How does HubSpot calculate open metrics by device type for Gmail?

Last updated: December 14, 2016

We understand it's important for marketers to know if recipients are opening their emails on a Desktop or Mobile devices. Since we do not know the device type for emails opened in Gmail, we estimate the device breakdown based on the Desktop to Mobile ratio of your email on other email clients.

Example: In the case below 40% of opens are Desktop and 20% are Mobile giving a Desktop to Mobile ratio of 2:1.

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We will use this ratio to estimate the device split for the 40% opens on Gmail (e.g. 40% / 2:1 = 26.7% : 13.3%). We then add these Gmail estimates to your Desktop and Mobile opens as detailed below:

  • Desktop: 66.7% (40% + Gmail Estimate 26.7%)
  • Mobile: 33.3% (20% + Gmail Estimate 13.3%)

Making your overall Opens by Device Type look like this:

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