Mailchimp reporting
Joined up to everything else.
Mailchimp reports campaign performance and list health. Whether it can report revenue at all depends on how it is connected to your store, which catches a lot of accounts out.
The connection
What we read from Mailchimp.
Read-only, via api key. Nothing is created, edited or published back into your account.
Access requested: A read-only API key. Revenue also needs Mailchimp's own store connection.
- Campaign performance
- Opens and clicks
- List growth and churn
- Attributed revenue where ecommerce is connected
Read it alone and it misleads you
No ecommerce connection means no revenue, only engagement
Mailchimp can only attribute revenue if its ecommerce integration is properly wired to your store. Plenty of accounts have been sending for years with that never set up, which means the revenue column reads zero regardless of how much the emails actually earned. Post-Apple Mail Privacy Protection the open rate is inflated too, so an account without ecommerce connected is reporting one metric that is empty and one that is unreliable.
This is not a fault in Mailchimp and it is not something a connector fixes. It is why a number from one platform should never be read on its own, and why the platforms never agree with each other.
Once it is joined up
Questions you can finally answer.
- Whether email is contributing revenue or only list growth
- How email performs against paid and organic on the same revenue basis
- Which campaigns bring subscribers who later buy, judged on CRM outcomes
Every one of those needs your CRM connected as well, because Mailchimp cannot see what closed. That usually means HubSpot, Salesforce or GoHighLevel.
Common questions
Mailchimp reporting, answered
Why is my Mailchimp revenue zero?
Almost always because the ecommerce integration was never connected to your store. Mailchimp cannot attribute revenue it has no visibility of. Reporting will show engagement correctly and revenue as zero until that connection exists, which is a Mailchimp setup step rather than something we can work around.
Should I trust the open rate?
Not as a performance measure. Apple's Mail Privacy Protection marks messages as opened without a human reading them, which inflates the figure by an amount that varies with your audience's device mix. Clicks and downstream revenue are the numbers to manage against.
Can I compare Mailchimp against paid channels?
Yes, and that is most of the point. Once email sits in the same revenue model as paid and organic, you can see what owned channels contribute rather than assuming they are free because there is no media cost.
Other email connections
See Mailchimp next to everything else.
The live demo runs on real connected data, with no login. It will show you the joined-up version faster than this page can describe it.