About Your Dashboard

The MailChimp Dashboard has a new look. If you haven’t seen it yet, just log in and you’ll see it right away.

The Dashboard not only shows you valuable metrics and statistics; it also helps you get the most out of your MailChimp account with custom tips and educational tools.

In this article, you’ll learn about your account Dashboard.  

New Account Dashboard

After you create a MailChimp account, the New Account Dashboard shows three basic steps for getting started. Click the buttons in each section to learn how to prep your account for email marketing success.

Screenshot of e-commerce and audience dashboard options.


Each time you complete a recommended step, we’ll show you graphs, charts, and metrics that assess the status of your account. But don’t feel pressured to complete all the steps at once. The Dashboard will still be here when you need it!

Customized Dashboard

As you complete our recommended steps—connecting your store, adding subscribers, and sending campaigns—we’ll add some handy statistics to the Overview tab of your Dashboard.

When you’re done with the recommended steps in each section, everything you see on the Dashboard will be customized with data from your account. Here’s an example.

Now that you know how it looks, here’s how it works. The Dashboard helps you analyze your email marketing in three areas.

  • E-commerce performance

  • Audience

  • Email engagement

The Dashboard will refresh daily to give you an up-to-date, high-level overview of your entire account with graphs, charts, and performance statistics. In each section, you can choose a time frame from the drop-down menu to compare your account performance over a period of 7 days, 30 days, or 1 year. Just click the Past 7 days drop-down menu to choose a timeframe.

Also be sure to check out Explore MailChimp to find curated recommendations that are tailored to your account. We’ll show you content to help you get the most out of our powerful marketing features. And if your account metrics aren’t where you want them to be yet, read the stat-boosting Tips located in each section of your Dashboard.

E-Commerce Performance

If you connected your online store to MailChimp, the first section of your dashboard is E-commerce performance. Here, we’ll show you e-commerce revenue from the Shopify, Magento, WooCommerce, or BigCommerce stores you’ve connected to your account.

Use this section to find out how much money you’re making online.

In the E-commerce performance section, you’ll find these metrics.

  • Revenue from MailChimp: Gross revenue you generated from all MailChimp email marketing during the timeframe

  • Positive or negative percentage: The increase or decrease of this timeframe’s revenue compared to the last timeframe’s revenue

  • Total store revenue: Gross revenue from MailChimp emails plus gross revenue from non-MailChimp sources

  • Orders: Total number of orders from all stores connected to your MailChimp account

The Revenue graph pulls data from your connected store and contains these values.

  • Campaigns: Gross revenue from MailChimp email campaigns

  • Automations: Gross revenue from MailChimp Automations

  • Other: Gross revenue from other online sources outside of MailChimp emails


The Orders graph contains these values.  

  • Completed orders: The number of completed purchases during the timeframe

  • Recovered carts: The number of abandoned shopping carts that have been successfully recovered and purchased with an abandoned cart automation


After you add people to your list, you officially have an audience. We’ll display your list statistics in the Audience section. This shows important trends across all the lists in your MailChimp account.

In the Audience section, you’ll find these metrics.

  • Total Audience: The total number of subscribers in all lists

    • This number doesn’t include non-subscribed, cleaned, and unsubscribed addresses

  • Audience Change: A number that shows the increase or decrease of your total subscriber count across all lists, compared to the previous timeframe

    • This number includes unsubscribes and cleaned addresses, so if you had 7 new subscribers last week, and 7 unsubscribes this week, audience change will be 0

  • Positive or Negative Percentage: Shows the positive or negative trend in Audience Growth compared to the previous timeframe

  • Unsubscribes and Bounces: The total number of unsubscribes plus cleaned addresses during the timeframe


The Growth chart contains these values.

  • Audience Change: Increase or decrease of your total subscriber count across all lists,  compared to the previous timeframe

  • Existing subscribers: Subscribers who were already saved in your lists


The Sources chart contains these values.

  • Sources: This displays where your subscribers signed up, based on percentages across all your lists

  • Subscribers: Shows the percentage of subscribers who came from each signup source

    • We’ll show the top six signup sources. If you have more than six, you’ll see an Other category that includes the rest

Campaign Engagement

After you send a campaign or automation, you can see how well it did in the next section of your Dashboard, Campaign engagement. Use it to analyze open and click data, and measure e-commerce statistics for any online stores you’ve connected to MailChimp.

In the Campaign engagement section, you’ll find these metrics.

  • Emails Delivered: The total number of campaigns plus automation emails delivered during the timeframe

  • Opened: Total email opens within the timeframe

    • % of delivered: The Opened amount divided by the Emails Delivered amount

  • Clicked: Total clicks during the timeframe

    • % of opened: The Clicked amount divided by the Opened amount

  • Added to Cart: The total number of items from emails that were added to shopping carts during the timeframe

    • % of clicked: The Added to Cart amount divided by the Clicked amount

  • Purchased: The total number of completed orders during the timeframe

    • % of added to cart: The Purchased amount divided by the Added to Cart amount


The Inbox graph contains these values.

  • Opened: The percentage of delivered emails that were opened

    • A high ratio of opened to delivered indicates that your subject lines are performing well

  • Clicked: The percentage of emails that were clicked

    • A high click to open ratio indicates that your audience is engaging with the content you're sending

The E-Commerce graph contains these values.

  • Added to cart: The percentage of emails that generated shopping cart adds

  • Purchased: The percentage of emails that resulted in successful product purchases


The Activity tab of the Dashboard takes you to the Chimp Chatter page. Click the Preferences button to show different types of activity like new subscribes or unsubscribes for your lists, campaign milestones, or campaigns that are forwarded with our Forward to a Friend link. Only contacts who go through the double opt-in process will show in Chimp Chatter.

View Your Dashboard

Ready to explore your Dashboard? Just log in to MailChimp. The Dashboard is the first screen after login. If you’re already logged in, save and close anything you’re working on, and click the Freddie Chimp icon in the account navigation.

Want more Dashboard updates? Learn how to turn on weekly account status emails to track your engagement trends and account stats.

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