If your statistics look wrong or incomplete, it is usually a measurement issue, not a bug. Here are the main causes and fixes.
Pro tip: lean on click rate over open rate to gauge performance — it is far more reliable.
1. Apple Mail Privacy Protection
Since iOS 15, Apple pre-loads every email in Mail Privacy. Result: every Apple user is counted as an opener, even if they never read it.
2. Blocked images
The open-tracking pixel is an image. When the recipient blocks images (Outlook by default), the open is not counted.
3. Bots and antispam scanners
Antispam filters scan your emails, generating "fake opens" and "fake clicks" that skew the numbers the other way.
4. Refresh delay
Stats refresh in near real time but can take up to 48 hours to reach their final value.
Truly reliable indicators
| Indicator | Reliability |
|---|---|
| Click rate | ⭐⭐⭐⭐⭐ Excellent |
| Conversion rate | ⭐⭐⭐⭐⭐ Excellent |
| Bounce rate | ⭐⭐⭐⭐⭐ Excellent |
| Unsubscribe rate | ⭐⭐⭐⭐ Very good |
| Open rate | ⭐⭐ Take with a grain of salt |
More on the campaign statistics page.
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