Workaround to accurately report Unique Click Rate without VAWP Clickers?
I can't simply subtract the number of clicks on that VAWP link from the unique click number of a message, because some of those VAWP link clickers would have additionally clicked on other links, which would just cause a different skew in my unique click metrics.
It isn't feasible to perform this math for every single Sent email and store all this data locally, so unless I can find a workaround I think I'm stuck with telling my client that our unique click numbers are always skewed (and thus the click-to-open rates, which I calculate separately since Act-On also does not report that).
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Sara Theurer
Marketing Automation Strategist, Sullivan Higdon & Sink
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Comments
1 comment
A way to solve this is make a segment of people who clicked on the email but not visited any of the email links (=only did VAWP).
For the links you might be able to use the wildcard functionality.
Subtract this from unique clicks. Could bit of a hassle if you are sending lots of emails.
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Marten Hoekstra
Inbound marketeer / Marketing Automation Consultant, Stan and Stacy
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Original Message:
Sent: 05-21-2018 12:45
From: Sara Theurer
Subject: Workaround to accurately report Unique Click Rate without VAWP Clickers?
Has anyone figured out a workaround to accurately report Unique Click Rate, since Act-On includes clicks on the VAWP link in message click metrics? We get a lot of VAWP clicks so this is hugely skewing my unique click data, since a click on the webpage link does not typically represent a click (the consensus I've heard from the email community is that this is an 'open' metric not 'click'). Most ESPs exclude clicks on this link from message click reporting, just like Unsubscribe clicks are excluded.
I can't simply subtract the number of clicks on that VAWP link from the unique click number of a message, because some of those VAWP link clickers would have additionally clicked on other links, which would just cause a different skew in my unique click metrics.
It isn't feasible to perform this math for every single Sent email and store all this data locally, so unless I can find a workaround I think I'm stuck with telling my client that our unique click numbers are always skewed (and thus the click-to-open rates, which I calculate separately since Act-On also does not report that).
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Sara Theurer
Marketing Automation Strategist, Sullivan Higdon & Sink
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