Hello,
I’m wondering how exactly the “open rate” and “click through rate” are calculated. Is it based on number of emails sent, received, or something else?
Thank you!
Hello,
I’m wondering how exactly the “open rate” and “click through rate” are calculated. Is it based on number of emails sent, received, or something else?
Thank you!
Best answer by cassy.lee
Hi
Great to meet you, and welcome to the Klaviyo Community! This is a great question to ask!
Open rate is defined as the percentage of the total number of subscribers who opened your email campaign, and click through rate is the percentage of people who clicked a link in your email out of the people who opened your email.
To be clear, the reason it’s “delivered emails” instead of sent is because you could have sent 100 emails in a campaign, but let’s say due to suppressions or hard bounces, only 98 were actually delivered. You would count OR and CR as the number of emails you actually delivered.
Hope that was helpful!
You can find more details on email metrics and how they’re defined in this article, and you can see additional metrics in reporting, as well as how spam and bounce rates are measured in this article here.
Thanks,
-Cassy
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