As of May 16, 2023, the formula used to calculate click rate metrics is updated for all emails sent through the standalone Employee Email web app or Email integrated with the Studio. This means that all historical data for these emails will also be updated.
Employee Email uses two different formulas to calculate click rate metrics:
- The improved formula is used for detailed data collected when you send emails from the Email web app or Studio integration.
- The original formula is used when you send tracked emails with Gmail and Outlook add-ins.
Finding Your Click Rate Metrics
If you send tracked emails using a Gmail or Outlook add-in, access these metrics by signing into Employee Email in your web browser.
- The Overview page displays the Average Unique Click Rate.
Organizations that have switched from sending with add-ins to sending from the web app/Studio see an average unique click rate that counts only the emails they have sent from the web app/Studio.
- The Email stats page displays its individual click rate for each sent email.
- Some generated reports, such as All Stats display individual click rates in the Click % column.
Click Rate Calculations
Email click rates are calculated depending on from which app they are sent:
- Emails sent from the web app/Studio collect the tracking using the improved formula.
- Emails sent from a Gmail/Outlook add-in continue to use the original click rate calculation.
Improved Click Rate = Recipients who have clicked at least one link ÷ Total recipients x 100
Employee Email, which is configured to send emails directly from the web app or the Studio, calculates click rates using unique IDs for each recipient. This gives a clearer picture of how many individuals are engaging with your links:
- The system assigns a unique ID to each of your email contacts.
- Based on the unique IDs, the new formula counts the number of recipients who have clicked one or more links in a sent email.
Example:
An email is sent to 10 recipients. The email contains 1 link. A single recipient clicks the link 11 times.
With the improved formula, the click rate is:
1 ÷ 10 x 100 = 10%
Original Click Rate = Total clicks ÷ Total recipients x 100
Emails can contain many links that can also be clicked many times. Using the original click rate formula, it is impossible to tell which of the following situations has generated a high click rate. With the original formula, the number of total clicks can exceed the number of total recipients.
It could be either:
- Multiple people click the links in an email one time each
- Few people click the links in an email multiple times each
Example
An email is sent to 10 recipients. The email contains 1 link. A single recipient clicks the link 11 times.
With the original formula, the click rate is:
(1 x 11) ÷ 10 x 100 = 110%
Recalculating your Click Rates with the Original Formula
Organizations that have switched from sending with add-ins to sending from the web app/Studio see an average unique click rate that counts only the emails they have sent from the web app/Studio.
Note: All eligible customers have been switched to the improved click rate formula, and you may see a drop in both new and historic click rates. This is because you are now counting the number of recipients instead of the number of actual clicks.
If any emails are still sent from the add-ins, their click rates are calculated with the old formula and will not count toward the average unique click rate.
Follow these steps to access the original click rate calculation as needed:
- Export an All Stats report for the emails you want to analyze.
Ask an Admin or Parent Admin for assistance if you want to export your organization’s emails from all email addresses. - Open the downloaded CSV file in a spreadsheet editing tool such as Excel.
- Divide Total Clicks by Total Recipients.
Comments
0 comments
Please sign in to leave a comment.