List and segment analytics

Analyse and view detailed and informative data about your contacts.

Gareth Burroughes avatar
Written by Gareth Burroughes
Updated over a week ago

List and segment analytics are a great way to see detailed insights about your contacts. You can either generate a new segment or list and analyse it right away or view the analytics of an existing segment or list.

Learn more about creating new lists or segments in Create an email list and Create a segment.


View analytics

To analyse a list:

  1. Go to Audience > Lists.

  2. Find the list you want to analyse and select the Analytics icon.
    List analytics is not available for the Test list.

To analyse a segment:

  1. Go to Audience > Segments.

  2. Find the segment you want to analyse and select the Analytics icon.

You can also access segment analytics while you’re editing a segment:

  1. Go to Audience > Segments.

  2. Find the segment you want to analyse and select Edit.

  3. In the segment builder, select Segment analytics. On newly generated segments, this might take a few seconds before it becomes available.


Understand list and segment analytics

There are four tabs of data available for analysing your lists and segments:

  • Email analytics

  • Web analytics

  • Commerce analytics

  • RFM analytics

Email analytics tab

Select the Email analytics tab to see detailed information about the email engagement of contacts within the list or segment.

Use the date range picker to display analytics data for the selected time range.

The data available on the Email analytics tab:

  • Emailed contacts
    The number of contacts in the the list or segment that have been sent at least one email campaign in the selected date range.

  • Average open rate
    The percentage of contacts within the list or segment who have opened an email.

  • Click-to-open rate
    The percentage of contacts within the list or segment who have clicked a link in any email campaign they have been sent, compared to the contacts in the list or segment that have only opened any email campaign they have been sent.

  • Emails sent
    The total number of campaigns sent to the contacts within the list or segment.

  • Not contacted in this period
    The number of contacts in the list or segment that have not ben sent any email campaigns in the selected date range.

  • Total clicks
    The total number of email clicks by contacts within the list or segment.

  • Most engaged day
    The day of the week when the most email clicks occurred by contacts within the list or segment.

  • Most engaged hour
    The time of day when the most email clicks occurred by contacts within the list or segment.

Web analytics tab

Select the Web analytics tab to see detailed information about how the contacts within the list are using your site.

Use the date range picker to display analytics data for the selected time range.

The data available on the Web analytics tab:

  • Contacts tracked

    The number of contacts within the list or segment that you have tracked with Web behavior tracking.

  • Total sessions

    The total number of sessions by contacts within the list or segment.

  • Average pages viewed

    The average pages viewed per session by contacts within the list or segment.

  • Average session

    The average session length (seconds) by contacts within the list or segment.

  • Bounce rate

    The bounce rate for web sessions by contacts within your list or segment. The bounce rate is sessions that viewed a single page and then left your site.

  • Most active day

    The most active day for web sessions by contacts within your list or segment.

  • Most active hour

    The most active time of day for web sessions by contacts within your list or segment.

  • Most viewed links

    A list of the links most viewed by contacts within the list or segment, showing the Total views and View share.

Commerce analytics tab

Select the Commerce analytics tab to see detailed commerce-related information about your customers within the list or segment.

Use the date range picker to display analytics data for the selected time range.

The data available on the Commerce analytics tab:

  • Average order value

    The average order value for contacts within the list or segment.

  • Total order value

    The total order value for all contacts within the list or segment.

  • Total customers

    The total number of customers – contacts that have made at least one purchase – within the list or segment.

  • Average order delay

    The average delay between orders for customers within the list or segment.

  • Average CLV

    The average customer lifetime value for customers within the list or segment.

  • Repeat customers

    The number of contacts within the list or segment who have made more than one purchase.

  • Best selling products
    A list of the best selling products, showing the total sales and share of sales.

RFM analytics tab

Select the RFM analytics tab to see detailed information about the RFM personas within this list or segment.

This tab comes in two parts: List or Segment RFM personas and Persona comparison.

If your list or segment contains contacts that have never ordered from you, they won’t be included in the RFM population, so the total number of contacts may differ from the total number of RFM personas.

RFM personas

At the top of the RFM analytics tab, you can see the list or segment’s RFM personas and the total number of contacts within each persona.

Persona comparison

At the bottom of the RFM analytics, you can see a chart showing the list or segment persona population vs the total account population. This chart shows how the contacts and persona groupings within this list or segment compare to all the contacts in your account. It offers valuable insight into how this particular group of contacts compares to your total audience.


Compare with another list or segment

You can compare the metrics of a list or segment with any other list or segment in your account.

When comparing, you see all the same data and metrics as in the single analytics view. However, the data is spread across two columns, comparing the original list or segment on the left with the comparison on the right.

Compare against a list

To compare with a list:

  1. On the List or Segment analysis, select COMPARE TO ANOTHER SEGMENT.

  2. For Add comparison, select In the selected list.

  3. Select Select list, and then choose the list you want to compare against.

  4. Select APPLY.

Compare against a segment

To compare with a segment:

  1. On the List or Segment analysis, select COMPARE TO ANOTHER SEGMENT.

  2. For Add comparison, select In the selected segment.

  3. Select Select segment, and then choose the segment you want to compare against.

  4. Select APPLY.

Did this answer your question?