MMP & attribution

Hi ​@zeamer,

All good questions! Happy to go in speak on MPP opens and how they can affect attribution:

1. An IOS MPP open is defined as any open on a device that has MPP turned on. This often means that Apple is automatically opening the emails, but it can sometimes be a legitimate human open that just happens to be on a device with MPP turned on. That’s why you’re seeing some opens minutes, hours and a day+ after the email is received on these devices. If you’re sending to enough people, you’re almost definitely seeing some legitimate opens among the MPP crowd.
2. That’s a bit trickier. If you are excluding Apple Privacy opens from your reporting, you’re not accounting for those on MPP-on devices who go on to purchase, but with it on, you obviously will see some inflated stats. It might be best to check/uncheck that setting on occasion, so you can periodically compare your conversions with and without this setting.
3. It’s not necessarily a coincidence if somebody opens an email, doesn’t click into it, and then later purchases. They might read the email, then need some time to decide on whether they want to purchase or not, and then decide yes later on. The purchase may happen on a different device, or they might just type your website into their browser later in the day. Some of these are certainly coincidental, but in my opinion, it’s fair to consider many of these purchases as having happened directly because of them opening your email.

Let me know if this helps make things clear, or of I can answer any more questions!

Thanks, Byrne. You are a rockstar!

For #2, I don’t want to lose the revenue attribution from Klaviyo because I exclude Apple Privacy. Do you recommend adjusting the open rate for reporting purposed with a note that all opens from MMP are excluded? Or should I leave as is with the understanding that either way it won’t be an accurate open rate? I tend to put more stock in click rate and conversion rate anyway since update 15 came out.

Follow up question - Do you have a good way to filter out subscriptions from revenue metrics? There is profile data of course that they are on a subscription, but I am not seeing an option on the dashboard or the custom reports to make that happen.

-David

No problem ​@zeamer!

If you value click rate more than open rate, then my recommendation is to exclude MPP opens from reporting. You’ll have the knowledge that your Klaviyo-attributed revenue is slightly higher than the dashboard shows (due to real people with MPP turned on opening an email, not clicking it, and then purchasing), but I’d imagine that wouldn’t be a huge number anyway.

Regarding your second question, yes! This would involve creating a custom conversion metric that excludes certain types of purchases. We have a guide here that explains how to do this if you’re on a Shopify, WooCommerce or BigCommerce store.

This is still likely possible on other or custom integrations; you’d just need to choose your applicable Ordered Product metric, and add a PROPERTY_NAME does not equal VALUE_FOR_SUBSCRIPTION to the custom metric. PROPERTY_NAME would be replaced with the event property that says whether or not it’s a subscription purchase, and VALUE_FOR_SUBSCRIPTION would be replaced with the actual value meant to represent a subscription.

This above paragraph doesn’t apply if you’re on one of the 3 integrations listed above though! Does this make sense? Happy to answer any more questions if needed.