HubSpot's Filtering of Non-Human Interactions in Email Analytics

HubSpot has announced a significant update to its email analytics. Non-human interactions (NHI) will now be excluded from email open and click reports. This adjustment eliminates misleading data, enhancing the accuracy and usability of email performance metrics.

Why It Matters

Previously, NHIs contributed to “noise” in your email metrics. If a recipient's email security bot clicked on a link during its scan, it would artificially boost your click-through rates, making it hard to identify whether a real person engaged with your email. This resulted in inflated metrics and alerts.

What Does it Mean?

HubSpot had previously begun filtering NHIs, but this latest update implements more comprehensive and advanced technology. Moving forward, NHI activity will not:

• Activate notifications in your activity feed.
• Contribute to email performance reports.
• Show up as timeline activity.
• Affect property values linked to open and click rates.

Conclusion

By eliminating the noise created by bot activity, your email metrics will represent genuine engagement more accurately, enabling you to take effective action based on these insights.