What is Apple Mail Privacy Protection?
Apple's Mail Privacy Protection (MPP) is a feature that preloads images sent to an email (at any domain) that is sent to any iOS 15 or later, mac OS Monterey, or Apple Mail app user. This process was designed by Apple to increase users' privacy by preventing invisible pixels from collection user information. It can affect your reporting by increasing the open rate and masking real subscriber open information.
View the Apple Mail Opens Report
The Apple Mail Opens report estimates how many opens were completed by MPP versus traditional opens for a campaign.
To view how Apple Mail Privacy Protection affected an email send, follow these steps:
- Click the Reports Folder
- Click Email Tracking
- Highlight the email campaign you're seeking
- Click the Advanced Options button
- Select View Apple Mail Opens from the drop down menu.
Understanding Apple Mail Privacy Protection Opens Report
The Apple Mail Opens report displays two graphs. The first is a pie chart showing the breakdown of opens that were completed by MPP versus traditional opens.
The second graph displays what the open rate would be for the send with and without the MPP opens. This graph shows a comparison of the open rate from estimated MPP opens against the remaining open rate.