Open-Rate Inflation
Adjust reported email opens for estimated machine-generated opens.
Description
Open-rate inflation separates reported opens from a supplied count attributed to machines.
Open-rate inflation separates reported opens from a supplied count attributed to machines. Its difference is in percentage points.1
Adjust reported email opens for estimated machine-generated opens.
When to use Open-Rate Inflation
Use this tool to adjust reported email opens for estimated machine-generated opens.
Prepare the text, recorded observations, aligned figures or editorial criteria requested. Confirm what each label, count, timestamp or supplied flag represents before interpreting the result.
How to use Open-Rate Inflation and understand its results
- Prepare the text, recorded observations, aligned figures or editorial criteria requested. Confirm what each label, count, timestamp or supplied flag represents before interpreting the result.
- Enter deliveredMessages, reportedUniqueOpens, estimatedMachineOpens using the field table and calculation rules, then run the tool.
- Read adjustedHumanOpens, reportedOpenRatePercent, adjustedOpenRatePercent, inflationPoints. The explanation below defines the units, signs, ordering and any flags or placeholder values.
- If the tool reports an input issue, correct the values and run it again. Apply the stated assumptions when interpreting a successfully returned result.
| Input field | Meaning | Value type; see rules below | Requirement |
|---|---|---|---|
| deliveredMessages | Delivered messages | integer; minimum: 0 | Required |
| reportedUniqueOpens | Reported unique opens | integer; minimum: 0 | Required |
| estimatedMachineOpens | Estimated machine opens | integer; minimum: 0 | Required |
Enter positive integer delivered messages and nonnegative integer open counts. Return reported and adjusted rates and their percentage-point difference. Counts above deliveries are accepted; machine opens exceeding reported opens clip adjusted opens to zero.
adjusted=max(0,reported−machine); rate%=100opens/delivered Units, indexing, boundary conditions and exceptional cases are defined in the calculation rules above.
| Output field | Meaning | Value type |
|---|---|---|
| adjustedHumanOpens | Adjusted human opens | integer; minimum: 0 |
| reportedOpenRatePercent | Reported open rate (%) | number; minimum: 0 |
| adjustedOpenRatePercent | Adjusted open rate (%) | number; minimum: 0 |
| inflationPoints | Estimated inflation (percentage points) | number; minimum: 0 |
{
"input": {
"deliveredMessages": 1000,
"reportedUniqueOpens": 500,
"estimatedMachineOpens": 100
},
"output": {
"adjustedHumanOpens": 400,
"reportedOpenRatePercent": 50,
"adjustedOpenRatePercent": 40,
"inflationPoints": 10
}
}Limitations and assumptions
No bot detection, unique-recipient reconciliation or engagement measurement is performed.
Numeric inputs must be finite. Follow the calculation-specific rules for overflow, underflow and exceptional cases. Missing required fields, extra fields, wrong value types and violations of the calculation rules are input errors.
Alternative or Complementary methods
Use Bot Pageview Filter: Remove caller-classified automated and unknown traffic from pageview totals and quantify inflation. For a complementary task, use Read Completion Rate: Calculate read completion rate from the supplied measurements.
References
-
Open-Rate Inflation — tool.io
Similar or alternative tools
- Bot Pageview Filter
Remove caller-classified automated and unknown traffic from pageview totals and quantify inflation.
- Read Completion Rate
Calculate read completion rate from the supplied measurements.