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Click through tracking numbers seem low
Hi everyone,
In a recent campaign, we noticed that Eloqua reported significantly fewer click throughs than we saw as unique visitors on the targeted landing page (we use campaign trackers in our tracked urls in addition to Eloqua tracking (elqtrackID & elqtrack=true).
The discrepancies are significant enough:
Reported unique visitors from tracked link to the external (non-Eloqua) landing page (Adobe Analytics)
1,370 unique visitors
950 unique Eloqua click throughs as per Eloqua Insight
These differences seem consistent throughout. Is there a scenario in which an email click is blocked from tracking by the email client?
Answers
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Yes, we've seen this behavior across Eloqua instances. It's the opposite of the scanner "Auto-Open" issue, but it's a false negative instead of a false positive. It's not an issue with Eloqua but rather with who you're emailing.
It seems to be worse with contact domains handled by enterprise ESP like Barracuda, Proofpoint, etc. We've begun building our own db in order to track this filtering behavior and correct for it. We see IT admins in Finance and Healthcare especially locking these systems down - so that little or no signal comes back to Eloqua. But as such, every domain will vary.
Outside of the false negatives, there can be significant changes in tracking between Adobe and Eloqua but there are lots of factors here that could come into play between browsers and environments. If you believe that your real conversions are more or less close to the Adobe uniques, I'd blame the false negatives from filtering.
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That's a great reminder. Thank you, @David Gutelius.