Apple Mail Privacy Protection
Following the release of Apple Mail Privacy Protection (MPP), users of the Apple Mail app can choose to protect their mail activity. When enabled, this will cause email content (including tracking pixels) to be downloaded to an Apple proxy server. This download of the tracking pixel will register as an "open" for the email even if the recipient never opens. In addition, if a recipient opens the email later, then the content will load from the Apple proxy server which will prevent the open activity from being recorded.
IMPORTANT - Please Read
Adjusted Opens will report 0 for all Email Sends until enabled for your Account by ClickDimensions. No action is required by you. This will be enabled by ClickDimensions in the coming weeks. The current schedule for the enabling of this feature is detailed in the table below. Once enabled, the Adjusted Opens will begin to update for new email sends but will not be populated for older email sends.
| Data Center | Adjusted Opens on new sends available after |
|---|---|
| Australia | June 5, 2023 |
| Canada | June 7, 2023 |
| United States | June 12, 2023 |
| Europe | June 16, 2023 |
Adjusting Opens
In response, ClickDimensions has implemented an Adjusted Opens field that attempts to remove the non-human opens:
The goal of this field is to provide an estimate of how many emails were opened by actual humans after removing the non-human email opens from the number of Total Opens that were recorded. An open will be detected as a non-human open and not counted in the number of Adjusted Opens if it meets these criteria:
- The user-agent string of the opening device is "Mozilla/5.0"
- The IP address used to download the tracking pixel is detected on a list provided by Apple
The number of Total Opens will still be recorded separately to allow users to compare the differences between the Adjusted Opens to see how many opens may be due to non-human interactions.
Scenarios
Below are some scenarios to help explain and illustrate when an Adjusted Open should be recorded based on the MPP/Hide IP options:
| Scenario | Apple Mail account setup on Apple device (iOS 15+)? | MPP/Hide IP ON? | Recipient opens the email? | Is a Total Open recorded? | Is an Adjusted Open recorded? |
|
1 |
NO |
N/A |
NO |
NO |
NO |
|
2 |
NO |
N/A |
YES |
YES |
YES |
|
3* |
YES |
YES |
NO |
YES |
NO |
|
4* |
YES |
YES |
YES |
YES |
NO |
|
5 |
YES |
NO |
NO |
NO |
NO |
|
6 |
YES |
NO |
YES |
YES |
YES |
*NOTE: It does not matter if the recipient opens the email in Scenarios 3 and 4 due to the MPP/Hide IP options being enabled. When these options are enabled, the email content is downloaded to an Apple proxy server which will automatically register an "open". If the recipient opens the email themselves later, then the content loads from the proxy server, which prevents further activity from being recorded.
The above 6 scenarios would display the following email statistics in CRM:
|
Scenario 1 |
Scenario 2 |
Scenario 3 |
Scenario 4 |
Scenario 5 |
Scenario 6 |
|
Total Opens = 0 |
Total Opens = 1 |
Total Opens = 1 |
Total Opens = 1 |
Total Opens = 0 |
Total Opens = 1 |
|
Adjusted Opens = 0 |
Adjusted Opens = 1 |
Adjusted Opens = 0 |
Adjusted Opens = 0 |
Adjusted Opens = 0 |
Adjusted Opens = 1 |
|
Unique Opens = 0 |
Unique Opens = 1 |
Unique Opens = 1 |
Unique Opens = 1 |
Unique Opens = 0 |
Unique Opens = 1 |
Low Power Mode
When MPP/Hide IP is enabled, then enabling the Low Power Mode will prevent background downloads and mail fetching from occurring automatically. ClickDimensions will only record activity when the recipient opens the email to manually trigger the downloads and mail fetching, but the same behavior for MPP/Hide IP will apply as shown in the following scenarios:
| Scenario | Apple Mail account setup on Apple device (iOS 15+)? | MPP/Hide IP ON? | Low Power Mode ON? | Recipient opens the email? | Is a Total Open recorded? | Is an Adjusted Open recorded? |
|
1 |
YES |
YES |
YES |
NO |
NO |
NO |
|
2 |
YES |
YES |
YES |
YES |
YES |
NO |
These 2 scenarios would display the following email statistics in CRM:
|
Scenario 1 |
Scenario 2 |
|
Total Opens = 0 |
Total Opens = 1 |
|
Adjusted Opens = 0 |
Adjusted Opens = 0 |
|
Unique Opens = 0 |
Unique Opens = 1 |
| Feature Added: 2023.04 |
| Feature Updated: 2023.04 |
| ClickDimensions Version Needed: 2023.04 |