Open / Click email in AJO | Community
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Best answer by SatheeskannaK

​@Michael_Soprano Every open or click by a profile generates a new experience event. If a profile opens/clicks an email three times, three open/click events are recorded.

3 replies

SatheeskannaK
Community Advisor
SatheeskannaKCommunity AdvisorAccepted solution
Community Advisor
May 19, 2026

​@Michael_Soprano Every open or click by a profile generates a new experience event. If a profile opens/clicks an email three times, three open/click events are recorded.

Thanks, Sathees
SupratikSe
SupratikSe
Level 2
May 22, 2026

​@Michael_Soprano 
 

  • Total opens/clicks: can be generated multiple times per recipient per message execution.
  • Unique opens/clicks: generally counted once per profile within the reporting deduplication window.
SebTherion
SebTherion
Level 1
May 24, 2026

​@Michael_Soprano Hi! 

From our experience in the airline industry, we have observed that every time a user interacts with a message — whether by opening the email or clicking on it — a new event is generated and recorded. When reviewing performance metrics, this behavior can lead to OR and CTR values exceeding 100%, which may create misleading interpretations if not properly analyzed.

 

For this reason, if your question is focused on measurement and reporting, my recommendation is to consider only the first open and the first click per user and per message ID. This approach helps ensure more consistent, comparable, and reliable engagement metrics.

 

It also helps prevent overcounting caused by multiple interactions from the same profile on a single message delivery.

 

Have a great day.

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