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Question 270 - Certified Marketing Cloud Account Engagement Specialist discussion

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When reviewing the report for a Marketing Cloud Account Engagement email, a marketer notices the total clicks metric is much higher than the unique clicks metric. There was only one call-to-action link in the email.

What could explain this discrepancy?

A.
Prospects clicked the unsubscribe link.
Answers
A.
Prospects clicked the unsubscribe link.
B.
Prospects clicked the call-to-action link multiple times.
Answers
B.
Prospects clicked the call-to-action link multiple times.
C.
Prospects were removed from the recipient list after clicking the call-to-action link.
Answers
C.
Prospects were removed from the recipient list after clicking the call-to-action link.
D.
Prospects were deleted after clicking the call-to-action link.
Answers
D.
Prospects were deleted after clicking the call-to-action link.
Suggested answer: B

Explanation:

The possible explanation for the discrepancy between the total clicks and the unique clicks metrics in the report for a Marketing Cloud Account Engagement email is that prospects clicked the call-to-action link multiple times. The total clicks metric counts the total number of times that a link in an email was clicked by any prospect, regardless of how many times they clicked it. The unique clicks metric counts the number of unique prospects who clicked a link in an email, regardless of how many times they clicked it. Therefore, if a prospect clicked the same link more than once, it would increase the total clicks metric, but not the unique clicks metric.Prospects clicking the unsubscribe link, prospects being removed from the recipient list, or prospects being deleted are not possible explanations for the discrepancy, as they would not affect the click metrics4.

Reference:4: Email Metrics

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asked 23/09/2024
Arpita Pattnayak
50 questions
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