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 |
| Account Count | The count of relevant accounts. |
| Contact Count | The count of contacts related to relevant accounts. |
| Deal Count | The count of deals related to relevant accounts. |
| Total Open Deal Count | The count of open deals related to relevant accounts. |
| Total Won Deal Count | The count of won deals related to relevant accounts. |
| Total Lost Deal Count | The count of lost deals related to relevant accounts. |
| Total Deal Value | The total deal value of deals related to a given account. |
| Total Open Deal Value | The total deal value of open deals related to a given account. |
| Total Won Deal Value | The total deal value of won deals related to a given account. |
| Total Lost Deal Value | The total deal value of lost deals related to a given account. |
| Average Deal Value | The average deal value of deals related to a given account. |
| Average Open Deal Value | The average deal value of open deals related to a given account. |
| Average Won Deal Value | The average deal value of won deals related to a given account. |
| Average Lost Deal Value | The average deal value of lost deals related to a given account. |
Build reports with Automation measures
You can build custom reports using any of the Automation measures listed below.
| Measure name | Measure description |
| Subscriber Completes | This metric includes only the first complete of an automation. |
| Subscriber Entries | Subscriber Entries This metric includes only the first entry of an automation. This includes:
|
| Total Automation Ecommerce Revenue | The total ecommerce Order revenue attributed to Campaigns within an automation. |
| Total Automation Ecommerce Revenue Non Currency Value | The total ecommerce Order revenue attributed to Campaigns within an automation without currency. |
| Total Automation Goal Completes | Total goal completes in an automation. |
| Total Completes | Total completion of an automation. This includes:
|
| Total Entries | Total entries of an automation. This includes:
|
| Unique Daily Automation Goal Completes | Unique automation goal completes by day. |
| Unique Daily Completes | Unique completes by day. This includes:
|
| Unique Daily Entries | Unique entries by day. |
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 |
| Daily Unique Clicks | The daily number of contacts with a click event for a Campaign. |
| Daily Unique Opens | The daily number of contacts with an open event for a Campaign. |
| Total Bounces | The daily number of contacts with a bounce event for a Campaign. Include both hard and soft bounces. |
| Total Campaign Ecommerce Revenue | The total Ecommerce Order Revenue attributed to a Campaign. |
| Total Campaign Ecommerce Revenue Non Currency Value | The total Ecommerce Order Revenue attributed to a Campaign without currency. |
| Total Campaigns | The total number of campaigns. |
| Total Forwards | The total number of forward events. |
| Total Hard Bounces | The total number of hard bounce events. |
| Total Sends | The total number of sending events. |
| Total Opens | Total number of opens. |
| Total Soft Bounces | The total number of soft bounce events. |
| Total Unique Clicks | The total number of unique clicks across all links in a campaign by a contact. |
| Total Unique Opens | The total number of unique opens by a Contact |
| Total Unsubscribes | The total number of unsubscribe events. |
| Unique Subscriber Clicks | The first click, by a contact, for a campaign. |
| Unique Subscriber Opens | The first open, by a contact, for a campaign. |
| Total Unique Clicks | Total number of clicks across all links in an email. |
| Unique Verified Opens* | Unique campaign opens that are not related to Apple Privacy enabled devices. This metric is counted once per contact. |
| Unique Apple Privacy Opens* | Unique campaign opens that are identified as Apple Mail Privacy opens. This metric is counted once per contact. |
*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 |
| Contact Deals Lost | The total count of deals with a status of lost related to a contact. |
| Contact Deals Open | The total count of deals with a status of open related to a contact. |
| Contact Deals Won | The total count of deals with a status of won related to a contact. |
| 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. |
| Count | Total number of contacts. |
| Current Number of Tags | The total number of tags currently applied to a contact. |
| Total Automations Entered | The total number of automation entries for a contact. |
| Total Campaign Clicks | The total number of click events for a campaign for a contact. |
| Total Campaign Opens | The total number of open events for a campaign for a contact. |
| Total Campaigns Sent | The total number of campaign sending events for a contact. |
| Total Completed Forms | The total number of form submissions for a given contact. |
| Total Completes | The total number of automation completions for a contact. |
| Total Contact Deals | The total number of deals associated with a contact. |
| Total Conversions | The total number of subscribe events for a contact. |
| Total Subscriptions | The total number of subscribe events for a contact. |
| Total Unsubscribes | The total number of unsubscribe events for a contact. |
| Unique Automations Completed | The unique number of automations completed by a contact. |
| Unique Automations Entered | The unique number of automations entered by a contact. |
| Unique Campaign Clicks | The unique number of campaigns clicked by a contact. |
| Unique Campaign Opens | The unique number of campaigns opened by a contact. |
| Unique List Subscriptions | The unique number of list subscribes by a contact. |
| Life Time Open Rate | The ratio of total opens / total sends. |
| Life Time Click Rate | The ratio of total clicks / total send. |
| Life Time Click to Open Rate | The ratio of total clicks / total opens. |
| Unique List Unsubscribes | The unique number of list unsubscribes by a contact. |
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 |
| Average value | The average value of the deal. |
| Average value Lost | The average value of deals lost. |
| Average value Open | The average value of deals open. |
| Average value Won | The average value of deals won. |
| Count | The total number of deals. |
| Count Lost | The total number of deals lost. |
| Count Open | The total number of deals open. |
| Count Won | The total number of deals won. |
| Days to Loss | Number of days between the deal creation date and most recent deal loss date. |
| Days to Win | Number of days between the deal creation date and the most recent deal win date. |
| Percent Total | The share of the total number of deals. |
| Percent Total value | The share of the total value of deals. |
| Share Lost | The number of lost deals compared to the total number of deals. |
| Share value Won | The individual share of the value of all won deals. |
| Share Won | The number of won deals compared to the total number of deals. |
| Total value | The total value of all deals. |
| Total value Lost | The total value of deals lost. |
| Total value Open | The total value of deals open. |
| Total value Won | The total value of deals won. |
| Won Ratio Count | The ratio of value for won deals to value for all deals. |
Build reports with Ecommerce measures
You can build custom reports using any of the Ecommerce measures listed below.
| Measure name | Measure description |
| Abandoned Cart Rate | The ratio of abandoned carts to total orders. |
| Average Order Revenue | The average order revenue. |
| Average Order value | The average order value. |
| Recovered Cart Rate | The ratio of abandoned carts to recovered carts. |
| Total Abandoned Orders | The count of abandoned orders. |
| Total Automation Price | The total order revenue associated with an automation. |
| Total Campaign Price | The total order revenue associated with a campaign. |
| Total Discounts | The total number of discounts assigned to orders. |
| Total Orders | The total number of orders. |
| Total Price | The total price associated with an order. |
| Total Products | The total number of products contained in orders. |
| Total Recovered Orders | The total number of recovered orders. |
| Total Revenue | The total revenue associated with orders. |
| Total Shipping Cost | The total shipping cost associated with orders. |
| Total Taxes | The total taxes associated with orders. |
| Total Unit Price | The total unit price associated with orders. |
| Total value | The total value of orders. |
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.