Email Campaign Metrics Calculator
Analyze the complete email funnel from delivery through conversion
Read the email funnel as a whole
A click-through rate alone does not explain why a campaign works or fails. This calculator connects sent, delivered, unique opens, unique clicks and conversions in one funnel. It highlights the stage with the largest relative drop in the data you entered.
CTR divides unique clicks by delivered emails. CTOR divides clicks by unique opens. They answer different questions: CTR evaluates the full delivered campaign, while CTOR focuses on the response among recipients for whom an open was recorded.
How to use comparable data
- Take every value from the same campaign and reporting period.
- Use unique opens and unique clicks where possible, so repeated actions by one recipient do not distort the funnel.
- Enter conversions only when attribution to the campaign is measured consistently.
- Compare campaigns with similar audiences, send types and objectives.
The inputs must follow the funnel hierarchy: delivered cannot exceed sent, clicks cannot exceed opens, and conversions cannot exceed clicks.
Example: CTR versus CTOR
If 10,000 emails are sent, 9,500 are delivered, 3,000 are uniquely opened and 500 receive a unique click, CTR is about 5.26% of delivered emails. CTOR is about 16.67% of recorded opens.
Weak delivery points to a different problem than many opens without a click. The chart therefore helps you inspect each stage instead of optimizing only the highlighted CTR.
Measurement limits and privacy
Opens are less reliable than clicks. Privacy features and automatic image loading can preload or hide them. Link scanners can also trigger clicks without a person intentionally clicking. Measurement methods vary between email platforms.
The calculator processes only the totals you enter. It does not assess audience quality, content, revenue, consent or the legal basis for sending the campaign.