The task and original case
Write an email measurement note that separates people who clicked from click events. The invented 100-message ledger can support two descriptive ratios. Choosing the right one starts with the measurement question, not with whichever percentage looks more impressive.
| Case element | Value or requirement |
|---|---|
| Inputs | 100 delivered messages;20 unique recipients click;30 total click events. |
| Build | An email measurement note with the event grain and audience denominator. |
This is an original invented exercise. It is independent practice, with no employer assessment or open-vacancy claim. Download the inputs, attempt your own result, then open the separate answer key.
Data and worked inputs
Build a result another person can follow
Set delivered messages to 100, distinct clicking recipients to 20 and total recorded click events to 30. Define the reporting window and what counts as a recorded click. Keep event ID and recipient ID separate if you expand the fixture into individual rows. Deduplicate recipients only for the unique-recipient measure.
Calculate unique clicking recipients divided by delivered messages, then total click events divided by delivered messages. If you use a PivotTable, inspect Sum or Count settings using Microsoft's guidance and remember that an ordinary event count is not a distinct-person count. Name the numerator and denominator beside each rate; avoid the generic label “click rate” without a definition.
Sources[1]
Check the worked result
The unique-recipient click share is 20 ÷100 =20%. Click events per delivered message are 30 ÷100 =0.30, or 30 events per 100 delivered messages. These measures differ because some recipients generated more than one event.
The fixture does not establish human attention, purchases or incremental campaign impact. Recorded events can have measurement limitations in a real system. Your note should describe the provided event definition and avoid treating every event as a new recipient.
Make the failure visible
Add two additional clicks from an already counted recipient. Total events rise to 32, while unique clicking recipients remain 20. Also test a zero-delivery record: ratios are undefined, and a positive click count would require an inconsistency investigation. Do not replace those states with 0% just to fill a chart.
Revise it and ask someone to reproduce it
Have a peer calculate both measures from an expanded row-level ledger. Ask which question each ratio answers and where the observation window appears. In revision two, separate sent and delivered counts as well, without silently changing the denominator of the original delivered-message report.
- Event grain and recipient identity are separately defined.
- Both ratios name their numerators and delivered-message denominator.
- Repeated clicks change event counts without inflating unique recipients.
Describe the work accurately
After completing your own version, you could adapt this project bullet: “Created an independent email measurement exercise distinguishing unique recipients from click events and stating denominators and observation limits.”
Use Projects or Independent practice as the heading. Keep the input files, result and revision together. Describe only your own completed work; the invented numbers are model outputs, not employer results or measured business impact.