MailChimp's campaign and automation reports analyze clicks, opens, subscribers' social activity, ecommerce data, and more. Below, you'll learn where to find your campaign and Automation workflow reports and about our reporting features.

In this article:

Find, View, and Access Campaign and Automation Reports

To view a report for an individual campaign or automation workflow, follow the steps below:

  1.  Navigate to the Reports page. 
  2. Select the Campaigns or Automation tab at the top of the page, depending on what type of report you're looking for.
  3. Click the View Report button for the campaign or Automation workflow you'd like to view the report for.

You can also view a campaign or Automation workflow report by navigating to the Campaigns or Automation page and selecting the View Report button for the sent campaign or workflow you want to view the report for.

Depending on the size of the list, open stats can take between 15-30 minutes to update, while click and abuse stats should update in real-time. Bounces are checked every minute, but can take longer to update when there is heavy traffic on MailChimp servers.

Reporting Information

  • Overview
    The report Overview provides an at-a-glance look at how well a campaign performed: who was sent, when they opened, what they clicked, how many successful deliveries were made, along with lots of other info.
  • Activity
    The Activity menu lets you drill down further into campaign results. Selecting one of the Activity menu options allows you to view or export a segment of recipients that interacted with your campaign in a specific way such as opened or did not open, click performance, bounced, and others.

    Activity can also be used to send targeted campaigns to specific portions of your list using MailChimp's powerful segmenting options.
  • Links
    The Links tab gives you a better idea of how well each tracked URL performed in the campaign. From this screen you can find a list of the tracked URLs from your campaign along with the number of total and unique clicks for each one. If you're viewing the report for a Regular or RSS-Driven campaign, we also populate a click map to give you a visual representation of how each link performed. Check out this article for more information on click tracking. Video: Click Performance
  • Social
    The Social tab reveals who's liking your campaign on Facebook, a list of the top influencers and referrers for the campaign, and a map of clicks from across the globe. Before we can add Facebook stats to your campaign reports, you need to integrate your account with Facebook.
  • Ecommerce reports
    The E-commerce tab show the total sales generated by the campaign, total number of conversions (orders received), and a breakdown of each subscriber's purchases. You can track sales from a click in your campaign all the way to a purchase. This allows you to see which customers make a purchase (and what they buy) after opening your campaign.
  • Conversations
    The Conversations tab shows replies to your campaign when conversation tracking is enabled. Conversation tracking offers more flexibility than a standard reply-to email address by allowing other account users to receive email notifications when a subscriber replies to your campaign. Read more about conversation tracking here.
  • Advanced reports
    The Advanced tab displays  Analytics 360 data when applicable, as well as integration stats such as those from Survey Gizmo, Eventbrite, or SurveyMonkey. We also show you a breakdown of the top email domains for your subscribers under the Email Domain Performance chart.
  • Inbox Inspector, A/B split, and Time Warp
    These results are available from the report Overview if you've used those features for your campaign. Just click the headings to see the results for those in your campaign report.

Overview campaign statistics

  • Recipients
    Number of subscribers the campaign was sent to.
  • Delivered
    Date and time the campaign completed sending from MailChimp servers.
  • Open rate
    Percentage of successfully delivered campaigns that registered as an open.
  • Click rate
    Percentage of successfully delivered campaigns that registered a click.
  • List average for opens and clicks
    Average percentage of opens or clicks on previous campaigns sent to this list.
  • Industry average for opens and clicks
    Average percentage of opens or clicks for campaigns in the selected industry set for your account.
  • Opened
    Number of recipients that opened this campaign any number of times.
  • Clicked
    Number of recipients that clicked any tracked link any number of times in this campaign.
  • Bounced
    Number of recipients that registered as a hard or soft bounce.
  • Unsubscribed
    Number of subscribers that opted out of your list using the unsubscribe link in this campaign.
  • Total opens
    Total number of times the campaign was opened by recipients. This count includes multiple opens from individual recipients.
  • Successful deliveries
    The number of recipients that didn't hard or soft bounce on this campaign.
  • Clicks per unique opens
    Percentage of recipients that registered as an open who also clicked a link in your campaign.
  • Total clicks:
    Total number of times tracked links were clicked by recipients. This count includes multiple clicks from individual recipients
  • Forwarded
    Number of times the campaign was forwarded using the Forward to a Friend form. This stat considers forwards only through the Forward to a Friend form and is not able to detect when a subscriber uses the forwarding function in their email program.
  • Forward opens
    Number of times the campaign was opened by someone who was forwarded the campaign using a Forward to a Friend form.
  • Abuse reports
    Number of recipients that reported your email as spam. Subscribers that report a campaign as spam are automatically unsubscribed from your list.
  • Last opened
    The most recent instance of a recipient opening the campaign.
  • Last clicked
    The most recent instance of a recipient clicking a tracked link in the campaign.
  • 24-hour performance
    A graph detailing subscriber activity (opens and clicks) for the first 24 hours after the campaign was sent.
  • Top links clicked
    The URLs that were clicked the most in the campaign.
  • Subscribers with most opens
    Subscribers that opened the campaign the most times.
  • Social performance
    Provides a bird's eye view of how well your campaign is doing across different social media outlets. When your campaign generates Facebook or EepUrl activity, we'll link to the stats on the report Overview. You can click the links to view more detailed information about the social activity for your campaign.
  • Top locations
    Displays where in the world your subscribers are opening your campaigns. Using geolocation tracking we collect your subscribers' location information to gather the name of the country subscribers are from.

Troubleshooting List Stats

My campaign results aren't right

If you find that your campaign results don't appear to be correct, here are some things to keep in mind:

  • Open and click tracking must be turned on for those stats to populate.
  • Emails can sometimes take a while to send and be received by all the ISPs and incoming servers.
  • Campaign designs and subject lines should be created and written to encourage opens. Then, the recipient needs to enable image viewing in their own email account or click a tracked link in the campaign.
  • Are all of your recipients in your list (or a good chunk of your recipients) at the same domain? It's possible the domain admin may be quarantining the message in their incoming spam filter.

My campaign results seem skewed

If the unsubscribes seem a bit off for this campaign, here are a few things to check for:

  • Do you have any abuse complaints? When someone reports your email as spam, they are automatically unsubscribed as well and would count toward your opt-out or unsub total.
  • They may have re-signed up already using the link on the unsubscribe confirmation email, in which case we would not note them as an unsubscribe on that particular campaign.
  • The unsubscribe link may not have worked for that particular recipient due to some setting in their email program, in which case they'd be taken to the unsubscribe form, which would only show that unsubscribe when viewing the unsubscribes for the list.

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