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Impacts of Apple Mail Privacy Protection changes on Oracle Eloqua
Apple is expected to release a new Apple Mail Privacy Protection policy in mid-September. This change will affect various email marketing activities.
In an effort to mitigate the impacts of this upcoming change for Oracle Eloqua customers, Oracle has provided solutions to the potential impacts within the attached document. Additional details about Apple Mail Privacy Protection are discussed in this blog.
Additional Resources:
Comments
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Very cool! ?
Is there an estimated timeframe for the release of this new feature to Insight that will allow us to filter out auto-opens?
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Thanks for this! When will the Eloqua feature changes mentioned in the PDF be live in Eloqua?
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Will the MPP have any effect on our ability to track an Apple contact’s web activity? Will page tagging or the cookie process be affected?
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To answer all these questions, we are rolling out different features as of now with the goal of more coming in the 22A release. Our first focus has been on scaling the product to handle the flood of email opens that could come in and making sure the data done in testing matches with the data coming in real-time. Gratefully we are seeing positive results with our stability and data analysis.
The Apple MPP doesn't specifically effect the ability to track the web activity unless that user is on Safari. Apple already made updates related to that and 3rd party cookies. We highly encourage all customers to enable 1st party cookie tracking on your site as Apple, Mozilla, and Google have all announced end of life to 3rd party cookies.
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Thanks @Thamina Christensen-Oracle , I've a customer asking about areas in Eloqua where Opens are used as data points - Filters, Campaign Decision Steps, AB testing, Lead Scoring etc. Can you let us know how auto-opens will be handled there?
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@James Teng-Oracle Our initial approach is to filter out Auto-opens as this will be junk data. We are also adding in other logic to convert auto-opens to a real open if a legitimate action is taken.
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Hi @Thamina Christensen-Oracle I have a client asking about when the auto-opens will be rolled out as we have not been seeing them just let impact clients. Additionally, do we have example of how this would look inside the dashboard?
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@User_8P0RS We will be rolling this out visually with our 22A release and will highlight what that would look like then.
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@Thamina Christensen-Oracle , can you please clarify what, if any, changes are live now in Eloqua?
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@kpindle We have launched additional features related to stability and to the influx of email opens that could come with an email sending. We are launching the auto-open feature in 22A.
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That helps. Thanks Thamina!
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Thanks @Thamina Christensen-Oracle . May I know if the new feature only allows filter on false opens after its launch date or will it cover historical data too?
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@Feng Zhu It covers the data that we can identify as an auto-open. We will categorize historical data where possible.
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@Thamina Christensen-Oracle Some of those Apple auto opens would end up legitimate opens, correct?
Since Apple mail auto opens up 100% of all emails sent before the intended recipient even receives it, then some of those Apple auto opens will be good opens.
Is Eloqua filtering out those Apple auto opens that are good opens, or is Eloqua just filtering out all Apple auto opens?
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I have the same question. Some of our auto opens seem to be extremely high.
Auto opens not available for historical data happened before the 22A release. Will there be any update in the near future?
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If we determine an auto-open was legitimate either through a click or through updated user agents, then we convert to an actual open. We will not be able to process historical data. This will be net new moving forward.
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@Thamina Christensen-Oracle I have a customer question regarding the new auto opens feature. I believe the answer is excluded on all forward looking filters but could be included for historical filters. For example, would a filter looking at anyone that has opened an email in the last year still include auto opens?
Now we have the new auto-opens and auto-clicks metric in reports, could you please confirm whether these are included or excluded from filters in the following contexts:
- Campaign Canvas Opened? and Clicked? Steps
- Shared filters / Segments
- Standard Dashboards
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@Thamina Christensen-Oracle : One of my client is asking : How many good opens salvaged from the autoopens?
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@Thamina Christensen-Oracle I was wondering a couple of things regarding the updates.
- Is the Auto Opens tracking pixel appended to all email assets in eloqua? Or only newly created ones? We are wondering if we need to submit a request to have it added to existing emails across our evergreen automations.
- Is the tracking pixel shown in the HTML source editor of eloqua emails? Or is it added once deployed?
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@User_17UAT I highly recommend you watch our 22A briefing where we walk through the auto opens. There is no auto open tracking pixel. We are using the user agent string that comes with all email opens and translating that to understand if it is an auto open or not.
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Is Eloqua also managing Google Mail prefetching images in emails before the email makes it to the recipient's inbox? If not, is there an ETA on this?
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Does Eloqua's Email Open by Device dashboard exclude Auto Opens?
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@kpindle - yes they are, auto opens are removed from all open metrics and associated metrics/reports
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Excellent. Thank you, Otilia!
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- Just to clarify are all auto opens being filtered out from all open rate KPIs e.g. unique opens , unique open rate % and click to open rate %, automatically as I had thought this was not the case however this may have changed recently?
- Are auto opens taken into account on filters on the canvas e.g. will not show as an open?
- Does Oracle have specific stats for at least Oracle clients as to what the latest results are showing for auto opens as I've read recent blog stating about an estimation of half of all opens could be affected?
- Are other ESPs also following suite?
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Hey @User_9XW86
I've added my comments below, let me know if you have any other questions:
- Just to clarify are all auto opens being filtered out from all open rate KPIs e.g. unique opens , unique open rate % and click to open rate %, automatically as I had thought this was not the case however this may have changed recently?
Auto opens will be removed from open rates or any associated open metrics starting with the arrival of 22A (Feb 2022). We have a dedicated post on Auto Opens, linking it here incase it's helpful: https://community.oracle.com/topliners/discussion/4477759/new-insight-obiee-metric-auto-open#latest
2. Are auto opens taken into account on filters on the canvas e.g. will not show as an open?
Auto Opens are filtered out from campaign steps, segments, or associated open activities in Eloqua and reporting.
3. Does Oracle have specific stats for at least Oracle clients as to what the latest results are showing for auto opens as I've read recent blog stating about an estimation of half of all opens could be affected?
We are working on this, stay tuned!
4. Are other ESPs also following suite?
We are seeing a growing trend of email client providers introducing new features and privacy restrictions that make classifying Open behavior more limiting across marketing automation. Oracle is continuously evaluating and monitoring the impact of privacy and tracking changes in the industry; and we will continue to adapt to mitigate impact to our customers.
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Hello
We put together a blog post to answer these questions and more like them for our Eloqua customers. You may find it helpful.
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Thanks for sharing that blog post, @derek.bell.
I wonder if the caption in the campaign canvas example is correct. It reads:
In this example, 57 segment members will enter the campaign, be sent email 001 and then hit the “Opened Email?” (FIGURE A) canvas element step. An evaluation period has been set for 1 week. Only real opens will progress to the “Clicked Email?” (FIGURE B) canvas element step. At the end of the 1 week evaluation period, all auto-opens will progress to the 4-day WAIT element.
Should the last sentence instead read "At the end of the 1 week evaluation period, all remaining segment members will progress to the 4-day WAIT element."? Based on what I can see, it look like everyone who didn't open the email is sent to the 4 Days Wait step, not just auto opens.
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You're welcome @User_NVFDK good call. I've amended the copy to read as follows?
"In this example, 57 segment members will enter the campaign, be sent email 001 and then hit the "Opened Email?" (FIGURE A) canvas element step. An evaluation period has been set for 1 week. Only real opens will progress directly to the "Clicked Email?" (FIGURE B) canvas element step. At the end of the 1 week evaluation period, auto-opens and non-opens will progress to the 4-day WAIT element."
My focus was on Opens, auto & real - but you're right there are other campaign members i.e. non-opens I needed to include.
