Average Clicks Metric

The average clicks metric represents the average number of times a link was clicked in an email.

What Does The Average Clicks Metric Represent?

The average clicks metric represents the average number of times a link was clicked in an email. For example, if your email has 20 total clicks and 5 links, then the average clicks would be 4.

Tip: Remember, the clicks and total clicks metrics are not the same. For more information on what each metric is and how it is calculated, see Clicks Metric and Total Clicks Metric.

Why Is The Average Clicks Metric Important?

The average clicks metric is important because it can represent a high level of average interaction with your email. It can also signify that the content is effective at engaging your contacts.

Note: While average clicks can give you a sense of the relative effectiveness of your email content, it can be skewed if there is a big difference in the total clicks and clicks. If you notice a high total clicks number and a significantly lower clicks number, it could mean the links in your email are confusing or not working as the user expects them to.
Tip: To determine how effective the average clicks number really is, look deeper into the report and view the average clicks metric in comparison to conversions. If your average clicks number is really high and you still aren't seeing many conversions, then something might be wrong with your content, particularly the call to action.

How Is The Average Clicks Metric Calculated?

Total Clicks / Clicks = Average Clicks