Confirmation Help Please on Email Click Reporting

[Anonymous]

I want to make sure I am communicating the correct information to my team. Are the following true:

1. Unsubscribe clicks are counted in the email click totals on the email performance report

2. Click to Open Ratio does not include unsubscribe click rates

If the first is true, then on the email performance report the click total (let's say 5) is net of the unsubscribe clicks which would be represented by that value in the unsubscribed column (let's say 2).  So the total clicks is actually 7?

I know this should be easy but I just want to make sure I understand.

Thank you!

[Jim_Thao7]

You may find some luck in answers for these questions on the shared links.

1. Unsubscribe clicks are counted in the email click totals on the email performance report: https://nation.marketo.com/message/83400#comment-83400 

My conclusion: Yes

2. Click to Open Ratio does not include unsubscribe click rates: Quick Question: Does Click to Open Rate Include Unsubscribe Clicks?

My conclusion: No

[Anonymous]

Hi Jim, thanks for the info.

I'm having a hard time understanding how both of these statements can be true b/c the raw math doesn't add up. 

For example, help me understand the following using your logic above:

1. Clicked: 10

2. Unsubscribed: 20

3. Opened: 200

How can you have a larger unsubscribe number than total clicks while at the same time having a 5% CTOR if the unsubscribed is a part of the clicks?

Thanks!

[Jim_Thao7]

Your numbers do defy the logic of the 2 articles shared.  As those are community discussion threads, they could possibly be wrong. 

I would recommend that you test this on your end.  A simple test of this should give you exactly what we're looking for.

Test (standard global unsubscribe):

1. Create Email

2. Send email via single flow action (campaign is linked in activity log)

3. Click on Unsubscribe Link

4. Create Email Performance Report (must wait a day)

5. Are the clicks represented?

In my test, Unsubscribe clicks were not logged as a click on the activity log and did not show up in any report. 

Based on the test, theoretically for your numbers:

1. Clicked: 10 ---- This should only then be for 10 legitimate clicks (not unsub)

2. Unsubscribed: 20 ---- The clicks should not show up on your report

3. Opened: 200 ----- This should then make the CTOR, 10/200 = 0.05