Clicks vs. Click-Through Distribution

[DOMW24]

In the Reporting section for a specific email, can you explain the difference between the number of Clicks (shown under the Click Rate box) and the number of Total Click-Throughs (shown near the bottom of the page, under the list of links)? Thanks.

[William_A · Accepted solution]

Hello @DOMW24 ,

I'd advise going through our main article on emails' click rates. There are three elements to keep in mind with your click rate:

• The email's overall click rate: how many contacts clicked at least one link after opening your email. This is typically presented as "unique clicks."
• The email's overall total clicks: how many clicks did your links get overall, including repeated clicks from the same contacts.
• The unique clicks for all of your email's links: found at the bottom of the email's overall reporting page, this will show how many contacts clicked a specific link at least once.

The numbers will be different because they're recording different metrics for the clicks. Your account's click rate average will be determined based on the email's unique click rate, not the individual links'. 

[DOMW24]

I see. So the number of clicks is related to the times any link was clicked, whereas total click-throughs (as well as the click rate percentage) has to do with the number of contacts that clicked. Is that correct? Thank you for the explanation.

[William_A]

Yes total clicks is total overall clicks. Click rate is % of openers clicking something. Click numbers for specific links is number of contacts that clicked that specific link.

[lescan]

New poster here, and I'm still confused because our newsletter report is claiming more clicks on individual items than overall clicks. 

In other words, it says 154 clicks. (Is not labeled as unique or total, just "clicks.") But then there's a list, from most popular to list popular, of each link in the newsletter that was clicked. The No. 1 most popular got 98 clicks, the second most popular got 83 clicks -- that's already 181 clicks, more than the supposed total, and there are more than a dozen additional links that were clicked on to various degrees. 

Thank you!