The Contact Performance Report provides aggregate data on contacts and their contact statuses in your account. This data lets you understand contact growth to deliver clear, actionable insights to optimize your marketing efforts and drive better results.
With this report, you will be able to:
- View Contact Performance by tag
- View percentage growth for Contacts over a period of time
- View the top 5 Lists and Tags over a period of time
- Export the data into a PDF
Take note
Only users assigned to the Admin group in an account can access this report. Learn more about user permissions.
How to access the Contact Performance Report
There are two ways to access the Contact Performance Report:
- The first way is to click Contacts > "Contact Performance"
- The second way is to click Reports > Contact >"Contacts Performance"
How to filter data in the Contact Performance Report
By default, the Contact Performance Report will load data from the last 30 days in your account.
At the top of the Contact Performance Report are three filters to view your contact data. These three filters are:
- Tag
- Lists
- Date range
Tag
The “Tag” filter lets you filter by the tag(s) applied to your contacts. The options under this filter will depend on the tags you have set up in your account. Learn more about tags.
Lists
The “Lists” filter lets you filter by the list(s) contacts are associated to. The options under this filter depend on the lists you have set up in your account. Learn more about lists.
Date range
The Date search bar to the far right allows you to filter your search by a time frame. It will default to the last 30 days, but you can choose a specific set of dates.
Contacts Performance metrics
The Contacts Performance Report metrics display key contact metrics based on the filters applied. The metrics include:
| Metric | Definition |
| Total Contacts | Number of contacts in your account regardless of contact status. |
| Active Contacts | Number of contacts that are subscribed to at least one list. |
| Non-Active Contacts | Number of contacts that are unsubscribed from all lists. This includes unconfirmed, unsubscribed, and bounced contacts. Learn more about contact statuses. |
| Growth Rate (under each metric above) | The number of contacts at the beginning of the date range divided by the number of contacts at the end of the range multiplied by 100. |
Contact Trends
In the Contact Trends widget, you can see your contact data based on the filters and date ranges applied above. In addition, you can filter the Contact Trends chart by:
- Daily across the date range chosen
- Weekly across the date range chosen
- Monthly across the date range chosen
Lists and Tags
The List and Tags widgets display the Top 5 Lists or Tags in your account for the date range selected in the filter at the top. In addition, you will see the Total Contacts, Active Contacts, Non-Active Contact data, and the Growth (Total Contacts) for each List or Tag.
These metrics share the same definitions as the widgets on the top of the Contact Performance Report.
The Lists and Tags widgets will not change if a tag or list filter is applied.
Exporting the Contact Performance Report
How to export:
- From the Contact Performance Report, click the “Share” button.
- Click the “Save” button.
- The report will download to your computer as a PDF.
How to share:
- From the Contact Performance Report, click the “Share” button.
- Click the “Generate public link” button. The public link will be copied to the “Send link by email” Custom message field and your clipboard. This link will be good for seven days.
- From here, you can follow the next steps to send the link by email in ActiveCampaign or paste the link (Control + v) and send it wherever links are allowed.
- In the “Send link by email” section, type in the email addresses, using commas to separate the email addresses you want to send the report link to. At least one valid email is required.
- (Optional) Type a custom message for your recipients. Note that the generated link is automatically copied into the custom message field when you click the “Generate public link” button.
- Click the “Send link” button.
Key use cases and insights
Here are some use cases and insights to help you get the most out of the Contact Performance Report:
- Re-engage contacts who have stopped interacting with your emails or website
- Optimize the segmentation strategy of your contacts for personalized marketing
-
Align marketing strategy with contact behavior
- Use the Contact Trends Graph to identify optimal times for sending communications, planning events, or launching new products based on historical contact activity.
-
Measure current list performance against historical data
- Compare metrics like growth rate, engagement rate, and contact trends over different periods to identify long-term patterns and inform future marketing strategies
-
Determine which marketing channels or campaigns are most effective at generating new contacts
- Monitor new contact additions and attribute them to specific sources (e.g., social media campaigns, lead magnets, webinars) to understand which initiatives drive the best results
-
Understand which marketing funnels influence the growth rate
- Analyze growth rate trends in the Contact Performance Report to determine Lists and Tags with the highest growth rates and active contacts. Attribute growth spikes to specific marketing funnels (e.g., email campaigns, paid ads, webinars, or lead magnets) to understand which initiatives are bringing in the most contacts
-
Maintain a clean and engaged contact list to improve deliverability
- Regularly monitor for high inactivity or unsubscribe rates. Remove inactive or invalid contacts to prevent deliverability issues and ensure better engagement metrics
-
Assess tagging strategies for organizing and targeting contacts
- Check the performance of different tags to see which groups of contacts are most engaged. Adjust your tagging strategy based on these insights to improve targeting and messaging relevance