Updated open rate and click rate calculation in standalone workflow reports
Changes effective as of May 06, 2024
As of May 06, 2024, we’ve updated how the overall open rate and click rate are calculated in the workflow Engagement metrics. This adjustment ensures that these metrics are now in perfect alignment with how the data is presented on your Workflow Analytics dashboard's "Overall performance by workflow" table, providing you with a more accurate representation of your workflow's performance.
Why did the calculation change?
The legacy calculation in standalone workflow reports calculated the percentage of subscribers who entered the workflow and opened at least one email using this formula:
Overall workflow open rate = unique subscribers who opened any workflow email / unique subscribers who received any workflow email.
The updated calculation is based on the workflow's average open rate and click rate as a whole, using the formula below:
Overall workflow open rate = Average of (unique opens of each workflow email / unique deliveries of each workflow email).
Here’s an example to show you what this means in practice:
Let’s say a workflow has 5 emails and is sent to 5 subscribers.
In the legacy calculation, if all 5 subscribers open only 1 email out of 5, it was calculated as 5 unique opens / 5 unique deliveries = 100% open rate.
In the new, updated calculation, if all 5 subscribers open only 1 email out of 5, the overall open rate is calculated as an average of the open rate across the 5 emails, or 5 unique opens / 25 unique deliveries = 20% open rate.
These updates aim to provide a more accurate representation of your workflow's overall performance and establish consistency between the standalone workflow reports and the account-level workflow analytics dashboard.