How to discount scam filters from the open/click through stats

Katrina Mullins

Hi there,  I have recently sent out a campaign and was excited to see so many opens and click throughs - however I think that the figures are inaccurate as this may be recipient spam filters checking the links - is there anyway to discount these from the reports?

#Spamfilters #Campaignreporting 

Boris Tsibelman

You would need to find a way to filter them out from the report you've created [which would be challenging] 

Katrina Mullins

Boris Tsibelman said:

You would need to find a way to filter them out from the report you've created [which would be challenging] 

thought this might be the case!

Anton Rutkovskyi_53543

Hi Katrina! 

Yes, this inaccuracy could be caused by the new Apple Mail Privacy Protection policy. Apple released it in Q3 2021. Now they preload emails on their servers, which means:

- Apple Mail open rates will be inflated
- Geolocation data and open times for Apple Mail users will be inaccurate

With open rates becoming less reliable, click-to-open ratios can be also skewed. False opens (that is, Apple Mail users who never actually opened your message but appeared to do so thanks to Apple’s proxy servers) don’t click links. As your open rate artificially rises, your click-to-open ratio will artificially drop. 

But if you had more clicks along with opens, it may be accurate. You may check the geo-location of opens to cross-check it. As it was mentioned, Apple does not click links, only makes pre-opens, so maybe your results are really something to be excited about))

As for Campaigns, we are going to publish soon a comprehensive Knowledge Base article covering this topic with some recommendations on metrics that could bring more accuracy now. For example, clicks are not affected by Apple's MPP, so they can give better insights into recipients' engagement. And, of course, we are constantly looking for technical solutions to address this on the application level. We know that this is an extremely important topic for our customers, so we will update you once we have it solved.

 

Katrina Mullins

Anton Rutkovskyi said:

Hi Katrina! 

Yes, this inaccuracy could be caused by the new Apple Mail Privacy Protection policy. Apple released it in Q3 2021. Now they preload emails on their servers, which means:

- Apple Mail open rates will be inflated
- Geolocation data and open times for Apple Mail users will be inaccurate

With open rates becoming less reliable, click-to-open ratios can be also skewed. False opens (that is, Apple Mail users who never actually opened your message but appeared to do so thanks to Apple’s proxy servers) don’t click links. As your open rate artificially rises, your click-to-open ratio will artificially drop. 

But if you had more clicks along with opens, it may be accurate. You may check the geo-location of opens to cross-check it. As it was mentioned, Apple does not click links, only makes pre-opens, so maybe your results are really something to be excited about))

As for Campaigns, we are going to publish soon a comprehensive Knowledge Base article covering this topic with some recommendations on metrics that could bring more accuracy now. For example, clicks are not affected by Apple's MPP, so they can give better insights into recipients' engagement. And, of course, we are constantly looking for technical solutions to address this on the application level. We know that this is an extremely important topic for our customers, so we will update you once we have it solved.

 

This sounds encouraging, looking forward to the update, thanks