In targeting-only experiences, you see the following metrics in the email analytics for each piece of dynamic content:
- Total number of email opens
- Total number of clicks
- Clickthrough rate
In testing experiences, you see the following metrics in the analytics summary for each piece of dynamic content and its default (control) image:
- Total number of email opens
- Total number of clicks
- Clickthrough rate (CTR)
- Lift vs control
Remember that Clickthrough rate is only calculated for images served by Monetate. Other images or links in an email that aren't served by Monetate are not included in this metric.
Discrepancies Between Content Areas
Ideally, you would see the same numbers for each content area. However, two factors contribute to conflicting numbers for each content area in an email:
- Bots: Bots are used by email clients to test for malicious content and test that the links within an email are functional. This process completes before the email client delivers an email to a recipient. Bots only test the link contained in an image tag and not the image tag itself. For this reason, "clicks" made by the bot are counted but "opens" are not.
- Internet fallibility: Any number of common internet issues can contribute to slight differences in opens and clicks. For example, a recipient may open an email, but only the first image loads because of connectivity issues. A recipient may also close an email before all images have loaded.