Mailchimp Metrics & Dimensions

Last updated: March 12, 2026

24 dimensions

56 metrics

This reference covers all available dimensions and metrics for Mailchimp data through Detrics. Use this guide to understand what data you can extract and how to structure your queries.

Supported destinations:

Google Sheets

Dimensions

Dimensions are the attributes you can use to segment and group your Mailchimp data.

Campaign


Campaign ID	The unique identifier for the email campaign Field Name: `campaignId` Type: dimension
Campaign Name	The name/title of the email campaign Field Name: `campaignName` Type: dimension
Campaign Type	The type of campaign (e.g., regular, plaintext, absplit) Field Name: `campaignType` Type: dimension
Campaign Status	The current status of the campaign (e.g., sent, draft) Field Name: `campaignStatus` Type: dimension
Campaign Created	The date the campaign was created Field Name: `campaignCreatedDate` Type: dimension
Campaign Send Date	The date the campaign was sent Field Name: `campaignSendDate` Type: dimension
Campaign Last Open	The date of the last email open for the campaign Field Name: `campaignLastOpen` Type: dimension
Campaign Last Click	The date of the last link click for the campaign Field Name: `campaignLastClick` Type: dimension

Email Content


Subject Line	The email subject line Field Name: `subjectLine` Type: dimension
Preview Text	The email preview text shown in inbox Field Name: `previewText` Type: dimension
From Name	The sender display name Field Name: `fromName` Type: dimension
Reply To	The reply-to email address Field Name: `replyTo` Type: dimension
Content Type	The content type of the email (e.g., template, html) Field Name: `contentType` Type: dimension

List


List ID	The unique identifier for the audience/list (shared between campaigns and lists) Field Name: `listId` Type: dimension
List Name	The name of the audience/list (shared between campaigns and lists) Field Name: `listName` Type: dimension
List Rating	The list quality rating from Mailchimp (1-5) Field Name: `listRating` Type: dimension
List Visibility	The list visibility setting (pub or prv) Field Name: `listVisibility` Type: dimension
List Created	The date the list was created Field Name: `listCreatedDate` Type: dimension
Last List Subscribed	The date of the most recent subscription to the list Field Name: `listLastSubDate` Type: dimension
Last List Unsubscribed	The date of the most recent unsubscription from the list Field Name: `listLastUnsubDate` Type: dimension

List Growth


List ID	The list ID for the growth history record Field Name: `growthListId` Type: dimension
List Name	The list name for the growth history record Field Name: `growthListName` Type: dimension
Month	The month of the growth history data (YYYY-MM format) Field Name: `growthMonth` Type: dimension

Industry Benchmarks


Industry Type	The industry type used for benchmark comparison Field Name: `industryType` Type: dimension

Metrics

Metrics are the numerical values you can measure and analyze from your Mailchimp campaigns.

Delivery


Emails Sent	Total number of emails sent for the campaign Field Name: `emailsSent` Type: metric
Emails Delivered	Number of emails delivered (sent minus bounces) Field Name: `emailsDelivered` Type: metric
Emails Cancelled	Number of emails cancelled before delivery Field Name: `emailsCancelled` Type: metric
Delivery Rate	Percentage of emails successfully delivered (delivered / sent) Field Name: `deliveryRate` Type: metric

Engagement


Unique Opens	Number of unique recipients who opened the email Field Name: `uniqueOpens` Type: metric
Total Opens	Total number of email opens (includes multiple opens per person) Field Name: `opensTotal` Type: metric
Open Rate	Percentage of recipients who opened the email (unique opens / delivered) Field Name: `openRate` Type: metric
Unique Clicks	Number of unique recipients who clicked a link Field Name: `uniqueClicks` Type: metric
Total Clicks	Total number of clicks on links in the email Field Name: `clicksTotal` Type: metric
Unique Subscriber Clicks	Number of unique subscribers who clicked Field Name: `uniqueSubscriberClicks` Type: metric
Click Rate	Percentage of recipients who clicked (unique clicks / delivered) Field Name: `clickRate` Type: metric

Bounces


Bounces	Total number of bounced emails (hard + soft) Field Name: `bounces` Type: metric
Hard Bounces	Number of permanent delivery failures Field Name: `hardBounces` Type: metric
Soft Bounces	Number of temporary delivery failures Field Name: `softBounces` Type: metric
Syntax Errors	Number of emails with address syntax errors Field Name: `syntaxErrors` Type: metric
Bounce Rate	Percentage of emails that bounced (bounces / sent) Field Name: `bounceRate` Type: metric
Hard Bounce Rate	Percentage of hard bounces (hard bounces / sent) Field Name: `hardBounceRate` Type: metric
Soft Bounce Rate	Percentage of soft bounces (soft bounces / sent) Field Name: `softBounceRate` Type: metric

Unsubscribe & Spam


Abuse Reports	Number of spam/abuse reports received Field Name: `abuseReports` Type: metric
Unsubscribes	Number of recipients who unsubscribed Field Name: `unsubscribes` Type: metric
Unsubscription Rate	Percentage of recipients who unsubscribed (unsubscribes / sent) Field Name: `unsubscriptionRate` Type: metric


Forwards	Number of times the email was forwarded Field Name: `forwardsCount` Type: metric
Forward Opens	Number of opens from forwarded emails Field Name: `forwardsOpens` Type: metric
Facebook Likes	Number of Facebook likes from the campaign Field Name: `facebookLikes` Type: metric
Unique Likes	Number of unique Facebook likes Field Name: `uniqueLikes` Type: metric
Recipient Likes	Number of likes from email recipients Field Name: `recipientLikes` Type: metric

E-commerce


Total Orders	Total number of orders attributed to the campaign Field Name: `ecommerceTotalOrders` Type: metric
Total Spent	Total amount spent by customers from the campaign Field Name: `ecommerceTotalSpent` Type: metric
Total Revenue	Total revenue attributed to the campaign Field Name: `ecommerceTotalRevenue` Type: metric

Industry Benchmarks


Industry Open Rate	Average open rate for this industry Field Name: `industryOpenRate` Type: metric
Industry Click Rate	Average click rate for this industry Field Name: `industryClickRate` Type: metric
Industry Bounce Rate	Average bounce rate for this industry Field Name: `industryBounceRate` Type: metric
Industry Unopen Rate	Average unopen rate for this industry Field Name: `industryUnopenRate` Type: metric
Industry Unsubscription Rate	Average unsubscription rate for this industry Field Name: `industryUnsubRate` Type: metric
Industry Abuse Report Rate	Average abuse report rate for this industry Field Name: `industryAbuseRate` Type: metric

List Stats


Member Count	Total number of active members in the list Field Name: `memberCount` Type: metric
Member Count Since Last Send	Number of new members since the last campaign was sent Field Name: `memberCountSinceSend` Type: metric
Cleaned Count	Total number of cleaned (removed) contacts in the list Field Name: `cleanedCount` Type: metric
Cleaned Count Since Last Send	Number of contacts cleaned since the last campaign was sent Field Name: `cleanedCountSinceSend` Type: metric
List Unsubscribe Count	Total number of unsubscribes from the list Field Name: `listUnsubscribeCount` Type: metric
Unsubscribe Count Since Last Send	Number of unsubscribes since the last campaign was sent Field Name: `unsubscribeCountSinceSend` Type: metric
Campaign Count	Number of campaigns sent to this list Field Name: `campaignCount` Type: metric
List Open Rate	Average open rate for campaigns sent to this list Field Name: `listOpenRate` Type: metric
List Click Rate	Average click rate for campaigns sent to this list Field Name: `listClickRate` Type: metric
List Subscription Rate	Average subscription rate for the list Field Name: `listAvgSubRate` Type: metric
List Unsubscription Rate	Average unsubscription rate for the list Field Name: `listAvgUnsubRate` Type: metric
Target Subscription Rate	Target subscription rate for the list Field Name: `listTargetSubRate` Type: metric

List Growth


Opt-in Members	Number of members who opted in during this month Field Name: `optins` Type: metric
Imported Members	Number of members imported during this month Field Name: `imports` Type: metric
Subscribed Members	Total subscribed members at the end of this month Field Name: `subscribed` Type: metric
Unsubscribed Members	Number of members who unsubscribed during this month Field Name: `unsubscribed` Type: metric
Reconfirmed Members	Number of members who reconfirmed during this month Field Name: `reconfirmed` Type: metric
Cleaned Members	Number of members cleaned (removed) during this month Field Name: `cleaned` Type: metric
Pending Members	Number of members pending confirmation during this month Field Name: `pending` Type: metric
Deleted Members	Number of members deleted during this month Field Name: `deleted` Type: metric
Transactional Subscribers	Number of transactional subscribers during this month Field Name: `transactional` Type: metric

Getting started

Data Destinations

Data Sources

Mailchimp Metrics & Dimensions

Dimensions

Campaign

Email Content

List

List Growth

Industry Benchmarks

Metrics

Delivery

Engagement

Bounces

Unsubscribe & Spam

E-commerce

Industry Benchmarks

List Stats

List Growth

Getting started

Data Destinations

Data Sources

​Dimensions

​Campaign

​Email Content

​List

​List Growth

​Industry Benchmarks

​Metrics

​Delivery

​Engagement

​Bounces

​Unsubscribe & Spam

​Forwards & Social

​E-commerce

​Industry Benchmarks

​List Stats

​List Growth

Dimensions

Campaign

Email Content

List

List Growth

Industry Benchmarks

Metrics

Delivery

Engagement

Bounces

Unsubscribe & Spam

Forwards & Social

E-commerce

Industry Benchmarks

List Stats

List Growth