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.

    Nederlandse Hulpbronnen


      • Recent Topics

      • Python - code studio

        Hi, I see the code studio is "coming soon". We have some files that will require some more complex transformation, is this feature far off? It appears to have been released in Zoho Analytics already
      • Best practices for managing Project Charters, Business Case and RAID logs within Zoho?

        Hello everyone, I’m currently refining our PMO setup within Zoho Projects and I’m curious how others are handling high-level governance documentation. We’ve been using the standardized Project Charter, Business Case and RAID frameworks from projectmanagertemplate.com
      • Zoho Books Payroll

        How am I supposed to do payroll and pay my employees with Zoho Books? I think it's pretty strange that an accounting software doesn't have the ability to perform one of the most common functions in business; paying your employees. Am I missing something,
      • Sort Legend & stacked bar chart by value

        I'd love to see an option added to sort the legend of graphs by the value that is being represented. This way the items with the largest value in the graph are displayed top down in the legend. For example, let's say I have a large sales team and I create
      • Is It Possible to Convert a Custom Module to a Quote?

        I recently created a custom module in our CRM environment for RFQs so that our sales team can submit quote requests directly in Zoho rather than by email/phone. This allows for a cleaner overall process, minimizing potential errors and potentially encouraging
      • Proposal: Actionable API Error Messages to Reduce Support Ticket Volume

        I've encountered a long-standing frustration with how Zoho Creator's API communicates errors to developers, and I'm hoping the Zoho team can address this in a future update. This issue has persisted for over 9 years based on community discussions, and
      • Dynamic Field Folders in OneDrive

        Hi, With the 2 options today we have either a Dynamic Parent Folder and lots of attachments all in that one folder with only the ability to set the file name (Which is also not incremented so if I upload 5 photos to one field they are all named the same
      • 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
      • Allocating inventory to specific SO's

        Is there a way that allocate inventory to a specific sales order? For example, let's say we have 90 items in stock. Customer 1 orders 100 items. This allocates all 90 items to their order, and they have a back order for the remaining 10 items which could
      • 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
      • Pull cells from one sheet onto another

        Hello all! I have created an ingredients database where i have pricing and information and i want to pull from that database into a recipe calculator. I want it to pull based on what ingredient I choose. The ingredients database has an idea and i want
      • Closing the Loop: Why Lookup Asymmetry is Harming Data Integrity in Creator

        TL;DR: Lookup fields allow users to add new related records inline via the "+" icon, but there's no equivalent ability to edit an existing related record without navigating away and losing form context. Adding a native "Edit" icon—with automatic User
      • Add the ability to Hide Pages in Page Rules

        Hi, We have Field Rules to show and hide fields and we have page Rules, but we can't hide a page in Page Rules so it isn't completed before the previous page (And then have the Deny Rules to prevent submitting without both pages completed), we can only
      • 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 the Client script on the load of the form if service no is empty means then i want to make issue relate to is Service

        using the Client script on the load of the form if service no is empty means then i want to make issue relate to field is Service if Purchae no is empty means then i want to make issue relate to is Purchase
      • Changes to the send mail Deluge task in Zoho CRM

        Hello everyone, At Zoho, we continuously enhance our security measures to ensure a safer experience for all users. As part of our ongoing security enhancements, we're making an important update on using the send mail Deluge task in Zoho CRM. What's changing?
      • Work Order wont mark as Completed

        I have a couple of work orders that won't mark as completed even when I've marked the Service Appointments as completed fully.
      • Item name special charaters <>

        Im trying to input speical characters such as < and > into item name and item description but comes up with following error: Invalid value passed for Item Name and Invalid value passed for Item Description How do i allow speical characters?
      • Zoho Analytics Dashboard - How to hide the user filter

        I am using the same dashboard template across different external clients and applying a user filter to the data by site URL. How can I hide the user filter in View Mode so the external client won't see the list of other clients in the drop-down menu?
      • Customer Parent Account or Sub-Customer Account

        Some of clients as they have 50 to 300 branches, they required separate account statement with outlet name and number; which means we have to open new account for each branch individually. However, the main issue is that, when they make a payment, they
      • Kaizen #229: Email-Deal Associations in Zoho CRM

        Hi All, Welcome back to another week of Kaizen! Emails are a core channel for customer communication in any CRM system. In Zoho CRM, emails can be associated with records across multiple modules. In this post, we will focus on email associations with
      • Action Required: Update Microsoft SQL Server Security Settings Before February 2026

        Dear Users, We recently deployed security updates in Zoho Analytics that inadvertently caused connection failures for a few customers using Microsoft (MS) SQL Server hosted on older Windows versions (Windows Server 2012, 2012 R2, and 2014). To restore
      • Contacts limit in basic vs standard - what counts? Are customers contacts?

        I’ve been using books for a number years for my small business. I only ever work with 20 clients at any given time. I do purchase services from a number of vendors to run my business, so there are some comtacts there too. I used to use the basic package,
      • Saving issue

        First problem I opened a MS word file in writer. after the work is done, it does not save instantly, I waited for like 10min and it still did not save. second problem When I save a file, then file gets saved as another copy. I just did save, not save
      • Automating Employee Birthday Notifications in Zoho Cliq

        Have you ever missed a birthday and felt like the office Grinch? Fear not, the Cliq Developer Platform has got your back! With Zoho Cliq's Schedulers, you can be the office party-cipant who never forgets a single cake, balloon, or awkward rendition of
      • Create Tasklist with Tasklist Template using API v3

        In the old API, we could mention the parameter 'task_template_id' when creating a tasklist via API to apply a tasklist template: https://www.zoho.com/projects/help/rest-api/tasklists-api.html#create-tasklist In API v3 there does not seem to be a way to
      • Ability to Set a Unified Tab Order/View for All Users in Zoho Projects

        Hello Zoho Projects Team, We hope you are doing well. We would like to submit a feature request regarding tab/menu organization in Zoho Projects. Current Behavior: The tab (module) order in Zoho Projects is user-specific. Each user (internal or external)
      • Task Order

        Hello! I've recently switched to Zoho Projects and a long time user of MS Project, Asana and LiquidPlanner (which has recently been purchased) and I'm running into a frustration I'm hoping someone can assist with. It has to do with how tasks are ordered
      • Automating CRM backup storage?

        Hi there, We've recently set up automatic backups for our Zoho CRM account. We were hoping that the backup functionality would not require any manual work on our end, but it seems that we are always required to download the backups ourselves, store them,
      • 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
      • 2026 Product Roadmap and Upcoming Features

        This is your guide to what is coming in Zoho Vertical Studio throughout 2026. We’ll update this post throughout the year as items move from development to release, and as and when new initiatives are added. Once a feature is released, it will be reflected
      • Vendor legal and DBA names for USA users

        I would like to hear how Zoho Books users are handling DBA names in the vendor profile. If the Company name in the vendor profile has to be the legal name (line 1 of the W-9), whare are you entering the DBA name (the name that checks are made out to)
      • Zoho Books API invoice email bouncing with 'relaying-issues' error

        I have waited over 30 days for zoho books uk to assist with the following and i have had no replies or tickets erronously closed. The service has been terrible - very unlike zoho! So i am raising this here hoping that a community member can assist: Hello,
      • Stop the Workarounds: We Need Native Multi-Step Forms

        After over 17 years of community requests, I'm hoping the Zoho team can finally address the lack of native multi-page form support in Zoho Creator. This has been one of the longest-standing feature requests in the community, with threads spanning nearly
      • Product Updates in Zoho Workplace applications | January 2026

        Hello Workplace Community, Let’s take a look at the new features and enhancements that went live across all Workplace applications for the month of January. Zoho Mail Zoho People Notifications preview in Zoho Mail Notification emails from Zoho People
      • How do i setup default values for few fields

        We have few fields in CRM like rate of return, type etc - they can be picklist and standard inut fields. picklist we have choice to set default value. but how do we default some value in input type of fields?
      • We know the company but not the contact

        We are fairly new to Zoho, part of our marketing stack is we use products like lead feeder to identify which companies are visiting our site. We are able to match this data to salesiq but cannot find a way to add a company name to the salesiq visitor
      • Customize Calendar view in Teamspaces Settings

        Right now every customization that happens inside of the calendar view inside of CRM is only visible for the specific user. We want to be able to set up calendar views as an admin for specific roles. I would suggest to do that inside of the settings of
      • How to filter subform report based upon main form report in dashboard

        Hi Team, I am creating a dashboard in Zoho Analytics. I want to have a main form report and below I want to show subform report of main form. If I filter the main form with date then I want to show subform records based upon main form. how can I achieve
      • using the Client script I want to Hide Show the Fields

        if Related to service means some of the field like service no want to shoe and hide Amc no , purchase no how i achive this let issu = ZDK.Page.getField('Issue_Related_To').getValue(); if (issu == 'Service') { var field_obj = ZDK.Page.getField('Warranty_Cases');
      • Next Page