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Unique Opens & Clicks

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Unique Opens & Clicks

Dear Community,

I have a campaign, for which if I run email performance report it shows 83 people have opened email, I want to understand if these are UNIQUE opens or TOTAL opens. If these are total opens then what is the process to get unique open report.

The same case for Clicks, how do we get UNIQUE CLICKS report.

All your help is appreciated. Marketo Marketing Nation CommunityMarketo Support Knowledgebase

Bests,

Rohit

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Level 7 - Champion Alumni

Re: Unique Opens & Clicks

Hi Rohit

The Email Performance Report is showing unique opens. You just need to run it.

The Email Click Performance Report shows you both unique clicks and number of total clicks (it shows a total clicked number, and number of people, which is essentially your unique click number you're after).

Veronica

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15 REPLIES 15
Level 5

Re: Unique Opens & Clicks

Hi Rohit,

You can create a smart list with a filter "clicked/ opened email" and it will count each open/click as one so you be able to see if it is matching your reports.

Level 2

Re: Unique Opens & Clicks

Hi Ronen,

Thank you.

I want to check unique open and clicks not each open and click.

Re: Unique Opens & Clicks

Hi Rohit,

The email performance report will show unique opens and clicks for the specific email. What it will not show is the lead records that qualified for the opens/clicks.

Thanks

Floyd

Level 2

Re: Unique Opens & Clicks

Hi Flyod,

That is what I did but I doubt these are unique clicks and opens in email performance report, because if I check smart list/campaign the numbers are diff.

Level 7 - Champion Alumni

Re: Unique Opens & Clicks

Hi Rohit

The Email Performance Report is showing unique opens. You just need to run it.

The Email Click Performance Report shows you both unique clicks and number of total clicks (it shows a total clicked number, and number of people, which is essentially your unique click number you're after).

Veronica

View solution in original post

Re: Unique Opens & Clicks

I think an ambient problem here is that "unique opens" has not been precisely defined, making it very easy to misinterpret the answers.

The Email Performance Report doesn't show unique open events, if you define such an event as Each separate navigation to the email in the Inbox of a image-enabled email client.

There are 4 reasons for this:

  • An implied/synthetic Open will be registered merely because there was a Click, even though that Click may not have been done by a human
  • Each successive send of the same email to the same person can result in an additional Open
  • Some email clients cache images and never fetch them again, even if the human reopens the email
  • Marketo discards every image fetch after the first one, even if it is sent by the email client

If "unique open" means "unique openers", that too isn't reflected accurately in the Email Performance Report for the same reasons.

Level 2

Re: Unique Opens & Clicks

Yes, I completely agree and understand this, but what is the way to check unique opens then, same for clicks.

I want to know who has opened email, not the total how many time he opened.

Re: Unique Opens & Clicks

If you mean openers (it really is vital to define your terms) then it is not possible to see all unique openers, period. A Smart List for Opened Email will set a floor (minimum) for unique openers. It will show you the people who viewed your email with images enabled. There could be many times that many people who actually viewed it in the real world. As Josh H. likes to say, opens are directional. That means if you send to a population with the same technology over time (same % of people using Outlook, same mail scanners) then deltas in this floor of openers are significant. Otherwise they don't have an inherent meaning and you certainly shouldn't present the count as being the real count of humans that checked out your content.

Unique human clickers, well, that too is impossible to represent. You can get a ceiling on the human clickers with a Smart List, but some of them will actually have been automated mail scanners and the human may not have seen the email, let alone clicked it.

Level 2

Re: Unique Opens & Clicks

Thanks but this means MARKETO lags in reporting if you say we can't get UNIQUE OPEN AND CLICKS report, there are other tools in the market which clearly gives us all these details. If we have to run smart campaign for each and every report then why is there ANALYTICS option.

Also for clicks what you have mentioned is not what I meant. I want to see (be it automated/manual) a person has clicked any link in the email. I need the unique count not the total count of how many time he hit the click.

To be precise : The Unique Opens category counts each recipient only one time,

Unique Clicks : The number of prospects that clicked a link in the email. Each recipient is counted only once, so multiple clicks in the same message don’t get counted more than once. Unsubscribe and Email Preference Center link clicks are not counted toward unique clicks.