Why is my click rate in Metric app different than the click rate on the Response page?

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I sent a campaign about 21 hours ago. Most of the results are in at this point. The Metric app shows a 32% click rate, but the Emma web app Response page shows a 26% click rate. Why are these numbers different?
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Flyte World Dining & Wine

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Posted 4 years ago

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Benton Cummings, Senior Manager, Customer Support

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Hey there!

I see that we looked into this for you, and closing and re-launching the Metric app seemed to have done the trick. Does the response data between Metric and your Emma Response page look to be singing the same tune now?

If not, let me know and we'll dig in and see what we can determine. Thanks, and I'll be looking forward to your reply!
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Paul Zimmerman-Clayton, Official Rep

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Official Response
Hey there, thanks for posting! I'm not sure why the Metric app is showing a different number, but I have a guess as to where the 32% rate comes from.

Click rate is the percentage of people who clicked out of the number of people who opened. For example, if you had 100 opens, and 12 people clicked, your click rate would be 12%. In your case, 26% seems to be correct, taking into account the number of unique clicks vs. opens. If you take the number of total clicks, rather than unique, the percentage goes up to about 33%, which sounds pretty close to the 32% click rate you saw in the Metric app. 

We haven't seen this before, but our developers are aware and will be keeping an eye out. In the meantime, I would recommend closing out the Metric app and opening it back up, or logging out and logging back in. If that doesn't work, and you still see the incorrect click percentage, please let me know!
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Flyte World Dining & Wine

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Thank you both for your replies. The numbers match now, and the total vs. unique clicks makes sense. I'll let you know if I have to force-quit the app again to get the pre-24-hours numbers to update after we hit the 24 hour mark.