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What is the difference between U click and R click?

Answer:

  • U click % shows the unique click through percentage, which is number of unique clicks / number of unique users per frequency level.
  • R click % shows the “real” click through percentage, which is number of unique clicks / (number of unique users * frequency) per frequency level.



Example:


In this example, 40 646 users saw the Campaign once (frequency 1). 191 of these users has clicked, which results in a U Click % of 0.47 %. In other words, 0.47 % of the users who saw the campaign once has clicked. The R click % for frequency 1 is always the same as U click %.

18 341 users saw the campaign twice (frequency 2). 130 of these users has clicked, which results in a U Click % of 0.71 %. In other words, 0.71 % of the users who saw the campaign twice has clicked. Since the 18 341 users saw the campaign twice, they have generated 36 682 impressions, which gives a “real” click % of 130 / 36 682 = 0.35 %.

The “real” click % is not real as in the standard click percentage, since we remove duplicate clicks per user.
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