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Email Performance Report: UNIQUE opens and clicks

Question asked by Dan Stevens. Expert on Nov 12, 2013
Latest reply on Nov 12, 2013 by fd65f659f9872c79124bfd587c2ea3bdc1af06d6
Each time we execute an email campaign, our field marketers are asking for a summary report of the performance of each campaign.  According to this article (http://community.marketo.com/MarketoArticle?id=kA050000000KypPCAS), "Clicked Link" refers to the number of email RECIPIENTS who clicked a link in the email.  This, to me, implies UNIQUE users (or recipients).  However, after talking with our Marketo consultant and analyzing the report, Marketo is including ALL clicks and ALL opens. For example, if one recipient clicked on a link in the email five different times, that would register as "5" clicks.  And if someone kept viewing their email multiple times, that too would register an additional count for "opens".  If this is the case, these metrics (along with the percentages that are included in this report) are essentially meaningless.  And if there is a lot of acitivity/engagement for a specific campaign, the metrics would exceed the number of sends/delivered.  Is there a summary report in Marketo that will provide more relevant metrics to send to our marketers?

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