How Marketing Attribution Mistakenly Credits Email Opens

Episode notes

Episode 131 challenges a common assumption in email marketing attribution: that an email open equals genuine influence. Lucas and Luna unpack a 2025 study from Litmus showing that Apple's Mail Privacy Protection causes roughly 60% of tracked 'opens' to be automated, not human. They discuss the impact on click-through rates, conversion data, and how multi-touch models get skewed when email is overweighted. The episode also explores alternative approaches like unique link clicks and server-side tracking to get cleaner signal. #MarketingAttribution #EmailAttribution #MailPrivacyProtection #AppleMPP #LitmusStudy #OpenRate #ClickThroughRate #MultiTouchAttribution #ServerSideTracking #UniqueLinkClicks #EmailMarketing #MarketingAnalytics #Marketing #Business #FexingoBusiness #BusinessPodcast #MarketingPodcast #DataDrivenMarketing Keep every episode free: buymeacoffee.com/fexingo

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• 388 - Can You Actually Trust Your Email Marketing Numbers?Marketing With Laryssa · on Apple Mail Privacy Protection66 / 100
• Gmail Changed the Inbox…Again: What Marketers Need to KnowEmail After Hours: The Podcast for Email Senders · on Apple Mail Privacy Protection64 / 100

• Why Attribution Models Ignore Missed Calls79 / 100
• How Incrementality Reveals True Marketing Impact90 / 100
• How Marketing Attribution Fails on Subscription Models82 / 100
• Why Marketing Attribution Misses the Seasonality Pattern91 / 100
• Why Marketing Attribution Breaks on Subscription Models92 / 100