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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.
- In the left navigation menu, click Analytics, then click Audience.
- If you have more than one audience, click the drop-down to the right of the Audience Analytics title and choose the one you want to work with.
- Use the Date range picker to select a time frame and click Apply.
Mailchimp’s audience analytics gives you important subscription and growth data about the contacts in your audience.
Audience Overview
The Audience Overview section displays the total number of your contacts and includes a breakdown for subscribed, non-subscribed, and unsubscribed contacts. You can filter using the Email, SMS, or All buttons to show how many contacts in your audience have just an email address, just a mobile number, or both for the metric displayed.
Note
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 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.
SMS Contacts
For SMS enabled audiences, you'll see an additional section with information about your SMS contacts during the selected time frame.
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.
