Introduction
Contact statistics provide insight into audience development over time. They show how the number and status of contacts change at both group level and system level.
Understanding these metrics helps you evaluate list quality, audience growth, and the long-term impact of deliverability.
Group-Level Contact Statistics
Group-level statistics focus on membership development within a specific group.
The following metrics are used:
Members (Total)
Includes all contacts assigned to the group, regardless of membership status.
Not-deactivated Members
Includes members with the following statuses:
Active
Pending
Awaiting approval
These contacts are eligible to receive messages in the group.
Deactivated Members
Includes contacts deactivated for this specific group.
Deactivation typically occurs due to repeated deliverability issues.
Contacts who are only deactivated system-wide but not for this group are not counted here.
Net Growth
Indicates the daily change in total group membership.
System-Level Contact Statistics
System-level statistics provide a global view of audience development across the entire system.
The following metrics are used:
Groups
Total number of groups stored in the system.
Contacts (Total)
Includes all contacts stored in the system, regardless of status.
Active Contacts
Contacts who are not deactivated system-wide.
System-wide Deactivated Contacts
Contacts deactivated across the entire system due to deliverability issues.
Contacts deactivated only within individual groups are not included in this category.
Net Growth
Indicates the daily change in the total number of contacts.
Understanding Deactivation
Deactivation can occur at two levels:
Group-level deactivation – The contact no longer receives messages from a specific group.
System-wide deactivation – The contact no longer receives messages from any group in the system.
This distinction is essential when interpreting contact development and deliverability metrics.
Related Topics
For detailed information about chart configuration, filtering options, and data export formats, see the Contact Statistics window documentation in the Online Help.