How to calculate CTOR
Divide unique recipients who clicked by unique recipients who opened, then multiply by 100. If 120 of 800 recorded openers clicked, CTOR is 15%. This measures click activity among recorded openers; it is not clicks divided by emails delivered. Email platforms may infer an open when a tracked link is clicked.
Read the result in context
Use unique recipients, not total clicks or total opens. Image blocking, privacy features, and bot activity can distort email tracking, so compare campaigns measured by the same system. Use counts from the same campaign, format, and reporting period. The percentage is a descriptive measure, not a guarantee of a conversion or business outcome.