Click-Through Rate (CTR)
Email click-through rate is the share of delivered messages whose recipients have a qualifying tracked click. Count unique recipients and account for automated clicks.
Email click-through rate (CTR) measures the share of delivered messages whose recipients have at least one qualifying tracked click. For a unique-recipient CTR, count each recipient once per message even if they click several links.
Divide unique recipients with a qualifying click by delivered emails, then multiply by 100. If 490 recipients click out of 9800 delivered emails, the CTR is 5 percent.
Check what the report counts
Total clicks count repeated events. Unique clicks may mean unique recipients or unique recipient-and-link pairs, depending on the report. Check the definition before comparing platforms.
Decide which links belong in the metric and use the same reporting window. An unsubscribe click has a different meaning from a click to start a trial. Security scanners can also visit tracked links, so a click is not proof of human intent. Review the provider's bot filtering before using CTR to rank messages.
Connect the click to the task
Inspect the destination and the action after the click. A high CTR with few completed signups could reflect automated traffic, a slow page, or a mismatch between the email and the form. Investigate those possibilities before changing the call to action.