Custom Reporting Measures

Marketing_Enterprise

Sales_Enterprise

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 Plan availability
Account Count The count of relevant accounts.
  • Marketing Enterprise
  • Add-on for Marketing Professional
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Contact Count The count of contacts related to relevant accounts.
  • Marketing Enterprise
  • Add-on for Marketing Professional
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Deal Count The count of deals related to relevant accounts.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Total Open Deal Count The count of open deals related to relevant accounts.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Total Won Deal Count The count of won deals related to relevant accounts.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Total Lost Deal Count The count of lost deals related to relevant accounts.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Total Deal Value The total deal value of deals related to a given account.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Total Open Deal Value The total deal value of open deals related to a given account.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Total Won Deal Value The total deal value of won deals related to a given account.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Total Lost Deal Value The total deal value of lost deals related to a given account.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Average Deal Value The average deal value of deals related to a given account.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Average Open Deal Value The average deal value of open deals related to a given account.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Average Won Deal Value The average deal value of won deals related to a given account.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional
Average Lost Deal Value The average deal value of lost deals related to a given account.
  • Sales Enterprise
  • Add-on for Sales Plus & Professional

Build reports with Automation measures

You can build custom reports using any of the Automation measures listed below.

Measure name Measure description Plan availability
Subscriber Completes This metric includes only the first complete of an automation.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
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 Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Automation Ecommerce Revenue The total ecommerce Order revenue attributed to Campaigns within an automation.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Automation Ecommerce Revenue Non Currency Value The total ecommerce Order revenue attributed to Campaigns within an automation without currency.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Automation Goal Completes Total goal completes in an automation.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total Completes Total completion 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 Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
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 Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Unique Daily Automation Goal Completes Unique automation goal completes by day.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
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 Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Unique Daily Entries Unique entries by day.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional

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 Plan availability
Daily Unique Clicks The daily number of contacts with a click event for a Campaign.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Daily Unique Opens The daily number of contacts with an open event for a Campaign.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Bounces The daily number of contacts with a bounce event for a Campaign. Include both hard and soft bounces.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Campaign Ecommerce Revenue The total Ecommerce Order Revenue attributed to a Campaign.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Campaign Ecommerce Revenue Non Currency Value The total Ecommerce Order Revenue attributed to a Campaign without currency.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Campaigns The total number of campaigns.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Forwards The total number of forward events.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Hard Bounces The total number of hard bounce events.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Sends The total number of sending events.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Opens Total number of opens.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Soft Bounces The total number of soft bounce events.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Unique Clicks The total number of unique clicks across all links in a campaign by a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Unique Opens The total number of unique opens by a Contact
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Unsubscribes The total number of unsubscribe events.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Unique Subscriber Clicks The first click, by a contact, for a campaign.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Unique Subscriber Opens The first open, by a contact, for a campaign.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Unique Clicks Total number of clicks across all links in an email.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Unique Verified Opens* Unique campaign opens that are not related to Apple Privacy enabled devices. This metric is counted once per contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Unique Apple Privacy Opens* Unique campaign opens that are identified as Apple Mail Privacy opens. This metric is counted once per contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional

 

  *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.

Build reports with Contact measures

You can build custom reports using any of the Contact measures listed below.

Measure name Measure description Plan availability
Contact Deals Lost The total count of deals with a status of lost related to a contact.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Contact Deals Open The total count of deals with a status of open related to a contact.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Contact Deals Won The total count of deals with a status of won related to a contact.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
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 Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Count Total number of contacts.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Current Number of Tags The total number of tags currently applied to a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total Automations Entered The total number of automation entries for a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total Campaign Clicks The total number of click events for a campaign for a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Campaign Opens The total number of open events for a campaign for a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Campaigns Sent The total number of campaign sending events for a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Completed Forms The total number of form submissions for a given contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total Completes The total number of automation completions for a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total Contact Deals The total number of deals associated with a contact.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total Conversions The total number of subscribe events for a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Subscriptions The total number of subscribe events for a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Total Unsubscribes The total number of unsubscribe events for a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Unique Automations Completed The unique number of automations completed by a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Unique Automations Entered The unique number of automations entered by a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Unique Campaign Clicks The unique number of campaigns clicked by a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Unique Campaign Opens The unique number of campaigns opened by a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Unique List Subscriptions The unique number of list subscribes by a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Life Time Open Rate The ratio of total opens / total sends.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Life Time Click Rate The ratio of total clicks / total send.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Life Time Click to Open Rate The ratio of total clicks / total opens.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional
Unique List Unsubscribes The unique number of list unsubscribes by a contact.
  • Marketing Enterprise
  • Add-on for Marketing Lite, Plus, & Professional

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 Plan availability
Average value The average value of the deal.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Average value Lost The average value of deals lost.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Average value Open The average value of deals open.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Average value Won The average value of deals won.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Count The total number of deals.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Count Lost The total number of deals lost.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Count Open The total number of deals open.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Count Won The total number of deals won.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Days to Loss Number of days between the deal creation date and most recent deal loss date.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Days to Win Number of days between the deal creation date and the most recent deal win date.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Percent Total The share of the total number of deals.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Percent Total value The share of the total value of deals.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Share Lost The number of lost deals compared to the total number of deals.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Share value Won The individual share of the value of all won deals.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Share Won The number of won deals compared to the total number of deals.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total value The total value of all deals.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total value Lost The total value of deals lost.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total value Open The total value of deals open.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Total value Won The total value of deals won.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional
Won Ratio Count The ratio of value for won deals to value for all deals.
  • Sales Enterprise
  • Add-on for Sales Plus &  Professional

Build reports with Ecommerce measures

You can build custom reports using any of the Ecommerce measures listed below. 

Measure name Measure description Plan availability
Abandoned Cart Rate The ratio of abandoned carts to total orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Average Order Revenue The average order revenue.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Average Order value The average order value.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Recovered Cart Rate The ratio of abandoned carts to recovered carts.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Abandoned Orders The count of abandoned orders. Marketing Plus,
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Professional, Enterprise
Total Automation Price The total order revenue associated with an automation.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Campaign Price The total order revenue associated with a campaign.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Discounts The total number of discounts assigned to orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Orders The total number of orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Price The total price associated with an order.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Products The total number of products contained in orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Recovered Orders The total number of recovered orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Revenue The total revenue associated with orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Shipping Cost The total shipping cost associated with orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Taxes The total taxes associated with orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total Unit Price The total unit price associated with orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional
Total value The total value of orders.
  • Marketing Enterprise
  • Add-on for Marketing Plus & Professional

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.

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