Why is the subscriber count in Automailer Insights different than the number listed on my Subscriber CSV File/Subscribe Settings page?

When looking at Automailer Insights, one commonly noted observation by Grow users is the difference in subscriber count when comparing data within the Automailer Insights to the subscriber count in the Grow CSV available in your Subscribe Settings tab.

Let's dig into why these discrepancies might occur:

Definition of "Subscriber" in Both Sections

• Automailer Insights: "Subscriber" within the Automailer Insights specifically refers to the all-time count for total subscribers who have signed up via your Automailer forms. This number does account for unsubscribes, but it is calculated using only the Automailer "start" and "unsubscribe" events. These are the subscribers listed in your Automailer List.
• Subscribe Settings tab/Grow CSV: This might encompass a broader or narrower list of "subscribers", depending on how many forms have the Automailer List setting enabled, and can potentially include subscribers from other sources outside of Automailer.

Unsubscribe Count

Within the Automailer Insights, unsubscribes are only taken into account in the lifetime metric. It's essential to note that the majority of unsubscribes usually occur after the first email. If someone unsubscribed after the initial email and later resubscribed, Automailer Insights might reflect a different value from the Subscribe page.

New Subscribers

The data within Automailer Insights reports on the number of new subscribers gained, and this number will always remain positive. This specific metric does not factor in unsubscribes, so a recent influx or reduction in subscribers might be reflected differently in the two sections.

Automailer Setup and Activation Date

All-Time data in the Automailer statistics is correct as of the date Automailer was enabled. If there were subscribers before the Automailer was set up, they may not be reflected in the All-Time statistics, but could still appear on the Subscribe Settings page list/CSV.

Incomplete Data Warnings

The Automailer Insights will display a yellow notice about the data being incomplete until a full 30 days have passed since activation. During this period, some data discrepancies might be more apparent due to the ongoing data collection process.