Click Rate Metric

The click rate represents the number of clicks that were recorded, as compared to the number of opens recorded.

What Does The Click Rate Metric Represent?

The click rate represents the number of unique clicks that were recorded, as compared to the number of unique opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO) The calculation does not take into account the history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a day prior to the start of the report are included in the calculation. For example, a contact may have opened a message on a previous day, but clicked on the message on a day within the report range.

Why Is The Click Rate Metric Important?

The click rate is important because it represents the second level of contact engagement. The click rate gives you an indication of how effective the email you sent was at getting contacts to click the links contained therein. The click rate can also give you an idea of how effective the placement and design of your calls to action are.

Tip: You can create segments based on the click rate stored for contacts in your account. For more information on how to create segments based contact click rates, see Create A Segment Based On Contact Email Click Rates.

How Is The Click Rate Metric Calculated?

(Clicks/Opens) * 100 = Click Rate

Note: Opens are representative of unique opens and clicks are representative of unique clicks.