Top 14 ActiveCampaign Analytics To Track

As a marketing agency, you’re already familiar with ActiveCampaign, a powerful platform for email marketing and customer relationship management. However, when it comes to creating client reports, many agencies struggle to decide which analytics to include. 

Should you focus on basic metrics like open rates and clicks or dive deeper into contact behavior and campaign performance? For example, if a recent email campaign had a high open rate but low click-throughs, it’s not enough to report just those numbers. By digging into the data—perhaps integrating with Google Analytics—you’ll determine whether the call-to-action was weak or if the landing page failed to engage.

Understanding how your clients' ActiveCampaign account interacts with other platforms is necessary to show their full marketing picture, from contacts who opened an email to leads generated through integrated channels. The key is turning those raw numbers into actionable insights that truly move the needle for your clients.

Let’s get started! 

What Is ActiveCampaign?

ActiveCampaign is a customer experience automation (CXA) platform that helps marketing agencies manage their client’s email marketing, sales processes, and customer relationships. Founded in 2003 by Jason VandeBoom, it initially focused on email marketing but shifted to a cloud-based (SaaS) model in 2013, adding more advanced tools for marketing automation and CRM.

A key feature of the platform is the ActiveCampaign analytics, which provides detailed insights into campaign performance, customer behavior, and sales trends. These analytics allow marketers to track email open rates, click-throughs, and automation success, helping them make data-driven decisions.

ActiveCampaign is used by over 180,000 businesses in 170 countries, sending billions of emails each month. The platform is popular with small to medium-sized businesses due to its affordability and ease of use, but it’s also powerful enough for larger companies.

Overall, ActiveCampaign is a top competitor in the CRM and marketing automation world, helping users improve their marketing and sales efforts.

14 ActiveCampaign Analytics to Track for Clients

Tracking the right ActiveCampaign metrics provides insight into how well the content resonates with recipients, whether your client’s audience is engaging with the messages, and where there may be opportunities for improvement. 

Below are some of the most important ActiveCampaign metrics to track to ensure that campaigns are optimized for success.

1. Bounce Rate

Bounce rate refers to the percentage of emails that could not be delivered to recipients' inboxes. 

There are two types of bounces: soft bounces, which occur due to temporary issues (like a full inbox), and hard bounces, which happen when an email address is invalid. 

A high bounce rate negatively impacts sender reputation and typically leads to lower deliverability rates in the future. Regularly tracking this metric helps identify problematic addresses or list quality issues, ensuring you maintain a clean, healthy email list for your clients. 

Bounce rate is important to keep an eye on as it can lead to issues with delivery rates down the line. You always want to sanitize your email lists and make sure you aren't getting high bounce rates.

Bryan Lozano, Vice President of Operations, Ad-Apt

2. Click-Through Rate

The click-through rate is the percentage of recipients who click on a link in an email. It’s one of the most important metrics for determining the effectiveness of the call-to-action (CTA) and overall engagement rate. 

A high click-through rate indicates that the content is compelling and relevant, leading recipients to take the desired action, such as visiting the website or making a purchase. Tracking these link clicks helps refine content strategy, improve conversion rates, and enhance customer engagement.

Read More: Email Benchmarks Agencies Should Use for Re-engagement Campaigns

3. Email Open Rate

The email open rate is the percentage of recipients who opened an email out of the total number of emails delivered. This metric is essential for understanding how well the subject lines are performing, as an engaging subject line often greatly impacts whether recipients open an email. 

However, it's important to note that open rates alone may not always tell the full story, as some email clients auto-open messages. Still, consistently tracking open rates provides a general sense of how an audience is responding to the content.

4. Email Unsubscribe Rate

The email unsubscribe rate measures the percentage of people who opt out of an email list after receiving a campaign. A sudden spike in this rate often signals that the content is no longer resonating with the audience or that too many emails are being sent. Monitoring this metric helps fine-tune the content, sending frequency, and segmentation strategies to reduce churn and maintain a healthy list.

5. Count

The count metric in ActiveCampaign refers to the total number of recipients who receive a particular email. It's important to track this because it gives context to other metrics like open rate, click rate, and bounce rate. Knowing the size of an audience helps marketers better understand the impact of a campaign and allows for more accurate comparisons across different email campaigns or time periods.

6. Emails Sent

Tracking the total number of emails sent provides a big-picture view of email marketing efforts over time. This metric monitors the volume of communication with an audience, whether through newsletters, promotions, or automated sequences. Comparing the total number of emails sent to engagement metrics (like open and click rates) helps determine if you’re over-communicating or hitting the right cadence.

Read More: When & How Often to Email Your List

7. Forwards

The forwards metric measures how often recipients share an email with others by forwarding it. A high number of forwards is a strong indicator that the content is valuable and relevant, encouraging the audience to share it with their networks. This kind of organic distribution significantly extends the reach beyond an original recipient list, improving brand awareness and potentially driving new leads.

Read More: How To Create an Unstoppable Brand for Your Clients

8. Recipients

The recipients metric simply refers to the total number of people who were sent an email. Similar to the count metric, tracking recipients is needed to understand the scale of your client’s campaigns. By monitoring recipient data, marketers segment an audience more effectively and ensure they’re targeting the right groups for specific messages.

9. Replies

Replies measure how many recipients respond directly to your client’s emails. While not every email campaign is designed to solicit replies, tracking this metric provides valuable insights into how engaged an audience is. A high number of replies indicates that the content is being read and also compelling enough to prompt a direct response–often a strong indicator of relationship-building success.

Read More: Building Client Authority to Win the Market

10. Action

The action metric tracks the specific actions recipients take after interacting with an email, such as visiting a webpage, downloading a resource, or making a purchase. This is one of the most important metrics for evaluating the direct impact of a client’s email campaigns on business outcomes. Tracking these actions helps tie email marketing performance to broader business objectives like lead generation, sales, or user engagement.

A great email marketing report should allow you to compare campaigns (especially if they are split testing, which everyone should be!) and drill down to see who in particular, has taken action on an email.

James Middleditch, Director, Digital Group Media

11. List

The list metric refers to which of your client’s segmented email lists a particular campaign was sent to. Monitoring this is important because different lists may have different levels of engagement depending on how well they’re segmented. It allows email marketers to understand how different audience segments respond to campaigns and helps refine targeting strategies.

12. Shares

The shares metric tracks how often emails are shared on social media or other platforms. Like forwards, a high number of shares is a good sign that your content is resonating with your audience. This metric helps extend your reach and create more opportunities for engagement, making emails a valuable part of the overall marketing strategy.

Read More: Social Media Marketing vs. Email Marketing: Pros & Cons

13. Unique Opens

Unique opens represent the number of individual recipients who opened an email. This is different from the total number of opens, as some recipients may open an email multiple times. Tracking unique opens provides a clearer picture of how many people are engaging with the content and helps evaluate the performance of subject lines and overall email appeal.

14. Subscriber Clicks

Email subscriber clicks measure how many individual subscribers click on a link in an email. This is more specific than total clicks because it focuses on unique subscribers who engage with the content. 

Tracking subscriber clicks helps marketers understand which parts of an email are most compelling and informs decisions like content placement, CTA optimization, and audience segmentation.

Turning Raw ActiveCampaign Analytics Into Actionable Insights

Marketing agencies deliver value to their clients by turning ActiveCampaign analytics into actionable insights that explain trends, drive decisions, and improve outcomes. 

To make the most of ActiveCampaign analytics:

• Set Clear Goals & KPIs: Define specific goals and KPIs to ensure data analysis aligns with your client’s objectives.

• Identify Key Metrics: Focus on the most relevant metrics that influence pipelines and performance to avoid overwhelming clients with unnecessary data.

• Analyze Trends: Look for patterns over time to explain performance changes and predict future outcomes.

• Benchmark Against Competitors: Compare data against industry standards to understand how your client stacks up and where improvements are needed.

• Connect the Dots With Other Platforms: Integrate analytics from different platforms to get a more holistic view of overall marketing performance.

• Use Insights To Drive Strategy: Translate your findings into actionable steps that directly impact client strategies and measurable growth.

Turning analytics reports into strategic recommendations helps your clients gain clarity, improve pipelines, and make data-driven decisions that impact their bottom line. 

How To Create ActiveCampaign Reports Using AgencyAnalytics

Connecting ActiveCampaign with AgencyAnalytics makes tracking key email metrics easier by keeping everything in one place. Who has time to jump from platform to platform every month trying to compile their client reports? 

With customizable dashboards and real-time updates, marketers quickly see how their client campaigns are performing in a centralized place. Then, link other platforms like Google Analytics, Unbounce, and Stripe to get a complete view of your client’s attribution data, a/b testing landing page copy, and ecommerce purchases associated with the email campaign.

So, where do you begin? 

Start by logging into your AgencyAnalytics account and navigate to the client account for which you’d like to build an ActiveCampaign analytics dashboard. Then, select “add” in the drop-down menu to create a new dashboard. 

Next, you’ll be prompted to choose how you’d like to create the insights dashboard: 

We’ve chosen to create a blank dashboard for this example. This allows you to drag and drop specific widgets you’d like from a variety of marketing platforms. 

In a hurry? With Smart Reports and Smart Dashboards from AgencyAnalytics, marketers create the reports they need in just 11 seconds. Give it a try with a 14-day free trial! And with access to over 80 marketing channels, AgencyAnalytics gives agencies a full view of your clients’ marketing efforts, all in one place. 

The platform’s easy-to-use interface helps you quickly visualize data, spot trends, and make smart decisions—while keeping your clients updated with real-time insights. Plus, the new Ask AI feature automatically summarizes complex marketing data into actionable insights, saving you even more time. 

5 ActiveCampaign Reporting Tips

Go beyond email performance and paint a complete picture of your client’s overall marketing efforts. 

Email is often about driving traffic to other brand destinations. You may promote content or products on your website or social profiles, for example. As such, having email metrics integrated into other metrics, such as your website, are hugely helpful. Using UTM codes in your links is another helpful way to make a connection between emails and other target destinations.

Seth Giammanco, Principal, Strategy and Technology, Minds On Design Lab

Here are five tips to help create ActiveCampaign reports that will leave a lasting impression:

1. Combine ActiveCampaign With Other Campaign Metrics: Don’t limit your reports to just email performance. Integrate Google Analytics, Google Ads, Facebook, and SEO rankings for a full view of your clients' campaigns. This helps demonstrate how ActiveCampaign fits into the larger strategy.

2. Track the Right ActiveCampaign Metrics: Focus on metrics that align with your client’s goals, such as open rates, click rates, bounces, and conversions. Avoid overwhelming clients with irrelevant data.

3. Focus on the Results That Matter: Highlight outcomes that have the biggest impact, such as increased leads, revenue growth, or higher customer retention rates. Clients care about results, not just activity.

4. Use Automated Reporting Tools: Tools like AgencyAnalytics allow you to automate reporting, saving time and ensuring clients get up-to-date data without manual effort.

5. Wrap Results in Your Agency’s Brand: Customize reports with your agency’s branding, including logos and colors, for a professional touch that reinforces your agency's value.

By following these tips, agencies deliver impactful reports that showcase clear results and help clients feel confident in their marketing strategies.

Read More: Client Reporting: How to Demonstrate the Value of Your Agency’s Services

ActiveCampaign Analytics vs. AgencyAnalytics

ActiveCampaign’s native analytics make it simple to track important campaign data, but AgencyAnalytics takes things further, especially for agencies handling multiple clients. It allows marketers to combine data from ActiveCampaign and other platforms to create customized, in-depth reports. 

Not to mention tools like AI Summary that summarize client marketing data, this time-saving feature helps agencies make informed decisions and communicate those results to clients in seconds flat. 

To help you decide which platform suits your needs, here's a side-by-side comparison of both tools.

Summary and Key Takeaways

Here are some steps to help you get more out of your ActiveCampaign integration and wow your clients:

• Review Your Current ActiveCampaign Overview Pages: Take a close look at the analytics and reporting pages you’re using now and see if there are better ways to track data, like unsubscribes, opens, and contact activity.

• Explore Third-Party Tools: Tools like AgencyAnalytics help you generate and send reports that combine data from all your clients’ platforms.

• Customize Your Reports: Tailor your reports to fit each client’s goals and include details like unsubscribes and generated leads. Add your agency’s branding to maintain a professional look.

• Automate Your Reporting: Set up an email report to be automatically generated and sent to clients so they always have the latest insights on ActiveCampaign metrics like contact activity and campaign performance.

Following these steps will help make your reporting process more efficient and provide clients with clear, actionable insights.