About the Conversion Insights Dashboard

The conversion insights dashboard provides a holistic view of your business performance to help you understand how your marketing connects to actual revenue. It combines detailed revenue attribution with predictive analytics to show you not just what happened in the past, but what is likely to happen next.

In this article, you’ll learn how to access the dashboard, understand your data, and use insights to optimize your marketing strategy.

Before you start

• The conversion insights dashboard is available to users on a Standard plan or higher.
• You must have a connected e-commerce store. To learn more about connecting an e-commerce store, check out Connect Your Online Store to Mailchimp.
• To view predictive data on the Customers tab, you must have sent at least one email campaign to your audience. To learn more about predictive analytics, check out About Predictive Analytics and Demographics.

View the dashboard

The dashboard is split into two views: Conversions and Customers. To view either, follow these steps.

1. Click Analytics, then click Conversion Insights. The default view is Conversions. Click Customers for the Customers view.
2. If you have more than 1 store, click the Store drop-down and choose the one you want to work with.
3. If you have more than one audience, click the Audience drop-down and choose the one you want to work with.

To view date-specific information in the Conversions tab, follow these steps.

1. Click the Date range drop-down to open the time frame options.
2. Click Date range from the second drop-down to select a time frame, or use Start date and End date to choose a custom date range.
3. Click Apply.

Nice job! We'll display data for the conversions that match your criteria.

Conversions

The Conversions tab focuses on revenue attribution and funnel performance. It tracks how your marketing campaigns translate into store visits and sales.

Revenue from Mailchimp

This section helps you assess the impact of your marketing efforts by comparing your store's total performance against Mailchimp's direct impact.

• Revenue from Mailchimp
  The revenue count for all orders that have an associated (attributed) campaign ID. This value includes all send types (regular, automation, and transactional) and both email and SMS channels.
• Total store revenue
  The total sales count for your connected store, inclusive of all orders, regardless of attribution.

Attributed conversion metrics

These core metrics help you compare Mailchimp’s conversion rates against other marketing channels.

• Audience converted
  The number of people in your audience, including subscribed, unsubscribed, and non-subscribed contacts, who made at least one purchase.
• Audience conversion rate
  The number of people in your audience who made at least one purchase, divided by the total size of your audience.
• Revenue per recipient
  Revenue attributed to Mailchimp divided by the number of subscribers in the selected audience.
• Orders
  The total number of orders customers placed that are attributed to a Mailchimp message.
• Average order revenue
  The average amount spent by customers per order attributed to a Mailchimp message.
• Average cart size
  The average number of items in a cart that was purchased and attributed to a Mailchimp message.

Store activity

Store activity traces the customer path through your store and identifies key drop-off points. If your store is connected via Shopify, the graph displays granular steps, which you can view by total count or by rate.

• Page viewed
  Customers who visited any general page within your connected storefront.
• Submitted search
  Customers who performed a search query within your connected storefront.
• Viewed collection
  Customers who visited a collection page (a page that displays groups of products) in your connected storefront.
• Viewed product
  Customers who viewed a specific product page in your connected storefront.
• Product added to cart
  Customers who placed a product into their cart in your connected storefront.
• Checkout completed
  Customers who successfully finished the checkout process in your connected storefront.

Revenue over time

The dashboard breaks down your attributed revenue over time to help you understand where your sales are coming from.

Revenue is split between single-send (including regular, bulk, RSS, and A/B tests), automations (including customer journeys), and transactions. Each send type will display the revenue and percentage of total revenue attributed to it.

The Customers tab uses Mailchimp’s predictive analytics to forecast future buying behavior. By analyzing purchase history, browsing activity, and email engagement, we group your audience into actionable segments.

Subscribers ready to buy

This section highlights contacts with a high Likelihood to Purchase in the next 30 days. These are often prospects or active subscribers who are showing strong buying signals but haven't converted yet.

Customers ready to buy again

This section uses Predicted Time to Next Purchase to identify past customers who are due to reorder soon. The chart groups these customers by their predicted purchase week.

Customers at risk of not buying again.

This section identifies customers with a High Churn Risk. These contacts have deviated from their typical buying cycle and are unlikely to purchase again without intervention.

Take action on your insights

A primary goal of the conversion insights dashboard is to provide guidance to optimize your sales and marketing strategy. Actionable insights and guided actions appear directly on the dashboard.