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AparnaPrasad
by: HubSpot Employee
‎Aug 4, 2022 9:00 AM
HubSpot Employee
‎Aug 4, 2022 9:00 AM

[Live] New Adjusted Open Rates

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:

 

AparnaPrasad_6-1659531348746.png

 

 

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

AparnaPrasad_7-1659531349298.png

 

 

2. Click on the Calculate Adjusted Open Rates open button

AparnaPrasad_8-1659531349229.png

 

 

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!