Difference between 'Open Email', 'Click Link', and 'Click Email'

[Anonymous]

After sending out an email through a smart campaign I went into results and wanted to export those details and noticed that there are some people who were labeled with Click Email and some who Opened Email, Click Link, and Click Email. I and curious to know what click email means to me it could either be clicked on the actual email or it could be clicked on a link in the email but those are called open email and click link, right? Can someone please explain this to me. Thank you!

[SanfordWhiteman]

• Open Email = downloaded the tracking pixel = used a mail app to read the HTML version of the email with images enabled
• Click Email = clicked a link within the body of the email
• Click Link = clicked a link on a web page

[Anonymous]

Thank you sanford, could Click link be marked if you viewed the email as and HTML and clicked a link in the email or would i be after clicking a link in the email then clicking a link on that web page?

[SanfordWhiteman]

Good question, but a click within the HTML version is still a Click Email.  Click Link refers to clicks tracked by Marketo's Munchkin.js web tracking module, which is loaded (by default) on Marketo LPs and should be loaded on your website.

[Anonymous]

this is another add on what would 'click to open' mean?

[Anonymous]

Actually would you mind explaining all of these to me so i can explain it more clearly to my team.

Open Email

Click Email

Click Link

View Web Page

Email Soft Bounced

Email Bounced

Fill Out Form

Unsubscribe Email

Send Email

Email Delivered

Click To Open

[Justin_Cooperm2 · Accepted solution]

Open Email - An email was sent to this lead and the transparent 1x1 tracking image was downloaded by an email client (may or may not have been the actual lead, the person could have forwarded it to someone else without opening).

Click Email - An email was sent to this lead with at least one link in it and at least one link was clicked.

Click Link - Specific link was clicked

View Web Page - A cookied lead visited a webpage with Munchkin tracking code on it

Hard Bounce & Soft Bounce - See Hard and Soft Bounces in Email - Marketo Docs - Product Docs

Fill Out Form - A lead filled out a Marketo form and submitted it.

Unsubscribe Email - A lead clicked a link in an email leading to a webpage containing a Marketo form where the lead submitted the form causing the "Unsubscribed" field to be changed to "True"

Send Email - A lead was qualified to receive a specific email being sent out of Marketo (note: does not mean the actual email was sent at this exact time).

Email Delivered - A lead was delivered the email (note: it is possible for a lead to be delivered an email, then have this revoked. It is not a guarantee it will 100% make the lead's inbox. see this Why Does My Smart List Count Not Match the Email Performance Report? ).

Click To Open - Clickthrough rate is defined as "times at least one click occurred on any link in an email / # delivered" Click To Open is defined as "times at least one click occurred on any link in an email / # opened"

[KanakoTone]

Hi,

Is it possible that a lead sent a email don't open the email but click a link in the email?

[Justin_Cooperm2]

Yes, read through all the resources I referenced in my comments.

In Marketo, the activity log will show you the events that we have recorded. In other words, the technical events that have occurred. However, these events are not good enough to help you understand a mailing, which is why we have additional business logic present in our Email Performance Report. To handle cases, where things don't make sense.

For example, you send an email to a lead and they have "always download images" disabled in their email client. No images are downloaded, causing us to not be able to track an "open" activity, however they click a tracked link in the email. In the activity log, you'd only see the "click link" activity since the open never occurred, but in the Email Performance Report, we would also increment the "open" count because of our added logic. We don't retroactively add activities to the activity log, think of that as more of technical truth for what has occurred for this lead.

[KanakoTone]

Thank you! Your example made a lot of sense.

[Anonymous]

Thank you Justin, huge help!

[Anonymous]

Thanks for all your help!