Amelia is a marketing assistant at a big clothing brand, and has just sent out her first email marketing campaign. She takes a look at the Click Through Rate, to understand how many people clicked on a link in the email in order to land on her website. What is the drawback of this metric?

(A) The reason for the rate being higher or lower is unknown

(B) The less people that open the email, the lower the rate

(C) It doesn’t track the number of bounces

Explanation

The Clickthrough rate tells you about the number of people who clicked on the link in the email but it doesn’t provide any information on why this rate is higher or lower. You cannot figure out the variation in CTR and it can be due to any reason. This is the biggest drawback of the CTR metric.

Conclusion

This question is a part of the Check Your Knowledge section of Google Digital Garage and Unlocked course. We have also provided all the answers to the Check Your Knowledge section of Google Digital Garage and Google Digital Unlocked.

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