Which measures can I use to build a custom report?

Custom reports are available on the Enterprise plan.

Measures in your custom reports are aggregate numbers. This includes numbers such as 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

Contacts who use the Apple Mail app with iOS 15 with Mail Privacy Protection enabled will be excluded from opens reporting unless they click a link in the email, where an open will be registered. To learn more, visit ActiveCampaign and Apple iOS 15 Mail Privacy Protection.

Build reports with Campaign measures

You can build custom reports with the Campaign measures listed below. 

The measures below apply to:

  • Campaigns created in the Campaigns section of your ActiveCampaign account that were sent to a list(s)
  • Automation emails created within automations that were sent to at least one contact
Measure name Measure description
Total Sends The total number of email sends
Total Opens Total number of opens
Daily Unique Opens This metric only counts one open, per day, per subscriber, per campaign
Unique Subscriber Opens This metric includes the first open of an email made by subscribers
Total Clicks Total number of clicks across all links in an email
Daily Unique Clicks Unique clicks by day
Unique Subscriber Clicks
This metric includes only the first link click in an email
Total Forwards
Total forwards of an email
Total Hard Bounces
Total hard email bounces
Total Soft Bounces
Total soft email bounces
Total Bounces
Total hard and soft bounces
Total Unsubscribes
Total subscribers who unsubscribed from an email

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 This metric includes only the first entry of an automation

Note that 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
Total Automation Goal Completes Total goal completes in an automation
Total Completes Total completes of an automation

Note that this includes:
  •  Contacts who reached the end of the automation organically
  • Contacts who ended the automation early through the "End" admin action
Total Entries Total entries of an automation

Note that 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
Unique Daily Automation Goal Completes Unique automation goal completes by day
Unique Daily Completes Unique completes by day

Note that this includes:
  •  Contacts who reached the end of the automation organically
  • Contacts who ended the automation early through the "End" admin action
Unique Daily Entries Unique entries by day

Build reports with Contact measures

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

Measure name Measure description
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
Total Campaign Sends
The total number of campaigns sent to a contact
Total Campaign Opens
The total number of campaign opens by a contact
Total Campaign Clicks
The total number of campaign link clicks by a contact
Unique Campaign Opens
The unique number of campaign opens by a contact
Unique Campaign Clicks
The unique number of campaigns clicked by a contact
Total Automations Entered
The total number of automation entered by a contact
Total Automations Completed
The total number of automations completed by a contact
Unique Automations Entered
The unique number of automations entered by a contact
Unique Automations Completed
The unique number of automations completed by a contact
Tenure
The number of days between when the contact was created and today (if they are still subscribed to at least one list) or to their last unsubscribe.
Total Subscriptions
The total number of subscriptions associated with a contact
Unique Lists Subscribed to
The unique lists subscribed to by a contact
Total Unsubscribes
The total number of unsubscriptions associated with a contact
Unique Lists Unsubscribed to
The unique lists unsubscribed from by a contact
Total Conversions
The total number of times a contact converted
Average Conversion Value
The contacts average value of conversions
Total Conversion Value
The total value of all contact's conversions
Current Number of Tags
The total number of tags that are associated to the contact as of the last data aggregation run
List of Tags
All tags associated to a contact
Total Number of Custom Fields
The total number of custom fields associated to a contact
List of Custom Fields
All the custom fields associated to a contact
Total Deals
The total number of deals associated to a contact
Current Deals Open
The total number of deals that are associated to the contact and marked as open as of the last data aggregation run
Current Won Deals
The total number of deals that are associated to the contact and marked as won as of the last data aggregation run
Current Lost Deals
The total number of deals that are associated to the contact and marked as lost as of the last data aggregation run
Total Forms Completed
The total number of forms completed by a contact

Cross join attributes

You can cross join between Automation, Campaign, Contact, and Deal attributes. This allows you to 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

In order to cross join between automation, campaign, and contact attributes, the "Relationship type" filter must be selected and defined. 

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