Hi @Tooka ,
In Adobe Campaign Standard (ACS), the terms click rate and click-through rate (CTR) are often used interchangeably in the reporting dashboards, which can lead to confusion. Here’s why this happens and what each term typically means:
Understanding Click Rate vs. Click-Through Rate (CTR)
Click Rate: This metric generally refers to the number of clicks on a specific link within the email, divided by the number of delivered emails. It shows the percentage of recipients who clicked on a link in your email.
- Formula: Click Rate=Number of ClicksNumber of Delivered Emails×100\text{Click Rate} = \frac{\text{Number of Clicks}}{\text{Number of Delivered Emails}} \times 100Click Rate=Number of Delivered EmailsNumber of Clicks×100
Click-Through Rate (CTR): This term is typically used to describe the ratio of users who clicked on a link compared to the total number of users who viewed the email (or the impression). In many platforms, CTR is calculated based on the number of emails delivered.
- Formula: CTR=Number of Unique ClicksNumber of Delivered Emails×100\text{CTR} = \frac{\text{Number of Unique Clicks}}{\text{Number of Delivered Emails}} \times 100CTR=Number of Delivered EmailsNumber of Unique Clicks×100
Why ACS Reports Click Rate as CTR
Simplified Reporting: Adobe Campaign Standard aims to provide a simplified reporting experience. To minimize complexity for users who may not have deep technical knowledge, ACS might label the metric as CTR because it is more commonly understood. Both metrics can be very similar in value, and using a more familiar term might make the report more intuitive to end-users.
Common Industry Practice: In email marketing, the terms click rate and CTR are often used interchangeably, even though they might technically measure slightly different things. This convention is widely adopted across different marketing tools and platforms, which might have influenced Adobe's choice of terminology.
Measurement Approach: In ACS, click rate typically measures unique clicks (counting each recipient once per campaign, no matter how many times they clicked), and it might label this metric as CTR for simplicity. This approach makes reporting consistent with common marketing terminologies.
Customization and Reporting: In some cases, ACS may have customization or settings enabled that change how these metrics are labeled or calculated. It’s essential to understand how your specific instance of ACS is configured. Often, the standard reporting may use common industry terms for clarity and familiarity.
Checking ACS Documentation and Reports
To verify how your specific instance of ACS calculates and presents these metrics:
Review ACS Documentation: Check the official Adobe Campaign Standard documentation to see the exact definitions and calculations used for click rate and CTR. Adobe’s documentation usually clarifies how each metric is calculated and which labels are used in the reporting dashboards.
Report Configuration: Look into the reporting configuration within your ACS environment. Custom reports or specific configurations might have been set up that influence how metrics are labeled and displayed.
Consult Adobe Support: If the definitions still cause confusion or if you need the reporting customized, consider consulting Adobe support or your ACS administrator. They can provide detailed insights based on the specific configuration of your ACS instance.
Conclusion
The use of the term click-through rate to refer to what might technically be a click rate in Adobe Campaign Standard is often a matter of simplified reporting for ease of understanding and alignment with common industry practices. Reviewing the exact metrics definitions within your ACS instance will help clarify any discrepancies and ensure accurate interpretation of your email marketing performance data.
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