Optimisez la gestion des bots et la conformité à Apple MPP

Optimisez la gestion des bots et la conformité à Apple MPP


Filtrage des bots : une nécessité pour des données marketing fiables

Les indicateurs de performance sont au cœur de toute stratégie marketing. Cependant, l’augmentation du trafic généré par des bots ainsi que l’adoption croissante de fonctionnalités comme la Mail Privacy Protection compromettent la fiabilité de ces données. Les taux d’engagement sont alors artificiellement gonflés, rendant l’analyse inefficace et les décisions stratégiques hasardeuses.
Dans cet article, nous vous présentons les méthodes pour identifier et exclure les bots, ainsi que les métriques les plus pertinentes à suivre.

Les bots : ces intrus qui perturbent la réalité des audiences

Les bots sont des programmes automatisés qui parcourent les emails pour effectuer des tâches variées, comme des contrôles de sécurité, l’analyse de contenu ou la surveillance concurrentielle. Cependant, ils peuvent perturber vos données marketing en générant de fausses ouvertures et de faux clics. Ces actions non humaines gonflent artificiellement vos taux d’engagement et faussent l’interprétation de vos résultats. Pour les marketeurs qui s’appuient sur ces indicateurs pour ajuster leurs campagnes, cela représente un réel défi.

Comment Zoho Marketing Automation résout le problème des bots ?

Zoho Marketing Automation a renforcé notre système de filtrage des bots pour offrir aux marketeurs une vision précise des performances réelles de leurs campagnes. Nos algorithmes permettent désormais de distinguer avec fiabilité les interactions humaines des actions automatisées.
Ce n’est pas qu’une question de données flatteuses — il s’agit de prendre les bonnes décisions basées sur des données fiables. Le filtrage des bots est désormais activé par défaut sur Zoho Marketing Automation, afin que vous puissiez bénéficier d’une analyse claire dès le premier envoi.
Connaître votre véritable taux d’engagement vous permet d’affiner vos messages, de segmenter votre audience plus efficacement et, au final, d’optimiser votre retour sur investissement (ROI).
Zoho Marketing Automation vous fournit deux types de métriques distinctes :
  • Interactions humaines : ouvertures et clics vérifiés comme provenant de véritables utilisateurs.
  • Activité des bots : données générées par des programmes automatisés pour mesurer leur impact sur vos campagnes.
Cette visibilité à double niveau vous permet d’évaluer précisément l’influence des bots et d’optimiser vos actions marketing en conséquence.

Bonnes pratiques pour optimiser le filtrage des bots

Pour tirer pleinement parti du filtrage des bots et garantir la fiabilité de vos analyses email, adoptez les bonnes pratiques suivantes :
  • vérifiez que le filtrage est bien activé pour éliminer le plus de trafic automatisé possible de vos statistiques.
  • gardez un œil sur les données liées aux bots : elles peuvent révéler des anomalies, comme une liste compromise ou une activité suspecte.
  • utilisez les données fiables pour segmenter vos campagnes, en vous concentrant sur les contacts réellement engagés.
  • intégrez le filtrage dans vos tests A/B afin de ne pas fausser vos résultats avec des clics ou ouvertures non humains.
Cependant, si ce filtrage permet de mieux isoler l’engagement réel, la Mail Privacy Protection (MPP) d’Apple introduit une autre forme de complexité en masquant les véritables ouvertures depuis Apple Mail.

Qu’est-ce que la Mail Privacy Protection (MPP) ?

La Mail Privacy Protection (MPP) d’Apple a été conçue pour renforcer la confidentialité des utilisateurs d’Apple. Elle fonctionne en préchargeant les pixels de suivi, ce qui fait apparaître chaque email comme « ouvert », même si l’utilisateur ne l’a pas consulté.
Lorsqu’un utilisateur active la MPP dans les réglages de son application Apple Mail, les serveurs d’Apple téléchargent automatiquement le contenu des emails entrants (y compris les pixels de suivi) avant même que l’utilisateur n’ouvre réellement le message. Ce téléchargement est interprété comme une ouverture par les outils de suivi des expéditeurs. Étant donné que cette action provient des serveurs d’Apple, l’expéditeur ne peut ni identifier l’adresse IP du destinataire, ni savoir si l’email a été effectivement consulté.

Quel est l’impact de la MPP d’Apple sur l’engagement email ?

La Mail Privacy Protection (MPP) peut fausser considérablement les taux d’ouverture, surtout si votre audience contient une forte proportion d’utilisateurs Apple sur iOS, iPadOS ou macOS. Cela complique fortement la mesure de l’engagement réel des destinataires.

L’approche de Zoho Marketing Automation

Zoho Marketing Automation répond à ce défi en introduisant une métrique dédiée : les « Ouvertures MPP ». Grâce à une modélisation intelligente des données, la plateforme continue de fournir des indicateurs d’engagement fiables malgré les changements imposés par Apple. Ce modèle évolue en permanence, alimenté par de nouveaux signaux et les retours des utilisateurs. 

Comment s’adapter efficacement à la conformité MPP d’Apple ?

  • Ne basez plus votre analyse uniquement sur les taux d’ouverture - Les taux d’ouverture ont perdu en fiabilité comme indicateur principal, en particulier si une part importante de votre audience utilise Apple Mail. Il est préférable de les interpréter avec prudence.
  • Concentrez-vous sur les taux de clics (CTR) - Le taux de clic est un indicateur bien plus représentatif de l’intérêt réel porté à votre contenu. Surveillez de près la proportion de destinataires qui interagissent avec vos liens.
  • Analysez les métriques post-clic - Ne vous limitez pas à l’ouverture ou au clic : suivez les conversions, les visites sur votre site web ou toute autre action significative issue de vos emails. Ces données offrent une vision plus complète de l’impact de vos campagnes.
  • Réalisez vos tests A/B à partir des clics et des conversions - Lors de vos tests (ex. : lignes d’objet, contenu, appels à l’action), privilégiez des indicateurs comme les CTR et les taux de conversion pour évaluer l’efficacité réelle de chaque variation, plutôt que les ouvertures.
Intégrez ces évolutions, adaptez votre méthode et cultivez des relations sincères avec votre audience dans cette nouvelle ère du marketing.

L'équipe Zoho France

    • Sticky Posts

    • Collaboration sans faille avec Zoho One

      Bonjour à tous, Dans cet article nous allons voir comment Zoho One permet une collaboration à différents niveaux .       La façon dont nous travaillons évolue. À mesure que les entreprises se mondialisent, la plupart des activités sont menées en équipe.

    • Recent Topics

    • Presenting ABM for Zoho CRM: Expand and retain your customers with precision

      Picture this scenario: You're a growing SaaS company ready to launch a powerful business suite, and are looking to gain traction and momentum. But as a business with a tight budget, you know acquiring new customers is slow, expensive, and often delivers

    • Why are emails sending with @viazohocrm.com ?

      I just sent out mass emails from CRM. They are sending from the email below and people cannot reply, and they are getting this message: Address not found Your message wasn't delivered to sales.XXXXXXXX.com.au@viazohocrm.com because the address couldn't

    • Duplicating and referencing datasets

      I am moving from PowerBI to Zoho Analytics and while I find Zoho easier to use in many ways, there is one function that I use in PowerBI that I have not been able to find in Zoho.   I have several data sets that I need to modify in different ways to get

    • From Zoho CRM to Paper : Design & Print Data Directly using Canvas Print View

      Hello Everyone, We are excited to announce a new addition to your Canvas in Zoho CRM - Print View. Canvas print view helps you transform your custom CRM layouts into print-ready documents, so you can bring your digital data to the physical world with

    • Zoho Inventory Now Supports VeriFactu for Businesses in Spain

      Starting from January 1, 2026, Spain requires real-time invoice reporting for all B2B transactions. From July 2026, this requirement will extend to B2C transactions as well. All reporting must be carried out through the VeriFactu to AEAT (Agencia Estatal

    • Conditional Email Forwarding

      How can I set conditional email forwarding of the users? For example: Mail should be forwarded to a address only if it comes from a particular sender. So, I want such email forwarding, which forwards mails based on particular conditions, like the incoming

    • Why am I seeing deleted records in Zoho Analytics syncing with Zoho CRM?

      I have done a data sync between Zoho CRM and Zoho Analytics, and the recycle bin is empty. Why do I see deleted leads/deals/contacts in Zoho Analytics if it doesn't exist in Zoho CRM? How can I solve this problem? Thanks

    • Enhancements to Zoho Map integration tasks

      Hello everyone, We're excited to announce enhancements to the Zoho Map integration tasks in Deluge, which will boost its performance. This post will walk you through the upcoming changes, explain why we're making them, and detail the steps you need to

    • Let’s Talk Recruit: Meet Zia, your all-in-one AI assistant (Part-3)

      Welcome back to the Let’s Talk Recruit series. In the part 2 post, we explored how Zia has evolved with smarter summaries and seamless AI-assisted content creation. This time, we’re diving into the latest upgrades that take productivity even further —

    • Announcing Early Access to "Zoho CRM for Everyone" — A new and exciting update to Zoho CRM

      Update : Zoho CRM For Everyone's Nextgen Interface gets an upgrade! Hello everyone, We’ve updated the Zoho CRM for Everyone Nextgen interface based on your feedback. The UI is now simpler with a unified sidebar, a more visible global search and features

    • Problem with signature on zoho survey

      Hello, I'm trying to export individual responses with signatures on zoho survey. But the signatures on some of my surveys are not exported as the original image, but as a generic image, same for all (screen joins). Is there a solution to have the signatures

    • Unable to verify domain for Zoho People

      I have added TXT records in my DNS (GoDaddy) [screenshot attached], but unable to verify even after 12 hours after adding. On checking the console, it shows some errors [screenshot attached]. It appears that the verification flow is broken - please provide

    • Zoho Invoice Now Supports VeriFactu for Businesses in Spain

      Starting from January 1, 2026, Spain requires real-time invoice reporting for all B2B transactions. From July 2026, this requirement will extend to B2C transactions as well. All reporting must be carried out through the VeriFactu to AEAT (Agencia Estatal

    • Zoho Billing Now Supports VeriFactu for Businesses in Spain

      Starting from January 1, 2026, Spain requires real-time invoice reporting for all B2B transactions. From July 2026, this requirement will extend to B2C transactions as well. All reporting must be carried out through the VeriFactu to AEAT (Agencia Estatal

    • Weekly Tips : Make your email content error free with Spell check in Zoho Mail

      As someone who writes multiple emails a day, we are bound to make both grammatical and spelling errors. Most of them we may not even notice, and even if we do, we may not have the time to correct each one individually when we are in a hurry. So how do

    • Introducing Enhanced Storage Management

      We’re excited to roll out two new enhancements in Zoho Recruit, Subscription Information and Storage Management — designed to give admins complete visibility into subscription details, feature limits, and storage consumption — all from one place inside

    • how to download all my files

      We are in the middle of zoho docs to zoho workdrive migration. I can not access my zoho docs page. I get redirected immediately to a zoho workdrive page. I would like to download all my files so that I have a backup in case something goes wrong with the

    • Convert Zoho Books SalesOrder - Invoice

      Converting a Zoho Books Sales Order into an Invoice Using the SalesOrder Convert API Hello Zoho Developers, Today, we are sharing a simple and effective solution to convert a Zoho Books Sales Order into a Zoho Books Invoice using the SalesOrder Convert

    • Zoho Expense - Report Templates

      Hi Expense Team, I do a recurring trip once every week which has the same cost: Per diem Milage Toll Payment It would be great if there was a feature which allowed me to clone a previously submitted report or create a template reports. This would save

    • How to add tabular data when execute Add Record API

      Hi everyone! I was send api updateRecord follow by this request url : https://people.zoho.com/people/api/forms/json/<formLinkName>/updateRecord with parameters "inputData", "tabularData", "recordId". Ex picture below And response success: But. When I

    • Tip #51- Centralized Contact Management for Better Remote Support- 'Insider Insights'

      For our final topic of November, we’re diving into one of the most helpful features in Zoho Assist, the Contacts section on Zoho Assist;s dashboard. Whether you’re managing multiple clients, tracking past sessions, or simply looking to streamline your

    • Using gift vouchers

      We would like to be able to offer a limited number of gift vouchers, of varying values, to our customers, and are looking for the best way to do this. We have looked at Coupons and Gift Certificates, but neither seem to fit the bill perfectly. Coupons:

    • Option to Customize Career Site URL Without “/jobs/Careers”

      Dear Zoho Recruit Team, I hope you are doing well. We would like to request an enhancement to the Career Site URL structure in Zoho Recruit. In the old version of the career site, our URL was simply: 👉 https://jobs.domain.com However, after moving to

    • Say Hello to Telephony in Zoho FSM

      Zoho FSM now brings complete telephony support so your team can manage inbound and outbound calls without switching tabs. Faster responses, smarter routing, and total call visibility—all in one place. Choose the telephony setup that works for you Zoho’s

    • Zoho Sign - Zoho CRM extension upgrade

      Hi everyone, We've updated Zoho Sign extension for Zoho CRM with significant internal changes. Impact on existing Zoho Sign extension users Users using the extension without customization If you are using the integration without implementing Zoho Sign's

    • Sent mail sort by date disappeared

      Hello, We used to be able to sort the emails by date in the sent folder, but this feature has recently disappeared. Can we bring it back?

    • E-Invoicing in Belgium with Zoho Inventory

      Starting January 1, 2026, Belgium is introducing mandatory electronic invoices (e-invoicing) for all B2B transactions between VAT-registered businesses. Invoices and credits notes must be exchanged in a prescribed digital format. How E-Invoicing Works

    • Employee ID is not correct in get records api V2 for leave

      Hi Team, We are facing an issue when calling the Get Records API V2. The employee.id returned in the response is not the actual employee record ID in Zoho People. As a result, our integration is forced to make an additional Get Record API call for every

    • Formatting Mailing Labels

      I want to use the "Print Mailing Labels" function on the drop down list, but I am not seeing a way to change the formatting on the mailing labels. At the moment, the information that appears on the mailing labels ARE NOT mailing addresses, but random

    • Zoho People. Updating TabularData

      I am trying to update tabular data in the record. I always have the same response. I have checked many times. Section ID is correct. May be something wrong with request structure itself. Can someone help me. Body content type: form urlencoded query params

    • Canvas View - Print

      What is the best way to accomplish a print to PDF of the canvas view? Latest update (27th November 2025): We are excited to announce that the Canvas Print View is now available! We encourage you all to try it out and share your feedback with us. Learn

    • New to automation - please help

      Hi there! We are new to automations in Zoho. We built out one automation campaign and it seems to be firing off for some people but others not. Please advise what's the best practice or if anything we should tweak. Thank you so much!

    • E-Invoicing in Belgium with Zoho Billing

      Starting January 1, 2026, Belgium is introducing mandatory electronic invoices (e-invoicing) for all B2B transactions between VAT-registered businesses. Invoices and credits notes must be exchanged in a prescribed digital format. How E-Invoicing works

    • Zia Conversation Summary: Context at a glance for every customer interaction

      Hello everyone! Every customer conversation tells a story—but in CRM, that story is rarely in one place. A sales rep moving between multiple leads has to reopen long email threads, check call remarks, and revisit meeting notes just to remember what was

    • How to update Multi File upload field

      Assume that i have a multi file upload field,how can i update the same field again?

    • How to set a fixed width of column/cells

      Is there a way to set a 'fixed' width for cells in zoho sheet?   I know how to adjust the size of the colums.... but after I past a large block of text into a cell, it expands the cell size again. (yes, I have turned off word wrap)   How can I set a fixed width so the cells don't change size each time I add data to a cell?   Thanks.

    • Cliq iOS can't see shared screen

      Hello, I had this morning a video call with a colleague. She is using Cliq Desktop MacOS and wanted to share her screen with me. I'm on iPad. I noticed, while she shared her screen, I could only see her video, but not the shared screen... Does Cliq iOS is able to display shared screen, or is it somewhere else to be found ? Regards

    • Workdrive Oauth2 Token Isn't Refreshing

      I have set up oauth for a bunch of zoho apis and have never had a problem with oauth. With workdrive i am using the exact same template i usually use for the other zoho apps and it is not working. All requests will work for the first hour then stops so

    • Adding Reports to Portals

      Is there a way to add Reports to portals so only the user can see report templates relevant to them?

    • Single Portal for Multiple Apps

      Hello, I'm just getting started with Zoho and I'm very overwhelmed. I am currently using the free trial of Zoho One, but if I can figure it out, I intend to upgrade to the paid version. Zoho One, of course, gives me  access to an entire suite of services/applications. One of the things I'd like to do is have a single place for clients (customers?) to log in and view current projects, invoices, contact information, etc. A single login for my clients. A single portal. I've come across documentation

    • Next Page