Understand bot filtering in marketing email analytics

When bot filtering is turned on, HubSpot excludes suspected bot activity from your marketing email performance data. This helps provide a more reliable view of human interaction with your messages so you can better measure the success of your campaigns.

Bot activity is identified by analyzing identifying information (e.g. IP addresses present on referrer blocklists) and behavioral patterns (e.g. how quickly interactions are taking place). 

For marketing emails, bot activity includes privacy filters such as Apple's Mail Privacy Protection and corporate screeners such as Mimecast. Filtering bot activity will usually show lower overall performance metrics than other platforms that include bot activity.

Review bot filtering status

After you've sent a marketing email and your recipients engage with your content, you can see whether bot filtering was turned on for that send:

1. In your HubSpot account, navigate to Marketing > SMS.
2. Click the name of a sent email.
3. To the right of the Performance and Recipients tabs, review whether bot filtering is turned on or off. 

Turn off bot filtering

By default, bot filtering is turned on for marketing emails. You can turn off bot filtering in tracking code settings. 

1. In your HubSpot account, click the settings icon in the top navigation bar.
2. In the left sidebar menu, navigate to Tracking & Analytics > Tracking Code. 
3. Click the Advanced Tracking tab. 
4. Toggle the Email Bot filtering switch off.
5. In the bottom left, click Save.