we sent an email with a CTA which redirect to a landing page. We have set up the following 2 tracking: click link in email and visited web page. There are around 300 contacts who clicked in the email but we have only 250 landing page visited. Do you know what can be the reason?
One of the reasons I could think of is if the recipients clicked on the link and close the browser or stop the landing page from loading.
I would run an email link performance report. In the setup of this report select that email and you will see all links clicked in the email. Oftentimes you may not realize that clicks in the "view as webpage", email signature, or footer of the email can register as clicks as well. Therefore, not all clicks will be from the CTAs to the associated landing page.
250 visited are those unique or total visits? Are the 300 clicks unique or total?
Also be aware, as always, that some mail scanners will prefollow your links, resulting in a Clicked Email that isn't from human activity.
Resource describing what Sanford said: Email was clicked before it was delivered? It's a link scanner
Thanks. This is really helpful.