The Subscriber Engagement Analytics dashboard is your hub for subscriber-level analytics in Kit. It brings together key subscriber engagement stats, recent email performance, audience engagement trends, and subscriber retention data into a single view.

To access it, go to Subscribers under the Grow tab in the navigation, and then click the Engagement tab.

The date range setting at the top lets you change your engagement charts' and metrics' date range. The setting is currently fixed at the last 90 days.

Click Add filter at the top to filter all engagement charts and metrics by Tag and/or subscriber status.

Each filter you add narrows your results further. So, for example, if you filter by the "Customers" Tag and the "Unsubscribed" status, you'll see only data for subscribers who match both conditions.

Filters are most helpful for comparing engagement between different audience segments. For example, you can compare engagement between:

There are five summary metrics that give you a snapshot of how subscribers have engaged with your emails over the applied date range and filters:

The charts below the summary metrics give you a more detailed view of your subscribers' email engagement over time.

Track the total number of confirmed subscribers on your list over time.

The y-axis shows the number of confirmed subscribers, while the x-axis shows weeks starting with the specified date.

Hover over any week to view the number of confirmed subscribers you had during it.

If you're on the Creator Pro plan, you can use the attribution dropdown to break down your confirmed subscribers by source.

Use this chart to monitor whether your total confirmed subscriber count is growing, shrinking, or holding steady over time. An upward trend indicates you're gaining more subscribers than losing them, while a downward trend reflects the opposite.

If certain weeks show major increases or dips in your confirmed subscriber count, try to identify their cause so you can replicate successes and avoid repeating mistakes.

For example, your confirmed subscriber count may have spiked after you imported new subscribers, or it may have significantly dropped after you cleaned your list.

Track the number of subscribers you've gained and lost each week, and the net change in subscribers over time.

The y-axis shows the number of subscribers you've gained and lost, while the x-axis shows weeks starting with the specified date.

Each week's bar is divided into two segments:

Hover over any bar to see the exact counts for each segment, including the net change in subscribers for that week.

There's also a net change line tracking your net change in subscribers over time.

Use this chart to monitor net changes to your subscriber count over time. If the net change line is trending upward, you're gaining more subscribers than losing them, while a downward trend reflects the opposite.

If the net change line is flat, your new subscribers and unsubscribes are roughly canceling each other out.

Look for weeks where either the new subscribers or unsubscribes bar is unusually large or small. Then, cross-reference this with your email marketing activity for that week (like the launch of a new Landing Page to get more subscribers or cleaning your list to remove cold subscribers, for example) to identify possible causes.

Track the number of first-time subscribers you've gained over time. First-time subscribers are subscribers who have never been on your list until now, as compared to subscribers who unsubscribed and later rejoined your list.

The y-axis shows the number of new subscribers you've gained, while the x-axis shows weeks starting with the specified date.

Hover over any week to see its exact new subscriber count.

If you're on the Creator Pro plan, you can use the attribution dropdown to break down your new subscribers by source.

Use this chart to monitor trends in the number of new subscribers you gain over time. A consistently high or rising line suggests that your acquisition efforts are working, while a flat or declining line suggests the opposite.

Look for weeks with notable spikes or dips in new subscribers, and then try to identify possible causes. For example, you may have gained more new subscribers than usual during one week when many users subscribed to your email list after attending your webinar.

Alternatively, you may have gained fewer subscribers than usual in recent weeks after unpublishing a high-traffic website page that had a sign-up Form.

Track the number of subscribers you've lost over time.

The y-axis shows the number of subscribers you've lost, while the x-axis shows weeks starting with the specified date.

Hover over any week to see its exact unsubscribe count.

If you're on the Creator Pro plan, you can use the attribution dropdown to break down your unsubscribes by source.

Use this chart to monitor trends in the number of subscribers you lose over time. A flat or declining line suggests that you're doing well in retaining subscribers, while a rising line suggests the opposite.

Look for weeks with notable dips or spikes in unsubscribes, and then try to identify possible causes. For example, you may have sent fewer emails (resulting in fewer opportunities for subscribers to unsubscribe) or sent off-topic content (which confused subscribers and compelled them to unsubscribe).

Creator Pro plan users can use the attribution dropdown menu at the top right of the Total active subscribers, New subscribers, and Unsubscribes charts to break down their data by source.

The attribution dimensions are:

Click the eye icon to the left of the attribution dropdown to show or hide individual attribution sources, and focus on the ones most relevant to you.

Learn more about attribution data in our other guide.

See how your delivery, open, and click rates have been trending across your most recent Broadcasts.

The chart uses a dual axis to let you read two types of data at once:

This data lets you cross-reference open and click rates with volume: for example, a high open rate on a Broadcast sent to a much smaller audience may be less significant than it first appears, while a modest open rate on a very large send can still represent a lot of engaged subscribers.

Hover over any Broadcast to see the underlying totals: the total number of recipients, the number of recipients who opened the email, and the number who clicked.

Then, click the Broadcast, and you'll be able to add Tags to each category of recipients.

To focus on a specific metric, click the eye icon at the top-right corner of the chart. From there, you can toggle recipients, opens, and clicks on or off.

For example, if you want to focus on click rate, hiding the open rate will rescale the chart axis, making it easier to spot changes in click rate.

Use the Broadcast email performance chart to analyze how paying customers engage with your emails compared to all subscribers in your list.

To do this, add a Tag to paying customers, and then filter the Broadcast email performance chart to view only engagement from recipients who have this Tag.

If your paying customers engage at a higher rate than your overall list average, this is a sign that your email content appeals to buyers and is worth replicating.

Track subscribers who click over time: who engaged for the first time, who kept clicking, who came back, and who dropped off.

This chart gives you a weekly view of how your audience's engagement is evolving. It uses clicks as its definition of engagement because clicks are a much stronger signal of genuine interest than opens.

Each week's bar is divided into four segments:

Hover over any bar to see the exact counts for each segment, including the total number of active engagers for that week.

Then, click the bar, and you'll be able to add Tags to each segment of subscribers.

To focus on a specific segment, use the customization icon at the top-right corner of the chart to show or hide individual engagement segments.

A healthy list has a steady base of Recurring subscribers, with Resurrected subscribers indicating that your content is winning back people who had tuned out.

A growing Newly engaged segment means new subscribers are also clicking.

A large or growing Dormant segment is a sign to look at whether your audience resonates with your content.

Use the audience engagement breakdown chart to analyze how audiences from various sources engage with your content over time.

To do this, add a Tag to subscribers who joined your list from a specific source (like a lead magnet), and then filter the audience engagement breakdown chart to view only engagement from subscribers who have this Tag.

Check whether these subscribers' engagement is holding week over week, or whether it's spiking in the first few weeks and then going dormant. That pattern tells you whether your follow-up content is sustaining the interest that brought them in.

See whether subscribers who clicked for the first time continued to click in the weeks that follow.

This chart is a cohort retention table. It groups subscribers by the week they first clicked one of your emails (their "newly engaged" week), and then tracks what percentage of each group clicked again in the weeks that followed.

Each row represents a cohort—a group of subscribers who clicked for the first time in a given week. The number shown below the date (e.g., "1,350 newly engaged") tells you how many subscribers are in that cohort.

The columns—Week 1, Week 2, Week 3, and so on—show the percentage of that cohort who clicked again that many weeks after their first engagement.

Hover over any cell to see the full breakdown: how many subscribers in that cohort engaged again, and how many didn't.

Then, click the cell, and you'll be able to add Tags to each segment of subscribers.

Viewing retention tables is one of the most reliable ways of understanding your list's long-term health. Some questions worth asking:

Use the new subscriber engagement retention chart to identify the sources that produce your most engaged subscribers over time.

To do this, add to subscribers Tags that correspond to various sources (like a lead magnet or a Recommendation), and then filter the new subscriber engagement retention chart to view only engagement from subscribers who have a certain source Tag.

From here, you can learn which sources lead to more engaged subscribers joining your list, so you can decide where to focus your list-growth efforts.

Understanding the Subscribers charts in Kit