What has been the overall lift impact to Open Rates due to the latest iOS 15 updates?

[Zamwize]

Does anyone have any information on a standard or average lift impact in open rates due to the latest iOS 15 updates? We have seen open rates nearly double since the update while clicks and conversions are remaining constant. Perhaps a standard margin of error to apply? We'd rather understand the data of open rates than forego them as a whole in place of clicks and conversion.

[Darren_Bowers · Accepted solution]

Hi @Zamwize - a quick google shows up some data here: https://www.omeda.com/impact-of-apples-mail-privacy-protection/ and https://www.omeda.com/the-impact-of-apples-mail-privacy-protection-6-months-later/

We don't tend to rely on opens as much as we once did and look at other ways to measure engagement that doesn't have such a big error margin. There are also some ways you can match up browser user agents to open events to give you a slightly better error calculation on open rates.

As you say, you can always apply a standard error margin to your data but I wouldn't rely on the open event to tell you anything specific about any particular user's behaviour.

Cheers

Darren