What are opens and clicks?

Follow

Summary

In this article, we will investigate the differences between Unique Opens + Clicks and Repeat Opens + Clicks. We will also dive into some of the reasoning for high unique opens, and explain some problems that can occur resulting in inflated unique opens.

Opens

An open is triggered when a recipient loads your email and views the body of the message. Just remember that by design, you shouldn't be able to trigger opens on your own emails.

The first time an email is opened on a device, it will trigger a Unique Open. A cookie will save to the device so that future opens of that email are marked as Repeat Opens. This way, you will have insight into not only how many recipients opened your email, but how many times they revisited that content.

Clicks

A click refers to a click on any of the links within the body of a tracked email, which are also automatically tracked by Bananatag, unless the sender disabled Link Tracking in their settings.

The first a link is clicked, just like Opens it will generate a unique Click. If recipients click those links again, this will generate Repeat Clicks.

Common Concerns

Remember to always contact Bananatag Support when experiencing issues that can't be explained here, or if investigation is called for. We're always happy to help!

Concern: High Unique Opens

If you are seeing a very low number of Unique Opens on a consistent basis, there may be issues with your recipients viewing your emails. You'll want to investigate whether your recipients are seeing a visual warning in their email client about content being blocked, or permission being needed. In Outlook, it looks like this:

All images sent in emails designed in Bananatag will be hosted on our servers - this ensures your emails don't just work now, but continue to work well into the future. It's important that your network has our servers whitelisted so that those images are allowed to load, every time. You may only see this issue with some of your communications - in those cases, consider what is different about those sends, especially as it concerns the audience.

Concern: 0 Unique Opens

In cases where an email you sent isn't generating any unique opens and that is not typically the case, there's a good chance the creator copied content into the email from a previously tracked send - they may have inadvertently pasted an old tacking pixel into the email. If you are seeing this on a consistent basis, likely the connection to Bananatags servers is being blocked in your network. Either way, some investigation will be needed.

Concern: Higher Unique Opens than Recipients

Sometimes your Unique Open count will be higher than the number of recipients you sent to, especially when not taking advantage of List Management. If your organization is particularly good about reading their emails, this will almost always be the case. This is a symptom of users reading their emails on more than one device, as each open from a device will trigger a Unique Open. It's important to look at the trends of your metrics over time, as opposed to single sends as indicators.

Concern: Very low Repeat Opens

Are you consistently seeing low Repeat Opens rates on your communications? This could be due to low engagement, but when seeing a rate lower than 5%, likely there are issues at play. Bananatag uses cookies to ensure that repeat opens of emails are counted as such, and not additional unique opens. You may want to contact your IT team or Helpdesk to ask if Group Policies are in place to block cookies. Regardless, some investigation will be needed. We consider a rate of 35% Repeat to be healthy and roughly average, but that can vary widely.

Concern: No link clicks

Did you send an email and the metrics still haven't shown any link clicks tracked? The first thing to check is whether the sender has Link Tracking enabled in their Bananatag settings. If so, then the links themselves may have been bad. Check the links in the received email and ensure the tracking proxy was added (in blue). As well, take a look at the content after url= and try that link - if it doesn't work, the link itself was the problem.

Example: http://s.bl-1.com/h/c5bzc7K2?url=http://www.google.com

If the tracking proxy isn't there, metrics will not be generated. Ensure to enable Link Tracking before sending.

If the link after url= doesn't work, the link you used in your email was broken. It's good practice to test all your links before putting them in an email, to ensure they'll work after send.