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How Open Rate, Click Rate, and Click-to-Open Rate Are Calculated

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This article explains how ContactMonkey calculates the Open Rate, Click Rate, and Click-to-Open Rate (CTOR) shown in your campaign analytics, and why your dashboard's CTOR can differ slightly from a manual calculation.

Prerequisites

  • A sent campaign with tracking enabled
  • Access to view campaign analytics

How Open Rate and Click Rate are Calculated

Open Rate and Click Rate are calculated from your unique opens, unique clicks, and recipient count, then rounded to the nearest whole percentage:

  • Open Rate = unique opens ÷ recipient count × 100, rounded to a whole number
  • Click Rate = unique clicks ÷ recipient count × 100, rounded to a whole number

Note: How unique opens and unique clicks are counted depends on your tracking option. Individual tracking counts unique opens per email address, while Overall tracking counts unique opens per device.

How Click-to-Open Rate (CTOR) is Calculated

Click-to-Open Rate measures how many of the recipients who opened your email also clicked a link. ContactMonkey calculates CTOR from your rounded Click Rate and Open Rate — not directly from your unique click and open counts:

  • Click-to-Open Rate = Click Rate ÷ Open Rate × 100

Because Click Rate and Open Rate are each rounded to a whole number first, your CTOR can differ slightly from the result of dividing unique clicks by unique opens.

Worked Example

An email goes to 486 recipients and records 40 unique clicks and 396 unique opens:

  1. Click Rate = 40 ÷ 486 × 100 = 8.23 → rounds to 8%
  2. Open Rate = 396 ÷ 486 × 100 = 81.48 → rounds to 81%
  3. Click-to-Open Rate = 8 ÷ 81 × 100 = 9.88%

Dividing the raw counts instead (40 ÷ 396 × 100 = 10.10%) gives a slightly different number. That difference is expected — the dashboard value of 9.88% is correct for how ContactMonkey calculates the metric.

What the Open Rate and Click Rate Colors Mean

In the Report Builder, ContactMonkey color-codes the Open Rate and Click Rate columns so you can see at a glance which campaigns are performing well and which need attention. The color of each cell is based on the percentage it contains.

image (17)

Open Rate colors:

  • Green: 70% or higher
  • Yellow: 30% to 69%
  • Red: below 30%

Click Rate colors:

  • Green: 5% or higher
  • Yellow: 2% to 4%
  • Red: below 2%

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