Report: Click Metrics (Legacy)

The Clicks tab displays all of the metrics related to clicks within messages.

Important: This help topic does not apply to any New Reports. If you're using Bronto's latest report format, please refer to the help topics for new reports.
The following report types contain Click metrics:

For more information about click metrics on an SMS report, see View SMS Message Click Metrics.

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Below is a list of all the metrics shown on a detailed click report with a description of what each metric represents.

Metric Description Why It's Useful
Opens

The opens metric represents the unique opens. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

Clicks

The clicks metric is a per contact metric that represents the unique clicks recorded. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. If 2 contacts each click a link 10 times, then 2 clicks will be recorded. If a single contact clicks 5 different links, than 1 unique click is recorded and 1 would appear under the clicks metric. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in your emails. With clicks, you can tell how many contacts were interested enough to open and then click the links contained in the email you sent them.

Click Rate

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.

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.

Click Through Rate

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

The click through rate gives you an overall indication of contacts who, first received your message, and second, were engaged enough to open it and click on a link.
Tip: The click through rate metric is a legacy calculation. For a more useful calculation, we suggest you view the click rate. The click rate is determined by the number of unique clicks over the number of opens. For more information on the click rate, see Click Rate Metric.
Total Clicks
The total clicks metric is a contact centric metric that represents the total number of times contacts clicked links contained in the email you sent them. If Taylor Doe
  • clicks link A 10 times
  • and clicks link B 5 times
And Taylor Doe
  • clicks link B 5 times
Then 20 total clicks are recorded.

The total clicks metric, similar to clicks, is important because it represents a level of contact engagement beyond just opens and begins to highlight the effectiveness of your message content. Where as with clicks your are able to determine that contacts were interested in the content of your message, total clicks allows you to get some idea of the frequency of that interest.

Average Clicks

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.

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.