Monitoring & optimizing results
Track sequence performance with Vetta's campaign metrics, see results per sender, read reply sentiment, fix failed sends, and compare versions.
Updated October 25, 2026 · 9 min read
Building sequences is straightforward. Making them effective requires monitoring performance and iterating systematically. Vetta's sequence Analytics show the funnel, each step's results, how replies were classified and which sends failed, so you can see what is working and fix what is not. A sequence with a 6% reply rate produces dramatically different results than one at 1%, for identical effort.
Where to look
The Sequences overview gives you a workspace-wide picture across all campaigns: performance at a glance, the outbound funnel, reply sentiment, and how many sends are going out today. Start here for your daily check.
Sequences · AnalyticsPer-sequence analytics open from Analytics in the sequence toolbar and have two views:
- Overview starts with the funnel: everyone in the campaign, how many you've contacted, how many opened, and how many answered. Below it, the campaign statistics count reach, sends, opens, clicks, replies and accepted connection requests, and each card explains how it is worked out. Then Reply sentiment shows how the replies were classified.
- See who is behind a number: every campaign statistic with a count above 0 is clickable. Click, for example, Replied count and a drawer opens on the right with everyone who replied, 50 at a time with Load more. Click a name and their record opens in the same drawer, and the back arrow returns you to the list.
- Step Details shows every step on its own: how many contacts are in it, how many have moved on, and the stats you choose to show. Each step node also shows how many leads have reached it, so you can see exactly where contacts drop off.
You can narrow both views by date range, Sender and Channel (Email, LinkedIn, WhatsApp).
Results per sender and per rep
The Sender filter limits the analytics to one sending account. Because each rep sends from their own connected accounts, this is how you attribute a sequence's results to a rep: pick their account and compare the funnel, reply rate and positive replies against the rest of the team.
Comparing senders is also a quick deliverability check. If one mailbox has far fewer deliveries or replies than the others on the same sequence, look at that account first.
The campaign metrics
Vetta tracks these statistics per campaign:
- Lead in campaign: everyone enrolled
- Leads launched: leads published and started
- Leads reached: leads who received at least one message
- Message sent / Message not sent: delivery attempts and skips (e.g., missing email or phone)
- Delivered: messages that reached the contact
- Opened rate: unique leads who opened: an email open, or a message marked read (WhatsApp/LinkedIn)
- Clicked rate: leads who clicked a link
- Replied rate: leads who replied
- Positive replies: replies classified as positive, as a share of all replies in the date range
- Connection acceptance: LinkedIn connection requests accepted
Email open rates are inflated. Many corporate email security scanners load the tracking pixel before a person ever sees the message, which counts as an open. Use opens as a rough signal and judge copy on replies and positive replies.
Reply sentiment
Every reply from a lead in a sequence is classified into one of seven categories:
| Category | What it means | Lead's stage |
|---|---|---|
| Interested | Wants to talk or learn more | Replied Positive |
| Info requested | Asked a question or for details | Info Requested |
| Not now | Interested later, not today | Neutral Reply |
| Out of office | An automatic away reply | Out of office (retry manually) |
| Wrong person | Not the right contact | Neutral Reply |
| Not interested | Declined | Replied Negative |
| Unsubscribe | Asked not to be contacted | Replied Negative |
The category moves the lead's stage automatically (see lead stages) and shows as a sentiment tag on the conversation in the inbox. Only replies from leads in a sequence are classified, and you cannot change a category by hand yet.
Fixing failed sends
When something goes wrong, the eye icon in the analytics opens the execution errors: failed contacts, failed senders, and runs that finished without sending, each with the reason. Fix the cause (for example reconnect a sender or fill in a missing email), tick the ones you have fixed, and click Retry. Those steps run again.
Benchmarks to aim for
These are industry reference points for cold outreach, not Vetta guarantees:
| Metric | Poor | Good | Outstanding |
|---|---|---|---|
| Open rate | <15% | 25 to 40% | 50%+ |
| Click rate | <3% | 8 to 15% | 25%+ |
| Reply rate | <1% | 3 to 6% | 10%+ |
Because scanners inflate opens, treat the open rate row as the least reliable of the three.
| Metric | Poor | Outstanding |
|---|---|---|
| Connection acceptance | <20% | 70%+ |
| Message reply rate | <5% | 35%+ |
| Metric | Target |
|---|---|
| Delivery rate | 95 to 100% |
| Reply rate | 10 to 50% |
Identifying bottlenecks
Low open rate (<15%) → Weak subject lines, or deliverability trouble. Test personalised subject alternatives; check your sender accounts and sending limits.
Many "Message not sent" → Data gaps. Add an Enrich step or Has Email Address / Has Phone Number conditions before send steps.
Low click/interaction rate → Content is irrelevant. Rewrite for specific pain points and add a clearer CTA.
Low reply rate (<2%) → CTA is too pushy. Replace "Book a call now" with "Open to a quick conversation?"
Replies but few positives → Targeting problem. Add the Qualify Lead AI step early so only fitting contacts proceed.
Comparing two versions
Vetta has no built-in A/B testing: there is no split-test step and no per-variant report. Spintax rotates wording across contacts, but its results are not broken down by variant. To compare two versions, run them as two sequences:
- In the Sequences list, select the sequence, click Duplicate and choose Sequence only
- Change one thing in the copy: the subject line, the opening hook, or the call-to-action
- Use the same senders, sending window and timing in both
- Add similar contacts to each, split evenly from the same source and the same ICP
- Publish both and let them run a full cycle (5 to 7 days minimum)
- Compare Replied rate and Positive replies side by side, not opens
- Keep the winner, then test the next variable in a new copy
Optimisation strategies
Subject line testing
Compare: personalised ("quick thought on {{currentPerson.company.name}}"), question-based, curiosity-driven, and social proof formats.
Personalisation depth
Test: first-name only → company + industry insight → custom field reference → per-contact AI-written lines. Deeper personalisation consistently drives higher reply rates.
CTA softening
- Hard CTA: "Schedule a demo now": lowest reply rates
- Soft CTA: "Open to a conversation?": noticeably better
- Curious CTA: "Does this resonate with what you're seeing?": often best for cold audiences
Timing adjustments
Test morning vs. afternoon send windows, mid-week vs. end-of-week, and varying delays between touches, all configurable per sequence in Settings.
Audience segmentation
Tailor messaging by company size, industry, or buyer persona, either as separate sequences or with condition-based branches. Segmented outreach consistently beats generic sends.
AI cost awareness
Qualify Lead, AI-written messages and enrichment lookups use credits for each contact they run on; finding leads with Lead Scout does not. If credits run out, those steps pause and pick up again after a top-up or the next monthly grant. AI personalisation usually pays for itself on high-value audiences, less so on broad low-intent lists, so weigh the credits a sequence uses against the replies it brings in.
Best practices
- Monitor the overview daily during a campaign's first week, then weekly
- Test one variable at a time
- Allow 5 to 7 days per test before drawing conclusions
- Share successful discoveries team-wide
- Pursue continuous iteration: small improvements compound over time
Common questions
Can I see results for each rep?
Yes. Filter a sequence's analytics by Sender to see the funnel and replies for one sending account. See Results per sender and per rep.
Why is my email open rate so high?
Corporate security scanners open emails to check them, and each scan loads the tracking pixel. Judge your copy on replies instead. See The campaign metrics.
Does Vetta have A/B testing?
Not built in. Duplicate the sequence, change one thing, split similar contacts between the two, and compare reply rates. See Comparing two versions.
Why did a send fail, and how do I retry it?
Click the eye icon in the analytics to open the execution errors: failed contacts, failed senders and runs that finished without sending, each with the reason. Fix the cause, tick the ones you fixed and click Retry. See Fixing failed sends.
What does "Message not sent" mean?
A skipped delivery attempt, usually a data gap such as a missing email or phone number. Add an Enrich step or a Has Email Address or Has Phone Number condition before the send step. See Identifying bottlenecks.
Where do I see at which step contacts drop off?
In Step Details: every step shows how many contacts are in it and how many have moved on, and each step node shows how many leads have reached it. See Where to look.
Why did a lead's stage change to Neutral Reply?
Their reply was classified as "Not now" or "Wrong person", and the category moves the stage automatically. You can't change a category by hand yet. See Reply sentiment.
Which parts of a sequence use credits?
Qualify Lead, AI-written messages and enrichment lookups use credits for each contact they run on; finding leads with Lead Scout does not. If credits run out, those steps pause until a top-up or the next monthly grant. See AI cost awareness.
Key outcome
You can now read a sequence's results from the funnel down to each step, attribute them to each sender, see how replies were classified, and retry failed sends. With a simple duplicate-and-compare routine, every campaign teaches you something you can apply to the next one.
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