it a bit of activity before reading too much into the numbers.
What counts as a “conversion”?
An order that Shopify’s customer-journey data traces back to a link in one of your xUpsell messages. No click on a tracked link means no attribution.
What’s the difference between clicks and impressions?
Impressions count the messages that went out successfully. Clicks count how many times someone clicked a tracked link in them. Clicks are a much stronger signal of engagement — impressions only tell you the message was delivered.
Does xUpsell track email opens?
No. There’s no open rate anywhere in the app. Judge performance on clicks and conversions instead.
Why don’t my SMS clicks show up?
SMS links carry your campaign tags but aren’t routed through xUpsell’s click tracker, so they aren’t counted as clicks. Orders that come from those links can still be attributed as conversions through the campaign tag.
My workflow shows 0 conversions but I know people are buying. Why?
Three usual causes: the workflow’s messages contain no tracked link for anyone to click; nobody has clicked one yet; or the buyers’ customer journeys started somewhere else (search, ads, direct), in which case Shopify credits that first visit rather than your message. Also check the workflow is actually on and its trigger is right.
Where can I see how one specific email in a sequence performed?
Open the workflow in the editor. Each message card carries its own sent, clicks, link CTR and failed counts, so you can compare the steps of a sequence against each other.
Do push notifications appear in these numbers?
Yes. Push notifications count towards a workflow’s Impressions, and clicks on their buttons are recorded as Clicks. (They don’t count towards your plan’s send limit — push is unlimited on every plan.)