Calculate CTR, OR, and CTOR based on unique event occurrences

Published August 03, 2022
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OR (Open rate), CTR (Click-through rate), and CTOR (Click-to-open rate) are indicators which marketers use to estimate the success of campaigns. One of the challenge in calculating these rates is that the customers may open the message and click the links multiple times. That is why it is so important to consider only the first (unique) occurrences of such activity.

By using the Synerise Analytics, you can create analyses which analyze only the unique occurrences of opening a message or clicking links included in them.

The use case describes a process of creating aggregates that count unique occurrences of events such as sending an email, opening of the email, clicking a link in the email for every customer. Later on, the aggregates are used in the metrics to calculate CTR, OR, and CTOR.

Prerequisites


Process


  1. Create aggregates that count unique occurrences of events within a campaign
  2. Create metrics that return the unique values of CTR, OR, CTOR

Create aggregates


In this part of the process, create three agregates that count the unique occurrences of the message.send, newsletter.open, and newsletter.click events within an email campaign for an individual customer. You will use the aggregates in the further part of the process.

Important: Depending on the integration with your email provider, you may collect different events or their names may be different in your workspace.

Send message event

  1. Go to Analytics > Aggregates > New aggregate.
  2. Enter a meaningful name of the aggregate.
  3. As the aggregate type, select Count Distinct.
  4. From the Choose event dropdown list, select message.send event.
  5. As the event parameter, select id.
  6. As the date range, select Lifetime.
  7. Save the aggregate.
    Result:
The configuration of the aggregate with the message.send event
The configuration of the aggregate with the message.send event

Open newsletter event

  1. Go to Analytics > Aggregates > New aggregate.
  2. Enter a meaningful name of the aggregate.
  3. As the aggregate type, select Count Distinct.
  4. From the Choose event dropdown list, select newsletter.open event.
  5. As the event parameter, select id.
  6. As the date range, select Lifetime.
  7. Save the aggregate.
    Result:
The configuration of the aggregate with the newsletter.open event
The configuration of the aggregate with the newsletter.open event

Click newsletter event

  1. Go to Analytics > Aggregates > New aggregate.
  2. Enter a meaningful name of the aggregate.
  3. As the aggregate type, select Count Distinct.
  4. From the Choose event dropdown list, select newsletter.click event.
  5. As the event parameter, select id.
  6. As the date range, select Lifetime.
  7. Save the aggregate.
    Result:
The configuration of the aggregate with the newsletter.click event
The configuration of the aggregate with the newsletter.click event

Create metrics


In this part of the process, use the aggregates you created in the previous part of the process as factors in formula metrics which calculate CTR, OR, and CTOR as a percentage.

CTR


  1. Go to Analytics > Metrics > New metric.
  2. Enter the name of the metric.
  3. As the kind of the metric, select Formula metric.
  4. Click the Select node.
  5. From the dropdown list, select Profile.
  6. As the aggreator, select Sum.
    Result: The Choose value button appears.
  7. From the Choose value dropdown list, select the aggregate that counts the unique occurrences of the newsletter.click event
  8. Next to the node with the newsletter.click event aggregate, click the plus button.
  9. From the dropdown list, select Profile.
  10. As the aggreator, select Sum.
    Result: The Choose value button appears.
  11. From the Choose value dropdown list, select the aggregate that counts the unique occurrences of the message.send event
  12. Change the mathematical operator between the aggregates to division sign by clicking the plus sign between them.
  13. Next to the second aggregate, click the plus button.
  14. From the dropdown list, select Number.
  15. Click the added node and change the number to 100.
  16. Change the mathematical operator between the message.send aggregate and 100 to multiplication sign by clicking the plus sign between them.
  17. Save the metric.
    Result:
    The formula of the metric
    The formula of the CTR metric

OR


  1. Go to Analytics > Metrics > New metric.
  2. Enter the name of the metric.
  3. As the kind of the metric, select Formula metric.
  4. Click the Select node.
  5. From the dropdown list, select Profile.
  6. As the aggreator, select Sum.
    Result: The Choose value button appears.
  7. From the Choose value dropdown list, select the aggregate that counts the unique occurrences of the newsletter.open event
  8. Next to the node with the newsletter.open event aggregate, click the plus button.
  9. From the dropdown list, select Profile.
  10. As the aggreator, select Sum.
    Result: The Choose value button appears.
  11. From the Choose value dropdown list, select the aggregate that counts the unique occurrences of the message.send event
  12. Change the mathematical operator between the aggregates to division sign by clicking the plus sign between them.
  13. Next to the second aggregate, click the plus button.
  14. From the dropdown list, select Number.
  15. Click the added node and change the number to 100.
  16. Change the mathematical operator between the message.send aggregate and 100 to multiplication sign by clicking the plus sign between them.
  17. Save the metric.
    Result:
    The formula of the metric
    The formula of the OR metric

CTOR


  1. Go to Analytics > Metrics > New metric.
  2. Enter the name of the metric.
  3. As the kind of the metric, select Formula metric.
  4. Click the Select node.
  5. From the dropdown list, select Profile.
  6. As the aggreator, select Sum.
    Result: The Choose value button appears.
  7. From the Choose value dropdown list, select the aggregate that counts the unique occurrences of the newsletter.click event
  8. Next to the node with the newsletter.click event aggregate, click the plus button.
  9. From the dropdown list, select Profile.
  10. As the aggreator, select Sum.
    Result: The Choose value button appears.
  11. From the Choose value dropdown list, select the aggregate that counts the unique occurrences of the newsletter.open event
  12. Change the mathematical operator between the aggregates to division sign by clicking the plus sign between them.
  13. Next to the second aggregate, click the plus button.
  14. From the dropdown list, select Number.
  15. Click the added node and change the number to 100.
  16. Change the mathematical operator between the newsletter.open aggregate and 100 to multiplication sign by clicking the plus sign between them.
  17. Save the metric.
    Result:
    The formula of the metric
    The formula of the CTOR metric

What’s next


You can display the metrics you created on a dashboard, which will help you present them in convenient and readable form.

Check the use case set up on the Synerise Demo workspace


You can check the configuration of each analysis from this use case in our Synerise Demo workspace.

You can find the following aggregates:

Also, you can find the following metrics:

Read more


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