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Glossary

Click-to-Open Rate (CTOR)

Click-to-Open Rate (CTOR): Click-to-open rate (CTOR) is the percentage of people who opened an email and then clicked a link.

Click-to-open rate (CTOR) is the percentage of people who opened an email and then clicked a link. It is calculated as unique clicks divided by unique opens, and shows how relevant the content and call to action were to those who saw the email.

Since opens are less reliable after Apple Mail Privacy Protection, CTOR should be read with caution alongside click rate and revenue.

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