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Analyze the adjusted open rate of your emails

Last updated: January 29, 2024

Available with any of the following subscriptions, except where noted:

All products and plans

As a result of Apple's iOS 15 privacy changes, traditional open rates for your emails may not reflect how many of your recipients actually opened your marketing email.

To gain a better estimate of the percentage of email opens that were reliably opened by one of your recipients, you can analyze each email's adjusted open rate. The adjusted open rate cannot be used as a filter in lists

This feature is only available in portals where bot filtering has been turned on. 

How adjusted open rate works

HubSpot calculates an adjusted open rate for an email based on the following formula:

Adjusted open rate = Unique reliable opens / (Unique delivered - Unique unreliable opens)

  • Reliable opens: the number of times your email was opened by a recipient on a non-Apple device.
  • Unreliable opens: the number of times that HubSpot suspects that your email was opened by a recipient with mail privacy protection set to on (e.g. Apple device). This could be attributed to the actual recipient opening your email, or a bot. 
  • Unique delivered: the total number of unique deliveries of your email.

Please note: as it is not possible to accurately attribute unreliable opens to a bot or an actual recipient, the Adjusted open rate is an estimation. 

Review the adjusted open rate for a sent email

To analyze the adjusted open rate for one of your emails:

  • In your HubSpot account, navigate to Marketing > Marketing Email.
  • Click the name of an email you've sent.
  • On the Performance tab, in the Open rate section, click Calculate adjusted open rate.
  • In the right panel, review the adjusted open rate, along with the unique and total adjusted opens for your email.


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