About Audience Analytics

Audience analytics tracks the changes in your contact counts over time. An audience of engaged contacts could mean more sales and a higher return on investment (ROI).

In this article, you’ll learn how audience analytics works and what information is included on the page.

Things to know

Here are some things to know.

• This feature is included with the Standard plan or higher.
• You’ll need an audience with at least one email or SMS contact to generate report information.
• The report date range is based on your account’s local time zone.

View audience analytics

To view the analytics for a specific audience, follow these steps.

1. Click Analytics, then click Audience.
2. If you have more than one audience, click the Audience drop-down and choose the one you want to work with. Your audience data will appear in the Summary section.
3. Use Date range to select a time frame. This will apply to all sections of the page except the Summary.
4. Click Apply.

About audience analytics

Mailchimp’s audience analytics gives you important subscription and growth data about the contacts in your audience.

Summary

The Summary section displays the total number of your contacts and includes a breakdown for subscribed, non-subscribed, and unsubscribed contacts. The Both row shows how many contacts in your audience have both an email address and a mobile number for the metric displayed.

Contacts over time

The Contacts over time section shows the total number of subscribed and unsubscribed contacts, as well as how many come from email and SMS. Use the Day, Week, or Month view to customize the graph.

Source performance

The Source performance section displays data for each sign up source. This data includes total contacts, new contacts, unsubscribed contacts, and attributed revenue. Use the Actions drop-down to create or view a segment. The breakdown displays the percentage of growth over your selected time frame.

Source performance over time

Source performance over time tracks total contacts by signup source within your selected time frame. Use the Day, Week, or Month view to customize the graph. The breakdown displays the percentage of growth over your selected time frame.

What's changed

The What’s changed section shows the net growth of subscriptions. Net growth is the number of subscribed contacts for your selected date range minus any unsubscribed or removed contacts. Use the Day, Week, or Month view to customize the graph.

Next steps

Reviewing your audience analytics will help you understand how engaged your email and SMS contacts are. For deeper analysis, head over to your Marketing dashboard and run custom reports to share with your stakeholders.

About the Marketing Dashboard
Create a Custom Report