“Our clicks are through the roof!” – Pump the brakes

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Hopefully you’ve seen some huge spikes in your email marketing click reports recently (you are checking those right?!).  Well unfortunately I have to be the barer of had news…

The reason for the increase in email clicks is the way Google is checking emails opened in their Chrome browser.  Turns out that Chrome has a new feature ‘prefetch’. When a page is displayed in chrome, the browser fetches all the links on the page into cache, anticipating that the user may click on one. This is a great UI/UX thing – instant page changes! However, when a user is viewing their email in a browser, all links get prefetched, resulting in our reports counting massive number of what are not real clicks.

We are looking at some possible solutions for the reporting function but at the moment we are at the mercy of Google.

If you have any questions about this please reach out to me: [email protected]

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