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robertc66522596
robertc66522596
Level 4
February 1, 2022
Solved

Campaign Classic Reporting - Apple Mail Privacy Protection

  • February 1, 2022
  • 1 reply
  • 1373 views

Hello,

 

Ever since the Apple Mail Privacy Protection was made available on September 20th 2021, it appears to have significantly impacted our 'Unique Opens' reporting numbers. As we understand it, Apple preloads the email content regardless if the user actually opens the email or not. This appears to be inappropriately inflating our metrics.

 

Are others experiencing this same situation? Has Adobe or any of you come up with a way to exclude these?

 

Thank you!

Robbie

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    Best answer by ShrawanSaxena-1

    Hi Robbie,

     You can go through the below links to know more some strategies to adapt in this blog post: https://blog.adobe.com/en/publish/2021/06/24/what-apples-mail-privacy-protection-means-for-email-marketers.html#gs.bd7h5j

     

    Also, please go through the below link to know more about this.

    https://experienceleaguecommunities.adobe.com/t5/adobe-campaign-classic-questions/e-mail-tracking-protection-ios15-latest-feature-open-rate-check/m-p/427248#M13291

     

    https://experienceleague.adobe.com/docs/deliverability-learn/deliverability-best-practice-guide/additional-resources/technotes/apple-mail-privacy-faq.html?lang=en#:~:text=On%20June%207th%2C%20at%20the,iPhone%2C%20iPad%2C%20and%20Mac.

     

    https://experienceleague.adobe.com/docs/campaign-classic/using/technotes/technotes-email/apple-mail-app-privacy-protection.html?lang=en

     

     

    1 reply

    ShrawanSaxena-1
    Adobe Employee
    ShrawanSaxena-1Adobe EmployeeAccepted solution
    Adobe Employee
    February 1, 2022

    Hi Robbie,

     You can go through the below links to know more some strategies to adapt in this blog post: https://blog.adobe.com/en/publish/2021/06/24/what-apples-mail-privacy-protection-means-for-email-marketers.html#gs.bd7h5j

     

    Also, please go through the below link to know more about this.

    https://experienceleaguecommunities.adobe.com/t5/adobe-campaign-classic-questions/e-mail-tracking-protection-ios15-latest-feature-open-rate-check/m-p/427248#M13291

     

    https://experienceleague.adobe.com/docs/deliverability-learn/deliverability-best-practice-guide/additional-resources/technotes/apple-mail-privacy-faq.html?lang=en#:~:text=On%20June%207th%2C%20at%20the,iPhone%2C%20iPad%2C%20and%20Mac.

     

    https://experienceleague.adobe.com/docs/campaign-classic/using/technotes/technotes-email/apple-mail-app-privacy-protection.html?lang=en

     

     

    robertc66522596
    robertc66522596Author
    Level 4
    February 1, 2022

    Hi Shrawan,

     

    Thank you for all the documentation!

     

    To summarize in case anyone comes across this question only and also somehow missed the rest of the documentation -- there is no way around this situation currently, the recommendation is to try and segment them separately (which has its own challenges) or focus on different metrics. It sounds like Adobe is thinking this might be the way of other providers in the future as well.

     

    Obviously this is difficult if you try to leverage "open but did not click" metrics, but as digital marketers always do, we'll find a way to adapt.

     

    Thanks

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