How to use this report

• Use the sidebar or platform cards above to navigate between sections — divided into Social Media and Newsletter
• Each platform page is fully independent — scroll down to see all charts and data
• Use the filter and sort controls in the Facebook and TikTok posts tables to find specific content
• On growth charts, use the spike toggle to exclude viral months and see baseline trends more clearly
• Newsletter note: Mailchimp has a gap Aug–Nov 2025 when PHW trialed Squarespace — both platforms are documented separately
• Apple Mail Privacy Protection (MPP) — what it is & why it matters: In September 2021, Apple launched Mail Privacy Protection, which automatically pre-loads email tracking pixels on Apple devices — even if the person never actually opens the email. This means any subscriber using Apple Mail (iPhone, iPad, Mac) gets counted as an "open" regardless of whether they read it. Prior to mid-2024, PHW's list had a high proportion of non-Apple openers, which is why open rates were 48–53%. As more subscribers migrated to Apple devices and iOS mail, the inflated "ghost opens" began masking real engagement — making open rates appear to drop sharply. This is an industry-wide issue, not a PHW-specific one. The most reliable metric to track genuine reader engagement is the click rate, which requires an actual human action and is not affected by MPP. PHW's click rate has remained consistently strong at 4–6% — well above the industry average of ~2.6%.