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. Click the Date range drop-down to apply a time frame to the Contacts breakdown and What’s changed sections.
4. 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.
   
   
5. Click Apply.

About audience analytics

Mailchimp’s audience analytics gives you important subscription and growth data about the contacts in your audience. Use the Summary section to quickly view the total number of email and SMS contacts you have, and to view how many of those are subscribed, non-subscribed, or unsubscribed. Use the Contacts breakdown section to view information about your subscribed email contacts in a given time frame. The What’s changed section gives you valuable insights into the net growth of your subscribed contacts within a time frame, to help you gauge the success of your marketing efforts.

Summary

The Summary section displays the total number of your email and SMS 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.

Non-subscribed contacts haven’t yet opted in to receive your email or SMS marketing messages. Non-subscribed contacts can receive your ads and transactional emails. To learn more about how to use non-subscribed contacts, check out About Non-Subscribed Contacts.

Contacts breakdown

The Contacts breakdown section automatically displays the Channel summary tab, where you can view the total number of subscribed contacts you have for email. Use the Day, Week, or Month view to customize the graph.

What's changed

The What’s changed section shows the percentage of change in your net subscriber growth. Net growth is the number of subscribed contacts for a given 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