What is Click-through rate (CTR)?
Clicks divided by delivered emails. Platforms disagree on the denominator, so the same send can report different rates.
Newsletter click-through rate is clicks divided by delivered emails. It sounds like one number, but platforms disagree on both halves of the fraction: some divide by sent instead of delivered, and some count total clicks while others count unique clickers. The same send can honestly report two different rates on two platforms.
CTR is the newsletter metric least distorted by tracking noise. Opens are inflated by privacy proxies, but a click is a deliberate act. When you compare sends, make sure the platform used the same formula for both, and prefer unique clicks when you want to know how many readers acted.
Go deeper
More terms
Track these metrics in your own account
Distinctful connects your content, email newsletter, and offers into one purpose-built system so you effortlessly build an audience at scale.