When you send review request emails, not every order results in a review. Some orders may never qualify, while others may make it to a request being sent but not completed. The Review Flow tab helps you visualize this journey by showing how orders move through each stage of the process.
By using a Sankey diagram, you can quickly see the volume of orders at each stage and where they drop off, giving you the insight you need to improve your review collection strategy.
In this article, you will learn about:
From your Okendo admin panel, you can view the Review Flow by navigating to Reviews > Performance > Review Flow
Review Flow tab key metrics
At the top of the Review Flow report, you’ll see two key metrics. These are calculated across the selected time period:
Metric | Description |
Review Rate | The number of reviews received versus the number of orders for which a review request has been sent. |
Time To Review | The median time it takes customers to submit a review after placing an order. This includes delivery, sequence wait and response times. |
Understanding a Sankey diagram
A Sankey diagram is a type of flow chart where the size of the arrows (or paths) is proportional to the quantity they represent.
💡 This makes it easy to see where the biggest drop-offs occur in your review request journey and how orders move from one stage to another.
When reading the diagram:
Each node (box) represents a stage in the review request process.
Each arrow shows how many orders progress (or stop) at that stage.
The thickness of the arrow indicates the relative volume.
This means you can spot at a glance where customers are not progressing and focus your strategy on those weak points.
Tools for interacting with the diagram
The diagram also has several tools to help you view the data:
Zoom in and out using the plus "+" and minus "-" controls in the bottom righthand corner.
Left-click the diagram to drag and pan up/down and left/right.
Hover over a node to view tooltips with additional data points and information.
Click a node to highlight the respective paths from that point.
The key stages of the review flow
The Review Flow tab shows the following stages:
Stage (Node) | Description |
Orders | Volume of orders for the period |
Eligibility | Orders are split based on whether they qualify for a review request.
|
Sequence | Eligible orders enter the review request sequence. The diagram shows the name of the sequence used. |
Email send | Orders that had a review request email sent. |
Review capture | Orders where customers submitted a review. This is considered the primary success stage and counts towards your review rate. |
UGC capture | Some customers enhance their review with photos or videos. This is shown as an additional step, which may be strategically important depending on how much your brand values UGC. |
⚠️ UGC is not included in the review rate calculation.
Reviewing order eligibility
For a review request to be sent, an order must first be in an eligible status before being added to your sequence. There are several reasons why an order may be deemed ineligible, which are outlined in the table below.
Reason | Description |
Review already left | An order will become ineligible if the customer has previously left a review for the purchased product. |
Product on black list | If a product has been added to your blacklist, it will become ineligible for a review request to be sent. |
Order cancelled | Cancelling an order before a review request is sent will move it to an ineligible status. |
Order refunded | Refunding an order before a review request is sent will result in the order being moved to an ineligible status. |
Marketing opt-in selected | Orders will move into an ineligible status if marketing opt-in is configured and the customer has not consented to receive marketing. |
Order not fulfilled | Until an order is fulfilled, it will display an ineligible status. Once an order moves to fulfilled in Shopify and does not meet any of the above criteria, it will move to an eligible status. |
Reviewing ineligible orders helps you understand which portion of your orders are excluded from review requests and whether changes to your order or opt-in settings could improve eligibility.
Identifying success outcomes
Your primary goal is to maximize the number of orders that reach the Review left stage.
💡 The Sankey diagram shows you where drop-offs occur between stages, allowing you to test and refine your strategy.
If a high number of eligible orders never make it to “Email sent,” review your email sequence settings.
If many emails are sent but few reviews are left, consider adjusting email timing, content, or incentives.
UGC (photos and videos) is shown as an additional enhancement to reviews. This is a secondary goal that can increase the richness and impact of your reviews, but it is not factored into the overall review rate.
Limitations of Review Flow reporting
⚠️ Keep in mind the following limitations when using the Review Flow report
Data is aggregated only; you cannot view flows for individual customers.
The report does not show per-product or per-group flows.
There is no drill-down to individual reviews.
Export functionality is not available.
FAQs
Can I export the Review Flow data?
Can I export the Review Flow data?
No. Export functionality is not available for this report.
Does UGC (photos/videos) count towards my review rate?
Does UGC (photos/videos) count towards my review rate?
No. UGC is displayed as a secondary success goal but is not included in the review rate calculation.
Can I see Review Flow data by product or group?
Can I see Review Flow data by product or group?
No. The Review Flow report is aggregated across all products and does not support per-product or per-group breakdowns.
Can I drill down to see which customers left a review?
Can I drill down to see which customers left a review?
No. The report is aggregated only and does not show per-customer flows.
Which filters can I apply to Review Flow?
Which filters can I apply to Review Flow?
You can filter by date range only.