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 tracking information is added to each URL so when a link is clicked in the campaign, this tracking info redirects the subscriber through MailChimp servers before sending them to the intended web address. That redirect through our server will be logged as a click on your campaign report.

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 helps tell you how your subscribers interact with your content and whether they make it to the destination URLs featured in that campaign. MailChimp reports provide a few different metrics for measuring click activity on a campaign report.

Below, you'll learn how to access detailed campaign click stats from the Report Overview, the Click Performance, and the Clicked pages in the campaign report:

Click results on Report Overview

To view the Report Overview for a campaign, follow the steps below:

  1. Navigate to the Reports page.
  2. Click the title of the sent campaign you want to work with to view the Report Overview.

View Reports Overview

The click-related terms on this page are defined below:

  • Click rate: Percentage of total recipients(successful deliveries) who clicked any tracked link in the campaign.
  • Clicked: Number of recipients that clicked any tracked link any number of times.
  • Clicks per unique opens: Percentage of recipients that registered as an open 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 the campaign.
  • Top links clicked: The urls that were clicked the most in the campaign.

Click Results on the Links Page

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

  1. Navigate to the Reports page.
  2. From the Report Overview, click the Links tab to open the Click Performance page. Click Links to view performance of each URL
    This screen displays a list of your tracked URLs and the number of total and unique clicks for each. Click the numbers for each URL to list all subscribers who clicked that link in this 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 the Click Map tab on the Links page for the report.
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 the steps below:

  1. Navigate to the Reports page.
  2. Click the Activity drop-down menu and select Clicked.
    Choose Clicked from Activity menu
    Click Download to export and save this list. Click each subscriber to view their subscriber activity for this campaign:
    See activity for subscribers

You can also see a quick peek of both open and click stats 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 tablet, 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 redirecting 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 that 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 before it's sent out 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 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 once 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, below 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.
    In order for links in the HTML version of your campaign to be tracked, you'll need to check the track clicks option 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 option.
  • Your links aren't formatted correctly.
    When creating 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, make sure to set them up using the link tool inside the editor. 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 are contained entirely within a merge tag can't be tracked or counted towards the total number of clicks in your campaign reports. This includes our system merge tags, such as *|ARCHIVE|*, *|UPDATE_PROFILE|*, and *|UNSUB|*. However, links that include a merge tag as part of a link can be tracked and counted in reports. For example:

would not be tracked because the entire URL is contained within the merge tag. But, something like 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 delivering the campaigns 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 adding links to the plain-text version of your campaign, make sure to use the full URL, including http://, before your link. We'd be unable to track links with the format www.mailchimp.com. Instead it would need to read http://www.mailchimp.com for us to track it.
  • 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 on this topic.

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