Apple Mail Privacy Protection (MPP) can create email open events without a person opening the message. This article explains how to exclude those opens from sales attribution while keeping them in open rate reporting.
Important: Changing this setting recalculates attributed sales metrics from April 3, 2021, when Omnisend started tracking Apple MPP opens.
What Are Apple MPP Opens?
Apple Mail Privacy Protection is an Apple privacy feature that can load email content before a person opens a message. When this happens, Omnisend can receive an open event even though the person may not have actively opened the email.
These events can inflate open-based engagement and sales attribution. The Exclude Apple MPP opens setting removes Apple MPP opens from attributed sales metrics. It does not remove them from your email open rate.
💬 Learn More: Apple Mail Privacy Protection.
Before You Begin
Apple MPP opens are excluded by default for new accounts. Existing accounts keep their current setup. If Apple MPP opens are currently included in your attribution, you can manually enable the setting to exclude them.
Review the possible impact on your attributed sales metrics before changing the setting.
Exclude Apple MPP Opens From Sales Attribution
Step 1. Go to Store settings → Sales attribution → Tracking.
Step 2. In the Engagement filtering section, turn on Exclude Apple MPP opens.
Step 3. Select Save.
After you save the setting, Omnisend recalculates attributed sales metrics from April 3, 2021. Because Apple MPP opens no longer count as engagement for sales attribution, the attributed order count and sales amounts shown in your Omnisend reports may change.
What This Setting Changes
When Exclude Apple MPP opens is on:
Apple MPP opens are excluded from sales attribution touch points.
Attributed sales metrics are recalculated from April 3, 2021.
You can turn the setting off and recalculate the metrics again.
The setting controls sales attribution. It does not remove Apple MPP opens from email reporting.
To include Apple MPP opens again, turn off Exclude Apple MPP opens and select Save. Omnisend recalculates the affected attributed sales metrics again.
Understand How Excluding Apple MPP Opens Affects Your Reports
Apple MPP opens can be part of a contact’s engagement history and can contribute to attributed sales. When you exclude them, an order may no longer be attributed to an Email Campaign or Automation Workflow if the MPP open was the qualifying engagement touch point.
Changing this setting can affect any reporting view that includes attributed orders or attributed sales. As a result, your attributed order count and attributed sales amount may change.
Note: Your email open rate does not change when you enable this setting. The setting changes sales attribution, not the open data shown in your email reporting.
FAQ
What are Apple MPP opens?
Apple Mail Privacy Protection can load email content through Apple’s privacy system. This can create an open event without a shopper actively opening the email.
Why can Apple MPP opens affect sales attribution?
An Apple MPP open can be recorded as engagement even when the shopper did not actively open the email. If that open qualifies as an engagement touch point, Omnisend may use it when attributing an order or sale.
What happens when I exclude Apple MPP opens?
Apple MPP opens no longer count as engagement for sales attribution. This can change attributed order counts and attributed sales amounts in reporting views that include those metrics.
Which reporting views are affected?
Any reporting view that includes attributed orders or attributed sales can be affected. This includes revenue and sales metrics attributed to Campaigns and Automation Workflows.
From which date does Omnisend recalculate attributed sales metrics?
Omnisend recalculates affected attributed sales metrics from April 3, 2021, when Omnisend started tracking Apple MPP opens.
Can I include Apple MPP opens again?
Yes. Turn off Exclude Apple MPP opens and select Save. Omnisend recalculates the affected attributed sales metrics again.
Does this setting change email open reporting?
No. This setting controls sales attribution. Apple MPP opens remain part of email open reporting.
Need help? If your attributed sales metrics do not look as expected after you change the setting, contact us via in-app chat or at [email protected].