About Click Tracking

Click tracking allows you to see which subscribers clicked links in your campaign. When click tracking is enabled for a campaign, MailChimp adds tracking information to each URL. When a subscriber clicks a link in the campaign, the tracking information redirects the subscriber through MailChimp's servers and sends them to the intended web address. That redirect through our server will be logged in your campaign report as a click.

Click tracking is enabled for all MailChimp campaigns by default and, like open tracking, can be a good tool for measuring subscriber engagement.

Click Tracking Reports

Click tracking provides insight into how your subscribers interact with your content and whether they make it to the destination URLs in your campaign. MailChimp reports provide a few different metrics for measuring click activity on a campaign report.

To learn how to access detailed campaign click stats from the Report Overview, the Click Performance, and the Clicked pages in the campaign report, follow these steps.

Click results on Report Overview

To view the report Overview for a campaign, follow these steps.

  1. Navigate to the Reports page.
  2. Click the name of the campaign you want to view the report for.

View Reports Overview

Here's a list of what the click-related terms on this page mean.

Click rate
Percentage of total recipients who clicked any tracked link in the campaign.

Number of recipients that clicked any tracked link any number of times.

Clicks per unique opens
Percentage of recipients that registered as an open, and who also clicked a link in your campaign.

Total clicks
Total number of times tracked links were clicked by recipients. This count includes multiple clicks from individual recipients.

Last clicked
The most recent instance of a recipient clicking a tracked link in your campaign.

Top links clicked
The URLs that were clicked the most in your campaign.

Click Results on the Links Page

The Links page will give you a better idea of how each URL performed in the campaign. To view click results for each individual link from the Links page, follow these steps.

  1. Navigate to the Reports page.
  2. Click the name of the campaign you want to view the report for.
  3. Click Links in the navigation bar. Click Links to view performance of each URL

The Click Performance page displays a list of your tracked URLs and the number of total and unique clicks for each. Click the blue numbers next to each URL to view the subscribers who clicked that link in your campaign. Click Export to download a list of subscribers for each link result. View reporting details for links in campaign

Reports also include a click map to provide a visual representation of how each link performed in your campaign. To view the click map, click Click Map on the Links page.
View click map to view click rates in campaign

Click Results on the Clicked Page.

To view a list of all recipients that clicked any click-tracked link in the campaign, follow these steps.

  1. Navigate to the Reports page.
  2. Click the name of the campaign you want to view the report for.
  3. Click the Activity drop-down menu in the navigation bar and choose Clicked.
    Choose Clicked from Activity menu
    Click Download to export and save this list of subscribers, or click each subscriber to view their subscriber activity for this campaign.
    See activity for subscribers

You can also get a general overview of both open and click statistics from the Campaigns, Reports, and Automation pages in your account. Hover over the open or click percentage next to the View report button for a sent campaign or Automation workflow to see the number of clicks and opens for that campaign. To do this on a mobile device, tap the open or click percentages.

Click Tracking in Plain-Text Campaigns

To track a click, the original URL has to be replaced with one that first points to our servers before it redirects the subscriber to the destination URL. Plain-Text Campaigns can't hide the tracking information behind a hyperlink like you can with HTML emails, which means subscribers who receive the Plain-Text version of your campaigns will see the full URL for your click-tracked links.

In the Campaign Builder, the Plain-Text version of your campaign will look something like this example before it's sent to your subscribers.
Example of a plain-text campaign in Campaign Builder

When your campaign arrives in recipient inboxes, the plain-text click tracking will look something like this example.
Example of how a plain-text campaign will look when received

Turn Click Tracking On or Off

For all free accounts and new paid accounts, click tracking is enabled as a compliance requirement. The ability to turn off click tracking in paid accounts is available after you've sent a few campaigns that don't generate a compliance history. 

The click tracking controls are found on the Setup step of the Campaign Builder.

  1. Navigate to the Setup step of the Campaign Builder.
  2. Scroll to the Tracking section. 
  3. Check or uncheck the Track clicks box to activate or deactivate click tracking.  Tracking options on Setup step

Troubleshoot Click Tracking

If it seems like clicks aren't being correctly tracked in your reports, here are some common causes.

  • You're clicking a link in a test version of your campaign.
    Only clicks made in a live send of your campaign will be tracked in your campaign reports.
  • You don't have click tracking enabled.
    Links in the HTML version of your campaign can only be tracked if the Track clicks option is checked on the Setup step of the Campaign Builder. To track clicks in the Plain-Text version of your campaign, check the Track plain-text clicks box.
  • Your links aren't formatted correctly.
    When you create links on the the Design step of the Campaign Builder for all Regular, A/B Split, and RSS-Driven Campaigns, as well as Automation workflows, use the link tool on the editor toolbar. If you type in your URL as regular text, it won't be tracked.
    We can only track clicks on links that begin with http:// or https://. Clicks on email address (mailto:) or anchor links can't be tracked.
  • Your link is contained in a merge tag.
    Links that are created from a merge tag can't be tracked or counted toward the total number of clicks in your campaign reports. This includes our system merge tags, like *|ARCHIVE|*, *|UPDATE_PROFILE|*, and *|UNSUB|*. However, links that include a merge tag as part of a link can be tracked and counted in reports. Here's an example.

This wouldn't be tracked because the entire URL is contained within the merge tag.

This would be tracked and counted toward your total number of clicks in your campaign report because the link includes a merge tag but isn't completely contained within a merge tag.

  • Your links are being clicked by a spam filter.
    Your recipients may have an aggressive spam filter that clicks the links in your email campaigns before the campaign is delivered to your recipients' inboxes, to make sure your links don't direct to anything malicious. There isn't a way for us to see if a link has been clicked by a spam filter or your intended recipient. However, if you see an unusually high number of clicks from a single domain, it is likely that their spam filter is clicking the links in incoming emails.
  • You're not using the full URL.
    When you add links to the plain-text version of your campaign, make sure to use the full URL, including http://, before your link.
  • Your campaign contains a simple poll or survey merge tag.
    Clicks on voting options aren't tracked as clicks in your campaign report. To see how many clicks a voting option received, view the campaign results or create a segment.
  • Are the links completely breaking in your campaign?
    If so, the best thing to do would be to check out our troubleshooting article.

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