Mailchimp Data Connector User Guide

Mailchimp Data Connector User Guide

Info
Are you looking to streamline your email marketing analytics and reporting? Power My Analytics' Mailchimp integration allows you to easily connect your Mailchimp account, automate data collection, and create powerful reports. This guide will walk you through the process of setting up Mailchimp as a data source, creating reports, and understanding key metrics and considerations.

Prerequisites

Before you begin, ensure you have:
  1. A Mailchimp account with Admin or Owner access

Granting Admin Access to an Account in Mailchimp

To grant Admin access to an account:
  1. Go to Account and click Settings > Users.
  2. Click Invite A User.

  3. Enter the user's email address and select the Admin role.

Adding Mailchimp as a Data Source

  1. Log in to your Power My Analytics hub
  2. Navigate to Sources in the main menu
  3. Click + Add new source
  4. Select Mailchimp from the gallery of available sources
  5. Sign in to your Mailchimp account to authenticate

Creating a Looker Studio Report

Follow these steps to create a Looker Studio report using your Mailchimp data:
  1. After adding Mailchimp as a data source in the PMA hub, navigate to Reports > Looker Studio
  2. Select Mailchimp under Create Looker Studio Report (this will open the official Looker Studio application in a new window)
  3. Google Looker Studio Configuration:
    1. Step 1:
      1. Name your data source: (e.g. “Mailchimp - Organization Name”)
      2. Choose your Power My Analytics hub from dropdown
      3. Optional: Leave “Use report template for new reports” checked to use PMA demo template
      4. Click Next
    2. Step 2:
      1. User Account: select Mailchimp account (real data) or “Sample Account” (sample data)
      2. Click Next
    3. Step 3:
      1. Choose “Currency” for reports
      2. Click Connect (top right) to complete the data source configuration
    4. Step 4:
      1. Click Create Report (top right)
      2. Include “today” in your report’s date range to begin historical data storage when you first create a report
For a quick start, use our pre-built Mailchimp demo template.

Key Reports and Fields

Mailchimp data in Power My Analytics offers a wide range of metrics for your email marketing analysis:
  • Growth Metrics: List Member Count, Running Delta
  • Performance Metrics: Open Rate, Click Rate, Unsubscribes
  • Campaign Metrics: Recipients, Bounces, Opened, Open Rate, Clicked, Click Rate, Unsubscribed
  • Automation Metrics: Emails Sent, Total Opens, Total Clicks
  • Landing Page Metrics: Visits, Unique Visits, Clicks, Subscribes, Conversion Rate, Orders, Average Order Revenue, Total Revenue
For a complete list of available Mailchimp fields, refer to the Schema Explorer.

Common Questions: Subscriber Counts and Opt-Ins

A few Mailchimp fields have names that sound like a total subscriber count but actually measure something more specific. If one of these fields is returning 0 or no data, this section explains why and points you to the right field to use.

Which field shows my total number of subscribers?

Use List Member Count (shown as Stats Member Count in the Schema Explorer). It comes from Mailchimp's List Growth report and reports the total subscribed members on each list (audience) at the end of the month. This is the same subscriber number you see on your Mailchimp audience dashboard. For an accurate total, report on List Member Count per list.

Why is the "Subscribes" field empty or zero?

The Subscribes field comes from the Landing Pages report, and it counts only the sign-ups that happened through a Mailchimp landing page. It is not your total list subscriber count. If you do not use Mailchimp landing pages, this field will have no data. For total subscribers, use List Member Count instead.

Why is the "Conversion Rate" field empty?

Conversion Rate is calculated from the Landing Pages report (Subscribes divided by Unique Visits). Because it depends on landing page activity, it will also be empty if your account has no Mailchimp landing pages.

Why does the "Opt-Ins" field return 0?

Notes
The Opt-Ins field comes from Mailchimp's List Growth report, and the value behind it (optins) is deprecated in Mailchimp's API; it returns 0 for every account. Mailchimp's own dashboard no longer shows a matching "Opt-Ins" metric. To see how many people are on your list, use List Member Count.

Is "Opt-In Timestamp" an opt-in count?

No. Opt-In Timestamp (timestamp_opt, from the Members report) is a per-member date and time that records when an individual member opted in. It is a detail attached to each member, not a total or a metric, so it cannot be added up into an opt-in count.

Quick reference

Field
Report
What it measures
Best used for
List Member Count (Stats Member Count)
List Growth
Total subscribed members per list at end of month
Total subscribers per list
Subscribes
Landing Pages
Sign-ups through a Mailchimp landing page only
Landing page performance
Conversion Rate
Landing Pages
Subscribes divided by Unique Visits
Landing page performance
Opt-Ins
List Growth
Deprecated by Mailchimp; returns 0
Not usable; use List Member Count
Opt-In Timestamp (timestamp_opt)
Members
When an individual member opted in (date/time)
Per-member detail, not a count
Alert
If List Member Count itself is unexpectedly empty or zero, that is not expected behavior. Please submit a ticket so our support team can take a look.

Limitations and Important Considerations

When working with Mailchimp data in Power My Analytics, keep these points in mind:
  • Cached Data Requests with Unique Metrics and Date Dimension: When a unique metric is paired with the date dimension, this will result in a request for cached data instead of a request for live data. To learn more, please see Understanding Cached and Live Data Requests.
  • Backfilling: All data is lifetime and cannot be backfilled.
    • Historical data collection: Daily collection of lifetime data by PMA will begin from the day you connect your Mailchimp account as a data source.
  • Automations: Only classic Automations are available.
  • Campaign Last Click field format: Campaign Last Click is a text field that contains a date.
  • Summary rows: A summary row for Click Rate or Open Rate will produce incorrect figures because the Mailchimp API does not send summary values

Unavailable Data

  • Reporting by email address or by link clicked in email
  • Reporting by day: All data is lifetime. Sends, opens, and clicks cannot be reported by day.
  • Journeys
  • Click performance URL list
  • 24-hour performance
  • Average order revenue
  • Top locations
  • Clicks per unique opens
  • Audience
  • Subscribers with most opens
  • Tweets
  • Account ID
  • Realtime data
  • Custom fields

Tips and Tricks

Select date ranges that begin with the create date of the campaign to see reports on sends, opens, and clicks.



Troubleshooting

See our article Basic Troubleshooting for information on issues that may affect the Mailchimp connector.

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