Updated and new filtered metrics

April 24, 2025

To ensure that the metrics you track for email and SMS represent actions by human users, not bots or proxies, this release includes:

• An updated Total Email Opens (filtered) metric
• New filtered metrics for email and SMS clicks, including Total Emails Clicked (filtered), Unique Email Clicks (filtered), Total SMS Clicks (filtered), Unique SMS Clicks (filtered)

These metrics filter out actions that were performed by new user agents we’ve identified that are performing prefetches and proxied activities. For information, see Metrics Definitions.

As part of this update, we’ve also added the isBot data field to filtered email and SMS open and click events. This new data field contains a boolean value set to true when the user agent meets criteria for prefetch or proxy activity. You can use this field in segmentation to generate lists that filter out users who are likely associated with non-human, bot opens. For example:

NOTES

• In campaigns that are running at the time of this update, the Total Email Opens (filtered) metric will include a mix of opens for the non-human interactions that we previously filtered, and those that we’ve added with this release. The opens counted before this update are not retroactively filtered for the new user agents we’ve identified.

• If you’re using Total Email Opens (filtered) in your reporting, be sure to flag this update as a reason for a decrease in the number of opens reported. If the change gets some attention, you can let others know that the newly reported numbers more accurately reflect “real” user interactions, and will level out with time.

• We’ll continue to support our existing proxySource field, which can be used with the isBot field for advanced use cases.