The report below is only available for existing accounts created before February 7, 2025. Accounts created on or after that date will only have access to the new Contact Performance Report.
The Contact Trend report in ActiveCampaign gives you in-depth information about common contact behaviors, which can help you tailor your business strategies to their needs.
Take note
- The Contact Trend report cannot be exported
- Data points on the graph for Contacts Trend Report are built to give relative trends, not absolute numbers for contacts
- If you see discrepancies in the expected number of contacts, it is because the numbers do not account for events such as subscriptions to multiple lists, deleted contacts, or deleted lists
- Numbers may vary depending on the logged in user. For example, if a user doesn't have permission to see a specific list, the number of contacts subscribed to that list will be reduced from the Contact Growth number
- The Contacts Trend report is affected when contacts unsubscribe from a specific list
Where is the Contact Trend report?
There are three ways to access your contact trend report:
Option 1: Reports page
On the left menu, click "Reports" > "Contacts" > "Contact Trends."
Option 2: Contacts page
On the left menu, click "Contacts" > "Contact Trends."
Option 3: Marketing Dashboard
The Marketing Dashboard appears when you first log in. You can also click the ActiveCampaign logo on the top left to navigate to the dashboard. Once there, look for the Contact Trend widget:
Note that the marketing dashboard is customizable, and certain features may be hidden. Find out how to customize your marketing dashboard to include your preferred information.
What does the contact trends report tell you?
The Contact Trends page uses data from subscriptions, unsubscribes, and bounces to provide a general overview of your contact growth over a certain time.
This report includes:
- The contact trends graph view
- Contact growth
- Average contact growth per day
- Unsubscribed contacts
You can filter the "Contact Trends" graph to show progress based on:
- Total contacts - The total of active, unsubscribed, unconfirmed, and bounced contacts in your account. When filtered by a list, it is the total number of contacts assigned to that list regardless of subscription status
- Active contacts - The number of contacts subscribed to at least one list
- New contacts - The number of contacts assigned to a list in the last 30 days. This includes contacts with the following statuses: active, unsubscribed, unconfirmed, and bounced
- Unsubscribes - The total number of unsubscribes. For example, if a contact unsubscribed from three lists, it will count as three unsubscribed. When filtered by a list, it shows all the unsubscribe entries for that list
In addition to the visual growth representation, there are three other numeric representations of contact data: Contact Growth, Average Contact Growth per Day, and Unsubscribed Contacts.
Contact Growth
ActiveCampaign determines Contact Growth by looking for subscriptions before the start date, and then for each day within the range (up until the end date).
Contacts who signed up or subscribed between the start and end dates will be shown on the graph. We also find the number of unsubscribed or bounces for each day in the range, and deduct those from each day accordingly.
Based on contact growth, the other report values will populate with contact trend information about daily growth progress and your unsubscribe rate. These insights will help you better prepare your marketing strategies and increase customer retention.
Average New Contacts per Day
The number of new contacts (regardless of status) added within a specified date range.
Unsubscribed Contacts
Unique contacts that unsubscribed. For example, if a contact unsubscribes from multiple lists, it counts as one unsubscribe.