What is the difference between Total and Unique Opens/Clicks?

Within Email on Acid Analytics, total opens and total clicks represent the all-encompassing number of times an email was opened or that a link was clicked.

Unique opens and unique clicks represent the number of times an email was opened, or a link was clicked by an individual subscriber using specific identifiers.

For Example: If an email were opened 15 times by the same individual it would count as 15 total opens but 1 unique open. Say that same individual also clicked the same link 5 times there would be 5 total clicks but 1 unique click.

For the most accurate data we recommend adding merge tags to every campaign. Visit our blog to learn more about merge tags. Seeing discrepancies in opens? To learn more about the potential causes of this and a way to help pinpoint what happened click here.