New to both Eloqua and Topliners so I apologize in advance if this is an extreme Rookie question...but, our team is trying to pull some data from a recent campaign. We are beating our heads on the wall trying to decide what information we should put in a report for our Sr. Leaders. Do we want Click Throughs or Unique Click Throughs? Or, do we want Distinct Opens vs Opens or Total Opens?
Is there an 'industry standard' on reporting to senior management?