Mailchimp reporting beside your paid media
Mailchimp is one of Grower's two CRM and email connections. Connecting it puts your email program in the same system that plans, runs and measures your paid media. What the connection covers for your account is set up with your Grower specialist during onboarding.
Mailchimp reporting in Grower means your email program is connected to the same system that plans, runs and measures your paid media. Mailchimp is one of Grower's two CRM and email connections, alongside HubSpot. What the connection covers for your account is set up with your Grower specialist, so email results can be read next to your ad channels.
Why bring Mailchimp data next to your paid media
Email rarely works alone. A shopper may first meet you through a paid social ad, come back through search and buy after a newsletter. Each tool then reports the part it saw, and each one claims the sale. Reading email in isolation hides that overlap.
- Paid media in one place. Grower's channels leaderboard ranks connected ad channels by ROAS, conversions, cost, CPA, impressions and CTR: the context you need to judge what email adds on top.
- One conversion count. Grower's attribution engine de-duplicates conversions from every channel and app into one unified count, then credits each touchpoint with last click, first click, linear, time decay, position-based (40/20/40) or a custom model. Ask your specialist how your Mailchimp data fits into it.
- Email copy from the same system. Grower's Creative Hub includes email among its text formats. You compare AI-generated options and accept the winner into the asset library.
- Plans and budgets in one place. Budgets by month, quarter, year or campaign group are compared with live spend from connected channels, with monthly budget insights.
- AskGrower. Ask the agent for a report in plain words. It asks before it spends credits or touches anything live.
How Mailchimp reports email performance
Mailchimp's email reports include these core metrics:
| Metric | Mailchimp's definition |
|---|---|
| Open rate | Share of successfully delivered emails that registered an open |
| Click rate | Share of successfully delivered emails that registered a click |
| Clicks per unique opens | Share of recipients who opened and also clicked a link |
| Orders | Number of orders made from your email |
| Total revenue | Total order value minus shipping fees and taxes |
Mailchimp's attribution windows
Mailchimp's attribution guide says it uses a last-touch model. By default, an order is attributed to an email if it is placed within 5 days of an open or within 30 days of a click. A text message gets credit for orders within 12 hours of delivery or 5 days of a link click. You can adjust these windows.
Apple Mail Privacy Protection and open rates
Mailchimp's Apple MPP FAQ says that with Apple Mail Privacy Protection, "opens and open-related metrics are inflated on your reports". You can exclude these metrics for emails sent on or after June 22, 2024, and Mailchimp recommends focusing on clicks, since clicks and purchases "are stronger signs of engagement than opens".
Why Mailchimp and your ad platforms both claim the same sale
Mailchimp credits an order placed within 5 days of an open, and Apple MPP inflates opens. Your ad platforms run their own windows: Reddit defaults to 28 days after a click, for example (see our Reddit Ads page). A buyer who clicked an ad and then opened a newsletter can appear in both reports, so adding the totals counts one order twice.
A unified, de-duplicated count fixes the sum, and one attribution model decides how much credit email earns compared with paid media. Our guide to marketing attribution models shows how each model splits one sale, and the marketing analytics platform checklist covers what to ask of any reporting tool.
Email consent in the UK and the Gulf
Mailchimp offers optional GDPR-friendly signup forms with checkboxes for opt-in consent, and notes that enabling them "doesn't make you compliant" on its own. For how UK GDPR and Saudi Arabia's PDPL treat marketing consent, read our PDPL vs UK GDPR guide.
Getting connected
Your Mailchimp connection is set up with your Grower specialist during onboarding, together with your ad channels. The specialist confirms which Mailchimp data comes across and where it appears for your account. To see Grower first, book the demo: a live walkthrough tailored to your channels, where we connect a channel and show the recommendations it produces.
Frequently asked questions
How does Mailchimp attribute revenue to emails?
Mailchimp uses a last-touch model. By default, an order counts toward an email if it is placed within 5 days of an open or 30 days of a click, and toward a text message within 12 hours of delivery or 5 days of a click. You can adjust both windows in your account.
Are Mailchimp open rates still reliable?
Less than they were. Mailchimp says Apple Mail Privacy Protection inflates opens and open-related metrics, and it lets you exclude them for emails sent on or after June 22, 2024. Mailchimp recommends focusing on clicks, and says clicks and purchases are not affected by Apple MPP.
What Mailchimp data does Grower show?
Mailchimp is one of Grower's two CRM and email connections, with HubSpot. What the connection brings in for your account is configured with your Grower specialist during onboarding, so ask for a walkthrough on your own setup in the demo instead of relying on a generic list.
Why do Mailchimp and my ad platforms both report the same order?
Each tool credits the sales it can see within its own window: Mailchimp after an open or a click, ad platforms after a click or a view. One buyer can touch both, so both report the order. A de-duplicated conversion count and one attribution model across channels remove that double counting.
Want email and paid media read side by side? Book a demo and a specialist will walk through Grower on your own channels and connect one live.