If your Klaviyo open or click rates look unusually high, it may be because bot traffic is being included in your reporting. Bots are automated systems that can trigger opens or clicks without a shopper ever interacting with your message.
By default, Klaviyo includes this activity in its metrics. The good news is you can adjust your settings so your reports only reflect real human engagement.
Why this matters
Counting bot interactions makes your open and click rates look better than they really are. This can:
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Skew A/B test results
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Make flows or campaigns look more successful than they are
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Lead to decisions based on inaccurate data
How to update your Klaviyo settings
To exclude bots and automated activity from your Klaviyo reports:
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In Klaviyo, go to Attribution Settings.
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Scroll to Tracking and reporting data.
- Tick the options to:
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Exclude bot interactions from clicked email
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Exclude bot interactions from clicked SMS
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Exclude Apple Mail Privacy Protection (MPP) opens
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(Optional) Exclude transactional messages if you only want to measure marketing activity
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After updating these settings, your reports will better reflect genuine shopper engagement.
FAQ
What are bots in email reporting?
Bots are automated systems that scan or interact with emails for reasons unrelated to a shopper’s behaviour. Examples include:
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Email security filters that click every link to check for phishing or malware.
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Apple Mail Privacy Protection (MPP), which automatically downloads all emails so they appear opened even if the user never read them.
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Inbox monitoring systems that test links or images as part of spam filtering.
Why exclude them?
Including bots inflates open and click rates, which makes it difficult to understand what’s really working. Excluding them ensures your reporting reflects true human engagement.