Introduction
Source statistics provide insight into how contacts acquired from different sources contribute to audience growth and quality over time.
Each contact is assigned a Source ID when created or imported. This identifier remains permanently stored in the contact profile and cannot be changed later.
Source statistics allow you to evaluate acquisition performance, long-term retention, and deliverability quality by source.
Source Identification
Each source has:
A unique Source ID (maximum five characters)
A defined Account Holder
An optional Contact Value (Unit) for credit allocation
The Source ID is written to the contact profile during import or subscription and remains associated with the contact throughout its lifecycle.
Contact Credit Logic
If a contact value (unit) is defined for a source:
Credit is assigned to the account holder when a contact registers in a group.
Credit is granted only once per contact.
System imports without group membership do not generate credit.
This allows evaluation of acquisition performance in terms of credited contacts.
Contact Metrics
Source statistics include the following metrics:
Contacts (Total)
Includes all contacts generated by a source, regardless of their current status.
The value is calculated daily.
Active Contacts
Includes contacts generated by a source who are not deactivated system-wide.
Contacts deactivated only within a specific group are still counted as active in source statistics.
Active Rate is calculated as: Active Contacts / Contacts (Total)
System-wide Deactivated Contacts
Includes contacts generated by a source who are deactivated across the entire system due to deliverability issues.
Group-level deactivations are not included.
Deactivation Rate is calculated as: System-wide Deactivated Contacts / Contacts (Total)
Evaluating Source Quality
By comparing total, active, and system-wide deactivated contacts, you can evaluate:
Long-term retention
Deliverability stability
Quality of partner programs
Effectiveness of acquisition campaigns
This supports strategic decisions regarding marketing investments and source optimization.
Related Topics
For detailed interface behavior, filtering options, and data visualization, see the Source Statistics documentation in the Online Help.