The Click Performance report in ZipLeads shows you how recipients interact with the links in your email campaigns. It tracks total clicks, unique clicks and how each link performs, so you can see which calls to action (CTAs) get the most engagement. You can use these insights to improve your email content, optimise where you place links, and make better decisions about future campaigns.
What is Click Performance in Email Statistics?
Click Performance is a reporting feature in ZipLeads Email Statistics. It gives you detailed information about how recipients interact with links in a sent email campaign. Instead of relying only on open rates or general engagement stats, you can see which links were clicked, how often they were clicked, and how many unique recipients clicked them.
The Click Performance report tracks link activity for individual campaigns that had click tracking turned on before sending. This lets you see how well your buttons, linked images, text links and other supported URLs are working.
Important: Click Performance data is available for sent campaigns with click tracking turned on. Draft and scheduled emails don't show click statistics before they're delivered.
Key Benefits of Click Performance
Knowing which links get engagement helps you create more effective email campaigns. Click Performance gives you link-level insights that can guide improvements to your messaging, email design and calls to action.
Identify High-Performing Links: See which links get the most clicks and what content interests your recipients.
Measure Recipient Engagement: Compare total clicks with unique clicks to tell repeat clicks apart from the number of people who engaged.
Evaluate Call-to-Action Effectiveness: See which buttons, text links or linked images encourage recipients to take action.
Optimise Email Content and Layout: Use link engagement patterns to improve CTA placement, messaging and email design.
Compare Campaign Performance: Review click activity across individual campaigns to find the approaches that get stronger engagement.
Make Data-Driven Marketing Decisions: Use recorded clicks to refine your email marketing, rather than relying only on opens or guesses about what your audience wants.
Understanding Click Performance Metrics
Click Performance includes several metrics that separate overall link activity from engagement by individual recipients. It's worth understanding the difference, because repeat clicks and unique recipient clicks tell you different things about your campaign.
Total Clicks
Total Clicks is the total number of recorded clicks across all tracked links in your email campaign. Multiple clicks from the same recipient are all counted.
Example: If a recipient clicks the same link three times, that adds three clicks to Total Clicks.
Total Clicks helps you understand the overall volume of link activity your campaign generated.
Total Unique Clicks
Total Unique Clicks is the number of individual recipients who clicked at least one tracked link in the email campaign. Each recipient is counted once at the campaign level, no matter how many times they clicked.
Example: If one recipient clicks a button five times and another clicks it twice, the campaign records seven total clicks but two unique clicking recipients. This metric is useful for seeing how many different people engaged with your email.
Unique Engagements
Unique Engagements is the number of recipients who interacted with at least one tracked link in your email campaign. It gives you a recipient-focused view of engagement, rather than counting every repeat click.
Clicks per Unique Open
Clicks per Unique Open is a percentage that shows click engagement compared to the number of recipients who opened the email. It gives you extra context when judging whether your content and calls to action encouraged people to click after opening.
A higher percentage generally means stronger click engagement compared to unique opens.
Important: Read Clicks per Unique Open alongside total clicks, unique clicks and unique opens. Recorded email opens are tracking signals and may not capture every time an email is actually viewed.
Links in This Email
The Links in This Email table gives a detailed breakdown of the tracked URLs in your campaign. It helps you see which specific links get recipients' attention.
Metric | Description |
URL | The destination address for the tracked link. |
Source | The email element that contains the link, such as text, a button or an image. |
Total Clicks | The total number of recorded clicks for that link, including repeat clicks. |
Total Unique Clicks | The number of different recipients who clicked that specific link. |
Example: If your email has a "Book Now" button and a "Learn More" text link, you can compare their Total Clicks and Total Unique Clicks to see which one got more engagement.
Tip: Compare both total and unique clicks before deciding which link performs best. A link that a small number of recipients click over and over may show high total activity without reaching much of your audience.
When to Use Click Performance Reports
Click Performance reports are especially useful when you want to look at specific actions recipients take in an email. Reviewing this data helps you connect email engagement to your campaign goals and spot opportunities to improve.
Common use cases include:
Evaluating Promotional Campaigns: See how often recipients click buttons such as "Shop Now", "Claim Offer" or "View Deal".
Improving Appointment Campaigns: Measure engagement with links that send recipients to booking pages.
Testing CTA Placement: Compare clicks on links placed near the start, middle or end of an email.
Understanding Content Preferences: See which product pages, resources or information links attract the most interest.
Optimising Email Design: Compare engagement with text links, linked images and buttons.
Analysing Campaign Results: Review tracked click activity across separate campaigns to find successful messaging and content.
Tip: A click means someone interacted with a tracked link. It doesn't necessarily mean they completed a conversion. For purchase or revenue results, use the relevant conversion and attribution reports.
Click Tracking Requirements and Limitations
Click Performance depends on the tracking settings used when the email campaign was sent. Knowing these requirements helps you avoid missing data and makes the results easier to read accurately.
Turn On Click Tracking Before Sending
The Track Clicks setting must be turned on before the campaign is sent. If click tracking is off when the email is sent, the campaign won't collect the Click Performance data described in this article. Turning tracking on for future sends doesn't capture clicks from emails you've already sent.
Use Supported Link Formats
ZipLeads' click-tracking guide lists the supported web links and several types of links that aren't tracked by this feature.
For reliable click tracking:
Use complete destination URLs that start with https:// or http://.
Check that your URLs don't contain typos or point to the wrong place.
Don't expect mailto: email links or internal anchor links to be tracked like normal web links.
Be aware that system-generated links, such as unsubscribe links, aren't tracked.
The click-tracking guide also explains special handling for test emails, trigger links and some links that contain custom values. For detailed restrictions and examples, see the Guide to click tracking in email campaigns.
How to Set Up Click Performance Tracking
Setting up click tracking properly before you send an email means ZipLeads can record clicks on supported links. Once tracking is on, you can send the campaign and check its Click Performance report as recipients click your links.
Step 1: Open Your Email Campaign
Log in to your ZipLeads account.
Go to Marketing → Emails → Campaigns.
Select an existing draft campaign or create a new email campaign.
Prepare your email content and add the links you want recipients to click.
Step 2: Turn On Track Clicks
Continue to the Send and Schedule page.
Scroll down to Additional Settings.
Find the Track Clicks toggle.
Turn Track Clicks ON.
When it's on, ZipLeads can record clicks on supported links in the campaign.
Important: Always turn on Track Clicks before you send or schedule your campaign. Click Performance data can't be recovered later if tracking was off when the campaign was sent.
Step 3: Set Up Optional UTM Tracking
UTM tracking can help identify traffic sources and campaign details in supported external analytics tools.
In the campaign settings, find UTM Tracking.
Turn it on if you want supported links tagged with campaign information.
Check the settings before sending.
UTM tracking is optional. It doesn't replace the Track Clicks setting, which the Click Performance report needs.
Step 4: Send or Schedule Your Campaign
Review your email content, links, recipients and campaign settings.
Check that Track Clicks is turned on.
Send your campaign straight away or schedule it for later.
Once the campaign is sent and recipients start clicking supported links, ZipLeads can record those clicks for reporting.
How to Access Click Performance Data
After you send a tracked email campaign, you can open its Click Performance report from the campaign's own statistics page. This lets you look at link engagement for one specific send, without mixing it up with combined statistics from several campaigns.
In your ZipLeads account, go to Marketing → Emails.
Select the Campaigns tab.
Find the sent campaign you want to analyse.
Click the three-dot menu (⋮) next to the campaign.
Select Statistics.
Wait for the campaign statistics side panel to open.
In the statistics side panel, find Load More Statistics.
Click Load More Statistics to open the expanded campaign reporting page.
On the expanded statistics page, select the Click Performance tab.
Review the summary metrics, including Total Clicks, Total Unique Clicks, Unique Engagements and Clicks per Unique Open.
Scroll to Links in This Email to see how each URL performed.
Frequently Asked Questions
Q: Why does my campaign show email opens but no clicks?
A: Recipients may have opened the email without clicking any tracked links. If you were expecting clicks, check that Track Clicks was turned on before sending and that your links use supported formats.
Q: Are clicks on email addresses or unsubscribe links included?
A: No. ZipLeads' click-tracking guide excludes mailto: links and some system-generated links, including unsubscribe links. Use supported web URLs when looking at Click Performance.
Q: Can I use Click Performance to measure purchases or completed bookings?
A: Click Performance records clicks on supported links. It doesn't confirm on its own that a recipient made a purchase, booked an appointment or did anything else after clicking. Use the relevant conversion or appointment reports to check those results.
Q: Why do my link-level unique click totals differ from the campaign-level unique click count?
A: One recipient can click more than one URL. Each link may count that recipient in its own unique-click total, while the campaign-level Total Unique Clicks counts them only once. So adding up the unique counts for each link may give a higher number than the campaign total.
Q: Can I review Click Performance data for a test email?
A: No. ZipLeads' click-tracking guide says test emails aren't covered by this tracking. To check click reporting, send a real campaign to a few selected test contacts with tracking turned on.
Q: Are email workflow clicks the same as Click Performance campaign statistics?
A: Not necessarily. ZipLeads has click reporting for supported workflow email actions, but those emails don't necessarily use the same Click Performance tab that individual marketing campaigns use. Check the relevant workflow reporting documentation for the right view.