Calculating the Clicked Rate in a Message Report

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In Act-On, the message reporting percentages for Opened, Bounced, Did Not Open, and Clicked are displayed as unique occurrences, in relation to the Unique Sent value (this is the total number of unique recipients minus any Not Sent/Suppressed).

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.

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