Frequently Asked Questions about Cheetah Messaging Apple MPP Updates
Cheetah Digital is rolling out changes to provide visibility of (and the ability to ignore) false opens caused by pre-caching by Apple MPP.
How Does Apple MPP Work?
Apple accomplishes the recipient privacy protections by doing the following things related to email content retrieval using the Apple Mail app.
|Apple MPP Behavior||Description / Impact|
|1||Email message content is requested without sharing the device’s IP address.||
This “hides” the recipient’s true IP address and location.
Apple requests the content through a shared IP address, and the derived location is of the shared IP address rather than the recipient’s.
|2||Provides a generic user-agent string value when requesting email message content.||Prevents senders from knowing the type of device and app used to read the email.|
Apple Mail may retrieve email message content any time after the message is delivered to the device.
Senders are unable to discern if a recipient read and opened the email or if the message was “opened” automatically by the Apple Mail app. Senders are also unable to know if the open time is correct.
Per Apple’s WWDC 2021 Privacy Pillars developer video, the content retrieval may occur, “regardless if the user read [the email] or not.” As a result, “the time of mail viewing will no longer be correct.”
Can we see opens for recipients whose email account is being pre-cached by Apple?
We know the recipient has opened the email if they click on a link or if they open the email message in a client outside of the Apple Mail app. The recipient then becomes a “Real Reader” in reporting.
Does this only affect Apple email?
No, it affects any email account that the recipient has connected to their Apple Mail app, including Gmail, Yahoo, etc.
Why am I not seeing as many iPhone opens or very few iOS15 opens in the Access report or in filters?
When a message is opened by Apple MPP it is opened by a proxy-server, not by an Apple iPhone.
What is Cheetah Digital changing in response to Apple MPP?
We are updating all reports that show opens, geolocation, and device information, and improving exports, filters, and A/B winner criteria.
How can I project what my real open rate is?
We can’t see what the open rate is for the messages opened by the Apple MPP servers unless your recipient clicks on a link or opens the email outside of the Apple Mail app. They then become a Real Reader. However, we can project a possible open rate based on what we do know.
On the Comparisons report, the “Total Readers” is the total number of non-bounced messages that were opened. That is the maximum number of possible opens you may have received if every recipient whose message was pre-cached by Apple actually did open the email. This is unlikely.
The “Real Readers” is the minimum number of recipients that have opened your message.
“Real readers as % of Not Pre-Cached” is an adjusted open rate that attempts to project the true open rate. Your actual open rate may be slightly lower. A factor to consider is if the recipients with Apple MPP may or may not respond differently to your subject line, etc. than recipients that use Android or generally do not use Apple products. If this is a factor that can change the likelihood of an open in your campaign, then the adjusted open rate (Real readers as % of Not Pre-Cached) will be less helpful.
Does this only affect iOS15?
Apple MPP is not currently supported on iOS14. It is supported on iOS 15, iPadOS 15, macOS Monterey, and watchOS 8.
Why isn't "Real Reader" data using IP addresses for identification available retroactively?
Changes have been made to which IP servers are leveraged for pre-caching since the initial release of Apple MPP. and no there is no reference material available to determine which IP addresses were used when. While we actively monitor these IP addresses and make adjustments to ensure Open data remains accurate, the same references to IP addresses cannot be applied retroactively. We update IP addresses twice a week and use that mapping for the opens recorded during that period. We will however be adding the retroactive data starting in August 2022, using not IP data but the user agent provided by Apple MPP. As this user agent is generic, it is a less accurate but still a helpful indicator of Apple MPP.
What is the planned timeline for the updates?*
April – The Campaign Overview report was updated to identify pre-cached false opens from Apple MPP on April 22 in North America and EMEA, and April 27 for Japan. False opens began to be flagged at that time. Opens from prior to this release are not currently flagged for false opens.
May – The Campaign Overview export was updated to identify pre-cached opens from Apple MPP.
June – The Access report, the Reach report, the Comparisons Report, and the Timeline report will be updated. Marketing Intelligence reports are also being updated on a customer by customer timeline in June and July.
July – The Geolocation Opens and Geolocation Table reports will be updated.
August – Activity Exports, Filters, Triggers, and AB winners will be updated. We will also begin reporting pre-cached opens from Apple MPP for earlier dates. Apple MPP will be identified using separate methods as described below::
- Current and going forward - From the date of your regional April Apple MPP reporting release (April 22 or if Japan, April 27) date going forward - we use the more precise method of identifying Apple MPP through checking the IP address of each open against nearly 4,000 Apple server IP addresses, which we refresh the server IP database of twice a week.
- From the release of iOS15 to the April release – For opens occurring in August 2021 up to your regional April Apple MPP reporting release, we will identify historic Apple MPP pre-cache opens by user-agent.**
CES updates will be coming soon on a different timeline.
How will reports change?
In April, the "Reach" and "Goal Reads" sections of the Campaign Overview report changed as shown below:
Upcoming June changes to the Access report – messages opened by a proxy-server will be shown as opened by a proxy server:
Upcoming June changes to the Comparisons report – you will be able to exclude pre-cached opens:
Upcoming June changes to the Timeline report – you will be able to choose total opens, pre-cached opens, or real opens:
Upcoming June changes to the Reach report – will show pre-cached and real opens:
* Planned rollout schedule that can change.
** The use of user-agent to identify Apple MPP opens is common in the industry, but is less precise than using IP address, and will mischaracterize some true opens as pre-cached.