Different results between Marketo Analytics and Email on Acid

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Level 2

Different results between Marketo Analytics and Email on Acid

For almost a year we've been using Email on Acid to track performance and engagement on a new newsletter we launched back in March 2019. Today I started to pull all the data to create a report and decided to cross-reference with the data in Marketo and the numbers just don't make sense. I know different platforms treat data in different ways but I'm getting really odd discrepancies between the 2 platforms, here's some examples:

Open Rate

Campaign 11/10/19

Email on Acid: TOTAL: 90% / UNIQUE: 33%

Marketo:OPEN/DELIVERED 34%

Campaign 09/29/19

Email on Acid: TOTAL: 56% / UNIQUE: 29%

Marketo: OPEN/DELIVERED 34.4%

 

 

My only guess is that what Marketo calls "opened/delivered" is what EoA calls "unique opens" but I still think the gap is too big. And it's even worse with the CTR data with differences from 15% unique click rate in EoA to 9% clicked/opened in Marketo. 

 

Could anyone shed some light?

Thanks!

1 REPLY 1
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Level 10 - Community Moderator

Re: Different results between Marketo Analytics and Email on Acid


My only guess is that what Marketo calls "opened/delivered" is what EoA calls "unique opens"


No, Marketo has no equivalent to "unique opens".

 

O/D is the percentage of Ds that were were either opened with images enabled or clicked (even if images were not enabled). Clicks are treated as "implied opens" in this view.