Report Clicks Metrics

The Clicks tab on a report provides metrics related to message clicks.

The Clicks tab is a good place to dig into contact engagement. You need to know if, and how, contacts engage with your messages. Here you can see if many contacts are clicking links in your messages or if a few contacts are clicking links many times, what links are engaged with the most, and measure how clicks compare to opens and conversions.

The Clicks tab is divided into four areas, each with a distinct label. We've broken up this help topic into sections based on those areas to make information easier to find. Every metric from every area of this tab can be found in the table at the end of this help topic.

Summary

This section offers a quick glance at the metrics that are related to counts, that is, how many times did something happen.

Rates

This section breaks down the percentages for you. The click rate is a comparison of number of unique clicks to number of unique opens and the click through rate is a comparison of number of clicks to number of delivered messages. See the metrics table below for more detailed information about what these metrics mean and why they are important.

Comparisons

This section provides a visual comparison of rates against each other. It's a way to quickly see if there are any issues that need to be addressed. Each metric is represented by a different color on the circle and you can mouse over the segments of the circle to focus on a segment.

Comparison Report
Comparison Description
Total Opens vs Total Clicks This helps you see if contacts who open your messages are engaging with them. If Total Clicks is a small segment compared to the Total Opens segment, you might want to reconsider message design choices. Because Total Clicks includes all of the clicks, it's possible this number might be higher than total opens if the contacts who opened the message clicked on multiple links.
Open Rate vs Click Rate The Open Rate is the percentage of delivered messages that were opened and the Click Rate is the percentage of opened messages that were engaged with. The comparison of these metrics can information sending and design decisions. If a high percentage of contacts are opening but not engaging with your message, reconsider design decisions within the message. If a low percentage of contacts open your message but a high percentage who do open are engaged, consider your sending options.
Total Clicks vs Unique Clicks This can help you understand if the engagement with the message is from a few contacts clicking links many times or if it's from many contacts clicking links. Because Total Clicks can be skewed either by a single contact repeating engagement with the same link or by engaging with multiple links, you will need to dig into the link performance metrics to draw conclusions about what this comparison means for this message.
Total Clicks vs Conversions This helps you see if contacts who click on a link are following through with a conversion.

Link Performance

This is where you can see the engagement and performance metrics for each link in the message. Understanding link engagement not only helps you to understand what your contacts are interested in, but it can also provide insight into how message layout design decisions impacts engagement. For example, if you see a high or low number of clicks for a link, you can open the links heat map on the Links tab to see where this link is in your message.

Note: In the Link Performance section of the Clicks tab, unique clicks are calculated as the number of unique contacts that click on that link first, out of all of the links in the message.

To add or remove a metric from this table, click the filter Report Calendar Filter icon then click on the metric.

Note: This section is not available on an Email Performance Report.
You can also use this table to change any link in a delivery that has already been scheduled by clicking the pencil icon and editing the link. When you repair a link, the link is updated in:
  • All previously sent deliveries of the message.
  • Deliveries that are in the process of sending.
  • Deliveries that were scheduled to send before the link was repaired.
To export the link performance table, click the export Report Calendar Filter icon then choose whether to export in CSV or Excel format.

All Click Tab Metrics

All of the metrics from every section id="section-5" of this tab are listed below in alphabetical order.

Metric Description Why It's Useful
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 clicks, then the average clicks would be 4. It is important because it can represent a high or low level of average interaction with your email. It can also signify whether message content is effective at engaging your contacts.
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.
Conversions

The conversions metric represents the unique conversions recorded. Conversions track contacts who placed an order after interacting with a message delivery (email or SMS). Bronto records unique conversions the first time a contact makes a purchase connected with a message delivery. For example, if a contact buys something from you through a message link, and later makes a second purchase, only one unique conversion is recorded.

The purpose of sending email marketing messages is to compel your contacts to perform an action. Opens may tell you if the subject line is well written, and clicks may tell you how engaging the content is. However, conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.

Conversion Rate

The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded. 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 starting date of the report are included in the calculation. For example, a contact may have clicked on a message on a previous day, but converted on a day within the report range.

The conversion rate metric is important because it indicates how effective the email you sent was at getting your contacts to perform an action. Whether it's making a purchase or downloading a white paper, the goal of email marketing is to compel your contacts to perform an action.

Open Rate

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate The calculation does not take into account the send 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 date prior to the start of the report are included in the calculation. For example, a message was sent 100 times a previous day and 100 times on a date within the report range. The message is opened 125 times within the report range. In this case, the Open Rate on the report is 125% because the message was opened more times than it was sent.

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

Orders The number of unique orders that are associated with the message. This is important because it lets you compare the number of orders to the revenue and revenue per email metrics to determine if revenue is coming from a high volume of orders or from a small volume of high-revenue orders.
Revenue

The Email Revenue metric represents the total revenue tracked for emails sent from the application. This revenue is tied to specific emails sent from the application.

The Email Revenue metric is important because it allows you see the revenue that directly ties to your email marketing efforts.

Total Clicks

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.

The total clicks metric is a total of all times links were clicked in a particular message, delivery, A/B split test, automated message rule, or delivery groups

Total Opens
The total opens metric represents the total number of opens recorded for a particular message, delivery, A/B split test, automated message rule, or delivery group. If contact Alex Example opens an email you sent them 5 times, and contact Jayne Example opens an email you sent them 10 times, then 15 would be recorded for the total opens metric.
Note: The total opens metric is not the same thing as the opens metrics (which records unique opens). For more information on the opens metric, see Opens Metric.

The total opens metric, similar to opens, 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.

Unique Clicks The unique clicks metric is the sum of all the unique clicks recorded for a message. A unique click is recorded the first time a contact clicks any link contained in a message. If a contact clicks a link 9 times, 1 unique click is recorded. If 2 contacts each click a link 10 times, then 2 clicks are recorded. If a single contact clicks 5 different links, than 1 unique click is recorded.

This metric considers all of the links in a message as a whole. For information about the number of unique clicks for an individual link, see the Unique Clicks By Link metric on the Delivery Report Links tab.

This is important because it helps you better understand the relationship between clicks and conversions. The conversion rate compares the total number of clicks to the total number of conversions. You can compare the number of unique clicks to the number of conversions to see the rate at which the number of contacts who click a link convert.
% of Orders This metric represents the percentage (per link) of the total orders placed from a delivery. Percent of orders is important because it gives insight into which links are contributing a higher percentage of orders from the delivery. Links that have low percentages may be placed in non-obvious locations or have less optimal titles, which can help you when looking to iterate on new email layout designs.