Sep 25, 2023 By Merat Joybari 4 min
By Merat Joybari
Merat is a senior technical writer and featured contributor in sidebar Magazine.
TL;DR: With an average open rate 10X greater than email, push notifications are simply unrivaled when it comes to grabbing the attention of users and directing them to specific actions, particularly in mobile marketing and cross-channel strategies. However, it’s not enough to simply send out notifications and hope for the best. Analyzing the success metrics of your push notification campaign is crucial to ensuring that it is effective and efficient. By leveraging these insights, you can get to the heart of what makes your customers tick.
In this article, we’ll go through the key metrics you should be looking at to evaluate your push notification campaign. But to save you some scrolling time, here’s an easy-to-read Q&A of the topics we cover:
Did You Know? GoNative’s OneSignal integration offers detailed analytics to help you maximize your ROI from push notifications campaigns? Plus, you can use it to send programmatic and segmented notifications that drive user engagement and customer satisfaction!
Click-through rate (CTR) is the percentage of users who clicked on your notifications after they were successfully delivered. For push notifications, an accurate click-through rate excludes users that swiped away a notification, dismissed a notification, or cleared a notification.
A high CTR indicates that your notifications are compelling and relevant to your audience. A low CTR, on the other hand, suggests that your notifications are not resonating with your users.
According to OneSignal, the average click-through rate for push notifications range from 0.8 to 40 percent, which represents exceptionally high variance across different apps, industries, and user demographics. So, it’s important to benchmark your CTR against industry standards.
Opt-in rate refers to the percentage of users who opt-in to receive your push notifications. This metric shows how many people you can reach through your push notifications, while also serving as a proxy for your audience’s sentiment regarding this channel.
To increase your opt-in rate, it’s crucial to communicate the value of your notifications to users and make the opt-in process as seamless as possible. It can also be helpful to prime new users for push notifications by providing custom opt-in prompts, rather than using generic system prompts.
View rate is the number of people who saw your notification out of the total number of people who received your push notification, irrespective of whether they clicked on them or not. Still, view rate is an important push notification performance metric to consider.
A good view rate for push notifications is anywhere between 45-90 percent depending on your industry and target demographic. To increase your view rate, optimize the timing and frequency of your notifications, as well as the content and messaging.
Conversions are the desired actions that you want your users to take after receiving your push notification, such as signing up for a service or making a purchase. Conversion rates refer to the percentage of users who completed the desired action.
It’s important to define what you consider a conversion depending on your business goals and analyze your push notification strategy using quantitative results.
This will not only help identify the messages that encouraged visitors to convert into customers, but also the message (or offers) that attracted them to your website.
Push notifications have been shown to have a significant impact on revenue and sales. They encourage users to engage with your app or website, promote special offers or deals, and provide personalized recommendations based on user behavior and interests.
This metric can include the number of sales, visitors converted to paid plans, and the total revenue generated from a notification. Calculating the impact of a campaign on your business’s bottom line is a great way to learn the effectiveness of your strategy.
Confirmed delivery refers to the percentage of notifications that were successfully delivered to users. For push notifications, confirmed delivery is a more precise metric that will tell you how many impressions a notification has truly received, excluding notifications that have been automatically dismissed.
This metric is particularly important for businesses that rely on push notifications for critical communications, such as healthcare providers and emergency services.
Delivery is the number of notifications successfully passed through the FCM/APNS servers and sent to subscribers. Delivery rate refers to the percentage of notifications that were delivered to users out of the total notifications sent.
This metric takes into account factors such as network connectivity and device compatibility that can impact the delivery of notifications. A low delivery rate can indicate issues with your notification platform or your users’ devices.
Delivery speed is usually tracked as the number of messages delivered per interval of time. OneSignal, for example, boasts a delivery speed of over one million messages per second.
Not every provider’s delivery speed and reliability are the same, so make sure to check out your provider’s uptime statistics if they’re publicly available.
Subscribers refer to the total number of users who have opted in to receive your push notifications. Subscriber trends are a key indicator of the health of your push campaigns and can be influenced by the timing, content, and placement of your opt-ins.
Unsubscribes refer to the number of users who will no longer receive your notifications. This can happen for various reasons, including users uninstalling your app, opting out of receiving push notifications, or being unsubscribed through the SDK or API device call.
Monitoring the shifts in these trends can give you insight into the impact of the changes to your strategy and help you identify areas for improvement.
Monthly active users (MAUs) refer to the number of unique users who have opened your notification, opened your app, or received "tags" from your app at least once within a given month. It excludes devices that receive notifications or tag updates from the API, but are otherwise inactive.
Monitoring your MAUs can shed light on other trends such as the success of your marketing campaigns in attracting new users, your users’ interest in your product or service, your retention rate, churn rate, growth rate, and, ultimately, your app’s revenue growth and potential. That is why MUA is considered a Key Performance Indicator (KPI) by many mobile-first businesses.
Uninstall rate is the percentage of users who have uninstalled your app after receiving push notifications. A high uninstall rate could indicate that your push notifications are not relevant or useful to your users, which could lead to disengagement and decreased revenue.
Understanding these key metrics is the first step to measuring the real impact of your push notifications strategy and supercharging it with satisfying, highly-personalized user experiences. Looking for empowering insights into your campaign? GoNative’s OneSignal integration is the way to go! Try the plugin and get access to advanced analytics that take your strategy to the next level.
Our selection of plugins consists of dozens of native functionalities