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Tracking Rate differences between Marketing Cloud and Salesforce

Knowledge Article Number 000213142
Description

The Tracking rates for Click Rate, Open Rate, and Unsubscribe Rate report differently in Marketing Cloud than Salesforce due to a difference in the rate calculation.
 

Differences between Marketing Cloud and Salesforce calculation

  • Marketing Cloud Tracking - divides the unique number by the total delivered.
  • Salesforce Integration Tracking (default) - divides the unique number by the total sent, which doesn't account for bounces.
     

Click Rate example scenario

If there were 100 sent, 10 clicked, and 10 bounces:

  • Marketing Cloud calculation - Number of Unique Clicks (10) divided by Total Delivered (90) = 11.1% Click Rate
  • Salesforce calculation - Number of Unique Clicks (10) divided by Total Sent (100) = 10% Click Rate
Resolution


Adjust how the Click Rate is calculated for a single Organization or User

1. In Salesforce, have an Administrator go to Setup | App Setup | Create | Objects.
2. Click Email Results.

Tip: Don't click "Edit" next to it. 

3. Click Edit next to "Click Through Rate."
4. Change the formula to Number_of_Unique_Clicks__c / Number_Delivered__c
 

The denominator is the part that makes the rates match. Make the same edit to change the denominator to Number Delivered for "Open Rate" and "Unsubscribe Rate" in order for the rates match.





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