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How is Klaviyo responding to iOS15 changes?

You may remember one of our previous blog posts, outlining what the rollout of Apple’s latest iOS15 changes meant for email marketing. Well, we have some updates for you to keep you on the pulse of the ever changing landscape that is digital marketing.

Klaviyo recently announced the release of three new features to help users navigate the post-iOS 15 landscape. These features specifically focus on the key areas of: audience segmentation, revenue attribution, and analytics.

Audience Segmentation

There’s a flag on the opened email event labeled “Apple privacy open” which when used, will allow users to segment their customers based on whether or not their opens came from Apple’s mail privacy protection feature. When creating a segment, you can now add the condition “where Apple privacy open equals false”, to exclude users who have mail privacy protection enabled.

However, it’s important to note that this feature is only reliable as of November 20, 2021 (and still can’t be guaranteed to be 100% accurate).

Revenue Attribution

With the release of the Apple Privacy Open Flag feature, you can now change the way you attribute revenue within the email conversion section of your account settings. There is now the option to attribute conversions to “Opened or Clicked emails (excluding Apple Privacy opens)”. This aims to alleviate the inflation of metrics such as revenue per recipient.

Furthermore, with Apple’s “hide my email” feature, there can be gaps in attribution for specific profiles. However, there are ways you can identify profiles created via the “hide my email” feature through segmentation, as these profiles will usually include an “” email domain and would have likely been created after September 2021.


You can now create custom reports that include total and unique Apple privacy opens as metrics for campaign and flow performance reports. This allows you to track how many Apple Privacy Opens are occurring for each email campaign or automated flow message sent. However, a caveat to this again is that this data is only reliable from November 20, 2021 onwards.

To stay ahead of the game, we recommend creating the below segments with your account that identify how many users:

  • Are appearing with the “hide my email” feature
  • Have enabled Apple Privacy Protection features
  • Have not enabled Apple Privacy Protection features

Although it’s harder to track segment growth compared to list growth, it’s still important to keep an eye on these segment metrics each month and record substantial changes.

As always it’s important to be agile and on the pulse of changes in the ever-changing world of digital marketing and we’re here to help you along the way.


May 3, 2022

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