Reasons Behind Negatively Impacting Delivery Rate in Push Notifications
Delivery rate is one of the most important metrics for each notification campaign. It’s the number of notifications that users see, not just out from backend servers. However, reaching to 100% delivery rate is always not possible. There are several reasons that may prevent the delivery of a web push notification, including the OEM restrictions, network issues, devices killing background, and other factors that cut-off the device from GCM (Google Cloud Messaging) service.
In this post, we’ll investigate the most common reasons that negatively impact delivery rates for web push notification.
1- Targeting inactive users
One of the pivotal issues is the existence of subscriptions that are no longer used, i.e. very old users. Generally speaking, there is a negative correlation between the age of a web push subscription and its expected delivery rate. That is to say, when you are sending or planning to send notifications, not all subscribers will receive them , because some subscriptions may be no longer in use. As a result, delivery rate is lower than you expected. On the contrary, if you only send a web push notification to users that have recently visited your site, you will more likely receive higher delivery rates.
2- Blocking Notifications by User at OS Level
For operating systems, the user can block the notification for a particular app. Because GCM(Google Cloud Messaging) does not invalidate the token. Also, some battery saving apps force stop the running apps which then cant deliver notifications to user’s device, consequently lowering the delivery rate.
3- Device specific issues
Unlike GCM notifications (now FCM, Firebase Cloud Messaging), some devices do not receive notifications when apps are not running in the foreground or in the background. Although manufacturers make corrections to the new updates, older versions still have the problem. That is to say, in order to get successful delivery in web notifications, you need to keep the browser open (at least in the background). Also, there are still many system anomalies, as if it is still marked as experimental technology. Having said that, in spite of the fact that the delivery rate can not be 100%, it will become more stable with every correction of the new updates, and the future is bright for web push notifications.
4- Notification expiry before reaching the end user
It may happen that the GCM was unable to connect to the device within the TTL( time (time_to_live). Therefore, GCM will not deliver the notification if the TTL expires at the time of delivery.
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