[Live] New Adjusted Open Rates

Resources Releases and Updates
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What is it?

We are launching a new metric called Adjusted Open Rates (AOR). AOR is a version of the existing Open Rate that reports on the % of human opens (also known as reliable opens) within the population of emails that discounts emails with events associated with Apple Devices (also known as unreliable opens)

Formula to calculate AOR:

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Reliable Opens: Emails expected to be opened by actual humans

Unreliable Opens: Emails suspected to be opened by bots/machine

Knowledge Base Here

Why does this matter?

Open rates have become immensely convoluted since the inception of the iOS 15 privacy changes, affecting a marketer’s ability to measure email engagement accurately. This is because it is extremely challenging to attribute an open event from any Apple Device as reliably opened by a human or a bot.

Given this, HubSpot’s philosophy was to build a solution around Open Rates that offer maximum reliability to our customers. HubSpot does not believe that Apple will be the only email client to enact a change of this type, and is therefore focused on building a solution that is scalable across providers. Adjusted open rates will:

  • Help customers understand the % of human opens within the population of emails that discounts emails with events associated with Apple Devices or MPP
  • Provide a comparative point of view between the disparity of overall open vs adjusted open rate

Note: The numbers are just estimates, as it is challenging to distinguish between a human or bot event if coming from an Apple device.

How does it work?

How does it work?

1. Navigate to the Performance Tab after selecting a sent email

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2. Click on the Calculate Adjusted Open Rates open button

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3. Use the links in the Panel to know more details about Adjusted Open Rates

Who Gets it:

Live to all!

Things to note:

  • Any calculation around open rates are mere estimations
  • Only available for portals that have Bot Filtering ON
  • Currently not available for List filters on the performance page
    If you have any questions about the details of this change, please ask in the comments below!
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Hi, My adjusted open rate % doesn’t calculate. It shows 0% on all of my emails.