Contact Trend report explained

Navigation: Main_Page > Reports > Contact Reports > Contact Trend report explained

Contact Trend Report Explained

The Contact Trend Report in ActiveCampaign provides vital insights into contact behaviors over time, allowing businesses to refine their strategies based on observed trends. This feature is crucial for marketers seeking to understand subscriber dynamics, including growth patterns, unsubscribes, and overall engagement.

Why It Matters

Understanding how contacts interact with your lists enables you to make informed decisions about your marketing campaigns. The insights gained from the Contact Trend Report can help identify effective content strategies, optimize contact management, and improve customer retention rates.

How to Access This Feature

You can access the Contact Trend Report in several ways:

1. **Reports Page**: Navigate to the left menu and click on Reports > Contacts > Contact Trends. 2. **Contacts Page**: Click on Contacts in the left menu, then select Contact Trends. 3. **Marketing Dashboard**: Upon logging in, you can view the Marketing Dashboard, where the Contact Trend widget is displayed. If you customize your dashboard, ensure the widget is included to access this report easily.

Step-by-Step Instructions

To effectively utilize the Contact Trend Report, follow these steps:

1. **Access the Report**:

  - Choose one of the three methods mentioned above to open the Contact Trend Report.

2. **Review the Contact Trends Overview**:

  - The report will display a graphical representation of contact growth, showing trends in subscriptions and unsubscribes over a designated period.

3. **Filter Data When Necessary**:

  - Use the filter options to display different metrics related to contact trends, such as:
    - **Total Contacts**: Displays the total of active, unsubscribed, unconfirmed, and bounced contacts in your account.
    - **Active Contacts**: Represents contacts subscribed to at least one list.
    - **New Contacts**: The number of contacts added within the last 30 days.
    - **Unsubscribes**: All recorded unsubscribes, taking into account that a contact unsubscribing from multiple lists will be counted separately.

4. **Analyze the Data**:

  - Utilize the contact trends graph to visualize your contact behaviors and make strategic marketing decisions based on the insights gathered.

Configuration Options and Settings

The following configuration options are available on the Contact Trend Report page:

- **Contact Growth**: Defines how contact growth is evaluated based on subscriptions before the start date. - **Average New Contacts Per Day**: Calculates the average number of new contacts added daily within a specified date range. - **Unsubscribed Contacts**: Counts unique unsubscribes, noting that multiple unsubscribes by the same contact only count once.

Best Practices and Tips

To maximize the effectiveness of the Contact Trend Report, consider these best practices:

- **Regularly Review Trends**: Regularly analyze the report to identify fluctuations in contact behaviors and adjust your marketing tactics accordingly. - **Monitor Unsubscribe Rates**: Keep an eye on unsubscribe patterns to identify and rectify potential issues with your content or target audience. - **Utilize Filters**: Leverage the filtering options to gain deeper insights into specific segments of your contact list, allowing for more tailored marketing strategies. - **Customize the Marketing Dashboard**: Ensure the Contact Trend widget is visible on your Marketing Dashboard to track trends conveniently.

Troubleshooting

If you encounter issues with the Contact Trend Report, keep the following in mind:

- **Discrepancies in Numbers**: The report displays relative trends rather than absolute numbers. Factors such as contacts unsubscribing from multiple lists or user permissions can affect the displayed figures. - **Non-exportable Data**: Currently, the Contact Trend Report cannot be exported. Ensure you are aware of this limitation when planning data analysis.

Common Use Cases with Examples

- **Marketing Strategy Adjustments**: A business may notice a spike in unsubscribes after a certain campaign, prompting a revisit of their messaging strategy. - **Event Planning**: If new contacts are consistently growing before a specific event, it may indicate the effectiveness of promotional efforts. - **Audience Segmentation**: By monitoring the active contacts over time, marketers can identify high-engagement segments for targeted campaigns.

Related Features

For further exploration on related capabilities within ActiveCampaign, consider reviewing:

- Automation - Contact Reports - Marketing Dashboard

Frequently Asked Questions (FAQ)

1. **Can the Contact Trend Report be exported?**

  No, the Contact Trend Report cannot be exported.

2. **What is the difference between total contacts and active contacts?**

  Total contacts include all contacts regardless of subscription status, while active contacts are those subscribed to at least one list.

3. **How is contact growth calculated?**

  Contact growth is determined by analyzing subscriptions before the start date and adjusting daily based on unsubscribes and bounces.

4. **Why do my contact numbers vary?**

  Numbers may vary based on user permissions and factors like multiple subscriptions, deleted contacts, or lists.

5. **How often should I check the Contact Trend Report?**

  Regular checks, such as weekly or monthly, are recommended to stay informed of any shifts in contact behaviors.

6. **What happens if a contact unsubscribes from multiple lists?**

  Each unsubscribe from different lists counts separately, although they are still considered one unique unsubscribe in total.

7. **Where can I find more information about other reports?**

  You can learn more about other reports by visiting the Reports category in ActiveCampaign. 

Utilizing the Contact Trend Report effectively can lead to improved marketing strategies and better audience understanding, ultimately driving higher engagement and retention rates in your campaigns.