Contact trend report explained

When you have access to various reports, you can use those insights to greatly improve your future results. But you need to be able to actually understand all of the information a report gives you. 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.

This article goes over what information you actually get from the contact trends report.

Where is the contact trend report?

The contact trend report is located in the marketing dashboard view of your ActiveCampaign account. Upon logging in, look for this section on your marketing dashboard:

Note that this marketing dashboard is customizable and certain features may be hidden. To learn about customizing your marketing dashboard to include your preferred information, visit Customizing your marketing dashboard.

You can also locate the contact trends report by clicking on the Reports, then clicking to expand the Contact Reports tab to find "Contact Trends."

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 period of time.

There are 4 parts to this report:

  • The contact trends graph view
  • Contact growth
  • Average contact growth per day
  • Unsubscribed contacts

The contact trends graph can be filtered to show progress based on total contacts, active contacts, new contacts, and unsubscribes.

In addition to this visual growth representation, there are three other numeric representations of contact data: contact growth, average contact growth per day, and unsubscribed contacts.

ActiveCampaign determines Contact Growth by looking for subscriptions prior to the start date, and then for each day within the range (up until the end date).

Here's an example where the starting point is 1 contact on July 21:

This is the number of contacts with a signup date prior toJuly 21. Specifically, it shows the contacts that entered the system prior to the start date. This is our first data point, and the future data we see in the graph will depend on this starting point.

Next, we look for all contacts that fall between the start and end dates. So we find any contacts that signed up or subscribed between the start and end dates. We also find the number of unsubscribes or bounces for each day in the range, and deduct those from each day accordingly.

Our ending date shows 6 contacts on July 23:

This means that for each day between the start and end date we gained some new contacts, but also lost one who unsubscribed. So the net gain was 5 contacts over this period of time.

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.

Important to note

Contacts Trend report can go down if contacts are unsubscribed form the specific list.

Also, depending on currently logged in user, the number can vary. Because if the 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.

If you see discrepancies in the expected number of contacts, it is unlikely that the numbers are wrong, as numbers do not account for things like subscribes to multiple lists, deleted contacts, or deleted lists.

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