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Nerve Centre KPIs · Audit Profile · Sentiment Settings Freshsales numbers mean little to a merchant unless deliverability is sound, automation is actually running, and the revenue email claims to drive is real. This audit answers: (1) is the API key/domain healthy and the account readable, (2) is outbound email deliverability in safe bands (bounce/spam/unsubscribe), (3) are sales campaigns and sequences (flows) live or quietly stalled, and (4) - the stickiness test - does Freshsales’ email-attributed revenue reconcile with the ecom sibling’s actual order revenue, or is it over-/under-attributing and leaking through refunds?

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What this audit checks

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Authentication & access

  • API key valid (auth on /settings/me) and not revoked
  • Bundle domain correct and reachable (correct Freshworks data-residency host)
  • Connector account has read scope on contacts, deals, campaigns, sequences and lists

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Deliverability & sender health

  • Bounce rate above 5% (sustained) over the trailing 30 days
  • Spam-complaint rate above 0.3% (sender-reputation risk)
  • Unsubscribe rate above 2% (content/targeting problem)
  • Delivery rate below 95% (auth or list-hygiene rot - check SPF/DKIM)
  • Open rate below 10% or click-to-open below 3% (engagement decay)

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Automation & campaign health

  • Sequences (flows) paused-heavy: >50% of sequences in paused/archived state
  • Active sequence with last_enrolled_at >24h ago (trigger criteria broken)
  • Sales campaigns stuck in draft/scheduled past their send window
  • Campaign sent with zero opens after 24h (delivery or rendering failure)

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List & subscriber hygiene

  • List sprawl: many lists with low active-member share (audience decay)
  • Active subscriber base shrinking >10% vs prior period
  • Static lists not refreshed in >90 days (stale targeting)
  • Segments returning zero members (broken filter criteria)

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Cross-channel: revenue-at-risk (the killer area)

  • Email-attributed revenue diverges materially from the ecom sibling’s matched order revenue (over-/under-attribution)
  • Refund rate on email-attributed orders climbing while sends rise - measured-but-leaking revenue
  • Paying ecom customers (sibling shopify/bigcommerce/adobe) unsubscribed or bounced in Freshsales - deliverable revenue cut off
  • Won Freshsales deals with no matching ecom order within 7 days (revenue-recognition gap)

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Severity thresholds

SignalWarnCritical
bounce_rate_pct25
spam_complaint_rate_pct0.10.3
unsubscribe_rate_pct0.52
delivery_rate_pct9895
open_rate_pct2010
refund_rate_pct15
paused_sequence_share_pct4060
active_subscriber_drop_pct1025

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Data sources

  • GET https://{domain}.myfreshworks.com/crm/sales/api/settings/me - API key + account/region sanity
  • GET https://{domain}.myfreshworks.com/crm/sales/api/contacts - Subscriber base, subscription_status counts, list/segment membership
  • GET https://{domain}.myfreshworks.com/crm/sales/api/deals - Won-deal vs ecom-order reconciliation (revenue-recognition gap)
  • GET https://{domain}.myfreshworks.com/crm/sales/api/sales_campaigns - Campaign status, delivery/open/click/bounce/spam/unsub + attributed revenue
  • GET https://{domain}.myfreshworks.com/crm/sales/api/sequences - Sequence (flow) status, trigger types, enrollment recency
  • GET https://{domain}.myfreshworks.com/crm/sales/api/lists - List/segment inventory, member + active-member counts for hygiene checks