Adobe Reporting - CTR and CTOR does not appear to use Unique clicks

Question

I have had a few marketers raise questions about the New reporting tool. When measuring email click-through rates (CTR) in the industry, the standard practice is to use "unique clicks," meaning each recipient is only counted once even if they click multiple times on the same link within the email; this provides a more accurate representation of engagement with an email campaign.

This raises a few questions, and I was wondering if there are documented answers/rational from Adobe:

In AJO, the CTR indicates to be Total Clicks / Total Delivered, instead of using unique click / unique delivered.
Is there a documented reason/rationale why Adobe uses total clicks
Similar issues with CTOR.
In our instance, Delivered appears to be lower than Unique Delivered. How is this possible

Where is there a clear breakdown that can be shared with marketing teams? Need to get answer for marketing teams.

Anuhya-Y · Accepted Answer

@caveman77

The reason why Delivered appears to be lower than Unique Delivered: Suppose a mail was sent, and the recipient opened the email, clicked on a link, and then marked it as SPAM. In such a scenario, the feedback loop will make the delivery count zero. This means that the number of delivered emails will be counted as zero (broad logs), whereas the number of unique clicks will be more than zero (tracking logs). As a result, the report will show fewer emails delivered than opened.

A custom metric can be created if you are looking for CTR, CTOR based on unique clicks/delivered /opens.

https://experienceleague.adobe.com/en/docs/analytics-platform/using/cja-components/cja-calcmetrics/cm-workflow/cm-build-metrics

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