Measuring the Effectiveness of Push Notifications: Key Metrics

The effectiveness of push notifications goes far beyond “delivered or not.” To truly understand how well they work, it’s essential to analyze multiple metrics that indicate whether notifications attract attention, spark interest, and achieve their goal of engaging users with the brand. Here are the key indicators to consider when evaluating performance:

1. Delivery Rate

Delivery Rate shows the percentage of sent messages that were actually delivered to users’ devices. A low rate may indicate technical issues, such as server problems, user internet connectivity issues, or phone settings. Delivery Rate is calculated as follows:
Delivery Rate = (Delivered Notifications / Sent Notifications) * 100%

If a notification isn’t delivered, it has no chance to prompt user engagement, rendering all other metrics meaningless. High delivery rates form the foundation of an effective campaign.

2. Open Rate

Open Rate is the percentage of notifications that were opened by users. It shows how compelling the message is and if the topic catches the user’s interest. Open Rate is calculated as follows:
Open Rate = (Opened Notifications / Delivered Notifications) * 100%

A high open rate suggests that the message attracted attention. If this metric is low, it may signal that the notification content or topic needs improvement.

3. Click-Through Rate (CTR)

CTR measures the percentage of users who clicked on the notification and visited the site or app. This is one of the most critical metrics, as it indicates the effectiveness of the call-to-action. CTR is calculated as follows:
CTR = (Clicks on Notifications / Delivered Notifications) * 100%

A high CTR means that users not only opened the notification but also found the content interesting enough to click through. This is a direct engagement metric, showing how effectively the notification encourages action.

4. Conversion Rate

Conversion Rate measures the percentage of users who completed a target action after interacting with the notification. This action could be a purchase, subscription, registration, or viewing a specific page. Conversion Rate is calculated as follows:
CR = (Number of Target Actions / Number of Delivered Notifications) * 100%

Conversion Rate reveals whether the notification achieved the intended result. This metric helps evaluate if the creatives successfully contribute to business goals.

5. Response Time

Response Time is the amount of time it takes for a user to respond to the push notification after receiving it. This metric is crucial for time-sensitive offers or limited-time promotions. Response Time can be measured as the average time users take to respond after receiving the notification.

If users respond quickly, it shows that the message immediately engaged them, which is essential for time-sensitive offers. A slower response might indicate that the timing or content didn’t catch attention right away.

6. Unsubscribe Rate

Unsubscribe Rate is the percentage of users who chose to stop receiving notifications. If many users unsubscribe after a campaign, it may suggest that the notifications were too intrusive or irrelevant. Unsubscribe Rate is calculated as follows:
Unsubscribe Rate = (Number of Unsubscribes / Total Delivered Notifications) * 100%

A high unsubscribe rate could indicate a poor user experience, excessive frequency, or irrelevance. Monitoring this metric helps avoid losing loyal users.

7. Retention Rate

Retention Rate measures how many users returned to the site or app after receiving a push notification. It’s an important metric for assessing whether notifications contribute to user retention. This rate can be calculated as the percentage of users who returned to the site or app within a certain time frame after receiving the notification.

Retention Rate helps determine if notifications encourage users to maintain a long-term relationship with the brand.

8. Lifetime Value (LTV)

Lifetime Value shows how much revenue a single user generates throughout their entire interaction with the brand. LTV helps assess the long-term impact of push notifications on customer value.

LTV reveals whether push notification strategies increase users’ lifetime value or if they lead to unsubscribes due to irrelevant messages.

Evaluating Overall Campaign Effectiveness

Evaluating all metrics together allows you to see how each campaign impacts your audience. For example, if abandoned cart notifications show high conversion and retention rates, it indicates that they effectively bring users back and prompt purchases. Conversely, if unsubscribe rates are rising, it might be time to rethink the frequency and relevance of notifications to avoid negative reactions. It’s important not only to track these metrics but also to experiment: test different calls-to-action, experiment with topics, and adjust the timing of delivery. This approach helps you identify the most successful strategies and tailor campaigns to meet audience needs.