---
title: How do email opens factor into Orita's engagement models?
description: Email opens are unreliable engagement signals. Here's why Orita weights clicks, site activity, and purchases more heavily.
---

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# How do email opens factor into Orita's engagement models?

Opens are included in Orita's model, but they're weighted dynamically against other engagement signals. Because of [Apple Mail Privacy Protection](https://help.klaviyo.com/hc/en-us/articles/4416791883163) and similar measures from other inbox providers, it's difficult to distinguish a genuine open from one triggered automatically by email software. As a result, opens are consistently found to be less predictive of true engagement than clicks, site activity, and purchases (e.g. a specific customer's model might equate 15 opens = 1 click).

This reflects a broader shift in the industry, where [Google has stated they don't factor open rates into deliverability algorithms](https://support.google.com/a/answer/81126?hl=en&visit_id=639112640855878184-3428852183&rd=1#requirements-5k&zippy=%2Crequirements-for-sending-or-more-messages-per-day), and other inbox providers have followed suit.

There are likely profiles included in your standard segments that have "opened" an email (whether by a person or by the inbox provider), that Orita ranks below profiles showing stronger behavioral signals.

If opens were so predictive of downstream behavior that would lead to a purchase, then they would be weighed more in Orita's model.

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