Email Link Performance Report

Question

In looking at the email link performance report there are two metrics "Clicks" and "leads" -

I'm providing the example below
Clicks are higher than leads; yet when I run a smart list for the "clicked link" (my target link) - the number comes out to equal "Leads" - I'm assuming "clicks" means unique leads whether or not they clicked that link multiple times (i.e,. desktop, phone tablet = 3 clicks/1 lead). Can you confirm?

If this is true, then it seems like the true metric we should be looking at would be leads.

Also was wondering if a lead forwards an email to someone, would that click through traffic be linked to the original lead that received the email or would that person that was forwarded the email show up as a new/unique lead?

Also my understanding is that the Email Performance Report reflects "unique" opens, clicks, etc. Can you confirm.

Thank you.

Juan_de_Dios_Ng · Answer

Hi JamieEmail Link Performance Report will show you the following Clicks = Total # of clicks on this link (Not unique clicks).% Clicks = Total # of clicks on this link / Total # clicks of all links in the Email (not unique).Leads = Total # of unique leads that clicked this link.% Leads = Total # of unique leads that clicked this link / Total # of unique clicks by leads of all links in the Email.____________________________Email Performance Report does reflects "unique" opens & clicks____________________________(note: if you hover over the column it will tell you what it is):

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