Why are the Salesforce Campaign response rates incorrect?

Our integration can optionally create and keep synced Salesforce Campaigns and Campaign Members for each Campaign Monitor Campaign and its recipients. In this feature, the Campaign Member Status is updated based on your mapping settings, and the most recent activity sent from the Campaign Monitor API, as saved in an Email Tracking History record. 

It's important to note that Email tracking records are generated for every action taken by a subscriber, every time. So if a recipient opens and clicks in an email on Monday and then opens it again on Tuesday, there will be four tracking records, one for each of the activities: Sent, Open (first time Monday), Clicked, Open (Tuesday reopen). 

Since we update the Campaign Member Status from those four tracking records as they are created, on Tuesday night, the Campaign Member status will be Open, not Clicked. This happens even though you might consider clicks the highest engagement. We are syncing the last activity from email tracking records--based on your settings--no matter what the activity.

Also, using the "Optimization" feature when sending an email may also cause your Sent activity to appear later than opens, due to Campaign Monitor spreading the campaign out over time and only setting the sent date on all recipients once they have sent the final email. So your campaign member could be marked Sent later a day after they opened or clicked.

Therefore, the standard Salesforce Campaign response rates may not be the most helpful for understanding subscriber engagement. The members donut chart included standard on Campaign may not match actual activity on the CM Campaign.

We also populate several other fields on Campaign Member that you can use instead to report on and display engagement on the campaign level:

• Number of Opens
• Number of Clicks
• Last Activity Date
• Last Activity

Note: You can display a new graph on the Campaign instead of the members’ chart as well: https://help.salesforce.com/s/articleView?id=sf.reports_embed_pagelayout.htm&type=5