Use clicks as the primary metric

Use clicks as the primary metric

Learn why we prioritize using click rate data over open rate data.

Overview

Data is a core mechanic that drives our platform and helps you make informed decisions for reaching your audience. Open tracking has helped determine the best methods for engaging with contacts and maximizing the effectiveness of your emails.

However, increasing changes to the data privacy regulations and technology manufacturer developments, means ‘open rates’ are becoming a less reliable metric. One of the most notable examples of this is Apple’s iOS 15 update, which includes:

  • Opening emails before they reach a contact’s email address.
  • The Hide my Email feature, which generates unique, random email addresses that forwards emails to a contact’s personal inbox.
By January 2022, iOS 15 is predicted to be at 90% adoption on all Apple mobile devices. This means 11% to 30% of all email open data will be inaccurate.
How does this affect me?

In response to these updates, we have changed the way our platform operates and gathers data for your benefit. Opens are no longer the default primary metric, and we’ve placed more emphasis on using click data for greater engagement. Areas of the platform that are adopting these changes include:

  • Send time optimisation uses historical clicks rather than historical opens.
  • ReMails use clicks as default for tracking rather than opens.
  • Split tests use clicks as default for tracking rather than opens. 
  • eRFM (measuring the recency, frequency, and monetary value of past purchases) no longer uses opens.
Set clicks as the primary metric

To set clicks as the primary metric for your account:
  1. Open the Settings menu and select Account.
  2. Select Account settings.
  3. Under the heading Features, select the Use clicks as the primary metric checkbox, to enable clicks as the default metric for: Email split testing, ReMail, Send time optimization, and the Opportunities dashboard.
    • Related Articles

    • More reports for campaigns: quick reference

      More reports for campaigns: quick reference All of the available campaign drill-down reports are listed in the table below, which provides a brief overview of the report and a link to an available supporting article (if you'd like to read more about ...
    • Are mailto links tracked as clicks in reporting?

      A mailto link (e.g. mailto:recipient@companydomain.com) is used to send an email to a specified address. They will work correctly in your email campaign but are not included when looking at click reporting for your campaign.
    • How do I use the Filter Report Function?

      If you want to see data for specific contacts in a report, click Filter: Showing all in the top-right of the page. This filter gives you the following four options: Filter by address book Filter by segment Filter by split test variation Filter by ...
    • Compare the performance of multiple campaigns

      Learn to use the performance comparison overview to view a visual comparison of your campaigns’ performance. Overview The Performance comparison overview lets you select campaigns to view and compare side-by-side on our campaign comparison table. ...
    • What is the "Unique Click Through" report?

      This report displays the unique number of users who clicked links in your email. Drilling down on this report will display all the email recipients who clicked a link in your email, the number of clicks and which links they clicked. You can filter ...