Click rate over time. Unlike open rate, clicks are a real human action that Apple Mail Privacy does not inflate, so this is your cleanest top-of-program engagement signal.
At a glance
The time-series of click rate across the selected period, one point per period bucket, computed as clicks_unique ÷ delivered. Because a click requires a deliberate human action, this metric is not distorted by Apple Mail Privacy Protection the way open rate is. That makes the click-rate line the most trustworthy high-level engagement signal in the whole email program. When open rate wobbles but click rate stays flat, the open wobble is almost always MPP noise or inbox placement, not a real change in interest. A genuine engagement decline shows up here first, in clicks.
| What it counts | Click rate per period bucket, clicks_unique ÷ delivered × 100, plotted as a line over the selected window. |
| API endpoint + statistics field | POST /api/campaign-values-reports (and GET /api/metric-aggregates for the Clicked Email metric) returning the click_rate statistic, derived from clicks_unique over delivered. |
| Email vs SMS aggregation | Email only by default, so SMS link clicks do not dilute or inflate the email click rate. |
| MPP impact | None. Clicks are deliberate human actions and are not auto-generated by Apple Mail Privacy, which is why this is a cleaner signal than open rate. |
| Chart type | Line. |
| Time window | 30D vsP |
| Alert trigger | A sustained downward step in the click line, which is a genuine engagement-decline signal rather than MPP noise. |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Klaviyo data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
An illustrative fashion brand on Klaviyo running campaigns plus a few automated flows. Reading the dashboard on 14 Apr 26 for the trailing 30 days (14 Mar 26 to 12 Apr 26), the click-rate line by week looks like this (illustrative figures):| Week | Delivered | Unique clicks | Click rate | Open rate (for context) |
|---|---|---|---|---|
| 14-20 Mar 26 | 38,000 | 1,140 | 3.0% | 45.0% |
| 21-27 Mar 26 | 39,500 | 1,185 | 3.0% | 38.0% |
| 28 Mar-3 Apr 26 | 37,800 | 1,134 | 3.0% | 44.0% |
| 4-12 Apr 26 | 40,200 | 844 | 2.1% | 45.0% |
- Notice week 2: open rate fell to 38% but click rate held at 3.0%. That divergence is the textbook MPP pattern. The open dip was noise (an MPP or inbox-placement fluctuation), not a real engagement change, and the steady click line confirms humans were just as engaged. This is exactly why the click line is more trustworthy.
- Week 4 is the genuine warning. Click rate fell to 2.1% while open rate stayed at 45%. A real click decline with no open decline means people are opening but no longer finding a reason to click. The cause is almost always content: weaker offers, a less relevant segment, or creative fatigue, not deliverability.
- Because clicks are MPP-immune, a click-rate drop should always be taken seriously. There is no benign auto-generation to explain it away. When this line steps down and stays down, the program genuinely engaged fewer people, and the fix lies in targeting, offer, or creative.
- Read click rate next to click-to-open rate to localise the problem. If Click-to-Open Rate also fell in week 4, the content failed the people who opened. If CTOR held but click rate fell, the problem was upstream (fewer of the right people opened in the first place).
- A flat click line through open-rate turbulence is a sign of a healthy program. It tells you the underlying audience relationship is stable even when the open metric is being jostled by MPP. Use it as the anchor when open rate looks alarming but nothing real has changed.
Sibling cards merchants should reference together
Click Rate Trend is your cleanest engagement anchor. Pair it with these to localise any movement:| Card | Why pair it with Click Rate Trend |
|---|---|
| Email Click Rate | The single-period click headline behind this line. The trend gives the shape; the headline gives the latest reading. |
| Click-to-Open Rate | Isolates content quality among openers. A click-rate drop with steady CTOR means fewer opened; with falling CTOR means the content failed openers. |
| Clicked Trend | The volume view of the same metric. A flat rate on rising volume is healthy scale; a falling rate is genuine engagement decline. |
| Engagement Funnel | Places the click step inside the full delivered, opened, clicked, converted cascade so you can see where a click move bites downstream. |
| Conversion Rate | The next step after a click. Clicks that do not convert point to a landing-page or product-page problem rather than an email one. |
Reconciling against Klaviyo
Where to look in Klaviyo:- Klaviyo → Analytics → Performance, then the click-rate metric over time, for the program-level trend.
- Klaviyo → Campaigns, then a specific campaign’s analytics, to attribute a click-rate move to a particular send.
- Klaviyo → Analytics → Metrics, then the Clicked Email metric, which underlies the rate.
| Reason | Direction of divergence |
|---|---|
| Time zone. Vortex IQ buckets by UTC day; Klaviyo reports in your account time zone. Clicks near midnight can fall into a different bucket. | Either direction, usually marginal. |
| Period boundaries. Vortex IQ uses a 30-day rolling window vs prior; Klaviyo dashboards often default to calendar months. | Either direction. |
| Unique vs total clicks. This card uses unique clicks. A Klaviyo view showing total clicks (counting repeat clicks by the same person) reads higher. | Ours reads lower against a total-clicks view. |
| Page caps. Campaign-values reporting pages at 50 records per pull, so very high-volume accounts may see slight aggregation truncation. | Reported rate runs marginally off for very large senders. |
| Campaign vs flow scope. A campaign-only Klaviyo view will not match our blended campaign-plus-flow rate. | Either direction. |