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Reading flow analytics

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Where to find it

1. Open Flows in the dashboard and click the Analytics tab.
2. Pick a flow from the picker. The selected flow lives in the URL (/flows?tab=analytics&flow=<flow-id>), so you can bookmark or share a link that lands on a specific flow’s numbers.

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Reading conversion analytics

• entered — executions that started within the entry window (the trailing window by default, or between since and until).
• completed — of those, how many ran to a successful finish.
• converted — how many contacts then hit the conversion goal (an event or a trait update) within the attribution window.
• completion_rate — completed / entered, or null when nobody entered.
• conversion_rate — converted / entered, or null when entered is zero.
• funnel — one step per node, ordered by traversal (see below).

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Per-node drop-off

• reached — executions that touched this node.
• dropped_off — how many of the previous step’s traffic did not reach this step (0 on the entry node).
• step_conversion_rate — share of the previous step’s traffic that reached this one.
• overall_conversion_rate — share of total entries that reached this node.

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A/B experiment results

• experiments — one entry per experiment node: its variants plus winner_variant_id.
• One row per variant — variant_id, variant_label, assigned (executions routed into it), completed, converted, and both rates.
• winner_variant_id — the leading variant by goal-conversion rate (or by completion rate when no goal is configured). It is null on a tie or when no variant has assignments yet — the UI never declares a false winner.

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Define a conversion goal

{
  "id": "flow_welcome_1",
  "definition": {
    "nodes": [],
    "edges": [],
    "conversionGoal": {
      "type": "event",
      "event": "Order Completed",
      "windowDays": 7
    }
  }
}

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curl examples

curl "https://api.orbit.devotel.io/api/v1/flows/flow_welcome_1/analytics?window_days=14&goal_event=Signed%20Up" \
  -H "Authorization: Bearer $ORBIT_API_KEY"

{
  "data": {
    "flow_id": "flow_welcome_1",
    "since": "2026-08-25T00:00:00.000Z",
    "until": "2026-09-08T00:00:00.000Z",
    "window_days": 14,
    "goal": { "type": "event", "event": "Signed Up" },
    "entered": 1200,
    "completed": 1080,
    "converted": 402,
    "completion_rate": 0.9,
    "conversion_rate": 0.335,
    "funnel": [
      {
        "node_id": "trigger",
        "node_type": "trigger",
        "label": "Inbound webhook",
        "reached": 1200,
        "dropped_off": 0,
        "step_conversion_rate": null,
        "overall_conversion_rate": 1
      },
      {
        "node_id": "email_1",
        "node_type": "email",
        "label": "Welcome email",
        "reached": 1196,
        "dropped_off": 4,
        "step_conversion_rate": 0.9967,
        "overall_conversion_rate": 0.9967
      }
    ]
  },
  "meta": { "request_id": "req_...", "timestamp": "2026-09-08T00:00:00.000Z" }
}

curl "https://api.orbit.devotel.io/api/v1/flows/flow_welcome_1/ab-results" \
  -H "Authorization: Bearer $ORBIT_API_KEY"

{
  "data": {
    "flow_id": "flow_welcome_1",
    "since": "2026-08-25T00:00:00.000Z",
    "until": "2026-09-08T00:00:00.000Z",
    "window_days": 14,
    "goal": { "type": "event", "event": "Signed Up" },
    "experiments": [
      {
        "node_id": "ab_1",
        "variants": [
          {
            "variant_id": "a",
            "variant_label": "Short subject",
            "assigned": 500,
            "completed": 470,
            "converted": 190,
            "completion_rate": 0.94,
            "conversion_rate": 0.38
          },
          {
            "variant_id": "b",
            "variant_label": "Long subject",
            "assigned": 500,
            "completed": 450,
            "converted": 135,
            "completion_rate": 0.9,
            "conversion_rate": 0.27
          }
        ],
        "winner_variant_id": "a"
      }
    ]
  },
  "meta": { "request_id": "req_...", "timestamp": "2026-09-08T00:00:00.000Z" }
}

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Common gotchas

• Empty experiments array — the flow has no abTest nodes, or none produced a run in the window. Add an experiment node and republish to populate it.
• winner_variant_id is null — a dead tie, or no variant has any assignments yet. Wait for more traffic; the tab does not crown a winner on zero data.
• All rates are null — nothing entered in the window, so division has no denominator. Widen since/until or check the trigger still fires.
• The goal never fires — without a stored goal or a query override, converted stays zero and every conversion_rate is null. Save conversionGoal on the definition, or pass goal_event / goal_trait per request.
• Override surprises — a query-supplied goal wins over the stored one, so two tabs looking at “conversion” can disagree. The response echoes the resolved goal field; always check it.
• Rates are fractions, not percents — multiply by 100 (and guard the null case of an empty denominator) before rendering.