Element Click Rate

Element click rate is the share of visitors who clicked a specific on-page element: that element's clicks divided by the number who saw the element.

Element click rate is the most granular on-page behavior view and answers how well this button or link performs. But its denominator is exactly where it most often goes wrong: it must divide by those who saw the element, not by all pageviews. If an element is low on the page and half the users never scroll to it, dividing by all pageviews shows the rate at half its true value and makes a good element look weak; the right denominator is the visitors to whom the element was actually in view. The second trap is counting repeated clicks: a user clicking a button three times should not count as three visitors, so usually each user's unique click is the measure, not total clicks. This metric is a granular, element-level version of CTR.