What is an ActiveCampaign report?
An ActiveCampaign report is a tool that consolidates data from multiple sources (e.g., email campaigns, automation workflows, CRM data) to track and display key performance indicators (KPIs) (e.g., open rates, click-through rates, conversions), enabling teams to monitor campaign performance and create presentations for clients and executives.
ActiveCampaign reports are typically built using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.
What to include in an ActiveCampaign report?
An actionable ActiveCampaign report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive ActiveCampaign reports
Executive reports for CMOs, CEOs, and clients show marketing's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:
- Campaign ROI analysis: by channel, using attribution for large budgets.
- Customer journey analysis: engagement, conversion, and retention metrics from email campaigns.
- Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel).
- Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.
ActiveCampaign manager reports
Manager reports have cross-channel views with drill-downs to see performance by client, brand, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:
- Cross-channel reporting: overall campaign, product, client, or region reporting across channels.
- Goal tracking: compare current performance vs objectives.
- Audits for prioritization and spotting issues.
- Competitive analysis for channel and tactic mapping.
- Topic, keyword, content, audience research.
Operational ActiveCampaign reports
Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Email: delivery, open, click-through, conversion rates.
- Automation: workflow performance, engagement metrics.
- CRM: contact management, deal tracking.
Operational ActiveCampaign reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
How to build an ActiveCampaign report?
To build an ActiveCampaign report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email.
Here’s the breakdown:
Connect data sources
Define and connect the data sources to bring to your report. Common sources are ActiveCampaign for email and automation data, CRM for sales data, and other marketing platforms for additional insights.
To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report.
You can follow these tutorials on connecting your data:
Choose a template
Choose from dozens of ActiveCampaign report templates in Google Sheets or Looker Studio, designed for use cases like email performance monitoring, automation tracking, and CRM insights.
Learn to copy Looker Studio templates.
While templates are the starting point, make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, and all the fields and metrics that you define as "conversions" and "revenue".
Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your ActiveCampaign reporting use cases, such as email performance monitoring, automation tracking, and CRM insights.
Select metrics, dimensions, and charts
Once your report template is downloaded, you may 1) modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:
- Select the data source and the account connected to it.
- Choose metrics (e.g., open rates, click-through rates, conversions).
- Choose breakdowns to segment your data (e.g., by date, campaign name, contact segment).
You can follow these tutorials on adding data to your reports:
Design
To make your ActiveCampaign reports truly white-label, you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your ActiveCampaign reports:
Share
Share your ActiveCampaign reports via links, PDF, schedule emails, and control permissions.
KPIs to include in an ActiveCampaign report?
ActiveCampaign reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of campaigns towards business goals. They include:
ActiveCampaign funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel:
- Visibility metrics: email deliveries, contact reach.
- Engagement metrics: open rates, click-through rates, engagement scores.
- Conversion metrics: custom conversions, leads, purchases, key events.
Efficiency KPIs compare your marketing outputs to the cost, including:
- Visibility: cost per email sent.
- Engagement: cost per click.
- Conversion: cost per acquisition, cost per lead.
Effectiveness KPIs compare the input with the output from one funnel stage to another:
- Visibility: frequency of email sends.
- Engagement: engagement rate.
- Conversion: conversion rate.
Sales and cost KPIs show the bottom-line impact of your marketing performance:
- Sales: customers, revenue.
- Cost: campaign spend, operational expenses.
- Efficiency: ROI, customer acquisition cost.
- Effectiveness: average order value, average customer value.
To analyze these ActiveCampaign KPIs, segment them by:
- Channel: email, automation, CRM.
- Time: hourly, daily, weekly, monthly.
- Campaign: funnel stage, objective.
- Business: client, branch, region.
- Audience: geo, tech, demographics, interests, behavior, placement.
- Content: email templates, automation workflows, contact segments.
