Response rate is a measurement of the number of people who respond to a specific call-to-action. This could be a button on a landing page, a reply to an email in a campaign, and more. Anyone who responds to these specific goals can be calculated for marketing KPIs.
To calculate response rate, use this formula:
Response Rate = Number of Responents / Number of Recipients
Why is Response Rate Important?
If you’re offering your customers and prospects opportunities to engage with your business, measuring your response rate is important.
If you have created a marketing survey or another communication campaign, this measurement allows you to fine-tune the messaging to get more engagement. However, response rate data may be skewed if you don’t get sufficient responses.
For example, your measurements may not de entirely accurate due to these reasons:
- Non-viewed Impressions (ads loaded on a website in the bottom but never viewed because the user navigated before reaching it)
- Non-unique Users (same user seeing the same ads on different devices)
- Broken Ads (Ads are measured as “loaded” but appear blank to the end user)
- Multiple Ads appearing simultaneous (1 ad view would count 4 times for 1 person)