# Reading Campaign Results

A campaign launched from the [wizard](/help/orchestrations/send-campaign) is an orchestration, so it has the same dashboard as any other workflow — with one tab built specifically for campaigns. **Recipients** shows what happened to every person, lets you filter by outcome, and turns any cohort into a list or a follow-up campaign in one click.

> The images on this page are illustrations of the screens, drawn to match the labels described; screenshots of the live product replace them as they are captured.

## What You'll Need

- **`orchestrations:read`** to open a campaign's dashboard and its Recipients tab.
- **`agents:mail:manage`** to use the cohort actions that start a new campaign.
- **Email open and click tracking switched on** (**Settings (the gear icon) → Channels → Email Sending**) if you want *Opened* and *Clicked* to be measurable. When it is off, the funnel says so and offers **Enable it in Email Sending**.

## Opening a Campaign

1. Go to **Agents → Workflows → Orchestrations** and open the campaign. Campaigns created by the wizard are listed alongside your other workflows under the name you gave them.
2. The dashboard has five tabs: **Performance · Recipients · Timeline · Log · Errors**. Click **Recipients**.

Straight after launching from the wizard, the dashboard shows a green **Campaign launched.** banner with a shortcut to the Recipients tab. Outcomes appear there as they happen.

![Illustration: the Recipients tab — a funnel per step, the cohort actions and the per-recipient table](/help/assets/orchestrations/campaign-results-recipients.svg)

<!-- SCREENSHOT: orchestrations/campaign-results-recipients.png — Recipients tab: funnel per step, cohort action buttons, recipients table -->

## The Recipients Tab

### The funnel

Each step of the campaign (the main send and every follow-up) gets its own funnel of engagement states with counts. Click a stage to filter the table below to that cohort; click it again to clear. The heading reads **Recipients — Opened**, **Recipients — Replied**, and so on while a filter is active.

Below an email funnel a caption explains a limit worth knowing: *some mail providers (notably Gmail) load images the moment a message is delivered, which registers an open the recipient may never have made.* Treat opens as an upper bound; clicks and replies are the firmer signals. The numbers are shown as measured, not adjusted.

### Engagement states

Every recipient sits at exactly one point on a ladder, plus optional flags:

| State | Meaning |
|---|---|
| **Suppressed** | Not sent, by policy — the contact has opted out or the address has bounced. The reason is in the **Detail** column |
| **Skipped** | Not sent for a data or sequence reason — no email or phone number, the contact replied before a follow-up was due, or the rendered SMS exceeded the allowed length |
| **Failed** | The provider refused the message. Carrier rate limits are retried automatically and do not appear here unless retries are exhausted |
| **Sent** | Handed to the provider |
| **Delivered** | The provider confirmed delivery (SMS delivery receipts; email delivery events) |
| **Opened** | An email open was recorded — see the caption above |
| **Clicked** | A tracked link in the message was clicked. Clicking the unsubscribe link does **not** count as engagement |
| **Replied** | The contact answered — an SMS reply into the thread, or an email reply matched to the campaign |

Two flags can sit on any row: **Bounced** (the address hard-bounced) and **Opted out** (the contact unsubscribed — shown live from the contact's current consent, so a contact who opts out after the send is flagged too).

### The table

Columns are **Contact · Channel · Outcome · When · Detail**. **Contact** links to the CRM record; **Detail** carries the reason for a Suppressed, Skipped, or Failed row, and the message subject or first line otherwise.

## Acting on a Cohort

Above the table, one button per preset shows how many contacts it currently holds:

- **Re-touch non-responders** — everyone who was sent, delivered, opened, or clicked but did not reply.
- **Follow up with clickers** — everyone who clicked.
- **List the repliers** — everyone who replied.

Clicking a preset creates a list from that cohort and opens the campaign wizard on it, so the next message can go out in a couple of minutes. **Save cohort as list** does the same for the *currently filtered* cohort without opening the wizard; the notice that follows links to the new list.

Contacts who have opted out are never added to a cohort list. The notice — and the wizard's Recipients step — tell you how many were excluded.

![Illustration: after Save cohort as list — the notice with the new list link and the excluded count](/help/assets/orchestrations/campaign-results-cohort.svg)

<!-- SCREENSHOT: orchestrations/campaign-results-cohort.png — after "Save cohort as list": the notice with the list link and the excluded count -->

## Where Else Results Appear

- **The contact's Activity Timeline** shows one row per SMS conversation — titled *SMS conversation* when the contact replied, *SMS message* when they did not — with the latest message in either direction (*You:* / *Them:*), the number of sends and replies, and a link to the full thread. Emails appear as their own rows. Open the row to read the full message, its delivery status, and a link back to the campaign that sent it.
- **The company page's Activity Timeline** groups the same way across all of the company's contacts.
- **Agents → Reports & Logs → Sent Emails** and **Sent SMS** list every message with delivery and engagement, filterable by campaign.
- **Response counts on the contact** (the vitals strip at the top of a contact record) include SMS replies received in campaign threads.

## Troubleshooting

**Opens and clicks are all zero on an email campaign.** Tracking is off for the sending domain, or the messages contained no links. Turn tracking on under **Email Sending**; it applies to messages sent from then on.

**A contact replied by SMS but the campaign shows no reply.** Replies are matched to the campaign by the sending number and the contact's phone number. Check that the contact record holds the number the reply came from — a reply from a different phone creates a new conversation instead.

**The cohort button is greyed out.** It shows *No contacts in this cohort yet* — nobody has reached that state. Counts update as delivery receipts and replies arrive.

## Related

- [Sending a Campaign](/help/orchestrations/send-campaign)
- [Lists](/help/crm/lists)
- [Reports Overview](/help/reports/overview)