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