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Just to be clear, will the click on the Marketo unsubscribe link in our email templates be counted as a click or unsubscribe or both? We don't use a custom unsubscribe link, so we are making sure all our reporting aligns and we understand what is represented where in the email performance report. The reason we ask is because our proportion of unsubscribes/clicks came out to greater than 100%, (I.E. unsubscribes were greater than clicks) which would suggest they are two separate unique counts.
I have the exact same question and dilemma (re: clicks number being less than the number of unsubscribes) - did this ever get figured out? Would love to hear your input, Christine!
Hi Leah - we were able to do an email test internally with our team. I assigned specific actions to certain team members and after looking at the email performance report, the following has been concluded:
% Opened - Total Opened / Total Delivered
% Clicked - Total Clicked / Total Delivered (total clicked does not include unsubscribe clicks, meaning the numeric value represented in the total clicked column is unique clickers that clicked a link other than the unsubscribe link, those clicks are represented in the total unsubscribe numeric value)
% Clicked to Open Ratio - Total Clicked / Total Opened
% Unsubscribed - Total Unsubscribed / Total Delivered
Hope this helps.
I am trying to confirm if Total Opened actually means total opened + clicked (to capture those who click but don't actually register an "open")
Yes, Marketo does include those that clicked, but didn't register as an open (usually due to images being blocked) as an "open" as well. Which makes sense.