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 name | Definition |
|---|---|
| Clicked | The number of recipients who clicked any tracked link. |
| Opened | The number of recipients who opened the email campaign |
| Click rate | The percentage of delivered emails that registered at least one click. |
| Clicks per unique opens | The percentage of recipients who opened the email campaign and then clicked a link. |
| Total clicks | The total number of times any tracked link was clicked. This count includes multiple clicks from individual recipients. |
| Emails sent | The number of emails that were sent. |
| Open rate | The percentage of total recipients (successful deliveries) who opened the email campaign. |
| Total opens | The number of times an email was opened. |
| Unsubscribed | The number of recipients who unsubscribed from an email campaign. |
| Unsubscribe rate | The percentage of recipients who opened the email campaign and unsubscribed. |
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 name | Definition |
|---|---|
| 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. |
| Successful deliveries | The number of emails delivered to your recipients’ inboxes. |
| Bounces | The number of emails that weren’t delivered to your recipients’ inboxes. For more information about bounces, check out Soft vs. Hard Bounces. |
| 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. |
| Abuse complaints | The number of recipients who reported your email as spam. Recipients who report your email as spam are automatically unsubscribed from your emails. |
| Abuse 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. |
E-commerce
Use these metrics to display campaign information about your connected online store.
| Metric name | Definition |
|---|---|
| Revenue | The money received, minus taxes and shipping fees. |
| Orders | The number of orders placed by subscribers in your connected store, including refunded or canceled orders. |
| Average order revenue | The amount of revenue divided by the number of orders. |
| Fulfilled order | Orders marked as "fulfilled" in your connected Shopify, WooCommerce, Big Cartel, or BigCommerce store. |
| Canceled order | Orders that were created but canceled before fulfillment in your connected Shopify, WooCommerce, Big Cartel, or BigCommerce store. |
| Refunded order | Paid orders that were returned in your connected Shopify, WooCommerce, Big Cartel, or BigCommerce store. |
| Order rate | The percentage of successfully delivered emails that resulted in an order. |
