> For the complete documentation index, see [llms.txt](https://docs.coupler.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.coupler.io/sources/category/marketing/mailchimp/data-overview.md).

# Data Overview

Coupler.io gives you access to ten Mailchimp entities covering your contacts, audiences, campaigns, and automations. Here's a breakdown of what's available in each.

## Entities at a glance

| Entity                       | Grain                      | Key use                                   |
| ---------------------------- | -------------------------- | ----------------------------------------- |
| Audience (list of contacts)  | One row per contact        | Segmentation, suppression lists, CRM sync |
| Audience activity            | One row per activity event | Contact-level engagement tracking         |
| Audience clients             | One row per email client   | Deliverability and rendering insights     |
| Audience growth history      | One row per month          | Subscriber trend reporting                |
| Audience interest categories | One row per interest group | Audience segmentation analysis            |
| Audience locations           | One row per location       | Geographic reporting                      |
| Automations                  | One row per automation     | Automation inventory and status           |
| List of audiences            | One row per audience       | Multi-audience account overview           |
| Campaigns                    | One row per campaign       | Campaign metadata and status              |
| Campaigns report             | One row per campaign       | Aggregated performance metrics            |

## Campaigns report

#### Performance metrics

| Field             | Description                            |
| ----------------- | -------------------------------------- |
| emails\_sent      | Total number of emails sent            |
| open\_rate        | Percentage of recipients who opened    |
| click\_rate       | Percentage of recipients who clicked   |
| unique\_opens     | Unique open count                      |
| unique\_clicks    | Unique click count                     |
| bounce\_rate      | Percentage of emails that bounced      |
| unsubscribe\_rate | Unsubscribes as a share of emails sent |
| soft\_bounces     | Soft bounce count                      |
| hard\_bounces     | Hard bounce count                      |
| abuse\_reports    | Spam complaint count                   |

#### Campaign metadata

| Field           | Description                              |
| --------------- | ---------------------------------------- |
| campaign\_id    | Unique campaign identifier               |
| campaign\_title | Internal campaign name                   |
| subject\_line   | Email subject line                       |
| send\_time      | Date and time the campaign was sent      |
| type            | Campaign type (regular, automated, etc.) |
| status          | Campaign status (sent, draft, etc.)      |
| list\_id        | ID of the audience it was sent to        |

## Audience (list of contacts)

#### Contact fields

| Field          | Description                                                      |
| -------------- | ---------------------------------------------------------------- |
| email\_address | Contact's email address                                          |
| status         | Subscription status (subscribed, unsubscribed, cleaned, pending) |
| first\_name    | First name                                                       |
| last\_name     | Last name                                                        |
| tags           | Tags applied to the contact                                      |
| member\_rating | Mailchimp's engagement score (1–5)                               |
| timestamp\_opt | Date the contact opted in                                        |
| ip\_opt        | IP address at opt-in                                             |
| language       | Preferred language                                               |
| vip            | Whether the contact is flagged as VIP                            |
| email\_client  | Email client used                                                |

## Audience growth history

#### Growth fields

| Field        | Description                     |
| ------------ | ------------------------------- |
| month        | Calendar month                  |
| existing     | Existing subscriber count       |
| imports      | Contacts added via import       |
| optins       | Organic opt-ins                 |
| unsubscribes | Unsubscribe count for the month |
| cleaned      | Emails cleaned (hard bounces)   |

## Automations

| Field               | Description                         |
| ------------------- | ----------------------------------- |
| id                  | Automation ID                       |
| create\_time        | Date created                        |
| status              | Active, paused, or draft            |
| emails\_sent        | Total sends across the automation   |
| start\_time         | When the automation started running |
| recipients.list\_id | Audience the automation targets     |

## Common metric combinations

* **Campaign performance dashboard** — Campaigns report + Audience growth history, joined on `list_id`, shows how list health correlates with campaign results
* **Contact engagement analysis** — Audience (list of contacts) + Audience activity, joined on `email_address`, reveals which subscribers are most active
* **Multi-audience rollup** — Append the Audience growth history from multiple audiences to compare list growth across segments
* **Automation health check** — Automations + Campaigns report, filtered by automation type, to measure automated email performance

## Use cases by role

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

* Pull **Campaigns report** into Google Sheets or Looker Studio to build a live campaign performance dashboard
* Track open and click rates over time to identify which subject lines and send times perform best
* Use **Audience growth history** to visualize subscriber trends and report on list health month over month
* Send Campaigns report data to ChatGPT or Claude to generate natural-language summaries of campaign performance
  {% endtab %}

{% tab title="Marketing Analysts" %}

* Join **Campaigns report** with ad spend data from other sources to calculate email's contribution to revenue
* Use **Audience locations** to map geographic engagement and tailor regional campaigns
* Append data from multiple audiences using Coupler.io's Append transformation to create a unified subscriber dataset
* Load data into BigQuery for SQL-based segmentation and cohort analysis
  {% endtab %}

{% tab title="Marketing Ops" %}

* Export **Audience (list of contacts)** regularly to keep your CRM or data warehouse in sync with Mailchimp
* Monitor **Automations** status to audit which workflows are active and how many emails they're sending
* Use the **List of audiences** entity to maintain a master record of all audiences across the account
* Set up an Append data flow to combine contact lists from multiple Mailchimp audiences into a single destination table
  {% endtab %}
  {% endtabs %}

## Platform-specific notes

* Audience-level entities (contacts, activity, clients, growth, interest categories, locations) require you to select a specific audience — they do not pull across all audiences at once. Use an Append transformation to combine data from multiple audiences.
* The **Campaigns report** entity uses sent date filters (`sentSinceDate` / `sentBeforeDate`). The **Campaigns** entity uses creation date filters instead.
* Mailchimp's API rate limits can cause timeouts for very large audiences (100k+ contacts). If this happens, consider filtering by status or using advanced filters to reduce the dataset size.
* Customer Journey data is not currently available as a Coupler.io entity — this is a known feature request.
* The `member_rating` field in Audience contacts is Mailchimp's built-in engagement score and is updated by Mailchimp, not Coupler.io.


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