Browser push notification has acquired quite a prominence after being the newest addition to the list of engagement channels. It was a critical mobile app capability missing in the web- first introduced by Chrome in its 42 version in 2014 followed by Safari and most recently by Mozilla. It is employed by websites from all verticals especially news, e-commerce, OTA and Facebook. Yes, Facebook exploits it big time.
My question is to the marketers who use it. How do you correctly measure the effectiveness of a browser push campaign?
I visited the dashboard of couple of push engines and following were the key metrics that they reported:
b. No. of unsubscribes
My query is what are the critical metrics that we should take into consideration apart from the aforementioned ones? How do we aggregate the performance of individual campaigns and sync it with the larger marketing objective? Basically, I am inviting thoughts from anyone who has experience running a push notification campaign for clients or himself.