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
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 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:
|
| Total Automation Goal Completes | Total goal completes in an automation |
| Total Completes |
Total completes 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 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.