Understanding your Subscribers Report

The beehiiv Subscribers Report gives you an in-depth look at your subscriber growth, with acquisition sources, email opens, click-through rates and other insights at your fingertips. You can make confident, data-driven decisions with the information you need to evaluate, plan, and implement your newsletter growth strategy. 

We’ll walk you through each tab of the Subscribers Report with an explanation of each section and what to expect. Simply click on each tab to reveal the content below.

To access your Subscribers Report, navigate to the left panel dashboard in your account, then click Analyze > Subscribers report. 

At any time, you can export each tab of the report as a PDF by clicking the Download icon in the top right corner. To download the results of an individual table or graph, simply hover over what you wish to download, click the 3 dots menu > Download Results. 

Overview Tab
The Overview tab gives you a full breakdown of your subscriber growth on a comprehensive dashboard, showing subscriptions created in the prior 30 days (or current date) as default. Click the Subscription Created At box to change the date range.



Note: The ‘Subscription Created At’ data reflects the date a user originally subscribed to your publication. If a user signs up on January 1, unsubscribes, and then resubscribes on January 30, their ‘Created At’ date will still be recorded as January 1.


To see the most up-to-date numbers, toggle on Include today. 



You can also adjust the Channel/Source/Medium and UTM Campaign to further refine the data to meet your needs.



Beneath the data parameter options, the first chart shows your Active, Inactive, Paused (if you have enabled a Subscriber Retention Flow), and Pending subscribers (if you have double opt in enabled). Read our guide on subscriber status types for more information.



To the right of your New Subscribers chart, you’ll see a breakdown of New Subscribers by Acquisition Source. Each source is listed by type (such as website, recommendation, and so on).




Under your new subscribers info, you’ll see your Subscriber Acquisitions by Day chart. Each acquisition source is listed by type (website, recommendation, boost, and so on) and is color-coded to help you visualize where your subscribers are coming from.




Beneath your Subscriber Acquisitions by Day chart, you’ll find key performance indicators (KPIs) that provide context on how engaged your new subscribers are. These include:
• Posts Sent: The number of posts published during the specified time period.
• Emails Delivered: The number of emails delivered during the specified time period.
• Unique Opens: The number of unique opens — each counted once per subscriber — from your new subscribers.
• Verified Unique Clicks: The number of verified unique clicks (individual clicks confirmed as valid) from your new subscribers.
Tech Note: The numbers shown here may differ from those elsewhere in your analytics, as they only reflect data for new subscribers within the specified time frame. If you need clarification on what a metric tracks, click the info icon next to the number.


Moving down the page, you’ll find a New Subscriber Engagement Funnel, where your account metrics are presented as a funnel to visualize the engagement of your new subscribers. In this graph you’ll see these metrics reflected:
• Delivered Count: Visually presents the data from Emails Delivered.
• Opened: Visually presents the data from Unique Opens.
• Verified Unique Clicks: Visually presents the data from Verified Unique Clicks.
  
  
  
Performance Tab

The Performance tab goes into more detail about your new subscribers and their engagement, giving you powerful insight into your acquisition strategy.





Like the Overview tab, the Performance tab is also set to the previous 30 days (or current date) by default. You can adjust this timeframe by clicking on the Subscription Created At button, and further refine your results by adjusting the Channel/Source/Medium or UTM Campaign.





First, you’ll see your new subscriber Open Rate presented as a percentage, broken down by your acquisition sources and the country of origin of your subscribers.






Next, you’ll be presented with your Verified Click-Through Rate, also as a percentage, and compared to your acquisition sources and the countries your subscribers are from, allowing you to really hone in on your most engaged subscribers.





Moving down, you’ll find your Unsubscribe Rate next. This is also presented as a percentage, organized by acquisition sources, and further refined by country, helping you to visualize the acquisition sources that are leading to subscribers who don’t wish to engage with your newsletter.






Next, if you have paid subscriptions enabled, you’ll see a breakdown of your Paid Subscription Upgrade Rate from your new subscribers, presented as a percentage, by acquisition sources, and by country of origin.





Finally, you’ll see your Referral Rate, displayed as a percentage, along with a breakdown by acquisition source, listing the number of referrals attributed to each source.





Performance by Source Table Tab
The Performance by Source Table gives you even more information about each of your acquisition sources, presented in an easy-to-read table. Each acquisition source is labeled by type, such as website, boost, referral, or embed. Click the arrow next to any metric to re-sort the list by that metric.



By default, the table is set to new subscribers within the previous 30 days (or current date), but you can adjust this by clicking the Subscription Created At button and further refine by adjusting the Channel/Source/Medium and UTM Campaign.
Pro Tip: You can add UTM parameters to the end of any embedded subscribe form to track the performance of specific forms. Simply add an ampersand (&) at the end of the form URL, then add the UTM parameters you want, separated by additional ampersands.
Each acquisition source is broken down into: 
• Number of subscribers
• Number of pending subscribers
• Number of engaged subscribers
• Percentage of engaged subscribers
• Open rate
• Verified click-through rate
• Unsubscribe %
• Paid subscription upgrade rate
• Referral rate
• Referrals per subscriber
Tech Note: You may need to scroll to the right to see the referral rate and the referrals per subscriber displayed in your table.
Cohort Analysis Tab



The Cohort Analysis tab displays a chart that measures the percentage in a given cohort that were active in a given month, for the past 16 months. ‘Active’ is defined as performing at least a single open or click while not unsubscribing during the course of the month, with the earliest date displayed at the top.  

You can further refine the Cohort Analysis chart by clicking the Channel/Source/Medium or UTM Campaign buttons and selecting your preferred parameters. 
 

CTR Cohort Analysis Tab



The CTR Cohort Analysis tab takes the cohort analysis even further by comparing new subscribers in the previous 30 days (or current date) to their click-through rate and verified click-through rate for the first 30 days of their subscription. 

You can further refine the CTR Cohort Analysis by adjusting the Subscription Created At button to a different time frame, selecting the Channel/Source/Medium, or adjusting the number of days by clicking the First X Days button.





First, you’ll be presented with your click-through rate compared to your subscribers, tracked by their subscription join week.





Next, you’ll see your acquisition sources displayed in a table, and organized by number of clicks (with the top performing acquisition source at the top of your list). You’ll be able to compare the click-through rate and verified click-through rate to the number of opens and number of clicks total during the time frame, with each acquisition source labeled by its type (website, boost, recommendation, and so on).





Click on any metric to reveal an arrow, then click the arrows to re-sort the list in your table. For example, clicking the arrow next to Opens will re-sort your list by number of opens.






Finally, you’ll see CTR by Acquisition Source arranged as a table. Click any metric to reveal the arrows, then use the arrows to re-sort the list in your table.