Hi ​@MMacca 

Personally, I do exclude bots and Apple’s Mail Privacy Protection (MPP) opens (Apple privacy open); including those in tracking skews the data.

If a contact has MPP, then an open when using the Apple Mail app will be recorded even if it’s not real open by the user - Apple pre-loads the images in the email including Klaviyo’s hidden open-tracking pixel.

If enabled, MPP applies to any email even from other service provides (gmail etc) if they are connected/viewed in the Apple Mail app. That’s why you may see MPP opens for a profile but with the inbox provider as something other than Apple.

You can check how enabling “Exclude MPP” would affect your data using the “Compare model” at the top of the attibution settings screen and preview that change. 

Also, excluding MPP only affects reports and attribution. If you want to identify MPP opens, an example segment is below.

Hope that helps.

Andy

Hey ​@MMacca,

I’d definitely recommend excluding bot clicks from email and SMS reporting, like you’re already doing. Whether or not you want to exclude transactional messages from reporting data is up to you. If you want to see how well your marketing messages specifically are performing, then I would recommend excluding transactional messages from reporting, as those messages aren’t designed with the purpose of generating purchases.

Apple Mail Privacy Protection are bot opens that many Apple inboxes set up deliberately, in order to screen emails to ensure they’re legitimate and their links are not suspicious. When somebody has Apple Mail Privacy Protection set up, and opens an email, that open may have actually been the inbox opening the email, rather than a real person. Because there isn’t a way to tell that these opens came from actual people, we give you the option to exclude opens marked as Apple MPP opens from your reporting. Many people do filter these opens out from attribution data, but the reason that you might not want to is because somebody purchasing shortly after receiving and (maybe) opening your email still very well could be attributed revenue. It comes down to preference, and how strict you want to get with attribution.

Let me know if I can answer any follow-up questions about this!

Thank you both ​@bluesnapper and ​@Byrne C - you’ve made that much clearer for me!

No problem ​@MMacca 

Glad to have been of help.

Regards

Andy