1. Apollo
  2. Engage
  3. Sequences

Report on Sequences

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Updated

Overview

Sequences are outreach campaigns that help your team engage contacts through planned emails, calls, social touchpoints, and other tasks.

Use sequence reporting to understand how contacts move through your outreach and identify opportunities to improve performance. You can compare activity and potential issues across your team's sequences or examine the statistics, health, funnel, and audience engagement for an individual sequence.

Check out the following sections to report on team-wide and individual sequence performance.

 
The AI Whisperer

Did you know? You can use the AI assistant on Apollo to report on sequences in seconds. Just ask what you want to see in natural language.

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Report on Team-Wide Sequence Performance

Use team-wide sequence reporting to identify trends and issues across your organization's outreach. Analytics compares results across teams, sequences, emails, calls, and audience segments. Diagnostics surfaces domain, integration, tracking, and contact data issues that could disrupt sequence performance.

Use sequence analytics to compare performance trends across your team. You can review your highest-performing sequences, sequence step performance, email replies, calls, and audience engagement.

To use sequence analytics:

  1. Launch Apollo and click Sequences > Analytics.
  2. Select a time frame or click Add filter to refine the results.
  3. Review the analytics Apollo displays.
  4. Click Go to Analytics to access additional reports and dashboards.
On Sequences > Analytics, the highlighted Analytics view and Add filter control help refine team-wide sequence results.

You have now reviewed team-wide sequence analytics.

To explore Apollo's full report catalog, build custom reports, or export performance data, check out Use Analytics Reports.

Back to Team-Wide Sequence Performance

Use sequence diagnostics to identify issues that could affect email delivery or sequence performance.

 
Free Has Its Limits

If your linked mailbox belongs to a free domain, such as Gmail or Yahoo, you can only access unverified contact diagnostics. To access all sequence diagnostics, connect a mailbox from a paid domain. You can also generate a domain and mailbox on Apollo.

To run sequence diagnostics:

  1. Launch Apollo and click Sequences > Diagnostics.
  2. Review each diagnostic category and follow the recommended action:
On Sequences > Diagnostics, the highlighted categories let you review domain setup, email integrations, tracking domains, and unverified contacts.

You have now reviewed your sequence diagnostics and found the appropriate guidance for each issue.

Back to Team-Wide Sequence Performance

 
Low and Behold

To find sequences that need attention, open Sequences, then click Show filters > Performance > Low performing sequence. Apollo uses your organization's sequence thresholds to identify these sequences.

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Report on an Individual Sequence

Select an individual sequence to review its current statistics, monitor bounce risk, or analyze its funnel and audience performance.

Reporting view Purpose
Sequence statistics Review current contact statuses and per-contact email activity.
Health Review the sequence's bounce rate and complete recommended actions.
Report Analyze funnel conversion, email performance, and audience engagement.

View Sequence Statistics

Sequence statistics provide a quick view of current contact statuses and email activity.

  • Overall sequence statistics show how many contacts are active, paused, finished, bounced, or associated with an email Apollo didn't send.
  • Email statistics per individual show scheduled, delivered, open, reply, interested, and opt-out activity. Apollo counts each contact's action once.

To view sequence statistics:

  1. Launch Apollo and click Sequences.
  2. Select a sequence.
  3. Click Editor.
  4. Locate Sequence statistics. If the section is collapsed, click Sequence statistics to expand it.
  5. Review the overall sequence and email statistics.
In a sequence's Editor, the highlighted Sequence statistics section shows overall contact statuses, individual email activity, and the Include bots setting.

You have now reviewed the sequence statistics.

If email tracking isn't enabled, Apollo prompts you to enable it before displaying open data. For metric definitions and details about Include bots, check out Access and Use Email Analytics.

Back to Individual Sequence Reporting

Review Sequence Health

Use Health to review a sequence's recent bounce rate and the actions Apollo recommends. Apollo compares the bounce rate with the thresholds configured in your team's Bounce guard settings.

To review sequence health:

  1. Launch Apollo and click Sequences.
  2. Select a sequence.
  3. Click Health.
  4. Review the Bounce rate, selected time range, and guidance from Apollo.
  5. Under Actions to take, complete a recommended action:
    • Enrich contacts: Add missing or updated contact information to reduce bounced emails.
    • Remove bounced and spam-blocked contacts: Remove contacts that shouldn't receive future emails from the sequence.
In a sequence's Health view, the highlighted Health tab and Actions to take section show the bounce rate and recommended cleanup actions.

You have now reviewed your sequence health and addressed potential delivery issues.

 
Bounce Back Safely

Your team's Bounce guard settings determine when Apollo flags or pauses a sequence. To review or configure these settings, check out Manage Sending Protection in Apollo.

Back to Individual Sequence Reporting

Use the Sequence Report

Use Report to understand how contacts progress through an individual sequence and which audiences engage most with your outreach.

 
Ready, Set, Report

To view a sequence report, you need to add contacts, launch the sequence, and deliver emails. Apollo doesn't generate a report for an inactive sequence with no email deliveries.

To use a sequence report:

  1. Launch Apollo and click Sequences.
  2. Select a sequence.
  3. Click Report.
  4. Review the report:
    • Sequence funnel by contact: Review delivered, opened, replied, and interested performance by contact.
    • Sequence funnel by email: Review delivered, opened, replied, and interested performance by email.
    • Most engaged audience: Compare engagement by job title, company size, industry, and keywords.
    • Audience details: Compare audience performance by job title, seniority, industry, company size, and keywords.
In an individual sequence, the highlighted Report tab opens the Sequence Funnel by Contact with delivery, engagement, and conversion metrics.

You have now reviewed the performance of an individual sequence.

Back to Individual Sequence Reporting

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Next Steps

Check out these resources to learn more about sequence reporting, analytics, and sending health.

Use Analytics Reports Build, filter, and export configurable reports with Use Analytics Reports.
Access and Use Email Analytics Review email metric definitions, tracking behavior, and available analytics surfaces with Access and Use Email Analytics.
Manage Sending Protection in Apollo Configure Bounce guard and other workspace protections with Manage Sending Protection in Apollo.
Diagnose and Fix Domain Authentication on Apollo Resolve SPF, DKIM, and DMARC issues with Diagnose and Fix Domain Authentication on Apollo.
Set Up a Custom Tracking Subdomain Create, connect, and troubleshoot a tracking subdomain with Set Up a Custom Tracking Subdomain.
Sequences Overview Learn how sequences work and find related setup and management guides with Sequences Overview.

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