Data Analytics: What to Focus On

Data analytics is a key component of successful marketing campaigns through push notifications. Understanding how users interact with your notifications allows you to optimize strategies, increase engagement, and, most importantly, boost conversions and sales. In this guide, we’ll take a close look at analyzing data on the URAN platform and which metrics you should monitor for optimal results.

Why Is Data Analytics Important?

Data analytics helps you understand the effectiveness of your notifications and how they influence user behavior, answering critical questions such as:

• How many users have subscribed to notifications?
• How many notifications were successfully delivered?
• How many users opened notifications and visited the site?
• Did the notifications lead to specific actions, like purchases or registrations?

Answering these questions allows for more informed decisions and helps refine advertising campaigns, making them more targeted, personalized, and effective.

Key Metrics for Analysis

URAN offers a wide range of metrics to assess campaign effectiveness. Here are the main ones:

1. Subscriber CountWhat is it? This is the number of users who have subscribed to receive push notifications via your website or app. The subscriber count determines your potential audience.Why is it important? The larger your subscriber base, the more people you can reach with your products or services. This metric shows how effectively you’re attracting users to subscribe to notifications.What to focus on:
   • Growth rate: A steady increase in subscribers is a positive sign. If growth is slow or declining, consider improving how you invite users to subscribe.
   • Unsubscription reasons: Monitor how many users have unsubscribed. A high rate may indicate overly frequent notifications or messages that don’t resonate with users.
2. Notification Delivery RateWhat is it? The delivery rate shows the percentage of notifications successfully delivered to users’ devices out of the total sent.Why is it important? A high delivery rate means that your notifications are effectively reaching your target audience. Low delivery rates may suggest technical issues, code errors, or incorrect platform settings.What to focus on:
   • Delivery issues: Ensure all notifications are correctly delivered to users’ devices. If the platform indicates low delivery, check for compatibility issues with outdated browsers or devices.
3. Open RateWhat is it? The open rate is the percentage of users who opened your notification among those who received it.Why is it important? The open rate indicates how interesting and relevant your notifications are to users. A high open rate means your messages capture attention, while a low rate may suggest a need to revise your approach.What to focus on:
   • Notification creativity: Low open rates may require changes to headlines or notification text. Clear, engaging headlines and calls to action (CTAs) significantly increase the chances of an open.
   • Timing: The timing of your notifications also matters. Ensure notifications are sent when users are most active.
4. Click-Through Rate (CTR)What is it? CTR is the percentage of users who clicked on a notification and visited your site or app relative to the total delivered.Why is it important? CTR shows how well your notifications motivate users to act. High CTR means your message resonates and encourages engagement.What to focus on:
   • Personalization and segmentation: Tailored notifications for specific audience segments typically yield higher CTR. Ensure your messages are customized to meet user needs and interests.
   • CTA effectiveness: Notifications should have a clear, compelling CTA to motivate clicks, such as “Buy Now” or “Learn More.”
5. Conversion RateWhat is it? Conversions reflect the number of users who took the desired action after clicking a notification, such as making a purchase or signing up.Why is it important? Conversions are the primary measure of campaign success. Even if notifications are opened and clicked, the main goal is to drive the desired action.What to focus on:
   • Landing pages: Ensure that landing pages align with notification content. Relevant, user-friendly pages increase conversion rates.
   • Site speed: Slow-loading pages can deter users, even if they’re interested in the notification content.
6. Frequency of NotificationsWhat is it? This metric tracks how often you send push notifications to your subscribers.Why is it important? Frequent notifications can annoy users and lead to unsubscriptions. On the other hand, infrequent notifications may make your brand less memorable.What to focus on:
   • Balance: Find an optimal frequency to keep users interested without overwhelming them. Experiment with frequency and monitor unsubscribe rates.
7. Timing of NotificationsWhat is it? This metric helps identify the times when your notifications receive the most responses.Why is it important? Choosing the right time to send notifications can boost open and click rates. Notifications sent during work hours may be ignored, while those sent during breaks or in the evening may see higher engagement.What to focus on:
   • Timing tests: Experiment with different times and analyze which produce the best results.

Campaign Optimization Based on Analytics

After analyzing your data, you can refine your campaigns for greater effectiveness:

• A/B Testing: Test different notification versions by changing headlines, text, images, or CTAs to find the best combinations for your audience.
• Audience Segmentation: Use user behavior data to create more targeted campaigns. For example, send special offers only to users who showed interest in specific products.
• Optimize Landing Pages: Ensure that users who click notifications land on pages that meet their expectations, increasing conversions.
• Adjust Timing and Frequency: Test to determine the best times and frequency for sending notifications, maximizing engagement while minimizing unsubscriptions.