Read Audience Analytics: growth, engagement, and devices
What Total Subscribers, Active, Cold, sources, geography, and growth mean, and which numbers the date buttons change.
Use this page to see whether your list is growing, who is still reading, and where people came from. For how an open is recorded, read how counting works.
Before you start
- Pick a range with 7d, 30d, 90d, or 1y at the top right. It defaults to 30d and counts back from now.
- The range only changes the tabs marked below. On a lower plan you may see an upgrade banner: see plans for what each includes.
What each tab shows
| Tab | Numbers | Follows the date buttons? |
|---|---|---|
| Overview | Total Subscribers, Active, Email Open Rate, Click Rate, Engagement Breakdown, Referral Sources | No |
| Demographics | Top countries, full country list (top 20), Referral Sources | Countries yes, sources no |
| Devices & Platforms | Device types, browsers, operating systems | Yes |
| Engagement | Active, Moderate, Cold, Never Opened, average days since last open | No |
| Segments | Each tag with subscribers, open rate, click rate | Yes |
| Growth Trends | New, cumulative, unsubscribes, by Daily, Weekly, or Monthly | Yes |
| Export Data | CSV of Subscriber Segments, Geographic Distribution, or Growth Trends | Uses the current range |
The Overview cards
| Card | How it's computed |
|---|---|
| Total Subscribers | Every subscriber row in your account, any status. It includes unsubscribed and bounced addresses. |
| Active (30d open rate) | Subscribers with status active who opened in the last 30 days ÷ all subscribers with status active. |
| Email Open Rate | All-time unique opens ÷ all-time delivered, across broadcasts. |
| Click Rate | All-time unique clicks ÷ all-time delivered, across broadcasts. |
Engagement buckets
These count subscribers with status active only, sorted by when each one last opened.
Consider a re-engagement broadcast to Cold subscribers before removing anyone. Apple Mail can record an open the reader never made, so a low Never Opened count doesn't prove people are reading.
| Bucket | Last open |
|---|---|
| Active | Within the last 30 days |
| Moderate | 30 to 90 days ago |
| Cold | More than 90 days ago |
| Never Opened | No open recorded |
Sources, geography, devices, and segments
- Referral Sources shows how every subscriber joined, as stored on their record, such as
form:yourhandle/newsletter,lp:yourhandle/welcome,portal:yourhandle, ormanual. It covers your whole list, all time. - Geographic Distribution looks up the IP address of each open and click in the range. Mail apps that load images through their own servers show the location of those servers. The column is labeled Opens, but clicks are in the count too.
- Devices & Platforms reads the user agent on each open and click. It counts events, not people.
- Segments lists every tag. Open rate here is tagged subscribers with at least one open in the range ÷ all subscribers with that tag. It isn't per email, so it won't match a campaign's open rate.
- Growth Trends shows only the days, weeks, or months that had a signup. Cumulative starts from everyone who joined before the range and adds new signups. It doesn't subtract people who left.
What can go wrong
- No geographic data available yet. or No device data yet. These fill in as subscribers open and click within the range.
- No segment data. Add tags to subscribers. Saved audience segments aren't listed here, only tags.
- No subscriber growth data in this date range. Nobody joined in the range. Try 90d or 1y.
- The CSV says No data available for selected type. The tab behind that type had nothing loaded for the current range.
Frequently asked questions
Why didn't the numbers on Overview change when I picked 7d?
The cards on Overview don't follow the date buttons. Total Subscribers, Active, and Referral Sources are current. Email Open Rate and Click Rate are all-time. The buttons drive Demographics, Devices & Platforms, Segments, and Growth Trends.
Why is Unsubscribes on Growth Trends lower than I expected?
It counts people who joined in the selected range and are unsubscribed now, placed on the day they joined. Someone who joined before the range and left during it isn't counted. For unsubscribes per send, use the Unsub column in Campaign Analytics.
Does Never Opened mean those people never read my email?
No. It means no open was recorded. A reader with images turned off shows up here, because opens are recorded by an image in the email.
Ready to try it?
Open your dashboard and follow along — or create a free account.