Also available as an add-on for the following plans:
Marketing Lite, Plus, Professional plans
Sales Plus and Professional plans
Measures in your custom reports are aggregate numbers. This includes total campaign sends, campaign engagement metrics, total automation completes, and more.
In this article, you'll learn which measures you can use to build custom reports in your ActiveCampaign account.
Take note
All email opens from Apple Mail clients will be reflected in these metrics. This includes contacts who use the Apple Mail app with iOS 15 with Mail Privacy Protection (MPP) enabled on their device. To learn more, visit ActiveCampaign and Apple iOS 15 Mail Privacy Protection.
Build reports with Account measures
You can build custom reports using any of the Account measures listed below.
| Measure name | Measure description | Applies to |
| Account Count | The count of relevant accounts | Marketing Professional, Enterprise Sales Plus, Professional, Enterprise |
Build reports with Automation measures
You can build custom reports using any of the Automation measures listed below.
| Measure name | Measure description | Applies to |
| Subscriber Completes | This metric includes only the first complete of an automation | Marketing Lite, Plus, Professional, Enterprise |
| Subscriber Entries | Subscriber Entries This metric includes only the first entry of an automation. This includes: Contacts who entered an automation through a trigger Contacts who entered an automation through a manual add Contacts who entered an automation through other actions |
Marketing Lite, Plus, Professional, Enterprise |
| Total Automation Ecommerce Revenue | The total ecommerce Order revenue attributed to Campaigns within an automation | Marketing Plus, Professional, Enterprise |
| Total Automation Ecommerce Revenue Non Currency Value | The total ecommerce Order revenue attributed to Campaigns within an automation without currency | Marketing Plus, Professional, Enterprise |
| Total Automation Goal Completes | Total goal completes in an automation | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Total Completes | Total completes of an automation. This includes: Contacts who reached the end of the automation organically Contacts who ended the automation early through the "End" admin action |
Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Total Entries | Total entries of an automation. This includes: Contacts who entered an automation through a trigger Contacts who entered an automation through a manual add Contacts who entered an automation through other actions |
Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Unique Daily Automation Goal Completes | Unique automation goal completes by day. | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Unique Daily Completes | Unique completes by day. This includes: Contacts who reached the end of the automation organically Contacts who ended the automation early through the "End" admin action |
Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Unique Daily Entries | Unique entries by day | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
Build reports with Campaign measures
You can build custom reports with the Campaign measures listed below.
The measures below apply to:
- Direct campaigns sent to a list(s)
- Automated campaigns sent to at least one contact
| Measure name | Measure description | Applies to |
| Daily Unique Clicks | The daily number of contacts with a click event for a Campaign | Marketing Lite, Plus, Professional, Enterprise |
| Daily Unique Opens | The daily number of contacts with a open event for a Campaign. | Marketing Lite, Plus, Professional, Enterprise |
| Total Bounces | The daily number of contacts with a bounce event for a Campaign. Include both hard and soft bounces. | Marketing Lite, Plus, Professional, Enterprise |
| Total Campaign eCommerce Revenue | The total eCommerce Order Revenue attributed to a Campaign | Marketing Plus, Professional, Enterprise |
| Total Campaign eCommerce Revenue Non Currency Value | The total eCommerce Order Revenue attributed to a Campaign without currency | Marketing Plus, Professional, Enterprise |
| Total Campaigns | The total number of Campaigns. | Marketing Lite, Plus, Professional, Enterprise |
| Total Forwards | The total number of forward events | Marketing Lite, Plus, Professional, Enterprise |
| Total Hard Bounces | The total number of hard bounce events. | Marketing Lite, Plus, Professional, Enterprise |
| Total Sends | The total number of send events | Marketing Lite, Plus, Professional, Enterprise |
| Total Opens | Total number of opens. | Marketing Lite, Plus, Professional, Enterprise |
| Total Soft Bounces | The total number of soft bounce events | Marketing Lite, Plus, Professional, Enterprise |
| Total Unique Clicks | The total number of unique clicks across all links in a campaign by a Contact | Marketing Lite, Plus, Professional, Enterprise |
| Total Unique Opens | The total number of unique opens by a Contact | Marketing Lite, Plus, Professional, Enterprise |
| Total Unsubscribes | The total number of unsubscribe events. | Marketing Lite, Plus, Professional, Enterprise |
| Unique Subscriber Clicks | The first click, by a Contact, for a Campaign | Marketing Lite, Plus, Professional, Enterprise |
| Unique Subscriber Opens | The first open, by a Contact, for a campaign. | Marketing Lite, Plus, Professional, Enterprise |
| Total Unique Clicks | Total number of clicks across all links in an email. | Marketing Lite, Plus, Professional, Enterprise |
| Unique Verified Opens* | Unique campaign opens that are not related to Apple Privacy enabled devices. This metric is counted once per contact. | Marketing Lite, Plus, Professional, Enterprise |
| Unique Apple Privacy Opens* | Unique campaign opens that are identified as Apple Mail Privacy opens. This metric is counted once per contact. | Marketing Lite, Plus, Professional, Enterprise |
*About Verified opens and Apple Privacy opens
These two measures show data starting from October 1, 2022 only. This means campaigns sent prior to this date will not be included in these results.
If a contact has recorded both open types for a campaign, it is counted once as a Verified open.
- To learn more about Apple Mail Privacy Protection and campaign open reports, visit the "About campaign opens tracking with ActiveCampaign" help article
- To learn more about Apple Mail Privacy Protection, visit the "ActiveCampaign and Apple iOS Mail Privacy Protection" help article
Build reports with Contact measures
You can build custom reports using any of the Contact measures listed below.
| Measure name | Measure description | Applies to |
| Contact Deals Lost | The total count of Deals with a status of lost related to a contact | Sales Plus, Professional, Enterprise |
| Contact Deals Open | The total count of Deals with a status of open related to a contact | Sales Plus, Professional, Enterprise |
| Contact Deals Won | The total count of Deals with a status of won related to a contact | Sales Plus, Professional, Enterprise |
| Contact Tenure | The number of days between when the contact record was created and today (if they are still subscribed to at least one list) or their last unsubscribe. | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Count | Total number of contacts. | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Current Number of Tags | The total number of tags currently applied to a contact | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Total Automations Entered | The total number of automation entries for a Contact | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Total Campaign Clicks | The total number of click events for a Campaign for a Contact | Marketing Lite, Plus, Professional, Enterprise |
| Total Campaign Opens | The total number of open events for a Campaign for a Contact | Marketing Lite, Plus, Professional, Enterprise |
| Total Campaigns Sent | The total number of Campaign send events for for a Contact | Marketing Lite, Plus, Professional, Enterprise |
| Total Completed Forms | The total number of form submissions for a given Contact | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Total Completes | The total number of automation completions for a Contact | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Total Contact Deals | The total number of deals associated with a contact. | Sales Plus, Professional, Enterprise |
| Total Conversions | The total number of subscribe events for a Contact | Marketing Lite, Plus, Professional, Enterprise |
| Total Subscriptions | The total number of subscribe events for a Contact | Marketing Lite, Plus, Professional, Enterprise |
| Total Unsubscribes | The total number of unsubscribe events for a Contact | Marketing Lite, Plus, Professional, Enterprise |
| Unique Automations Completed | The unique number of automations completed by a Contact | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Unique Automations Entered | The unique number of automations entered by a Contact | Marketing Lite, Plus, Professional, Enterprise Sales Plus, Professional, Enterprise |
| Unique Campaign Clicks | The unique number of campaigns clicked by a contact | Marketing Lite, Plus, Professional, Enterprise |
| Unique Campaign Opens | The unique number of campaigns opened by a contact | Marketing Lite, Plus, Professional, Enterprise |
| Unique List Subscriptions | The unique number of List subscribes by a contact | Marketing Lite, Plus, Professional, Enterprise |
| Life Time Open Rate | The ratio of total opens / total sends | Marketing Lite, Plus, Professional, Enterprise |
| Life Time Click Rate | The ratio of total clicks / total send | Marketing Lite, Plus, Professional, Enterprise |
| Life Time Click to Open Rate | The ratio of total clicks / total opens | Marketing Lite, Plus, Professional, Enterprise |
| Unique List Unsubscribes | The unique number of List unsubscribes by a contact | Marketing Lite, Plus, Professional, Enterprise |
Build reports with Custom Object measures
You can build custom reports using any of the Custom Object measures listed below.
Take note:
- Custom Objects from supported third-party applications and integrations are available on:
- Marketing Lite, Plus, Professional, and Enterprise
- Sales Plus, Professional, and Enterprise
- Custom objects from supported third-party integrations on Deal Standard Objects are available on Sales Plus, Professional, and Enterprise plans
- Custom objects from supported third-party integrations on Account Standard Objects are available on:
- Marketing Professional and Enterprise
- Sales Plus, Professional, and Enterprise
- Custom objects created through the API or “Manage Data” page in ActiveCampaign accounts are available on:
- Marketing Enterprise
- Sales Enterprise
| Measure name | Measure description |
| Record Count | The count of custom object records |
| Total *currency | A unique measure for the total value for a given currency field |
| Total *number | A unique measure for the total value for a given number field |
| Unique Record Count | The unique count of custom object records for a given schema |
Build reports with Deals measures
You can build custom reports using any of the Deals measures listed below.
| Measure name | Measure description | Applies to |
| Average value | The average value of the deal | Sales Plus, Professional, Enterprise |
| Average value Lost | The average value of deals lost | Sales Plus, Professional, Enterprise |
| Average value Open | The average value of deals open | Sales Plus, Professional, Enterprise |
| Average value Won | The average value of deals won | Sales Plus, Professional, Enterprise |
| Count | The total number of deals | Sales Plus, Professional, Enterprise |
| Count Lost | The total number of deals lost | Sales Plus, Professional, Enterprise |
| Count Open | The total number of deals open | Sales Plus, Professional, Enterprise |
| Count Won | The total number of deals won | Sales Plus, Professional, Enterprise |
| Days to Loss | Number of days between the deal creation date and most recent deal loss date | Sales Plus, Professional, Enterprise |
| Days to Win | Number of days between the deal creation date and the most recent deal win date | Sales Plus, Professional, Enterprise |
| Percent Total | The share of the total number of deals | Sales Plus, Professional, Enterprise |
| Percent Total value | The share of the total value of deals | Sales Plus, Professional, Enterprise |
| Share Lost | The number of lost deals compared to the total number of deals | Sales Plus, Professional, Enterprise |
| Share value Won | The individual share of value of all won deals | Sales Plus, Professional, Enterprise |
| Share Won | The number of won deals compared to the total number of deals | Sales Plus, Professional, Enterprise |
| Total value | The total value of all deals | Sales Plus, Professional, Enterprise |
| Total value Lost | The total value of deals lost | Sales Plus, Professional, Enterprise |
| Total value Open | The total value of deals open | Sales Plus, Professional, Enterprise |
| Total value Won | The total value of deals won | Sales Plus, Professional, Enterprise |
| Won Ratio Count | The ratio of value for won deals to value for all deals | Sales Plus, Professional, Enterprise |
Build reports with Ecommerce measures
You can build custom reports using any of the Ecommerce measures listed below.
| Measure name | Measure description | Applies to |
| Abandoned Cart Rate | The ratio of abandoned carts to total orders | Marketing Plus, Professional, Enterprise |
| Average Order Revenue | The average order revenue | Marketing Plus, Professional, Enterprise |
| Average Order value | The average order value | Marketing Plus, Professional, Enterprise |
| Recovered Cart Rate | The ratio of abandoned carts to recovered carts | Marketing Plus, Professional, Enterprise |
| Total Abandoned Orders | The count of abandoned orders | Marketing Plus, Professional, Enterprise |
| Total Automation Price | The total order revenue associated with an automation | Marketing Plus, Professional, Enterprise |
| Total Campaign Price | The total order revenue associated with a campaign | Marketing Plus, Professional, Enterprise |
| Total Discounts | The total number of discounts assigned to orders | Marketing Plus, Professional, Enterprise |
| Total Orders | The total number of orders | Marketing Plus, Professional, Enterprise |
| Total Price | The total price associated to an order | Marketing Plus, Professional, Enterprise |
| Total Products | The total number of products contained in orders | Marketing Plus, Professional, Enterprise |
| Total Recovered Orders | The total number of recovered orders | Marketing Plus, Professional, Enterprise |
| Total Revenue | The total revenue associated to orders | Marketing Plus, Professional, Enterprise |
| Total Shipping Cost | The total shipping cost associated to orders | Marketing Plus, Professional, Enterprise |
| Total Taxes | The total taxes associated to orders | Marketing Plus, Professional, Enterprise |
| Total Unit Price | The total unit price associated to orders | Marketing Plus, Professional, Enterprise |
| Total value | The total value of orders | Marketing Plus, Professional, Enterprise |
Cross-join attributes
You can cross-join between Automation, Campaign, Contact, and Deal attributes. Cross-joining lets you answer deeper-level questions based on the parameters you set.
For example, you may want to create a report that shows you:
- How many contacts with a specific tag were sent or opened an email
- How many contacts from a geographic area entered an automation
- A list of email addresses of contacts who completed an automation and clicked a link in a campaign
To cross-join between automation, campaign, and contact attributes, the "Relationship type" filter must be selected and defined.