How to configure custom reports to track Apple Mail Privacy Protection (MPP) opens

You will learn

Learn how to track and analyze artificially inflated Apple Mail opens in Klaviyo custom reports.

Apple introduced Mail Privacy Protection (MPP) with iOS 15, macOS Monterey, iPadOS 15, and watchOS 8. Apple Mail users can choose to opt into MPP while using Apple Mail. MPP changes how Klaviyo receives open rate data for your emails by pre-fetching our tracking pixel, and thus causing some Klaviyo analytics to show potentially higher email opens.

For your subscribers that have specifically opted into MPP, any email delivered to their device using the Apple Mail app will see open rates affected (e.g., connecting a Gmail account to Apple Mail that has opted into MPP would still fall under affected opens). Any email open showing as an “Apple Privacy Open” comes from a subscriber using a device with MPP enabled, whether or not they have opened the email. We have no way of distinguishing between a true human open and an automated open when MPP is enabled.

To review these opens separately, build a custom report that includes an Apple privacy open metric or property.

Configuring your custom report

Use Apple privacy open metrics in campaign or flow performance reports, or the Apple Privacy Open property in a single-metric report.

1. Navigate to Analytics > Custom reports.
2. Choose how to start your report:
   • To edit an existing report, click its name in the report list.
   • To start from scratch, click Create from scratch. If this is your first report, click Create custom report. If the library opens, click Create New Report.
   • To use a prebuilt report, click Reports Library (or Create custom report if this is your first report), select a campaign, flow, or single-metric report, then click Create Report.
3. If you are starting from scratch, choose Single Metric Deep Dive Report, Campaign Performance Report, or Flows Performance Report under Report Type, then enter a Report Name.

Campaign or flow performance reports

1. In your campaign report, open Standard Campaign Metrics. In your flow report, open Standard Flow Metrics.
2. Select Total Apple Privacy Opens, Unique Apple Privacy Opens, or both metrics.

This is how the 2 metrics differ:

• Total Apple Privacy Opens
  The cumulative number of all MPP device opens. This includes potential multiple opens by the same subscriber.
• Unique Apple Privacy Opens
  The number of unique MPP device opens. This includes first opens on MPP devices, but does not count a later manual open by the same subscriber.

Once you have chosen your metrics, you will see these appear in your report builder view.

3. Review the report’s Timeframe. If you have no more changes to make, click Save & Run Report.

Single metric reports

1. In your Single Metric Deep Dive Report, select Opened Email as the metric.
2. Under Group or Filter, click + Add Group By and select Apple Privacy Open to separate MPP and non-MPP opens. If the report already has a grouping, change it to Apple Privacy Open. If + Add Group By is unavailable, remove the existing filters first.

3. Optional: click + Add Filter to limit the groups shown. Set Apple Privacy Open to True for MPP opens, False for non-MPP opens, or select both values to include both groups.

4. Review the report’s Timeframe. If you have no more changes to make, click Save & Run Report.

Reviewing and exporting your data

After the report finishes running, review the data in Results Preview below the report configuration. You can also schedule the report or export its results.

Click Export CSV above Results Preview to download the report results. You can also schedule your report to run automatically and receive an email when the results are ready. The CSV includes the Apple privacy open metrics or grouping you configured.

In your Campaign Performance Report or Flows Performance Report, you will see the selected columns labeled “Total Apple Privacy Opens” or “Unique Apple Privacy Opens.” These columns include the total or unique count of MPP opens.

In a Single Metric Deep Dive Report grouped by Apple Privacy Open, the CSV includes an Apple Privacy Open column. True identifies MPP opens, and False identifies non-MPP opens. Using the property only as a filter does not add this column.

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