Click-through rate
Analytics. A metric of interest in content linked in an email message expressed as a percentage of recipients that click a link in your email message.
To calculate this percentage, divide the number of times recipients click a link by the number of times recipients see a link multiplied by 100. This metric serves as one measure of advertising effectiveness in emails and web pages. With email marketing, views count as the number of times the email was opened.
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Click-through rate example
- You sent out a marketing campaign to 1,000 recipients.
- From those 1,000 messages, you record 300 unique opens.
- Out of those 300 unique opens, you record 100 unique clicks.
- This would give your campaign a click-through rate of 33.3%.
- The 100 clicks divided by 300 opens equals 0.333 multiplied by 100.
Twilio added total click-through rate (TCTR) as a metric for marketing emails. This counts the total number of clicks divided by the total number of opens multiplied by 100. A higher TCTR means that more of your recipients have opened and clicked through your messages more than once.