Why is my click rate excellent and my click through rate is only proficient?

Hi @Jasmine-,

Thanks for sharing this question with us.

The click through rate is the percentage of people who clicked a link in your message out of the people who opened it. For example if you had 1 person click a link and 10 people who opened the email, your CTR would be 10%. A high CTR shows that users are actively engaging with your email. Assuming these users do not mark the email as spam, it will tell inboxes you’re a reputable sender and improve your deliverability. You can find a glossary of Klaviyo terms here as well.

In terms of the higher click rate but lower click through rate, it’s possible the tracking pixel in your email is not registering all of the opens, I would try moving the tracking pixel to the top of your email. You can achieve this by adjusting your email settings in Klaviyo - we have a guide on that here. You may also want to double-check that your emails are not being clipped on Gmail (another reason why we may not be registering all opens for the email). Moving the tracking pixel would fix this issue as well.

I hope that’s helpful.