Journey Insights. View step level insights for a journey

This article explains how to view, interpret, and act on step-level insights for a Journey — so you can see exactly how users move through each step, where they drop off, and which steps drive conversions.

• How to open step-level insights for any Journey
• Key metrics available at each step and what they mean
• Filtering, comparing and exporting step data
• Practical examples, troubleshooting, and best practices

• Open the Journeys page and select the Journey you want to view insights for or go to 3 dots menu and click on View Insights.
• Click the Insights option in the Journey side pane. This will also take you to Journey insights page showing metrics on each step and branch % for the journey.
• If you are already on the Journey builder canvas page, you can also click on View Insights on the top right

Click on View Insights from 3 dots menu

Click on Insights on the side pane

Click on View Insights on the Journey builder canvas

• Click a specific step in the visual journey canvas to reveal that step's metrics panel for detailed metrics. If the selected step has failed, click View runs to see runs that failed at that step.
• Use the filters on the top to choose date range and journey versions.

Accessing step-level insights.

For each step you will see the following set of metrics based on the type of step:

For each metric definition, you can view this article on Reporting Metrics Definition.

Metrics shown on the step card

• Entered: Total number of times a journey run is triggered with any contact in the selected time range

Additional metrics on the step detail pane

• Unique contacts: Number of unique contacts for whom journey run is triggered at least once in the selected time range
• Dropped: Total number of entered runs which are rejected, exited or cancelled. In case of trigger, the runs can only be rejected in the selected time range
• Rejected: Total number of runs which are rejected due to an entry condition is not met in the selected time range

Metrics shown on the step card

• Sent: Total number of messages sent from Bird to the channel in the selected time range

• Delivered (Delivery rate): Total number of messages delivered to the channel in the selected time range.

• Delivery rate = % of Delivered/Sent

• Opens (Open rate): Unique opens by contacts who opened or read the message at least once in the selected time range.

• Open rate = % of Open/Delivered

• Clicks (Click rate): Unique clicks by contacts who clicked a link in the message or a reply button (WhatsApp only) at least once in the selected time range.

• Open rate = % of Clicks/Delivered

• Conversions (Conversion rate): Unique conversions by contacts who opened or clicked the message and then resulted in a conversion event (Order Place or Order Fulfilled) within the channel attribution window in the selected time range.

• Open rate = % of Conversions/Delivered

• Revenue: Total revenue from the conversion events in the selected time range.

• Unsubscribes (Unsubscribed rate): Unique unsubscribes by contacts who submitted the unsubscribe page in email or SMS or replied with unsubscribe keyword for SMS in the selected time range. It also includes any list-unsubscribes on the subject line or email header.

• Unsubscribe rate = % of Unsubscribes/Delivered

• Waiting: Total number of journey runs which are waiting in this step in the selected time range.

Additional metrics on the step detail pane

• Entered: Total number of journey runs which has entered this step in the selected time range
• Unique contacts: Number of unique contacts for whom journey run has entered this step in the selected time range
• Completed: Total number of journey runs which have completed this step in the selected time range
• Failed: Total number of journey runs which have failed at this step in the selected time range
• Dropped: Total number of entered runs which are rejected, exited or cancelled in the selected time range
• Exited: Total number of runs which are exited due to exit condition is met in the selected time range
• Cancelled: Total number of runs which are cancelled manually at this step in the selected time range
• Skipped: Total number of runs which are skipped sending a message at this step in the selected time range
  • Global Holdout: Total number of runs which are skipped sending a message at this step in the selected time range due to global holdout setting.
  • Percentage Holdout: Total number of runs which are skipped sending a message at this step in the selected time range due to percentage holdout settings defined on the trigger.

Metrics shown on the step card

• Entered: Total number of journey runs which has entered this step in the selected time range.
• Waiting: Total number of journey runs which are waiting in this step in the selected time range.
• Completed: Total number of journey runs which have completed in this step and moved to next step in the selected time range.

Additional metrics on the step detail pane

• Unique contacts: Number of unique contacts for whom journey run has entered this step in the selected time range.
• Dropped: Total number of entered runs which are rejected, exited or cancelled in the selected time range. In case of this step, the runs can only be exited or cancelled
• Exited: Total number of runs which are exited due to exit condition is met in the selected time range
• Cancelled: Total number of runs which are cancelled manually at this step in the selected time range

Metrics shown on the step card

• Entered: Total number of journey runs which has entered this step in the selected time range.
• Completed: Total number of journey runs which have completed in this step and moved to next step in the selected time range.

Additional metrics on the step detail pane

• Unique contacts: Number of unique contacts for whom journey run has entered this step in the selected time range.
• Waiting: Total number of journey runs which are waiting in this step in the selected time range.
• Dropped: Total number of entered runs which are rejected, exited or cancelled in the selected time range. In case of this step, the runs can only be exited or cancelled
• Exited: Total number of runs which are exited due to exit condition is met in the selected time range
• Cancelled: Total number of runs which are cancelled manually at this step in the selected time range

Metrics shown on the step card

• Entered: Total number of journey runs which has entered this step in the selected time range.
• Completed: Total number of journey runs which have completed in this step and moved to next step in the selected time range.

Additional metrics on the step detail pane

• Unique contacts: Number of unique contacts for whom journey run has entered this step in the selected time range.
• Waiting: Total number of journey runs which are waiting in this step in the selected time range.
• Dropped: Total number of entered runs which are rejected, exited or cancelled in the selected time range. In case of this step, the runs can only be exited or cancelled
• Exited: Total number of runs which are exited due to exit condition is met in the selected time range
• Cancelled: Total number of runs which are cancelled manually at this step in the selected time range

Metrics shown on the step card

• Entered: Total number of journey runs which has entered this step in the selected time range.
• Completed: Total number of journey runs which have completed in this step and moved to next step in the selected time range.

Additional metrics on the step detail pane

• Unique contacts: Number of unique contacts for whom journey run has entered this step in the selected time range.
• Waiting: Total number of journey runs which are waiting in this step in the selected time range.
• Dropped: Total number of entered runs which are rejected, exited or cancelled in the selected time range. In case of this step, the runs can only be exited or cancelled
• Exited: Total number of runs which are exited due to exit condition is met in the selected time range
• Cancelled: Total number of runs which are cancelled manually at this step in the selected time range

Metrics shown on the step card

• Entered: Total number of journey runs which has entered this step in the selected time range.
• Completed: Total number of journey runs which have completed in this step and moved to next step in the selected time range.

Additional metrics on the step detail pane

• Unique contacts: Number of unique contacts for whom journey run has entered this step in the selected time range.
• Waiting: Total number of journey runs which are waiting in this step in the selected time range.
• Dropped: Total number of entered runs which are rejected, exited or cancelled in the selected time range. In case of this step, the runs can only be exited or cancelled
• Exited: Total number of runs which are exited due to exit condition is met in the selected time range
• Cancelled: Total number of runs which are cancelled manually at this step in the selected time range

Metrics shown on the step card

• Entered: Total number of journey runs which has entered this step in the selected time range.
• Completed: Total number of journey runs which have completed in this step and moved to next step in the selected time range.

Additional metrics on the step detail pane

• Unique contacts: Number of unique contacts for whom journey run has entered this step in the selected time range.
• Waiting: Total number of journey runs which are waiting in this step in the selected time range.
• Dropped: Total number of entered runs which are rejected, exited or cancelled in the selected time range. In case of this step, the runs can only be exited or cancelled
• Exited: Total number of runs which are exited due to exit condition is met in the selected time range
• Cancelled: Total number of runs which are cancelled manually at this step in the selected time range

Branch Percentage: It is shown on the branch between 2 steps or when there are multiple branches after condition or random sampler steps. It is percentage of Entered this branch out of Entered all branches.

Branch Percentage = Entered this branch / Entered all branches

Metrics shown on hover

• Entered this branch: Total number of runs which entered this specific branch from the previous step in the selected time range.
• Entered all branches: Total number of runs which were completed from the previous step to move to the next step in the selected time range.
• Dropped from all branches: Total number of runs which were dropped from all the branches from the previous step in the selected time range. This may be due to failed, exited or cancelled runs.

• On Wait step, Entered and Completed may be different in a selected time range — The journey metrics show a snapshot where if you filter 30 days, Entered shows runs entering in that period (possibly 100), but Completed may differ since runs from before the range could finish during it.
• Impact of Deleting steps — Metrics reset when deleted as they're treated as new steps, not combined with old versions. Older version metrics remain accessible via version filter.
• Why your branches may show > 100% — This occurs when Jump To steps are added, making Entered exceed Completed from the previous step, or when steps are added/deleted in new journey versions.
• Why my next step shows more Entered than Sent in previous step — Messages skip sending due to global or percentage holdouts, allowing contacts to continue forward anyway.