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Metrics & Analytics

Unique Clicks

The count of individual recipients who clicked at least one link, regardless of how many times they clicked.

Definition

Unique clicks measure the number of individual recipients who clicked at least one link in your email, regardless of how many times they clicked or how many links they clicked. This provides a cleaner engagement metric than total clicks, which counts every click event.

Why It Matters

Unique clicks more accurately represent how many people engaged deeply with your email. A subscriber clicking one link 5 times represents one engaged person, not five engagements. Click-through rate calculated with unique clicks gives a cleaner percentage.

How It Works

When links are clicked, the tracking system records each event. Unique clicks deduplicate by recipient - one person clicking 5 different links or the same link 5 times counts as 1 unique click. Total clicks would count as 5. Both metrics offer different insights.

Best Practices

  • 1Use unique clicks for CTR calculation
  • 2Analyze total clicks to understand link appeal
  • 3Track clicks per link to identify popular content
  • 4Compare unique clicks to unique opens for engagement quality
  • 5Segment by click behavior for targeting

Frequently Asked Questions

Unique clicks measure how many people engaged. Total clicks measure engagement intensity. CTR uses unique clicks. Heat maps showing popular links use total clicks. Both matter for different purposes.

Less than opens, but some security tools pre-click links to check for malware. Good ESPs filter bot clicks where possible. Clicks are generally more reliable than opens but not perfect.