You can review the various formulas that are used to calculate open and click percentages.
Note: Open and click events are captured for recipients up to 45 days after the email was sent. After 45 days, tracked links and other parts of the email will still function but will not generate events or update reporting data. For example, you send an email on January 1. The recipient opens and clicks the email on March 1. The email open and click will not be reflected anywhere in reporting or exports of reporting because the email they interacted with was sent more than 45 days ago.
In the new reporting, you must calculate the clicks directly against opens for that day by using the following formula: Clicks / Opens * 100.
For example, if on 9 May, you had 13 opens and 4 clicks within that day, you would use the following formula: 4 Clicks / 13 Opens * 100 = 30.77%.
If on 10 May you only had 1 open and 1 click: 1 click / 1 open * 100 = 100%
Note: The Open rate is calculated against the Sent metric as shown in the following example:
You send to 108 people but your received shows 106. You still use the sent metric of 108: 13 Opens / 108 Sent * 100 = 12.04%.
Note: Suppressed contacts are excluded.
To calculate open and click percentages in Classic Reporting, use the following formulas:
- Unique Opens / Received * 100
- Unique Clicks / Received * 100
For example, if you have 106 received and 15 people opened the email and 5 clicked a link within the email, you would expect the following percentages:
- 15 / 106 * 100 = Unique Open Rate: 14.15%
- 5 / 106 * 100 = 4.716 = Unique Click Rate: 4.72% Total Clicks
Troubleshoot open and click rates
If the Single mailing report is showing opens/clicks, but a query or exporting tracking data file both provide zero results, you might want to check whether any database was reformatted. For example, if contacts on the database were purged, then tracking metrics for those contacts would not be exportable, since those contacts are deleted.