# Data Overview

Campaign Monitor exposes a wide range of email marketing data through Coupler.io — from campaign-level performance metrics to individual subscriber records. Here's a breakdown of what's available for each entity.

## Entities overview

| Entity              | Best used for                                     |
| ------------------- | ------------------------------------------------- |
| Sent campaigns      | Campaign performance reporting and trend analysis |
| Draft campaigns     | Auditing content in progress                      |
| Scheduled campaigns | Planning and scheduling visibility                |
| Subscriber lists    | List health and growth tracking                   |
| People              | Subscriber-level segmentation and analysis        |
| Segments            | Understanding audience targeting rules            |
| Tags                | Subscriber categorization and filtering           |
| Suppression lists   | Deliverability and compliance monitoring          |
| Templates           | Template inventory and reuse tracking             |
| Clients             | Multi-client agency reporting                     |
| Admins              | Account access auditing                           |
| Client details      | Account configuration review                      |

## Sent campaigns metrics and dimensions

#### Campaign identifiers

| Field         | Description                               |
| ------------- | ----------------------------------------- |
| Campaign ID   | Unique identifier for the campaign        |
| Campaign name | Name given to the campaign                |
| Subject       | Email subject line                        |
| From name     | Sender display name                       |
| From email    | Sender email address                      |
| Sent date     | Date and time the campaign was sent       |
| List IDs      | Subscriber lists the campaign was sent to |

#### Performance metrics

| Metric           | Description                                    |
| ---------------- | ---------------------------------------------- |
| Total recipients | Number of subscribers the campaign was sent to |
| Opened           | Total number of opens                          |
| Unique opened    | Number of unique subscribers who opened        |
| Clicks           | Total number of link clicks                    |
| Unique clicks    | Number of unique subscribers who clicked       |
| Bounces          | Number of bounced emails                       |
| Unsubscribes     | Number of unsubscribes from this campaign      |
| Spam complaints  | Number of spam complaints received             |

## Subscriber lists metrics and dimensions

#### List metadata

| Field                     | Description                      |
| ------------------------- | -------------------------------- |
| List ID                   | Unique identifier for the list   |
| List name                 | Name of the subscriber list      |
| Unsubscribe page          | Custom unsubscribe page URL      |
| Confirmed opt-in          | Whether double opt-in is enabled |
| Confirmation success page | URL shown after confirmation     |

## People (subscriber) fields

#### Subscriber data

| Field         | Description                            |
| ------------- | -------------------------------------- |
| Email address | Subscriber's email                     |
| Name          | Subscriber's name                      |
| Date added    | When the subscriber joined the list    |
| Status        | Active, unsubscribed, bounced, etc.    |
| Custom fields | Any custom fields defined on your list |

## Common metric combinations

* **Open rate analysis** — combine Unique opened ÷ Total recipients from Sent campaigns, broken down by Sent date or subject line
* **List growth over time** — use Subscriber lists + People with a date filter to track subscriber additions
* **Suppression vs. active** — join Suppression lists with People to calculate deliverable audience size
* **Campaign volume by client** — join Clients with Sent campaigns to report on activity per client (agency accounts)

## Use cases by role

{% tabs %}
{% tab title="Marketers" %}

* Track open rates, click rates, and unsubscribes across all sent campaigns in a single Google Sheets dashboard
* Use the **Aggregate** transformation to roll up campaign metrics by month or quarter
* Export **Segments** and **Tags** data to understand how your audience is categorized and whether segments are being used effectively
* Send campaign performance data to ChatGPT or Claude to generate written summaries or identify underperforming campaigns
  {% endtab %}

{% tab title="Agency teams" %}

* Use the **Clients** and **Client details** entities to maintain an up-to-date inventory of all client accounts
* Append sent campaign data from multiple clients into one sheet for cross-client performance comparisons
* Combine **Admins** data with **Client details** to audit which team members have access to which accounts
* Export **Templates** per client to ensure brand consistency across accounts
  {% endtab %}

{% tab title="Ops & compliance" %}

* Regularly export **Suppression lists** to cross-check against your CRM or other marketing tools
* Monitor **Bounces** and **Spam complaints** from Sent campaigns to stay on top of deliverability health
* Use **People** exports to audit subscriber consent status and custom field completeness
  {% endtab %}
  {% endtabs %}

## Platform-specific notes

* The **start date** parameter applies to time-based entities like Sent campaigns — use the date picker to limit how far back the sync reaches
* Agency-level API keys return data across all clients; client-level API keys are scoped to a single client
* **Draft campaigns** and **Scheduled campaigns** do not include performance metrics — those only appear after a campaign is sent
* Custom fields on subscriber records vary per account — they'll appear as additional columns in **People** exports
* Suppression lists are account-wide and not tied to individual subscriber lists