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
Access your files securely from anywhere
New to Zoho Recruit?
Zoho Developer Community
New to Zoho LandingPage?
Zoho LandingPage Resources
New to Zoho Survey?
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Bigin?
Topic Participants
Kinjal Lodaya
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.
New to Zoho TeamInbox?
Zoho TeamInbox Resources
Zoho CRM Plus Resources
Zoho Books Resources
Zoho Subscriptions Resources
Zoho Projects Resources
Zoho Sprints Resources
Qntrl Resources
Zoho Creator Resources
Zoho CRM Resources
Design. Discuss. Deliver.
Zoho Show Resources
Get Started. Write Away!
Writer is a powerful online word processor, designed for collaborative work.
Zoho CRM コンテンツ
-
オンラインヘルプ
-
Webセミナー
-
機能活用動画
-
よくある質問
-
Ebook
-
-
Zoho Campaigns
- Zoho サービスのWebセミナー
その他のサービス コンテンツ
Nederlandse Hulpbronnen
ご検討中の方
Recent Topics
Seriously - Create multiple contacts for leads, (With Company as lead) Zoho CRM
In Zoho CRM, considering a comapny as a lead, you need us to allow addition of more than one contact. Currently the Lead Section is missing "Add contact" feature which is available in "Accounts". When you know that a particular lead can have multipleRelated Module in Sharing Rules
Zoho CRM team recently added the feature to filter records by Related Records It will be really beneficial if we can have this feature for Sharing Rules as wellAssignment Thresholds Resetting After Lead Conversion
Hello everyone, We're facing an issue with Zoho CRM's lead assignment thresholds that makes them unsuitable for our workflow. I'm hoping to find a potential workaround or solution from the community. Here’s our current process: A new lead is created automaticallyVendor Signatures Needed for Purchase Orders
Hello everyone, We have a unique requirement that necessitates that Vendors & Suppliers formally acknowledge our Purchase Orders upon receipt. I was hoping that there would be an option to do so in Zoho Books, but that does not appear to be the case.Zoho CRM Analytics - Allow To Reorder Dashboards
I would like to suggest that you add the ability to reorder dashboards in the Analytics Module. I can see that this has been requested some time ago, the latest 9 years ago. I am not sure if this is a big or small endeavor, but such a small fix can goTerritory view for custom modules?
I have recently activated territories however I can't seem to find how to use territories for custom modules? These modules have territories: Contacts / Accounts / Opportunities These modules don't have territories: Buildings (custom module) andZoho Books - How to Invoke a Custom Function in Schedulers
We have multiple schedulers that send emails to customers in batches. Currently, we are maintaining the same code across several schedulers. Is it possible to use a custom function inside a scheduler script? If yes, how can we invoke the custom functionApproval Process Comments
Is it possible to view the comments entered during the approval or rejection of a record in the approval process? If not, is there a way to require a field to be completed upon approval or rejection?Login for test case
Had a few questions regarding authentication test cases and couldn't find an answer in the the docs. 1. If an app like Zoho Creator requires authentication before providing access, do I need to create a login function and add it to each test case? 2.Zoho / Outlook Calendar sync
The current Marketplace -> Microsoft -> Meetings integration needs 2 changes. 1. The current language for the Two-Way sync option should be changed. It currently states, "Sync both your Zoho CRM Calendar and Office 365 Calendar meetings with each other."Please make it easier to Pause syncing
right now it takes 3 clicks to get there. sounds silly, but can you make it just 2 clicks to get it done instead? thats how dropbox does it, 2 clicks to pause instead of 3.Customer members area
Does FSM support a customer members area? If not what do you propose we use if we want the data used in FSM for customers to give them an area / login to see past orders, create new orders and general announcements.Zoho Books-Accounting on the Go Series!
Dear users, Continuing in the spirit of our 'Function Fridays' series, where we've been sharing custom function scripts to automate your back office operations, we're thrilled to introduce our latest initiative – the 'Zoho Books-Accounting on the Go Series'.Desktop app doesn't support notecards created on Android
Hi, Does anybody have same problem? Some of last notecards created on Android app (v. 6.6) doesn't show in desktop app (v. 3.5.5). I see these note cards but whith they appear with exclamation mark in yellow triangle (see screenshot) and when I try toNotes created in mobile can no longer be accessed in desktop
Working with a 2013 Mac running OS 10.14.6; Desktop Notebook version 4.5.3. Using Motorola Moto G Power 5G - 2024; Android app version 6.7 I have been using Notebook for some years. Starting several weeks ago, the notes newly created ion the phone canFunction #49: Manage varying installment payments using Zoho Books
. Hello everyone, and welcome back to our series! Last week, we discussed automating the collection of fixed installment payments in Zoho Books. But what if your payment structure involves charging varying percentages of the invoice total as installments?Open Sans Font in Zoho Books is not Open Sans.
Font choice in customising PDF Templates is very limited, we cannot upload custom fonts, and to make things worse, the font names are not accurate. I selected Open Sans, and thought the system was bugging, but no, Open Sans is not Open Sans. The realZoho Writer - Option to Export as .zdoc format
I've noticed that it's not possible to export a Zoho Writer Document in the .zdoc format. Isn't zdoc, Zoho Writer's own format? My use case is that I sometimes need to create quite complex documents with floating elements, which sometimes need to becomeIs it possible for contacts to "Re-enter" a workflow in Zoho Campaign?
We are currently working on a way to automatically add users to from one list to other lists based on specific criteria, but can't seem to find a native way of doing this so we are trying to use Workflows to do this. So, for example, if a user's status is set to "Active," then they should be added to the list "Active Users." If the same user's status is then set to "Paused," they should be added to the list "Paused Users" and removed from the list "Active Users." This works fine for the first goBulk upload images and specifications to products
Hi, Many users have asked this over the years and I am also asking the same. Is there any way in which we can bulk upload product (variant) images and product specifications. The current way to upload/select image for every variant is too cumbersome.Out of Office for Just One of My Alias Email
Can I set up the Out of Office Reply for Just One of my Alias Email Addresses?Can I map multiple Surveys into the CRM using the same fields?
Hello, We are a healthcare practice that offers two distinct services (Nutrition and Primary Care). We use Zoho Survey for our lead generation form (Get Started Survey), which allows people to express interest in one of the two services and even allowsDealing with API responses where integers have more than 16 digits
Hi there How do I deal with an api response contaning an int or float with more than 16 digits (before any decimal places for a float). I constantly receive the response "Unable to cast the 'BigInteger' value into a 'BIGINT' value because the input isElevate your CX delivery using CommandCenter 2.0: Simplified builder; seamless orchestration
Most businesses want to create memorable customer experiences—but they often find it hard to keep them smooth, especially as they grow. To achieve a state of flow across their processes, teams often stitch together a series of automations using WorkflowTo Zoho customers and partners: how do you use Linked Workspaces?
Hello, I'm exploring how we can set up and use Linked Workspaces and would like to hear from customers and partners about your use cases and experience with them. I have a Zoho ticket open, because my workspace creation fails. In the meantime, how is[Webinar] Automate sales and presales workflows with Writer
Sales involves sharing a wide range of documents with customers across the presales, sales, and post-sales stages: NDAs, quotes, invoices, sales orders, and delivery paperwork. Generating and managing these documents manually slows down the overall salesCan't change form's original name in URL
Hi all, I have been duplicating + editing forms for jobs regarding the same department to maintain formatting + styling. The issue I've not run into is because I've duplicated it from an existing form, the URL doesn't seem to want to update with the newNeed Inactive accounts to be visible in Reports in Zoho Books
I N=need Inactive accounts to be visible in Reports in Zoho Books to do recons of the accounts but when i see the same they are not visible in the Accountant - Account Transactions reportunblock e-mail
please unblock my e-mails info@meatnews.gr and myrtokaterini@meatnews.grAdd Zoho Mail for users who do not need Zoho One
We have licenses for ZOho One for teams that need to use the suite of products that Zoho One offers. We have 8 more people who only need email access and we would like to add just a Zoho Mail. They do not need the Zoho One license. We are currentlyZoho Projects - Q2 Updates | 2025
Hello Users, With this year's second quarter behind us, Zoho Projects is marching towards expanding its usability with a user-centered, more collaborative, customizable, and automated attribute. But before we chart out plans for what’s next, it’s worthZML vs HTML Snippet - which is better?
Are there certain use cases where one is better than the other?Auto CheckOut Based On Shift.
This Deluge script runs on a scheduled basis to automatically set the 'Actual_Check_Out' time for employees who haven't manually checked out. If the current time is past their scheduled 'Shift_End_Time', the script updates the check-out time to matchHow to remove some users in zoho accounts
How to remove some users in Zoho accounts.Customizing Form Questions per Recipient Group in Zoho Campaigns/Forms
Hello everyone, I would like to ask if it’s possible in Zoho Campaigns or Zoho Forms to send out a campaign where the form questions can be customized based on the group of recipients. Use case example: I have prepared 20 questionnaire questions. ForInfinite loop of account verification
Hi I can't do anything on my zoho account. I always get this message Hi Sheriffo Ceesay As a security measure, you need to link your phone number with this account and verify it to proceed further. When ever I supply the details, it displays that the number is associated with another account. I don't have any other account on zoho so this is really annoying.Load PO_Date field (Purchase Order) with current date in Deluge
Hi, I'm not a full time developer, just helping to customize our CRM, in the small company I work for. There must be something wrong with me, because I can't do something so simple as complete a field with the current date in a function using Deluge.Zoho CRM in Microsoft Power Automate Custom Connector
Hi everyone, I’m building a Power Automate flow that integrates Microsoft Bookings with Zoho CRM. The goal is to automatically create a meeting (event) in Zoho CRM whenever a new appointment is booked via Microsoft Bookings. To achieve this, I createdSpell check sucks
Come on guys, it's 2024 and your spell check is completely retarded. You gotta fix it.How to include total km for multiple trips in expense report.
Whenever I create a mileage report it only shows the total dollar amount to be reimbursed. The mileage for each individual trip is included but I also need to see the total distance for all trips in a report? How do I do this?Next Page