Summary
Gmail's accuracy in tracking email opens is compromised by several factors. While Gmail does attempt to track opens, recipients can disable image loading, preventing tracking pixels from registering. Gmail also caches images, which means multiple opens may not be recorded. Email clipping can prevent the tracking pixel from loading if it's placed at the bottom of the email and the full version isn't viewed. Apple's Mail Privacy Protection (MPP) pre-loads images, leading to inflated open rates, regardless of user interaction. Additionally, Gmail and GSuite accounts sometimes register opens immediately after message delivery without actual user engagement. Other email clients often block images by default for security reasons, and user email client settings regarding image display significantly affect tracking. The use of preview panes and automated image loading by some email clients further skew the data. Testing emails is crucial to ensure tracking pixels function properly.
Key findings
- Image Blocking: Recipients disabling image loading prevents accurate open tracking.
- Gmail Caching: Gmail's image caching may lead to only the first open being recorded.
- Email Clipping: Tracking pixels in clipped emails may not load, impacting open tracking.
- Apple MPP Impact: MPP inflates open rates by pre-loading images, affecting accuracy.
- Automated Opens: Gmail and GSuite sometimes register opens immediately post-delivery, skewing the data.
- Client Settings: User email client settings regarding image display impact tracking.
Key considerations
- Limited Metric Value: Open rates may not accurately reflect actual user engagement, especially with MPP and image blocking.
- Test Emails: Test emails to ensure tracking pixels are functioning correctly across various clients.
- Pixel Placement: Consider placing tracking pixels strategically to avoid clipping.
- Alternate Metrics: Rely more on alternative metrics, such as click-through rates and conversions, for more reliable engagement data.
- Segment and Analyze: Segment your email data to understand the impact of MPP, image blocking, and other factors on your open rates.
What email marketers say
7 marketer opinions
Multiple factors influence the accuracy of Gmail's email open tracking. These include: Gmail and GSuite sometimes registering opens immediately after delivery without actual user interaction, image blocking by email clients, the use of preview panes, and Apple's Mail Privacy Protection inflating open rates due to automatic image pre-loading. Gmail's image caching can also lead to only the first open being recorded. User email client settings, particularly image display preferences, significantly affect tracking. Testing emails is crucial to ensure proper pixel tracking.
Key opinions
- Inflated Opens: Gmail and GSuite may report opens immediately post-delivery, without actual user engagement.
- Image Blocking: Email clients blocking images prevents tracking pixel loading, skewing open rates.
- Apple MPP Impact: Apple's Mail Privacy Protection inflates open rates by pre-loading images.
- Gmail Caching: Gmail's image caching may record only the initial open, missing subsequent views.
- User Settings: User's email client settings regarding image display impact open tracking.
Key considerations
- Test Emails: Test emails to ensure tracking pixels are functioning correctly.
- Limited Accuracy: Open rates may not accurately reflect actual user engagement due to external factors.
- Adjust Expectations: Understand that reported open rates may be higher than true engagement, especially with Apple Mail users.
- Consider Alternatives: Explore alternative metrics like click-through rates and conversions to gauge engagement.
Marketer view
Email marketer from Sendinblue responds that Apple's Mail Privacy Protection (MPP) significantly impacts open rates. MPP pre-loads all images, inflating open rates even if the recipient doesn't actually open the email.
16 Nov 2021 - Sendinblue
Marketer view
Email marketer from Quora explains that a user's email client settings greatly affect open tracking. If images are disabled by default, the tracking pixel won't load, and the open won't be recorded.
25 Feb 2023 - Quora
What the experts say
4 expert opinions
While Gmail attempts to track email opens, accuracy is affected by several factors. Recipients can disable image loading, preventing tracking pixels from registering opens. Gmail caches images, potentially only recording the first open. Email clipping can prevent pixel loading if it's at the bottom and the full version isn't viewed. Furthermore, Apple's Mail Privacy Protection pre-loads images, inflating open rates regardless of actual user interaction, and other clients block images by default.
Key opinions
- Image Blocking: Recipients disabling image loading prevents open tracking.
- Gmail Caching: Gmail may only record the first open due to image caching.
- Email Clipping: Tracking pixels in clipped emails may not load.
- Apple MPP: Apple's Mail Privacy Protection inflates open rates with pre-loaded images.
Key considerations
- Limited Accuracy: Gmail open tracking is not fully accurate due to user settings and privacy measures.
- Pixel Placement: Ensure tracking pixels are placed in a way to avoid being clipped.
- Alternate Metrics: Consider using other metrics, like click-through rates, to gauge engagement.
- Segment and Analyze: Segment data to understand the impact of MPP and other factors on open rates.
Expert view
Expert from Word to the Wise explains that Apple's Mail Privacy Protection (MPP) has significantly altered open rate tracking, as it pre-loads images, leading to inflated open rates regardless of user interaction.
18 Aug 2023 - Word to the Wise
Expert view
Expert from Email Geeks explains that Gmail does track opens completely, but senders can’t track every open on any platform because recipients can always disable image loading. Gmail also caches images, so you may never see multiple opens.
16 Feb 2022 - Email Geeks
What the documentation says
4 technical articles
Email open tracking accuracy in Gmail (and other email clients) is significantly impacted by various factors. Apple's Mail Privacy Protection (MPP) pre-loads images, leading to inflated open rates. Image blocking, often due to security concerns or user preferences, prevents tracking pixels from loading. Preview panes and automated image loading further skew open rate data, making it an unreliable indicator of true user engagement.
Key findings
- Apple MPP Impact: MPP pre-loads images, inflating open rates for Apple Mail users.
- Image Blocking: Image blocking by email clients prevents accurate open tracking.
- Inaccurate Open Rates: Open rates are skewed by automated image loading and preview panes.
Key considerations
- Limited Metric Value: Relying solely on open rates for measuring engagement is no longer reliable.
- Alternate Metrics: Focus on alternative metrics like click-through rates and conversions to gauge engagement.
- Segmented Analysis: Segment email data to understand the impact of MPP and image blocking on different user groups.
Technical article
Documentation from Litmus explains that Apple's MPP impacts open rates by pre-loading images, leading to inaccurate open tracking. This affects anyone sending emails to users on Apple Mail, regardless of the ESP.
4 Jul 2021 - Litmus
Technical article
Documentation from SparkPost details that open rates can be skewed by various factors including image blocking, preview panes, and automated image loading by certain email clients. This means the reported open rate might not reflect true user engagement.
24 Jan 2024 - SparkPost
Do ISPs re-fetch email tracking images, and what causes delayed email opens?
Do tracking pixels directly cause emails to be marked as spam?
How accurate are seed lists for email deliverability testing?
How accurate is email client market share data when Apple Mail intentionally opens messages?
How accurate is SNDS and Google Postmaster Tools reputation data?
How do Apple Mail user settings impact email deliverability and spam filtering?
How does Apple Mail Privacy Protection (MPP) affect the tracking of email opens and clicks, and how are machine opens categorized?
