Unsubscribe calculation?

[Anonymous]

How does Marketo calculate the % unscribed number it reports in an email performance report?  Is it delivered to unsubscribed or opened to unsuscribed?

[Justin_Cooperm2]

Unsubscribes processed / delivered.

Hint: you can hover over the column in the report

[Julz_James]

Justin in correct, however, I think this calculation only works if you use the standard Marketo Unsubscribe function.  If you use your own custom forms and campaigns then I don't believe this is taking into consideration.  I usually set up a smart list per campaign that shows how many people clicked the link and filled in the unsubscribe form from each email.

[Justin_Cooperm2]

Follow my guidelines in this post (How to Build an EXTERNAL Subscription Center ) if you want "Unsubscribed" to be recorded correctly if you're using custom forms or unsubscribe experience.

[Dory_Viscoglio]

Hey Justin, that's a great guide! This may be a stupid question, but if the subscription center is built totally separately does your code create the submit button that we have to be using?

This is a link to my subscription settings​, and I wouldn't be able to change that page -- although I could get our team to add some code if it was helpful. Would your method work for this? Thanks!

[Justin_Cooperm2]

No it doesn't do anything in the UI, it just submits the Unsubscribed=True to Marketo via a Form API that you would call when your submit button is pressed. The fact that mkt_tok is in the query string of the page is the magic glue that makes the connection to the email once you make that Form API call. We see the referrer and it is tracked successfully.

[Dory_Viscoglio]

Very cool. I will have to have our team look into adding this code to this page. Thanks, Justin!