Summary
Whether a link click in an email reading pane is counted by ESP tracking varies significantly. The method of email display is irrelevant to the server's receipt of the HTTP request triggered by the click itself. However, the crucial factor is the ESP's tracking configuration and methodology. Many ESPs use tracking redirectors. Email client pre-fetching of links and bot activity can inflate click rates. ESPs attempt to filter out non-genuine clicks, but the success of this filtering can vary. Therefore, it's essential to understand how your ESP handles click tracking and adjust your interpretation of click data accordingly.
Key findings
- ESP-Specific Tracking: Click tracking behavior in reading panes depends on the ESP; some track all clicks, including pre-fetches, others do not.
- HTTP Request: Clicking a link generates an HTTP request regardless of the email's display method.
- Prefetching Impact: Email clients pre-fetching links inflates click rates, causing artificial clicks.
- Bot Influence: Automated systems and bots contribute to inflated click metrics.
- Filtering Limitations: ESPs employ filtering techniques, but their accuracy and effectiveness vary.
- Tracking redirects: ESPs use tracking redirects to track clicks
Key considerations
- Check ESP Documentation: Understand your ESP's tracking methodology, including how they handle pre-fetching and bot activity.
- Monitor Click Activity: Monitor click activity and correlate it with audience behavior to differentiate genuine clicks from automated actions.
- Consider Email Client Settings: Be aware of how various email client settings and security features influence click tracking.
- Evaluate Click Metrics: Evaluate click-through rates in conjunction with other metrics, recognizing potential inaccuracies due to pre-fetching and bot activity.
- Account for Inflation: Account for potentially inflated click rates when assessing campaign performance.
- Test Tracking: Consider testing the tracking across different email clients. Do a manual check in outlook, gmail, yahoo, aol, etc. Do they vary and if so, why?
What email marketers say
11 marketer opinions
Whether a link click in an email reading pane counts as a click in ESP tracking varies. While the display method is irrelevant to the initial HTTP request triggered by a click, the ESP's tracking mechanisms and email client settings significantly impact the reported click rate. Some email clients prefetch links, and bots or automated systems may trigger clicks without genuine user interaction. Some ESP's have measures to avoid counting these prefetch or bot clicks, but it is inconsistent. Therefore, it's essential to understand your ESP's tracking methodology and account for potential inflation due to prefetching or automated activity.
Key opinions
- ESP Dependence: Click tracking in reading panes depends on the specific ESP; some track prefetch clicks, others don't.
- Prefetching: Email clients may prefetch links in the background, leading to inflated click rates.
- Bot Activity: Automated systems or bots can generate clicks, further inflating click metrics.
- HTTP Requests: Clicking a link initiates an HTTP request to the hosting server, irrespective of the display method.
- Google/Yahoo Influence: Google and Yahoo don't directly influence clicks; the process depends on user actions and server requests.
Key considerations
- ESP Documentation: Consult your ESP's documentation or support to understand their tracking methodology.
- Audience Behavior: Monitor click activity and understand audience behavior to differentiate genuine clicks from automated activity.
- Click Rate Analysis: Analyze click rates, accounting for potential inflation due to prefetching or bot activity.
- Email Client Settings: Consider how different email client settings may affect click tracking accuracy.
- Evaluate Tracking: Evaluate click tracking against other indicators. A high click rate is not necessarily an engagement with the actual content on the site.
Marketer view
Email marketer from Stack Overflow explains that you have to consider if you are an email marketer with a high click rate. It could be prefetch, it could be real.
1 Feb 2022 - Stack Overflow
Marketer view
Email marketer from ActiveCampaign recommends monitoring the click activity and understanding the nature of your audience. While a click in the reading pane may be tracked, its value should be evaluated.
5 Nov 2024 - ActiveCampaign Blog
What the experts say
3 expert opinions
Whether a click in an email reading pane counts towards ESP tracking depends heavily on the ESP. Some ESPs track these clicks, while others don't. ESPs use tracking redirectors but handle non-human interactions (like pre-fetching or spam filter clicks) differently. Click counts may be inflated due to email clients pre-fetching links. ESPs attempt to filter these out, but methods and accuracy vary.
Key opinions
- ESP Variation: Different ESPs treat clicks in the reading pane differently; some track, some don't.
- Tracking Redirectors: ESPs use tracking redirectors to capture click data.
- Non-Human Clicks: Spam filters and pre-fetching can generate non-human clicks, inflating metrics.
- Filtering Inaccuracy: ESPs attempt to filter out non-human clicks, but the accuracy varies.
- Inflation Risk: Click counts can be inflated due to email client pre-fetching.
Key considerations
- Check ESP Policy: Understand how your ESP handles clicks from reading panes and pre-fetching.
- Account for Inaccuracy: Recognize the potential for inflated metrics and account for this in your analysis.
- Evaluate ESP Filtering: Evaluate how effective your ESP is at filtering out non-human clicks.
- Compare Metrics: Compare click data with other metrics to assess engagement.
Expert view
Expert from Email Geeks explains that ESPs use tracking redirectors for clicks and massage the data. Different ESPs handle non-human interaction differently, and spam filters can cause clicks.
4 Jul 2024 - Email Geeks
Expert view
Expert from Word to the Wise explains that click counting can be inflated due to email clients pre-fetching links in the background and that ESPs may filter out these clicks, but the methods and accuracy vary.
1 Nov 2021 - Word to the Wise
What the documentation says
4 technical articles
Click tracking is influenced by email clients pre-loading links in reading panes, potentially inflating click rates. Clicks are generally tracked when a recipient clicks a link, and their server requests the page from the ESP's tracking server. However, prefetching by email clients can cause URLs to be automatically loaded in the background, which may be counted as clicks. ESPs employ various methods to filter out non-genuine clicks, but their accuracy may vary. ESPs also use tracking redirects.
Key findings
- Prefetching Inflation: Email client pre-loading of links can inflate click rates.
- Standard Tracking: Clicks are tracked when a link is clicked, and the server requests a page from the ESP's tracking server.
- Filtering Inaccuracy: ESPs use methods to filter non-genuine clicks, but accuracy varies.
- Tracking Redirects: ESPs use tracking redirects to capture number of clicks.
Key considerations
- Monitor for Inflation: Be aware of potentially inflated click rates due to pre-loading of links in reading panes.
- Understand Tracking Process: Understand how your ESP tracks clicks, including the role of tracking servers and redirects.
- Assess Filtering: Consider the effectiveness of your ESP's methods for filtering out non-genuine clicks.
- Compare Metrics: Consider other data points when measuring whether a click actually meant an engagement.
Technical article
Documentation from Mailchimp explains that clicks are tracked when a recipient clicks a link in your campaign and their server requests a page from Mailchimp's tracking server. Some email clients may automatically prefetch URLs in the background, counting as clicks.
1 Jul 2024 - Mailchimp Knowledge Base
Technical article
Documentation from SparkPost explains that ESPs use tracking redirects to track the number of email recipients clicking the links contained within your email
26 May 2023 - SparkPost Documentation
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