Following our previous article on the Apple Mail Privacy Protection, we have added a new metric on our platform to be able to measure "uncertain opens". Indeed, since the Apple update was released in September 2021, it has become impossible to differentiate "real opens" from "fake ones" (generated from the Mail app on Apple devices running under iOS15, iPadOS15 or MacOS Monterey - or after, whether or not users have activated the AMPP feature). In the below article, we explain how you can use this metric to measure the impacts of AMPP on open metrics for Apple devices on your campaigns. Note that as this metric was implemented on the 18th of January 2022, any open event before this date will not be retroactively included.
- Using "apple_uncertain" in a filter
- Using "apple_uncertain" in a filter on a specific campaign
- Excluding uncertain opens
- Exclusion from a filter
- Exclusion from follow-ups based on opens
Measuring the impact on your open metrics
Using "apple_uncertain" in a filter
When using "number of emails openings", select "apple_uncertain" as shown below. This filter will enable you to calculate the number of contacts who have opened at least one email with the user-agent from the Mail app on Apple devices since iOS15 & equivalent:
Using "apple_uncertain" in a filter on a specific campaign
You can also make this filter more specific so that you target a given campaign (identified by its campaign category):
Using the compare feature in Email Statistics
You can estimate the number of contacts impacted for a specific sending/email action using the Compare feature from Scenario > Campaigns > Select your action > Compare.
- Click on "Choose filters/groups"
- Select the filter previously created as shown above (without the campaign category)
- Check the "Opens" metric (those are unique openers)
Find uncertain openings in your campaign reports
By exporting your campaign reports from the report module, you will find two new columns available:
- The AC and AD columns at the campaign or action level
- The AE and AF columns at the action level (see below)
Excluding uncertain opens
Exclusion from a filter
You can remove those uncertain openers from other targets by using the previous filter as an exclusion to any filter based on the number of opens. It will prevent you from targeting fake openers.
This exclusion could now be part of your existing active/inactive filters for example.
Exclusion from follow-ups based on opens
When creating a follow-up on your campaign, you can also include a filter such as in the example shown above.