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Why doesn't number of leads equal the click-thru number on the email performance report though? This keeps happening in my reports.
It depends what report you're looking at...
In the Email Performance Report, the clicked % is the clickthrough rate (# leads that clicked any link in the email / # delivered).
(read docs at https://docs.marketo.com/display/DOCS/Email+Performance+Report)
In the Email Link Performance Report, the metrics are:
Clicks - # total clicks (not unique clicks) on this link.
% Clicks - percentage out of all total clicks on all links within that email, ever.
Leads - # unique leads that clicked on this link.
% Leads - percentage out of all unique leads that clicked on any link within that email, ever.
(read docs at https://docs.marketo.com/display/DOCS/Email+Link+Performance+Report)
So, does this make sense? If you had two links in an email and one unique lead clicked both, the Email Performance Report would show Clicked: 1 Clicked %: 100% and Email Link Performance Report would show Clicks: 2 Leads: 2 in the totals section (there were 2 total clicks on all links in the email and unique leads clicked on both links).
Ah ok. That's what I thought was happening, but then I saw a comment that made me think the term "unique" was being used a bit differently here. Thanks for the clarification.