Filtering Email Bot Activity filtering-email-bot-activity

Sometimes, email bot activity can erroneously inflate your email opens and clicks data. Follow the steps below to fix that.

We use two separate methods to confirm bot activity:

  • Match with Interactive Advertising Bureau bot list: Activities that match with anything on the IAB UA/IP (User Agent/IP address) list will be marked as bots.

  • Match with proximity pattern: When two or more activities happen at the same time (in under a second), they’re identified as bots. Attributes considered during comparison are:

    • Lead ID (should be the same)
    • Email asset (should be the same)
    • Link click or email open
    • Time difference (should be less than one second)

Against email link click and email open activity, new attributes will be populated with the values below:

  • Activities that are identified as bots will have “Bot Activity” as “True” and “Bot Activity Pattern” as the identified pattern/method
  • Activities that are identified as not bots will have “Bot Activity” as “False” and “Bot Activity Pattern” as “N/A”
  • Activities that happened before we introduced these attributes will have “Bot Activity” as " " (empty) and “Bot Activity Pattern” as " " (empty)

Select Filter Type select-filter-type

  1. Click Admin.

  2. Click Email.

  3. Click the Bot Activity tab.

  4. There are two sliders to choose from. You can enable just one or both. If you enable Match with IAB List, choose whether to log bot activity or filter bot activity.

  5. If you enable Match with Proximity Pattern, choose whether to log bot activity or filter bot activity. You can also set the amount of seconds for Duration Between Activities (default is 0, max is 3).

NOTE
With Duration Between Activities set to 0 seconds, we will identify email activities that are happening at the exact same second. If multiple email activities happen within the designated amount of seconds, it will be identified as bot activity.
IMPORTANT
  • If you choose Filter Bot Activity, you may see a drop in email opens and clicks as false activities are weeded out.

OPTIONAL STEP: To disable either feature, simply deselect the resective slider. If you do, the data does not reset.

TIP
Leverage bot activity data in Smart Lists via “Is Bot Activity” boolean (yes/no) and “Bot Activity Pattern” in the “Clicked Link in Email” and “Open Email” filters, and “Clicks Link in Email” and “Opens Email” triggers.

IP Blocklist ip-blocklist

We’ve compiled a list of IP addresses that are responsible for generating millions of fake engagements, as such engagement received from any of the following IPs is automatically filtered out and not added to your Marketo Engage Instance. This may result in a reduction in email opens, clicks, and other related activities. The list below may be updated periodically.

  • 40.94.34.52
  • 40.94.34.86
  • 52.34.76.65
  • 54.70.53.60
  • 54.71.187.124
  • 60.28.2.248
  • 64.235.150.252
  • 64.235.153.10
  • 64.235.153.2
  • 64.235.154.105
  • 64.235.154.109
  • 64.235.154.140
  • 64.74.215.1
  • 64.74.215.100
  • 64.74.215.138
  • 64.74.215.139
  • 64.74.215.142
  • 64.74.215.146
  • 64.74.215.150
  • 64.74.215.154
  • 64.74.215.158
  • 64.74.215.162
  • 64.74.215.164
  • 64.74.215.166
  • 64.74.215.170
  • 64.74.215.174
  • 64.74.215.176
  • 64.74.215.178
  • 64.74.215.51
  • 64.74.215.56
  • 64.74.215.58
  • 64.74.215.59
  • 64.74.215.86
  • 64.74.215.98
  • 65.154.226.101
  • 66.249.91.149
  • 70.42.131.106
  • 74.125.217.116
  • 74.217.90.250
  • 104.129.41.4
  • 104.47.55.126
  • 104.47.58.126
  • 104.47.70.126
  • 104.47.73.126
  • 104.47.73.254
  • 104.47.74.126
  • 128.220.160.1
  • 155.70.39.101
  • 162.129.251.14
  • 162.129.251.42
  • 208.52.157.204
NOTE
We meticulously analyze and scrutinize every IP address before adding it to this list, ensuring only the most critical and harmful IPs are blocked.
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