The Clicked percentage rate is the unique number of people who clicked at least once in a message over the total number of unique people to whom the message was sent.
There are two industry standards for calculating the Clicked rate in a message report:
- The number of times a message is opened
- The total number of unique messages sent
Act-On uses the second method as it reflects your total target audience; however, you can also view the Clicked rate based on total opens by downloading the Rollup Report (available from the Sent Messages listing.