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Which measurement to use to calculate the Open Rate: count, unique or sum?

  • October 18, 2022
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  • Nymesia
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Hi!

So I tried to calculate the Open Rate based on the count of Opened Emails divided by the count of Received Emails. However, I often get way more than 100%. Is it because the count of Opened Emails is increased if the same user opens the same email multiple times?

Then, I tried calculating the Open Rate based on the unique Opened Emails divided by the unique Received Emails, but I still get a bit over 100% for some Flows. Although it is much less than with the count, because the rate is just slightly over 100% with unique metrics, I wonder why the unique number of Opened Emails can be greater than the unique number of Received Emails?

And I would also like to know which measurement, count, unique or another, is used by default in Klaviyo?

FYI, I always use metrics from this endpoint: https://developers.klaviyo.com/en/reference/metric-export

Thank you! :)

Best answer by stephen.trumble

Hey @Nymesia 

Thanks for reaching out for help with your open rate.

You will want to use unique opens in your report, because this is the number we use in the numerator when calculating open rate (instead of total opens). It is possible for unique opens to be higher than total recipients if your customers are opening your email on multiple devices. So one email recipient may open it on their cell phone and their PC which will count it as two unique opens as each devices IP address is cookied separately. 

Hope this helps! Thanks again for being part of the Klaviyo Community!

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    stephen.trumble
    Community Manager
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    • stephen.trumble
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    • October 19, 2022

    Hey @Nymesia 

    Thanks for reaching out for help with your open rate.

    You will want to use unique opens in your report, because this is the number we use in the numerator when calculating open rate (instead of total opens). It is possible for unique opens to be higher than total recipients if your customers are opening your email on multiple devices. So one email recipient may open it on their cell phone and their PC which will count it as two unique opens as each devices IP address is cookied separately. 

    Hope this helps! Thanks again for being part of the Klaviyo Community!

    -Stephen
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      Nymesia
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    • Nymesia
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    • Active Contributor I
    • 14 replies
    • October 19, 2022

    Hey @stephen.trumble 

    Thanks for the info, that makes sense!

    That being said, do you know if the other metrics (not Open Rate, but Opened Emails, Bounced Emails, Sent SMS, etc) are all calculated with the “unique” measurement in Klaviyo by default? Or do they all use the measurement “count” except for the Open Rate?

    Thank you!

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