Metrics to Optimize Web Push Notification Performance

24 November 2018 By 0 Comments

Like any other marketing channel, web push notification has a wide range of metrics associated with its performance. Therefore, it’s tempting to keep an eye on everything. But, tracking every metric doesn’t necessarily mean that you’re seeing the bigger picture.

In order to get a clear picture of your push notifications metrics, you have to focus on the following key metrics:

1- CTR – Click Through Rate

The main purpose of every notification is to drive the user to take some form of action. He/she will either choose to go into the app and view what the notification tried to convey or ignore it completely. Having said that, CTR metric is common for emails and web push notifications. It helps you determine what tone of copy clicks best with your audience .

Click-through rate is a function of two variables:

a. Number of clicks you received on your notification

The very next metric you need to measure after click through rates, is the number of page visits your website has garnered via these push notifications.

b. Number of subscribers you sent the notification to

Digital marketers should focus on that particular type of notifications which have high CTR. Keep in mind, the higher the CTR, the better the push notification is.

2- Time Spent on a Web Page

If a push notification is driving traffic to a web page, the bounce rate of the web page through that notification or type of notification should be closely monitored.  That is to say, the average time spent on each and every page should be calculated.

3- Delivery Time of Web Push Notifications

Timing plays a vital role in the effectiveness of browser notification campaigns. Marketing the right product at the right time to the right customer through the right type of push notification is extremely important.  As a matter of fact, you should bear in mind that the engagement rate you receive on a message depends invariably on the time it is received. Additionally, it depends on what the subscriber might be doing at the time.

4- Opt-in Rate of Push Notification

Opt-in rate is one of the most important metrics to measure the effectiveness of push notifications. For understanding potential outreach, you have to track the total subscribes on each day and total subscribers number . Opt-in rate gives you the number of people who subscribe to your push notifications versus the number of people who visit your website. Analytically speaking, it helps you check if your website is providing recurring value to your audiences.

5- Number of Notifications Sent

Contrary to popular perception, this metric is a key part of understanding how your customer engagement efforts are faring. In a word, let your app dictate the frequency of your push, then give users fine control over the details.

6- Un-Subscription or Churn Rate

Churn rate is the rate at which you are losing customers. If you want your subscription-based business to grow, the number of customers you get every month needs to be higher than the number of customers you are losing to churn.

On the other hand, opting in to browser notifications is more convenient than sharing contact information like email addresses.  Therefore, many internet users  would more rather to use browser notification.  Consequently, if your campaigns aren’t contextual or don’t add any value to them, there is definitely going to be a churn. That is to say, you need to keep a close watch on the rate.


When they are executed properly, the opportunities are endless to instantly push message to thousands of users. Additionally, it’s crucial to mobile marketing campaigns that you have a strategy in place to monitor your push notification metrics. So, you need smart metrics and having smart metrics means sifting through a bag with all the metrics and then sieving out those that can actually help to improve your bottom line. If you are curious to learn more about push notification, we have analyzed different aspects of push and provided guidance on effective tactics. We have covered and summarized many other vital metrics in this regard. Just click on it  and see a lot of concerning posts.

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