Unsubscribes not matching Email Performance report

[Anonymous]

Why is it that when I create a smartlist to get the number of unsubscribes from an email using the "Unsubscribed from Email" filter, it doesn't match the number of unsubscribes on the Email Performance report?

[Anonymous]

Christine, I have had this same issue. I'd love to hear if anyone one knows what the reason/fix for this is!

[Anonymous]

Christine,

Our Help Article on Email Performance reports gives a little insight on this discrepancy.  You can view it here.  The important part is right near the top:

The metrics in the Email Performance report includes the activity of all leads including those that have been deleted, which may cause a mismatch with the number of leads a Smart List returns. Adding a filter "Email is not empty" to the Smart List tab in the report will filter out deleted leads.
 

Essentially, Smart Lists only show existing leads, while reports show unsubscribe activity.  Each serves their own purpose, and there's a solution if you want them to match.

[Anonymous]

I've read that article before and tried adding that filter, "Email is not empty," to the Smart List tab of the Email Performance report and also my smartlist to see if there would be any matches and it didn't do anything. Still no matches.

[Anonymous]

Is the number of unsubscribed leads higher or lower in your report?  Also, you would need to have that be the only filter in your Report's Smart List, and that filter is not needed for the Smart List containing the "Unsubscribed from Email" filter.

[Anonymous]

Much higher. And yes, the only filter that I had was "Unsubscribed from Email."

[Anonymous]

So the Report Smart List is just "Email is not empty", the separate Smart List is just "Unsubscribed from Email", both with the same time period and the Report is still showing higher?

[Anonymous]

Yep! I even tried doing past dates (5/31-6/2) in the case that the database that the Email Performance report is drawing information from isn't up to date with the unsubscribes from today, but there's still a huge difference.

[Anonymous]

Christine,

Please submit a support ticket so that we can investigate further.  I want to verify your examples, and take a deeper look.

Thank you!

[Anonymous]

Case #158072. No luck with John, hence why I turned to the community for help.