With Apple’s introduction of Mail Privacy Protection (MPP) in iOS 15, the way email activity is tracked has changed—especially when it comes to open rates. If you're using PredictaMail, it’s important to understand how these changes might affect how you attribute email performance and conversions.

MPP is a feature that automatically loads email images in the background—even if the recipient never opens the email themselves. This includes tracking pixels, which means an "open" might get recorded even if the person didn’t actually engage with your message.

Because emails are preloaded, open activity from Apple Mail users may not reflect real engagement. These false opens can distort your campaign results.

Expect inflated open rates, especially from users on Apple devices. It becomes harder to tell who’s genuinely interested in your emails and who’s not.

If you rely on open data to connect emails to purchases or site visits, your attribution model might give credit where it isn’t due—resulting in inaccurate performance insights.

PredictaMail is designed with flexible tools that help you stay in control of your reporting—even in the face of privacy changes.

You can choose to ignore opens that appear to be generated by Apple’s MPP, giving you a cleaner view of actual user engagement.

Use click-based or conversion-based attribution instead of open-based. You can also tweak lookback windows and decide whether to prioritize last-click or last-engaged email attribution.

Our reports let you view trends by device or email client and assess the impact of MPP on your campaigns—so you can make better-informed decisions.

PredictaMail is built to help you navigate these shifts with confidence. By adjusting your attribution settings and focusing on high-quality engagement metrics, you can continue to track performance accurately—even in a privacy-first world.

Need help updating your attribution setup? Reach out to our team at support@predictamail.ai or check out the Attribution Settings Guide.