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Why doesn't number of leads equal the click-thru number on the email performance report though? This keeps happening in my reports.
It depends what report you're looking at...
In the Email Performance Report, the clicked % is the clickthrough rate (# leads that clicked any link in the email / # delivered).
(read docs at https://docs.marketo.com/display/DOCS/Email+Performance+Report)
In the Email Link Performance Report, the metrics are:
Clicks - # total clicks (not unique clicks) on this link.
% Clicks - percentage out of all total clicks on all links within that email, ever.
Leads - # unique leads that clicked on this link.
% Leads - percentage out of all unique leads that clicked on any link within that email, ever.
So, does this make sense? If you had two links in an email and one unique lead clicked both, the Email Performance Report would show Clicked: 1 Clicked %: 100% and Email Link Performance Report would show Clicks: 2 Leads: 2 in the totals section (there were 2 total clicks on all links in the email and unique leads clicked on both links).
Ah ok. That's what I thought was happening, but then I saw a comment that made me think the term "unique" was being used a bit differently here. Thanks for the clarification.