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 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. When the contact clicks a link in an email, our system will register this action as a campaign open. 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 you 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
Total Campaigns Total number of unique campaigns

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:

  • 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. 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. 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. 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 record was created and today (if they are still subscribed to at least one list) or 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 contact's 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 with the contact as of the last data aggregation run
List of Tags All tags associated with a contact
Total Number of Custom Fields The total number of custom fields associated with a contact
List of Custom Fields All the custom fields associated with a contact
Total Deals The total number of deals associated with a contact
Current Deals Open The total number of deals that are associated with the contact and marked as open as of the last data aggregation run
Current Won Deals The total number of deals that are associated with the contact and marked as won as of the last data aggregation run
Current Lost Deals The total number of deals that are associated with 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
Count Total number of unique contacts

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 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

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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