ActiveCampaign Reporting: Metrics That Matter (Lesson 35)

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In this video, I’m talking about something I couldn’t not cover: focusing on the metrics that actually matter in ActiveCampaign, instead of getting obsessed with numbers that don’t move the needle.

I’ll pull up a real campaign report and walk through the stats people love to fixate on—open rates, Apple privacy “opens,” clicks, unsubscribes, spam complaints, and bounces. I’ll show you how I look at these in real life, including why I ignore Apple privacy opens, why unsubscribes/spam complaints/bounces are the real “health” metrics, and why I don’t personally care much about clicks (because clicks often signal curiosity, not intent).

Then I zoom out and talk about the metrics that matter depending on what you sell. If you’re a high-ticket service business, nothing really matters until a call is scheduled—so the big questions are: where are your calls coming from, what lead sources are producing those calls, and what does the buyer journey look like from first touch to sale? I’ll show you how I collect this data using a simple “where did you hear about me?” question and how trends become obvious once you’ve booked hundreds of calls.

From there, we’ll jump into a contact record and look at how ActiveCampaign tracks someone’s path through an automation. This is where it gets powerful: you can start measuring how many touch points it takes before someone buys, where people tend to convert, and how to tighten up the journey (for example, getting more trust built before the call so the post-call follow-up can be shorter and more effective).

And if you sell physical products, the same principle applies: you still want to know where sales come from and what sequences actually drive conversions—like what email in a cart abandonment flow tends to be the turning point—rather than obsessing over surface-level click-through rates.

Bottom line: ActiveCampaign gives you tons of data, but your job is to focus on the stuff that leads to real conversions in your business.