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Discrepancies between open counts in Email Client Monitor and Marketing Cloud

Knowledge Article Number 000214379
Resolution

Since Return Path's Email Client Monitor and Marketing Cloud each measure different behaviors, you'll often see different results for opens in each tool. Here are the differences:

  • Marketing Cloud open tracking - measures opens per-subscriber. (a unique open is counted when the subscriber opens an email at least once, regardless of device or browser)
  • Return Path open tracking - measures opens per-subscriber, per-client. (a unique open is counted when the subscriber opens an email at least once on a specific device)

 

Example open count scenario

Scenario: a subscriber opens the same email using their mobile phone, a& desktop web browser, and using Outlook on their laptop.

  • Marketing Cloud - 1 unique open is counted
  • Return Path - 3 unique opens are counted

 

What to do about discrepancies in your open counts

Our recommendation: measure your overall email open rate with the Marketing Cloud metrics and use Return Path metrics to determine where to focus your device-specific optimization.





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