Every workflow you build in SendX serves a purpose, whether that's getting contacts onto a specific list, driving event signups, or moving leads through your funnel. Goals and reporting let you measure how well that purpose is being met. This article covers how to set a goal on your workflow, understand the reporting tabs, and use version history to track performance over time.
Why Set a Goal on Your Workflow
Without a goal, you can see how many contacts entered and completed your workflow, but you can't easily measure whether the workflow achieved its intended outcome. A goal lets you define what success looks like, such as "contact was added to the Event Attendees list," and then SendX tracks how many contacts in the workflow actually reached that outcome.
This gives you a conversion rate for your workflow. Instead of guessing whether your workflow is working, you get a clear percentage showing how many contacts achieved the goal out of everyone who entered.
How to Set a Goal
Each workflow supports one goal. The goal tracks whether a specific condition is met for contacts at any point while they're in the workflow.
Open your workflow and click the Goal tab at the top (alongside Edit, Timeline, Report, and Aggregated Report)
Toggle Enable goal on
Select the trigger source (e.g., SendX, or an integration like Shopify if connected)
Choose the condition type. The available conditions are the same full set used for entry triggers, including:
Subscribed to a list
Tag added
Form submitted
Link clicked
Integration events (Shopify purchase, etc.)
Select the specific entity (e.g., which list, which tag, which form)
Save the goal
Example
Say you've built a workflow that nurtures contacts toward attending a TechFest event. Partway through the workflow, an action step adds qualifying contacts to your "Event Attendees" list. You'd set your goal as:
Source: SendX
Condition: Subscribed to a list
Entity: Event Attendees
Now SendX will track how many contacts who entered the workflow ended up on that list, giving you a direct measure of the workflow's effectiveness.
Important Notes About Goals
One goal per workflow. You can't set multiple goals. Pick the single most meaningful outcome to track.
Condition is tracked at any point. The goal doesn't need to match a specific step. If the condition is met at any point while the contact is in the workflow, it counts.
Goal conditions match entry trigger options. Anything you can use as an entry trigger, you can also use as a goal condition.
Understanding Workflow Stats
SendX tracks four key metrics for every workflow. You'll see these in two places: on the Report tab inside the workflow, and on the main Workflows list page where all your workflows are displayed in a table.
Enrolled
The total number of contacts who have entered the workflow through entry triggers. This is your baseline, the total audience that started the journey.
Active
Contacts currently mid-journey, somewhere between steps. They've entered but haven't yet reached the final step or been removed by an exit trigger. If this number stays high for a long time, contacts might be stuck in a delay step or waiting on a condition.
Exited
Contacts who left the workflow before reaching the end. This happens when an exit trigger fires during execution. For example, if you set an exit trigger for "tag removed" and a contact loses that tag while mid-workflow, they get pulled out and counted here.
Completed
Contacts who made it all the way through every step and reached the end of the workflow. This is your completion count.
The distinction between Exited and Completed matters. A contact marked as Completed successfully went through the entire path. A contact marked as Exited was pulled out early, usually because something changed (an exit trigger fired) while they were still in progress.
Goal Conversion
When you have a goal enabled, you'll also see a Conversion rate and a count on the Report tab. This shows what percentage of enrolled contacts achieved the goal condition, and the raw number who did. A conversion rate of 0.00% means no contacts have met the goal condition yet, either because they haven't reached that point or the workflow isn't driving the desired outcome.
The Report Tab
The Report tab gives you detailed analytics for a specific version of your workflow. It shows:
Workflow Report sidebar:
Enrolled, Active, Exited, and Completed counts for the selected version
Goal conversion rate and count (if a goal is enabled)
Visual canvas with per-step stats:
Each step on the workflow canvas displays its own metrics
The Trigger node shows how many contacts enrolled through it
Condition nodes show the percentage split between Yes and No paths (e.g., 95.94% No, 4.06% Yes)
Email nodes show send, open, and click data
Action nodes show how many contacts passed through
Date range filter: A date picker in the top-right lets you narrow the report to a specific time window (e.g., "16 Jan 2025 - 4 Feb 2026"). This is useful for comparing performance across different periods.
The Report tab always shows data for the currently selected workflow version. To view a different version's data, use the version history selector (covered below).
The Aggregated Report Tab
While the Report tab focuses on one version at a time, the Aggregated Report combines data across all versions of your workflow. This gives you the big-picture view of total performance since the workflow was first created.
The Aggregated Report includes:
Overall workflow stats (Enrolled, Active, Exited, Completed) across all versions combined
A breakdown table showing stats for each individual email version, so you can compare how changes affected performance
This is particularly useful when you've updated your workflow multiple times and want to see whether your changes improved things or not.
The Timeline Tab
The Timeline tab is a chronological log of activity for your workflow. It shows individual contacts entering and moving through the workflow, along with workflow-level events like when the workflow was created, updated, or published.
Use the Timeline tab when you want to investigate specific contacts or verify that the workflow is processing people correctly. It's more of a debugging and monitoring tool than a reporting tool.
How Workflow Versions Work
Every time you make changes to an active workflow and publish them, SendX creates a new version. This is important to understand because it affects how your stats are tracked.
When you publish changes to an active workflow, you'll see a dialog asking what to do with contacts currently in the workflow:
Let contacts complete the workflow – Existing contacts finish under the old rules. New contacts entering after this point follow the updated version.
Exit contacts from the workflow – Existing contacts are removed. Only new contacts will use the updated version.
Each version preserves its own stats. So if Version 1 had 5,000 enrolled contacts and you publish changes creating Version 2, the Version 1 data doesn't disappear. You can view it through the version history.
Using Version History
The version history selector is the clock icon in the top-right corner of the workflow editor. Clicking it reveals a dropdown showing each version with its publish date, time, and the email of the person who published it.
Select any version to view its specific Report data. This lets you compare performance before and after changes you made.
Viewing Stats on the Workflows List Page
You don't need to open each workflow individually to check high-level performance. The main Workflows list page (under Automate > Workflows) shows a table with columns for each workflow:
Column | What It Shows |
Name | Workflow name |
Status | Toggle showing whether the workflow is active |
Enrolled | Total contacts who entered |
Active | Contacts currently mid-workflow |
Exited | Contacts who left early via exit triggers |
Completed | Contacts who finished the entire workflow |
Created | Date created and who created it |
The list page also has filter tabs at the top: All, Draft, Active, and Paused. You can use these to quickly find workflows by their current state, and the search bar helps locate specific workflows by name.
This table view gives you a quick health check across all your workflows without clicking into each one.
Practical Tips for Using Goals and Reports
Choose a goal that represents genuine success. Don't just track a step being completed. Track the outcome you actually care about, such as a purchase, a list subscription, or a tag assignment that indicates a meaningful action.
Use the Aggregated Report to evaluate the impact of changes. After updating your workflow, compare the conversion rate and completion numbers between the old version and the new one. If your changes improved things, the newer version should show a higher goal conversion rate.
Check Active count regularly. If you see a high Active count with few Completions, contacts might be stalling somewhere. Use the per-step stats on the Report tab to identify where the bottleneck is.
Use the date range filter to isolate time periods. If you ran a large campaign or imported a batch of contacts, filter the report to that specific window to see how that cohort performed separately from your overall numbers.
Review the condition split percentages. On the Report tab, condition nodes show exactly what percentage of contacts went down each path. If 95% are going down "No" and only 5% down "Yes," your condition might be too restrictive, or your audience isn't matching the criteria you expected.
Frequently Asked Questions
Can I set more than one goal on a workflow?
No. Each workflow supports a single goal. Choose the most important outcome you want to measure.
Does the goal track conditions met outside the workflow?
The goal tracks whether the condition is met while the contact is enrolled in the workflow. If a contact achieves the condition after they've already completed or exited the workflow, it won't count.
Can I change the goal on an active workflow?
Yes. When you publish changes (including goal changes), a new version is created. The old version's stats, including its goal data, are preserved. The new goal applies to contacts entering under the new version.
What's the difference between the Report and Aggregated Report?
The Report tab shows stats for the currently selected version of the workflow, including per-step metrics. The Aggregated Report combines data from all versions and provides a side-by-side comparison table showing each version's stats.
Can I export workflow stats?
No. Workflow stats are currently available only within the SendX interface.
What does a 0% goal conversion rate mean?
It means no contacts who entered the workflow have met the goal condition yet. This could mean contacts haven't reached the relevant step, or the workflow isn't driving the outcome you expected. Check your per-step stats to see where contacts are dropping off.
How do I see stats for a previous version of my workflow?
Click the clock icon in the top-right corner of the workflow editor. This opens the version history dropdown where you can select any previous version to view its Report data.
Do stats reset when I publish changes?
No. Each version retains its own stats. Publishing changes creates a new version with fresh tracking, but the old version's data remains accessible through the version history.