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All the Custom Report Metrics
Create and build a custom report with the metrics that matter most to you to see how your contacts interact with your email campaigns. The columns of your custom report are determined by the metrics you choose.
In this article, you'll learn about the metrics you can use for your Custom Report.
Available metrics
Here are all the metrics to choose from when you create or edit a custom report. You may choose more than one. To learn more about custom reports and how to use them, check out Create a Custom Report.
Email engagement
Use these metrics to see how contacts have interacted with your marketing email.
| Metric | Definition |
|---|---|
| Email click rate | The percentage of delivered emails that registered at least one click. |
| Email clicked | The number of recipients who clicked any tracked link. |
| Email clicks per unique opens | The percentage of recipients who opened the email campaign and then clicked a link. |
| Email open rate | The percentage of total recipients (successful deliveries) who opened the email campaign. |
| Email opened | The number of recipients who opened the email campaign |
| Email total clicks | The total number of times any tracked link was clicked. This count includes multiple clicks from individual recipients. |
| Email total opens | The number of times an email was opened. |
Email delivery
Use these metrics to display your email delivery rates, bounces, and complaints. For more information on email delivery, check out About Mailchimp Email Delivery Rates.
| Metric | Definition |
|---|---|
| Email abuse report rate | The percentage of emails that recipients mark as spam. We calculate this number by taking the number of abuse complaints divided by the number of successfully delivered emails. |
| Email abuse reports | The number of recipients who reported your email as spam. Recipients who report your email as spam are automatically unsubscribed from your emails. |
| Email bounce rate | The percentage of emails that weren't successfully delivered to your recipients’ inboxes. We calculate this number by taking the number of hard and soft bounces divided by the total number of emails sent. |
| Email bounces | The number of emails that weren’t delivered to your recipients’ inboxes. For more information about bounces, check out Soft vs. Hard Bounces. |
| Email deliveries | The number of emails delivered to your recipients’ inboxes. |
| Email delivery rate | The percentage of emails that were successfully delivered to your recipients’ inboxes. Deliverability rates can be impacted by the sending server, your email content, and who you’re sending it to. We calculate this number by taking the number of successfully sent emails divided by the total number of emails sent. |
| Email unsubscribe rate | The percentage of recipients who opened the email campaign and unsubscribed. |
| Email unsubscribes | The number of recipients who unsubscribed from an email campaign. |
| Emails sent | The number of emails that were sent. |
E-commerce
Use these metrics to display campaign information about your connected online store.
| Metric | Definition |
|---|---|
| Email attributed orders | The total number of orders customers placed that are attributed to a Mailchimp message. |
| Email attributed revenue | The total revenue attributed to a Mailchimp message. |
| Email attributed revenue per recipient | Revenue attributed to Mailchimp divided by the number of recipients. |
| Email average cart size | The average number of items in a cart that was purchased and attributed to a Mailchimp message. |
| Email order attribution rate | The percentage of orders attributed to a Mailchimp message. |
| Email order rate | The percentage of successfully delivered emails that resulted in an order. |
| Email revenue attribution rate | The percentage of revenue attributed to a Mailchimp message. |
| Orders | The number of orders placed by subscribers in your connected store, including refunded or canceled orders. |
| Revenue | The money received, minus taxes and shipping fees. |
| Unattributed revenue | Revenue that is not attributed to a Mailchimp message or subscribed contact |
| Unique customers | The total number of customers who placed orders. |
Grouping and filtering
When you create or edit a custom report, you can choose how to group and filter your metrics.
Grouping
You can group your metrics by campaign, campaign type, audience, time frame (e.g. day, week, month, quarter, and year), and SMS country.
Filtering
You can filter your metrics to view specific data for a campaign, campaign type, audience, or SMS country. Once you select a filter type, click the second drop-down and choose the options you want to work with. You can add multiple filters to your custom report.
SMS
SMS reports give you important information about your text messages. They include how often your messages are delivered, how many people click on them, and how much money you make, and how many SMS credits are used.
The SMS report includes an overview, a Monitor performance section, and a Recipient details section. The information in your SMS report is specific to your SMS Marketing program’s sending country.
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