FAQs｜Why Did My Unique Clicks Change? – Crescendo Lab Help Center

Unique clicks is the number of distinct contacts who clicked a link inside your message. This metric is now calculated by MAAC from actual click events rather than estimated through Google Analytics (GA), so your figures may differ from what you saw before.

This article applies to Broadcast (LINE / SMS / WhatsApp / Email), OpenAPI Multicast, and Auto-Reply.

What's new

This release unifies broadcast performance metrics so that they are calculated from MAAC's own click and open records. The main changes are:

Unique clicks are now calculated by MAAC: counted directly from the contacts who actually clicked a link in the message, with no GA connection or UTM setup required. Broadcasts that previously showed 0 without GA now show real figures.
Every link shows its own figure: previously the value for one UTM was repeated across every link sharing it; now each link shows its own unique clicks.
OpenAPI Multicast report completed: Open count and Unique clicks added; each link's Clicks previously always showed 0 and now shows the actual clicks, and Items added to cart is available in the link details. The report now refreshes hourly instead of daily.

📌 Note
This calculation also applies to messages sent before the update, so unique clicks for your past records are shown using the new method as well. How far back the data is recalculated depends on the feature: Broadcast and OpenAPI Multicast are recalculated from 1 January 2025; Auto-Reply switched over on 26 June 2026, and figures before that date remain as they were.

How unique clicks are calculated

The old and new versions measure different things, which is the root reason the numbers change.

	Old (estimated via GA)	New (MAAC click records)
Data source	GA on your website	MAAC's own click records
What is measured	Visits estimated via UTM attribution	Contacts who actually clicked a link in the message
Deduplication	Daily estimated click counts added together	The same contact is counted only once, no matter how many times or on how many days they click
Prerequisite	Requires a GA connection and UTM setup	No setup required

In short: the old number was estimated through GA, while the new number is the count of contacts who actually clicked this message.

Performance of individual links in the report

In the "Performance" section of the broadcast report, expand any message module to see the performance details of each link. The details list every link configured in the message; a link that no one has clicked yet is shown as 0.

Column	Data source	What it covers
Clicks, Unique clicks	MAAC short-link click records	The performance of that link itself
Items added to cart, Orders, Revenue	Google Analytics (by UTM)	The overall result of that UTM. When several links share the same UTM, the same figure is shown on every one of those links

Take a broadcast that contains four carousel cards sharing one UTM: if it produced 5 orders, each of the four links shows 5 — those 5 are the total for that UTM, not the individual result of each link. Refer to the overall figure for that UTM when assessing conversion performance.

The link details provide counts only; rate metrics such as click rate and unique click rate are shown in the performance section for the message overall.

Why your unique clicks changed

Depending on whether you previously connected GA and on the direction of the difference, there are three common cases.

What you see	Main reason	How to read it
Number decreased	GA attributes by UTM, so traffic from outside the message was also counted	The new number only counts contacts who actually clicked this message, so it better reflects real performance
Number increased	GA originally missed some clicks: ad blockers, cookie consent not granted, the LINE in-app browser, redirects to an app, or the page being closed before it finished loading	MAAC now counts click events directly and recovers what GA missed
From 0 to a real number	GA was never connected, so the old version always showed 0	MAAC now uses its own records, so the real number of clicks appears without GA

💡 Key point
A higher old number does not mean your past performance was better; the new number is the real count of contacts who clicked this message.

Which metrics are not affected

This release primarily changes the data source for "unique clicks." The metrics below are not affected by this update:

Add to cart, orders, revenue: still provided by GA. Both the data source and the values are unchanged; note that these metrics must not be added up across links (see "Performance of individual links in the report" above).
Clicks (total click count, Repeat clicks): counts every click (multiple clicks by the same person all count); the number is unchanged.
Audience segmentation and automation conditions: segment expansion based on "broadcast URL clicks," Engagement Level, Segment PPI, and DPM all continue to work as before.

ℹ️ About open counts
How open count is calculated (unique contacts who opened the message) is unchanged; its data source was unified to MAAC in an earlier update, so some historical broadcasts may show slightly higher open counts.

👉 For how to interpret differences between MAAC and GA numbers, see: What should I do when MAAC data is different from GA, or when MAAC has no data?

FAQs

Q: Why was the old GA number inflated?

GA attributes traffic by UTM string, so it counts a broader range than "the clicks on this message." There are three common sources:

Pattern	Why it inflated the old number
The same tracking link shared across multiple broadcasts	The same GA traffic is counted once for every broadcast
The same UTM appearing outside the message	If the same link is also published on other channels, forwarded, or placed in later messages, all of that traffic is attributed by GA to this broadcast
Cross-day double counting	The old version added up daily estimated click counts, so the same person visiting on different days was counted repeatedly; the new version counts the same contact only once

Q: The link details show many links with a value of 0 — is the data missing?

No. The link details list every link configured in the message, including links that no one has clicked yet, so that you can review the performance of every link in full. Performance data is updated approximately once an hour, so figures for a message sent recently or within the past few days may still change as data continues to arrive.

Q: How far back are the figures recalculated?

It depends on the feature: Broadcast and OpenAPI Multicast are recalculated from 1 January 2025; Auto-Reply switched over on 26 June 2026, and data before that date is still presented using Google Analytics figures.

Q: The numbers changed — is this a system error?

No. This is the expected result of switching the calculation from "estimated via GA" to "MAAC's actual click records." The two methods measure different things, so the numbers will differ.

Q: Will this update affect my audience segments or automation conditions?

No. This change only adjusts how metrics are calculated in the Broadcast Performance Report. It does not affect your existing audience segmentation or automation logic — including segment expansion based on "broadcast URL clicks," Engagement Level, Segment PPI, and DPM, which all continue to work as before.

Q: What is the difference between "repeat clicks" and "unique clicks"? Are clicks counted when a message uses an action area?

Both are based on MAAC's own click records:

Unique clicks: the number of distinct contacts who clicked a URL in the message; the same contact is counted only once no matter how many times they click.
Repeat clicks: every click is counted. In LINE broadcasts, besides URL clicks this also includes message interactions such as "send message"; for SMS, WhatsApp, and Email broadcasts it is based on URL clicks.

If the message's action area uses a trackable URL, that click is also included in the URL-click statistics.