New: True Open Filter in Email Performance
The True Open filter is now available in the Email Performance liveboard. Use it to exclude opens and clicks classified as Security System or Privacy System, so your reports focus on human engagement (Person).
Quick Reference (Advanced Users) – Click to Expand
- Go to Reports > Email Performance (or Reports > Analytics).
- Open the True Open filter.
- Exclude Security System and/or Privacy System as needed.
- Apply the filter to update your metrics. Note: This does not affect the True Open Impact tab.
What’s Changing
The True Open filter has been added to the Email Performance liveboard in both Reports > Email Performance and Reports > Analytics. You can now remove bot activity (Security System) and proxy opens (Privacy System) from your reports with a single filter.
The filter will be available to all users by August 16, 2025. If you use a customized Email Performance liveboard, add the filter there to take advantage of it.
Before and After Example
This example shows how excluding Security System and Privacy System can give you a clearer view of human engagement.
- Before – All opens and clicks, including Security and Privacy System activity.
- After – Only Person activity is counted, giving a more accurate engagement rate.
About the True Open Categories
| Category | Includes |
|---|---|
| Person | Opens and clicks performed by the recipient (a human). |
| Security System | Opens and link checks by security tools (spam appliances, link scanners “bots”) that protect recipients from malware, phishing, and other threats. |
| Privacy System | Proxy opens by receiving mail servers that pre-load images to mask user behavior. The most common example is Apple Mail Privacy Protection (AMPP). |
Where to Find the Filter
In the Email Performance liveboard, look for the True Open filter in the filter panel.
When opened, you can select the categories to exclude:
Customer Impact
- The filter appears on the standard Email Performance liveboard for all users.
- No change to metrics unless you apply the filter.
- Customized liveboards require you to add the filter manually.