What’s the right KPI for automated campaigns?

The primary KPI should match the automation's purpose:

Transactional automation: Primary: Delivery reliability and speed. Secondary: Open rates (confirm receipt). Success: Messages delivered when needed.

Conversion-focused automation: Primary: Conversion rate or revenue. Secondary: Engagement metrics predicting conversion. Success: Recipients take desired action.

Engagement automation: Primary: Engagement rates (opens, clicks). Secondary: Downstream behavior changes. Success: Recipients interact with content.

Retention automation: Primary: Churn reduction or repeat purchase rate. Secondary: Engagement and satisfaction signals. Success: Customers stay or return.

Avoid vanity metrics: High open rates mean nothing if conversions are low. Volume of sends is not a success metric.

Define what success means for each automation. Then measure that, not everything else.