Sometimes, email bot activity can erroneously inflate your email opens and clicks data. Here’s how to fix that.
Using the IAB/ABC International Spiders and Bots List, all open/click activity with an IP or User agent that matches anything from that list will be identified as bot activity and not get logged in Marketo.
Click the Bot Activity tab.
Select the Enable Filtering of Email Bot Activity checkbox.
Upon enabling this feature, you may see a drop in email opens and clicks as false numbers get filtered out.
OPTIONAL STEP: To disable the feature, simply deselect the checkbox. If you disable, the “Bot Activity in last 90 days” data does not reset.