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

        • Full Context of Zoho CRM Records for Zia in Zoho Desk for efficient AI Usage

          Hello everyone, I have a question regarding the use of Zia in Zoho Desk in combination with CRM data. Is it possible to automatically feed the complete context of a CRM record into Zia, so that it can generate automated and highly accurate responses for

        • Knowledge base printing

          I saw a posting about printing the knowledge base as I was looking for the answer, but we would like the ability to print out the entire knowledge base with a click, keeping the same organization format.   Bonus would include an index of keywords and

        • Search not working!

          I have items in my notebook tagged but when I search for a tag nothing comes up! Any fix for this?

        • Zoho Books | Product updates | January 2026

          Hello users, We’ve rolled out new features and enhancements in Zoho Books. From e-filing Form 1099 directly with the IRS to corporation tax support, explore the updates designed to enhance your bookkeeping experience. E-File Form 1099 Directly With the

        • Updates for Zoho Campaigns: Merge tag, footer, and autoresponder migration

          Hello everyone, We'd like to inform you of some upcoming changes with regard to Zoho Campaigns. We understand that change can be difficult, but we're dedicated to ensuring a smooth transition while keeping you all informed and engaged throughout the process.

        • Drag 'n' Drop Fields to a Sub-Form and "Move Field To" Option

          Hi, I would like to be able to move fields from the Main Page to a Sub-Form or from a Sub-Form to either the Main Page or another Sub-Form. Today if you change the design you have to delete and recreate every field, not just move them. Would be nice to

        • Sharing my portal URL with clients outside the project

          Hi I need help making my project public for anyone to check on my task. I'm a freelance artist and I use trello to keep track on my client's projects however I wanted to do an upgrade. Went on here and so far I'm loving it. However, I'm having an issue sharing my url to those to see progress. They said they needed an account to access my project. How do I fix this? Without them needing an account.

        • How do i integrate google analytics to Zoho Campaigns?

          Looking to track Zoho Traffic from email Current topic is outdated

        • How do teams manage meeting follow-ups across Zoho tools?

          We’re using Zoho tools for collaboration and tracking, but managing meeting notes, action items, and follow-ups across teams is still challenging. Curious how others are handling this within Zoho workflows. Are there best practices or integrations that

        • Customize Colors used on graphs and charts according to users desire.

          It would be great if we could customize the graph's colors as we see fit. I hate that yellow is always the default color!

        • Let us view and export the full price books data from CRM

          I quote out of CRM, some of my clients have specialised pricing for specific products - therefore we use Price Books to manage these special prices. I can only see the breakdown of the products listed in the price book and the specialised pricing for

        • Mejoras urgentes para ZOHO MEETING

          Tengo unos meses usando Zoho Meeting. En general, es buena, pero hay cosas vitales que no logra cumplir con mínima calidad. 1) Calidad de audio y video: urge mejoras. Audio con retraso, imagen borrosa, mal recorte de silueta con fondos virtuales. Además,

        • Multiple header in the quote table???

          Hello, Is it possible in Zoho CRM to add multiple headers or sections within the Quote product table, so that when the quote is printed it shows separate sections (for example “Products” and “Services”)? To clarify, I’m asking because: This does not appear

        • Saving sent email campaign as PDF

          I'm looking to add all campaigns sent to an archive folder in sharepoint. Is there anyway to accomplish this in Zoho Flow ? I'm falling at the first hurdle ... can I automatically save a sent campaign as a PDF to a folder location ?

        • Exporting All Custom Functions in ZohoCRM

          Hello, All I've been looking for a way to keep about 30 functions that I have written in Zoho CRM updated in my own repository to use elsewhere in other instances. A github integration would be great, but a way to export all custom functions or any way

        • Conditional Layouts On Multi Select Field

          How we can use Conditional Layouts On Multi Select Field field? Please help.

        • Appreciation to Qntrl Support Team

          We are writing this topic to appreciate the outstanding level of support from Qntrl Team. We have been using Qntrl since 2022 after shifting from another similar platform. Since we joined Qntrl, the team has shown a high level of professionalism, support,

        • How can I hide "My Requests" and "Marketplace" icon from the side menu

          Hello everybody, We recently started using the new Zoho CRM for Everyone. How can I hide "My Requests" and "Marketplace" from the side menu? We don't use these features at the moment, and I couldn't find a way to disable or remove them. Best regards,

        • Whatsapp Integration on Zoho Campaign

          Team: Can the messages from Zoho Campaign delivered through Whatsapp... now customers no longer are active on email, but the entire campaign module is email based.... when will it be available on whatsapp.... are there any thirdparty providers who can

        • Mandatory Field - but only at conversion

          Hello! We use Zoho CRM and there are times where the "Lead Created Date & Time" field isn't populated into a "Contractor" (Account is the default phrase i believe). Most of my lead tracking is based on reading the Lead Created field above, so it's important

        • Different Task Layouts for Subtasks

          I was wondering how it would be possible for a subtask to have a different task layout to the parent task.

        • Enable Free External Collaboration on Notecards in Zoho Notebook

          Hi Zoho Notebook Team, I would like to suggest a feature enhancement regarding external collaboration in Zoho Notebook. Currently, we can share notes with external users, and they are able to view the content without any issue. However, when these external

        • Using data fields in Zoho Show presentations to extract key numbers from Zia insights based on a report created

          Is it possible to use data fields in Zoho Show presentations along with Zoho Analytics to extract key numbers from Zia insights based on a report created? For example, using this text below: (note that the numbers in bold would be from Zia Insights) Revenue

        • Free webinar: AI-powered agreement management with Zoho Sign

          Hi there! Does preparing an agreement feel like more work than actually signing it? You're definitely not alone. Between drafting the document, managing revisions, securing internal approvals, and rereading clauses to make sure everything still reflects

        • WhatsApp Channels in Zoho Campaigns

          Now that Meta has opened WhatsApp Channels globally, will you add it to Zoho Campaigns? It's another top channel for marketing communications as email and SMS. Thanks.

        • CRM For Everyone - Bring Back Settings Tile View

          I've been using CRM for Everyone since it was in early access and I just can't stand the single list settings menu down the left-hand side. It takes so much longer to find the setting I need. Please give users the option to make the old sytle tile view

        • Lets have Dynamics 365 integration with Zohobooks

          Lets have Dynamics 365 integration with Zohobooks

        • Add notes in spreadsheet view

          It would be great if we could Add/edit notes in the spreadsheet view of contacts/leads. This would enable my sales teams to greatly increase their number of calls. Also viewing the most recent note in the Contact module would also be helpful.

        • Opening balances - Accounts Receivable and Payable

          Our accounting year starts on 1st August 2013 and I have a Trial Balance as at that date, including Accounts Receivableand Accounts Payable balances, broken down by each customer and supplier. Q1 - do I show my opening balance date as 31st July 2013 or

        • Cancel Subscription

          Hi , Im want to cancel my account but without success please help me to do it

        • Making an email campaign into a Template

          I used a Zoho Campaign Template to create an email. Now I want to use this email and make it a new template, but this seems to be not possible. Am I missing something?

        • Direct Access and Better Search for Zoho Quartz Recordings

          Hi Zoho Team, We would like to request a few enhancements to improve how Zoho Quartz recordings are accessed and managed after being submitted to Zoho Support. Current Limitation: After submitting a Quartz recording, the related Zoho Support ticket displays

        • Multiple Cover Letters

          We are using the staffing firm edition of Recruit and we have noticed that candidates cannot add more than one cover letter. This is a problem as they might be applying for multiple jobs on our career site and when we submit their application to a client,

        • URGENT: Deluge issue with Arabic text Inbox

          Dear Deluge Support, We are facing an issue that started on 12/Feb/2026 with custom functions written using Deluge within Qntrl platform. Currently, custom functions do not accept Arabic content; it is replaced with (???) characters. Scenario 1: If we

        • File Conversion from PDF to JPG/PNG

          Hi, I have a question did  anyone every tried using custom function to convert a PDF file to JPG/PNG format? Any possibility by using the custom function to achieve this within zoho apps.  I do know there are many third parties API provide this with

        • Now in Zoho One: Orchestrate customer journeys across apps with Zoho CommandCenter

          Hello Zoho One Community! We’re excited to introduce Zoho CommandCenter as a new capability available in Zoho One. For the whole customer journey As Zoho One customers adopt more apps across sales, marketing, finance, and support, a common challenge emerges:

        • annualy customer report

          we need a report per customer that looks like this invoic number cleaning laundry repair management 01 january xxx euro xx euro xx euro xxx euro 02 february xxx euro xxx euro x euro xxxx euro and so on the years 12 months is that possible to make and

        • Totals for Sales Tax Report

          On the sales tax report, the column totals aren't shown for any column other than Total Tax. I can't think of a good reason that they shouldn't be included for the other columns, as well. It would help me with my returns, for sure. It seems ludicrous

        • Free Webinar: Zoho Sign for Zoho Projects: Automate tasks and approvals with e-signatures

          Hi there! Handling multiple projects at once? Zoho Projects is your solution for automated and streamlined project management, and with the Zoho Sign extension, you can sign, send, and manage digital paperwork directly from your project workspace. Join

        • Exported Report File Name

          Hi, We often export reports for information. It is time consuming to rename all the reports we export on a weekly basis, as when exported their default name is a seemingly random string of numbers. These numbers may be important, I'm not sure, but I am

        • Next Page