Blog
June 20, 2025
Blog
June 20, 2025
Blog
June 20, 2025
Confused by click rate vs CTR in Klaviyo? Learn the exact difference, when to use each, and how to boost your email engagement with data-backed tactics and benchmarks.
Why These Metrics Matter More Than You Think
If you're only watching revenue, open rates, and total clicks, you’re missing a big part of the picture.
Click metrics, specifically Click Rate and Click-Through Rate (CTR), tell you how engaged your audience really is. They reveal whether your subject lines, email copy, and calls-to-action are actually working.
But here’s the problem: most brands use these terms interchangeably or track the wrong one. That leads to poor decisions like stopping a good flow too early, ignoring list quality issues, or misreading campaign results.
And that means lost clicks… and lost revenue.
This guide breaks it all down so you can:
Understand the difference between Click Rate and CTR
Know when to use each metric (and why it matters)
Learn how to improve both with proven Klaviyo tactics
See where to find each metric inside your Klaviyo dashboard
You’ll also get benchmark data by industry, key mistakes to avoid, and expert strategies to fix low click performance.
Source: Klaviyo
Quick Comparison Table – Klaviyo Click Rate vs Click-Through Rate
Before diving into details, it helps to see a side-by-side view. This table explains exactly how Click Rate and Click-Through Rate (CTR) differ inside Klaviyo and why they matter for your retention and revenue goals.
Tip: These two metrics work together, but they tell different stories. The Click Rate indicates how many recipients received your email and then clicked on it. The CTR shows how many opened the email before clicking.
Want to see these metrics live? Head to Campaign > Reports in Klaviyo and look under the performance section.
Next, let’s explore what Click Rate means and how to improve it.
What Is Click Rate in Klaviyo?
Click rate is one of the most basic but powerful email metrics inside Klaviyo. It tells you how many people clicked a link in your email out of everyone who received it.
Formula
Example: 40 clicks from 1,000 recipients = 4%
What It Tells You
Measures broad engagement across your list
Indicates list quality, subject line appeal, and initial interest
Helps compare campaign performance over time
Where to Find It in Klaviyo
You can see your email’s click rate in several places:
Campaign Overview > Reports tab: See the click rate next to open and bounce rates.
Flow Email Performance Summary: Each flow email includes the click rate in the performance panel.
Analytics > Email Dashboard: Review campaign trends and find average click rates across sends.
Look for the “Click Rate” label; Klaviyo always shows it separately from CTR.
Limitations
Doesn’t consider opens; can look low if open rate is poor
Measures clicks overall, not click intent or conversion quality
Use click rate to assess reach and engagement, but pair it with CTR for deeper insights.
Want to improve your Click Rate across campaigns? Learn from these 15 Email Marketing Campaign Examples to see what drives real clicks and conversions.
What Is Click-Through Rate (CTR) in Klaviyo?
Click-Through Rate (CTR) helps you understand how well your email content performs after it’s opened. It’s not about how many people received the email, it’s about how many opened it and then clicked.
Formula
Example: If 400 people open your email and 40 click a link, your CTR is 10%.
What It Tells You:
Evaluates how well your message converts opens into action
Ideal for testing CTAs, layout, and copy engagement
Especially useful in A/B tests or flows where opens are expected, but clicks define success
Where to Find It in Klaviyo
This is where things can get confusing. Currently, CTR is no longer clearly listed in Klaviyo’s Custom Reports or Analytics Builder. You may still see it:
On the main Dashboard
Within campaign or flow email summaries (often labelled as “CTR”)
In A/B testing panels, particularly when comparing performance based on interaction
If you can't find it, you’re not alone. Many users have reported that CTR reporting appears to have disappeared from more advanced areas, such as Custom Analytics. The good news? You can still calculate it manually by exporting performance data and applying this formula in a spreadsheet:
CTR = Unique Clicks ÷ Unique Opens
Klaviyo’s glossary defines:
Click rate = the percentage of people who clicked a link in your message out of the people who received it.
Click-through rate (CTR) = the percentage of people who clicked a link in your message out of the people who opened it.
Unique click rate = the number of individuals clicking a link in your email or SMS divided by the number of recipients.
This subtle difference in definitions and occasional label inconsistencies can be confusing, so double-check whether your report is using total clicks, unique clicks, opens, or recipients before interpreting the results.
For flows where CTR matters most, especially during the post-purchase journey, check out these 10 Post-Purchase Email Examples that show how content drives real engagement.
Which Metric Should You Prioritise?
Understanding when to focus on Click Rate vs Click-Through Rate (CTR) depends on the type of campaign you're running. Each metric reveals different insights, so choosing the right one helps you make smarter optimisation decisions.
Campaign Use Cases
What to Track in Reports
CTR is best viewed in A/B testing dashboards and content-focused flows, where your goal is to convert opened attention into clicks.
Click Rate is more useful for campaign-level performance and list health, especially for newsletters or win-back emails.
For more ideas on optimising campaigns through experimentation, check out our 10 Essential A/B Tests that help improve both CTR and click rate through smart design and messaging tests.
Pro Tip: Use both together. A high CTR with a low Click Rate might mean strong content but poor audience targeting or deliverability.
Use Click Rate for assessing broad campaign health, as outlined in our Email Marketing Conversion Rate Guide to measure impact across your funnel.
Common Mistakes When Interpreting These Metrics
Even seasoned marketers can fall into these traps when analysing click metrics. Here’s what to avoid, and why it matters.
Mistake #1: Misreading CTR Without Context
Marketers often confuse CTR with click rate or celebrate high CTRs without realising they're based on low open volumes. A 40% CTR sounds great, until you see it came from just 10 opens. Always pair CTR with open and click rate data to make informed decisions.
Tip: For smarter post-open optimisation, check out our 8 Essential Klaviyo Flows designed to drive action after engagement.
Mistake #2: Relying on Click Rate for Flow Optimisation
Flows are typically sent to smaller, behaviour-triggered segments. If you judge them solely by Click Rate, you'll miss whether the content is converting once opened. CTR is a better measure in flows because it isolates the performance of content, CTAs, and timing.
Mistake #3: Ignoring Segmentation Impact
If your click rates are low, the issue might not be your email; it could be who you're sending it to. Poor segmentation means irrelevant messages. A re-engagement campaign sent to disengaged users, for instance, will naturally see lower engagement metrics unless it's hyper-targeted.
If you're not seeing results, your segments may be too broad or outdated. Try these 3 Klaviyo Segmentation Strategies that boost CTR by targeting the right audience at the right time.
Mistake #4: Failing to Cross-Check with Revenue
A high CTR doesn't always equal strong ROI. Your email might get clicks, but if those clicks don't convert into sales, you're not moving the needle. Always analyse click metrics alongside revenue per recipient to get the full picture.
Klaviyo Click Rate and CTR Benchmarks by Industry
Before you panic over a low click rate or celebrate a high CTR, it's important to compare your numbers to industry averages. These benchmarks help you set realistic goals and spot performance gaps based on what’s typical for your vertical.
According to Klaviyo’s Email Marketing Benchmarks, the average click rate across industries falls between 2% and 5%, while the average click-through rate (CTR) sits around 10% to 20%. If your metrics fall outside these ranges, it may be a sign to revisit your segmentation, design, or content strategy.
How to Optimise Both Metrics
Boosting Click Rate (Unique Clicks ÷ Recipients)
Focus on who you send to and how you get them to open.
Segment by engagement (e.g., opened in the last 30 days) or intent (e.g., recent buyers).
Use stronger subject lines and preview text to drive opens.
Remove cold subscribers every 60 days to improve list health.
Test send times to match customer habits.
Add urgency in headlines (e.g., “Last Chance,” “Ends Tonight”).
Boosting CTR (Unique Clicks ÷ Unique Opens)
Once opened, make the email easy to act on.
Keep the copy short and skimmable.
Use bold, visual CTAs, ideally above the fold.
Add personalised product blocks using Klaviyo’s dynamic content.
Use images, GIFs, or icons to guide the eye to your CTA.
Tip: Great clicks come from smart targeting + clear design.
Want more inspiration? These 18 Welcome Series Email Examples show how great design and CTAs drive both high Click Rates and CTRs.
FAQs
1. What is a good CTR in Klaviyo for my industry?
A CTR between 10% and 20% is average, but this can vary by industry. Food & Beverage often performs better than Apparel, for example.
2. Why can’t I find CTR in Klaviyo’s custom reports anymore?
Klaviyo has removed CTR from Custom Analytics and some advanced dashboards. You can still calculate it manually by exporting unique clicks and opens.
3. Is CTR based on total or unique clicks?
CTR in Klaviyo is based on unique clicks divided by unique opens.
4. How do I calculate CTR manually if it’s missing?
Export your campaign or flow data, then use the formula: CTR = (Unique Clicks ÷ Unique Opens) × 100
5. Can I use both click rate and CTR for SMS?
Currently, these metrics apply primarily to email campaigns. SMS campaigns in Klaviyo report clicks but may not show opens, making CTR less relevant.
6. Which metric matters more for flows?
CTR is usually more important for flows, as it shows how well the content drives action post-open.
Conclusion
Most marketers misunderstand Klaviyo’s click metrics or, worse, ignore them. But knowing the difference between click rate and click-through rate (CTR) could be the missing link in your retention strategy. Click rate tells you how strong your list and subject lines are. CTR reveals how well your email drives action once opened.
Use both wisely. By tracking the right metric for each use case and fixing the common mistakes we’ve covered, you’ll stop second-guessing and start sending emails that convert. No more wasted clicks. No more unclear reports. Just smarter insights, and better ROI.
Key Takeaways
Click Rate Defined: Measures clicks from total recipients, great for tracking broad engagement.
CTR Defined: Measures clicks from opened emails, ideal for judging content performance.
When to Use Each: Use Click Rate for campaigns and CTR for flows or A/B tests.
Don’t Confuse Them: Misreading these metrics leads to poor decisions and lost revenue.
Benchmarks Matter: Aim for 2–5% click rate and 10–20% CTR, depending on your industry.
Confused by Klaviyo’s click rate vs CTR and how it impacts your bottom line?
Click here for a free audit that breaks down the difference, identifies what’s holding back your engagement, and gives you a clear action plan to boost conversions and retention.
Why These Metrics Matter More Than You Think
If you're only watching revenue, open rates, and total clicks, you’re missing a big part of the picture.
Click metrics, specifically Click Rate and Click-Through Rate (CTR), tell you how engaged your audience really is. They reveal whether your subject lines, email copy, and calls-to-action are actually working.
But here’s the problem: most brands use these terms interchangeably or track the wrong one. That leads to poor decisions like stopping a good flow too early, ignoring list quality issues, or misreading campaign results.
And that means lost clicks… and lost revenue.
This guide breaks it all down so you can:
Understand the difference between Click Rate and CTR
Know when to use each metric (and why it matters)
Learn how to improve both with proven Klaviyo tactics
See where to find each metric inside your Klaviyo dashboard
You’ll also get benchmark data by industry, key mistakes to avoid, and expert strategies to fix low click performance.
Source: Klaviyo
Quick Comparison Table – Klaviyo Click Rate vs Click-Through Rate
Before diving into details, it helps to see a side-by-side view. This table explains exactly how Click Rate and Click-Through Rate (CTR) differ inside Klaviyo and why they matter for your retention and revenue goals.
Tip: These two metrics work together, but they tell different stories. The Click Rate indicates how many recipients received your email and then clicked on it. The CTR shows how many opened the email before clicking.
Want to see these metrics live? Head to Campaign > Reports in Klaviyo and look under the performance section.
Next, let’s explore what Click Rate means and how to improve it.
What Is Click Rate in Klaviyo?
Click rate is one of the most basic but powerful email metrics inside Klaviyo. It tells you how many people clicked a link in your email out of everyone who received it.
Formula
Example: 40 clicks from 1,000 recipients = 4%
What It Tells You
Measures broad engagement across your list
Indicates list quality, subject line appeal, and initial interest
Helps compare campaign performance over time
Where to Find It in Klaviyo
You can see your email’s click rate in several places:
Campaign Overview > Reports tab: See the click rate next to open and bounce rates.
Flow Email Performance Summary: Each flow email includes the click rate in the performance panel.
Analytics > Email Dashboard: Review campaign trends and find average click rates across sends.
Look for the “Click Rate” label; Klaviyo always shows it separately from CTR.
Limitations
Doesn’t consider opens; can look low if open rate is poor
Measures clicks overall, not click intent or conversion quality
Use click rate to assess reach and engagement, but pair it with CTR for deeper insights.
Want to improve your Click Rate across campaigns? Learn from these 15 Email Marketing Campaign Examples to see what drives real clicks and conversions.
What Is Click-Through Rate (CTR) in Klaviyo?
Click-Through Rate (CTR) helps you understand how well your email content performs after it’s opened. It’s not about how many people received the email, it’s about how many opened it and then clicked.
Formula
Example: If 400 people open your email and 40 click a link, your CTR is 10%.
What It Tells You:
Evaluates how well your message converts opens into action
Ideal for testing CTAs, layout, and copy engagement
Especially useful in A/B tests or flows where opens are expected, but clicks define success
Where to Find It in Klaviyo
This is where things can get confusing. Currently, CTR is no longer clearly listed in Klaviyo’s Custom Reports or Analytics Builder. You may still see it:
On the main Dashboard
Within campaign or flow email summaries (often labelled as “CTR”)
In A/B testing panels, particularly when comparing performance based on interaction
If you can't find it, you’re not alone. Many users have reported that CTR reporting appears to have disappeared from more advanced areas, such as Custom Analytics. The good news? You can still calculate it manually by exporting performance data and applying this formula in a spreadsheet:
CTR = Unique Clicks ÷ Unique Opens
Klaviyo’s glossary defines:
Click rate = the percentage of people who clicked a link in your message out of the people who received it.
Click-through rate (CTR) = the percentage of people who clicked a link in your message out of the people who opened it.
Unique click rate = the number of individuals clicking a link in your email or SMS divided by the number of recipients.
This subtle difference in definitions and occasional label inconsistencies can be confusing, so double-check whether your report is using total clicks, unique clicks, opens, or recipients before interpreting the results.
For flows where CTR matters most, especially during the post-purchase journey, check out these 10 Post-Purchase Email Examples that show how content drives real engagement.
Which Metric Should You Prioritise?
Understanding when to focus on Click Rate vs Click-Through Rate (CTR) depends on the type of campaign you're running. Each metric reveals different insights, so choosing the right one helps you make smarter optimisation decisions.
Campaign Use Cases
What to Track in Reports
CTR is best viewed in A/B testing dashboards and content-focused flows, where your goal is to convert opened attention into clicks.
Click Rate is more useful for campaign-level performance and list health, especially for newsletters or win-back emails.
For more ideas on optimising campaigns through experimentation, check out our 10 Essential A/B Tests that help improve both CTR and click rate through smart design and messaging tests.
Pro Tip: Use both together. A high CTR with a low Click Rate might mean strong content but poor audience targeting or deliverability.
Use Click Rate for assessing broad campaign health, as outlined in our Email Marketing Conversion Rate Guide to measure impact across your funnel.
Common Mistakes When Interpreting These Metrics
Even seasoned marketers can fall into these traps when analysing click metrics. Here’s what to avoid, and why it matters.
Mistake #1: Misreading CTR Without Context
Marketers often confuse CTR with click rate or celebrate high CTRs without realising they're based on low open volumes. A 40% CTR sounds great, until you see it came from just 10 opens. Always pair CTR with open and click rate data to make informed decisions.
Tip: For smarter post-open optimisation, check out our 8 Essential Klaviyo Flows designed to drive action after engagement.
Mistake #2: Relying on Click Rate for Flow Optimisation
Flows are typically sent to smaller, behaviour-triggered segments. If you judge them solely by Click Rate, you'll miss whether the content is converting once opened. CTR is a better measure in flows because it isolates the performance of content, CTAs, and timing.
Mistake #3: Ignoring Segmentation Impact
If your click rates are low, the issue might not be your email; it could be who you're sending it to. Poor segmentation means irrelevant messages. A re-engagement campaign sent to disengaged users, for instance, will naturally see lower engagement metrics unless it's hyper-targeted.
If you're not seeing results, your segments may be too broad or outdated. Try these 3 Klaviyo Segmentation Strategies that boost CTR by targeting the right audience at the right time.
Mistake #4: Failing to Cross-Check with Revenue
A high CTR doesn't always equal strong ROI. Your email might get clicks, but if those clicks don't convert into sales, you're not moving the needle. Always analyse click metrics alongside revenue per recipient to get the full picture.
Klaviyo Click Rate and CTR Benchmarks by Industry
Before you panic over a low click rate or celebrate a high CTR, it's important to compare your numbers to industry averages. These benchmarks help you set realistic goals and spot performance gaps based on what’s typical for your vertical.
According to Klaviyo’s Email Marketing Benchmarks, the average click rate across industries falls between 2% and 5%, while the average click-through rate (CTR) sits around 10% to 20%. If your metrics fall outside these ranges, it may be a sign to revisit your segmentation, design, or content strategy.
How to Optimise Both Metrics
Boosting Click Rate (Unique Clicks ÷ Recipients)
Focus on who you send to and how you get them to open.
Segment by engagement (e.g., opened in the last 30 days) or intent (e.g., recent buyers).
Use stronger subject lines and preview text to drive opens.
Remove cold subscribers every 60 days to improve list health.
Test send times to match customer habits.
Add urgency in headlines (e.g., “Last Chance,” “Ends Tonight”).
Boosting CTR (Unique Clicks ÷ Unique Opens)
Once opened, make the email easy to act on.
Keep the copy short and skimmable.
Use bold, visual CTAs, ideally above the fold.
Add personalised product blocks using Klaviyo’s dynamic content.
Use images, GIFs, or icons to guide the eye to your CTA.
Tip: Great clicks come from smart targeting + clear design.
Want more inspiration? These 18 Welcome Series Email Examples show how great design and CTAs drive both high Click Rates and CTRs.
FAQs
1. What is a good CTR in Klaviyo for my industry?
A CTR between 10% and 20% is average, but this can vary by industry. Food & Beverage often performs better than Apparel, for example.
2. Why can’t I find CTR in Klaviyo’s custom reports anymore?
Klaviyo has removed CTR from Custom Analytics and some advanced dashboards. You can still calculate it manually by exporting unique clicks and opens.
3. Is CTR based on total or unique clicks?
CTR in Klaviyo is based on unique clicks divided by unique opens.
4. How do I calculate CTR manually if it’s missing?
Export your campaign or flow data, then use the formula: CTR = (Unique Clicks ÷ Unique Opens) × 100
5. Can I use both click rate and CTR for SMS?
Currently, these metrics apply primarily to email campaigns. SMS campaigns in Klaviyo report clicks but may not show opens, making CTR less relevant.
6. Which metric matters more for flows?
CTR is usually more important for flows, as it shows how well the content drives action post-open.
Conclusion
Most marketers misunderstand Klaviyo’s click metrics or, worse, ignore them. But knowing the difference between click rate and click-through rate (CTR) could be the missing link in your retention strategy. Click rate tells you how strong your list and subject lines are. CTR reveals how well your email drives action once opened.
Use both wisely. By tracking the right metric for each use case and fixing the common mistakes we’ve covered, you’ll stop second-guessing and start sending emails that convert. No more wasted clicks. No more unclear reports. Just smarter insights, and better ROI.
Key Takeaways
Click Rate Defined: Measures clicks from total recipients, great for tracking broad engagement.
CTR Defined: Measures clicks from opened emails, ideal for judging content performance.
When to Use Each: Use Click Rate for campaigns and CTR for flows or A/B tests.
Don’t Confuse Them: Misreading these metrics leads to poor decisions and lost revenue.
Benchmarks Matter: Aim for 2–5% click rate and 10–20% CTR, depending on your industry.
Confused by Klaviyo’s click rate vs CTR and how it impacts your bottom line?
Click here for a free audit that breaks down the difference, identifies what’s holding back your engagement, and gives you a clear action plan to boost conversions and retention.
Confused by click rate vs CTR in Klaviyo? Learn the exact difference, when to use each, and how to boost your email engagement with data-backed tactics and benchmarks.
Why These Metrics Matter More Than You Think
If you're only watching revenue, open rates, and total clicks, you’re missing a big part of the picture.
Click metrics, specifically Click Rate and Click-Through Rate (CTR), tell you how engaged your audience really is. They reveal whether your subject lines, email copy, and calls-to-action are actually working.
But here’s the problem: most brands use these terms interchangeably or track the wrong one. That leads to poor decisions like stopping a good flow too early, ignoring list quality issues, or misreading campaign results.
And that means lost clicks… and lost revenue.
This guide breaks it all down so you can:
Understand the difference between Click Rate and CTR
Know when to use each metric (and why it matters)
Learn how to improve both with proven Klaviyo tactics
See where to find each metric inside your Klaviyo dashboard
You’ll also get benchmark data by industry, key mistakes to avoid, and expert strategies to fix low click performance.
Source: Klaviyo
Quick Comparison Table – Klaviyo Click Rate vs Click-Through Rate
Before diving into details, it helps to see a side-by-side view. This table explains exactly how Click Rate and Click-Through Rate (CTR) differ inside Klaviyo and why they matter for your retention and revenue goals.
Tip: These two metrics work together, but they tell different stories. The Click Rate indicates how many recipients received your email and then clicked on it. The CTR shows how many opened the email before clicking.
Want to see these metrics live? Head to Campaign > Reports in Klaviyo and look under the performance section.
Next, let’s explore what Click Rate means and how to improve it.
What Is Click Rate in Klaviyo?
Click rate is one of the most basic but powerful email metrics inside Klaviyo. It tells you how many people clicked a link in your email out of everyone who received it.
Formula
Example: 40 clicks from 1,000 recipients = 4%
What It Tells You
Measures broad engagement across your list
Indicates list quality, subject line appeal, and initial interest
Helps compare campaign performance over time
Where to Find It in Klaviyo
You can see your email’s click rate in several places:
Campaign Overview > Reports tab: See the click rate next to open and bounce rates.
Flow Email Performance Summary: Each flow email includes the click rate in the performance panel.
Analytics > Email Dashboard: Review campaign trends and find average click rates across sends.
Look for the “Click Rate” label; Klaviyo always shows it separately from CTR.
Limitations
Doesn’t consider opens; can look low if open rate is poor
Measures clicks overall, not click intent or conversion quality
Use click rate to assess reach and engagement, but pair it with CTR for deeper insights.
Want to improve your Click Rate across campaigns? Learn from these 15 Email Marketing Campaign Examples to see what drives real clicks and conversions.
What Is Click-Through Rate (CTR) in Klaviyo?
Click-Through Rate (CTR) helps you understand how well your email content performs after it’s opened. It’s not about how many people received the email, it’s about how many opened it and then clicked.
Formula
Example: If 400 people open your email and 40 click a link, your CTR is 10%.
What It Tells You:
Evaluates how well your message converts opens into action
Ideal for testing CTAs, layout, and copy engagement
Especially useful in A/B tests or flows where opens are expected, but clicks define success
Where to Find It in Klaviyo
This is where things can get confusing. Currently, CTR is no longer clearly listed in Klaviyo’s Custom Reports or Analytics Builder. You may still see it:
On the main Dashboard
Within campaign or flow email summaries (often labelled as “CTR”)
In A/B testing panels, particularly when comparing performance based on interaction
If you can't find it, you’re not alone. Many users have reported that CTR reporting appears to have disappeared from more advanced areas, such as Custom Analytics. The good news? You can still calculate it manually by exporting performance data and applying this formula in a spreadsheet:
CTR = Unique Clicks ÷ Unique Opens
Klaviyo’s glossary defines:
Click rate = the percentage of people who clicked a link in your message out of the people who received it.
Click-through rate (CTR) = the percentage of people who clicked a link in your message out of the people who opened it.
Unique click rate = the number of individuals clicking a link in your email or SMS divided by the number of recipients.
This subtle difference in definitions and occasional label inconsistencies can be confusing, so double-check whether your report is using total clicks, unique clicks, opens, or recipients before interpreting the results.
For flows where CTR matters most, especially during the post-purchase journey, check out these 10 Post-Purchase Email Examples that show how content drives real engagement.
Which Metric Should You Prioritise?
Understanding when to focus on Click Rate vs Click-Through Rate (CTR) depends on the type of campaign you're running. Each metric reveals different insights, so choosing the right one helps you make smarter optimisation decisions.
Campaign Use Cases
What to Track in Reports
CTR is best viewed in A/B testing dashboards and content-focused flows, where your goal is to convert opened attention into clicks.
Click Rate is more useful for campaign-level performance and list health, especially for newsletters or win-back emails.
For more ideas on optimising campaigns through experimentation, check out our 10 Essential A/B Tests that help improve both CTR and click rate through smart design and messaging tests.
Pro Tip: Use both together. A high CTR with a low Click Rate might mean strong content but poor audience targeting or deliverability.
Use Click Rate for assessing broad campaign health, as outlined in our Email Marketing Conversion Rate Guide to measure impact across your funnel.
Common Mistakes When Interpreting These Metrics
Even seasoned marketers can fall into these traps when analysing click metrics. Here’s what to avoid, and why it matters.
Mistake #1: Misreading CTR Without Context
Marketers often confuse CTR with click rate or celebrate high CTRs without realising they're based on low open volumes. A 40% CTR sounds great, until you see it came from just 10 opens. Always pair CTR with open and click rate data to make informed decisions.
Tip: For smarter post-open optimisation, check out our 8 Essential Klaviyo Flows designed to drive action after engagement.
Mistake #2: Relying on Click Rate for Flow Optimisation
Flows are typically sent to smaller, behaviour-triggered segments. If you judge them solely by Click Rate, you'll miss whether the content is converting once opened. CTR is a better measure in flows because it isolates the performance of content, CTAs, and timing.
Mistake #3: Ignoring Segmentation Impact
If your click rates are low, the issue might not be your email; it could be who you're sending it to. Poor segmentation means irrelevant messages. A re-engagement campaign sent to disengaged users, for instance, will naturally see lower engagement metrics unless it's hyper-targeted.
If you're not seeing results, your segments may be too broad or outdated. Try these 3 Klaviyo Segmentation Strategies that boost CTR by targeting the right audience at the right time.
Mistake #4: Failing to Cross-Check with Revenue
A high CTR doesn't always equal strong ROI. Your email might get clicks, but if those clicks don't convert into sales, you're not moving the needle. Always analyse click metrics alongside revenue per recipient to get the full picture.
Klaviyo Click Rate and CTR Benchmarks by Industry
Before you panic over a low click rate or celebrate a high CTR, it's important to compare your numbers to industry averages. These benchmarks help you set realistic goals and spot performance gaps based on what’s typical for your vertical.
According to Klaviyo’s Email Marketing Benchmarks, the average click rate across industries falls between 2% and 5%, while the average click-through rate (CTR) sits around 10% to 20%. If your metrics fall outside these ranges, it may be a sign to revisit your segmentation, design, or content strategy.
How to Optimise Both Metrics
Boosting Click Rate (Unique Clicks ÷ Recipients)
Focus on who you send to and how you get them to open.
Segment by engagement (e.g., opened in the last 30 days) or intent (e.g., recent buyers).
Use stronger subject lines and preview text to drive opens.
Remove cold subscribers every 60 days to improve list health.
Test send times to match customer habits.
Add urgency in headlines (e.g., “Last Chance,” “Ends Tonight”).
Boosting CTR (Unique Clicks ÷ Unique Opens)
Once opened, make the email easy to act on.
Keep the copy short and skimmable.
Use bold, visual CTAs, ideally above the fold.
Add personalised product blocks using Klaviyo’s dynamic content.
Use images, GIFs, or icons to guide the eye to your CTA.
Tip: Great clicks come from smart targeting + clear design.
Want more inspiration? These 18 Welcome Series Email Examples show how great design and CTAs drive both high Click Rates and CTRs.
FAQs
1. What is a good CTR in Klaviyo for my industry?
A CTR between 10% and 20% is average, but this can vary by industry. Food & Beverage often performs better than Apparel, for example.
2. Why can’t I find CTR in Klaviyo’s custom reports anymore?
Klaviyo has removed CTR from Custom Analytics and some advanced dashboards. You can still calculate it manually by exporting unique clicks and opens.
3. Is CTR based on total or unique clicks?
CTR in Klaviyo is based on unique clicks divided by unique opens.
4. How do I calculate CTR manually if it’s missing?
Export your campaign or flow data, then use the formula: CTR = (Unique Clicks ÷ Unique Opens) × 100
5. Can I use both click rate and CTR for SMS?
Currently, these metrics apply primarily to email campaigns. SMS campaigns in Klaviyo report clicks but may not show opens, making CTR less relevant.
6. Which metric matters more for flows?
CTR is usually more important for flows, as it shows how well the content drives action post-open.
Conclusion
Most marketers misunderstand Klaviyo’s click metrics or, worse, ignore them. But knowing the difference between click rate and click-through rate (CTR) could be the missing link in your retention strategy. Click rate tells you how strong your list and subject lines are. CTR reveals how well your email drives action once opened.
Use both wisely. By tracking the right metric for each use case and fixing the common mistakes we’ve covered, you’ll stop second-guessing and start sending emails that convert. No more wasted clicks. No more unclear reports. Just smarter insights, and better ROI.
Key Takeaways
Click Rate Defined: Measures clicks from total recipients, great for tracking broad engagement.
CTR Defined: Measures clicks from opened emails, ideal for judging content performance.
When to Use Each: Use Click Rate for campaigns and CTR for flows or A/B tests.
Don’t Confuse Them: Misreading these metrics leads to poor decisions and lost revenue.
Benchmarks Matter: Aim for 2–5% click rate and 10–20% CTR, depending on your industry.
Confused by Klaviyo’s click rate vs CTR and how it impacts your bottom line?
Click here for a free audit that breaks down the difference, identifies what’s holding back your engagement, and gives you a clear action plan to boost conversions and retention.
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Check our other project Blogs with useful insight and information for your businesses
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Other Blogs
Check our other project Blogs with useful insight and information for your businesses