Description / User Story

As a Marketing Manager, I need accurate and reliable open rate reporting that reflects actual customer engagement, especially for use cases such as churn prevention, onboarding performance analysis, and follow-up automations based on non-opens. Current reporting is severely affected by Apple Mail Privacy Protection (MPP), which inflates open rates and skews campaign performance KPIs.

Problem Statement

Apple Mail users with MPP enabled are automatically counted as having “opened” emails — even without interacting. Dynamics 365 currently lacks the ability to differentiate between these machine-triggered opens and real user activity. As a result, email open rates become inflated, follow-up segments based on “non-opens” become unreliable, and key CRM-driven journeys (e.g. onboarding or re-engagement) are negatively impacted. Other marketing platforms such as Episerver/Optimizely already offer workarounds — e.g. excluding Apple MPP opens from open rate KPIs and re-including them if a user clicks later. Such functionality is missing in MSD.

Impact / Business Value

• Improved targeting accuracy in automated journeys (e.g. reminders for non-openers)
• Reliable churn indicators based on actual user behavior
• Cleaner campaign performance reports and valid benchmarking over time
• Avoidance of false positives in engagement metrics

Especially in regulated or performance-sensitive environments, distorted KPIs reduce trust in CRM data and lead to flawed decisions.

Proposed Solution

We propose Microsoft implement Apple-MPP-aware tracking features, such as:

1. Open Rate Quality Report: A dedicated reporting view that separates Apple MPP-driven opens from verified user opens (e.g. via click confirmation or client fingerprinting). This could include labels like “MPP Open”, “Genuine Open”, and “Clicked Open”.
2. Alternative: Filter Option in Reports: A toggle to include/exclude Apple MPP opens from performance reporting and segmentation logic, similar to other platforms.

Such features would align Dynamics 365 with current industry standards and allow CRM teams to make meaningful, data-driven decisions again.

Goals

• Apple Mail MPP-related opens are identified and categorized distinctly in email performance reports.
• Marketers can optionally exclude Apple MPP opens from reports and segmentation logic.
• Reports include a breakdown of “True Opens”, “MPP Opens”, and “Clicks”.
• Non-opener segments are generated with MPP-aware logic to enable accurate follow-ups.