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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:

a. Delivered

b. No. of unsubscribes

c. CTR

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.

  • JL

    Julien LE COUPANEC

    over 3 years ago #

    I played a lot with OneSignal and Pushcrew recently (personal opinion: OneSignal is the best solution). Here is the KPI I was tracking for thefamily.co and hackisition.com :

    • Acceptance rate (number of visitors who accept to receive your notifications): I got something between 8 and 10%.

    • Click-through rate: this varies a lot according to the message and the moment. The worst I got was 4%, the best was 25%, the average between 9 and 13%. (https://www.hackisition.com/moment-vs-channel-vs-copy/)

    • Number of people who unsubscribed. I have not find a reliable way to get it with OneSignal. But, as they indicate an updated number of people who can receive your push notification, you can assess it. From my personal experience, I got something a little above 2%.

    • AS

      Ajit Singh

      over 3 years ago #

      Thanks, Julien. Finally meeting someone who has used it.

      Now, I see that you are basically tracking the following three metrics:
      1. Subscriptions
      2. CTR
      3. Unsubscribes

      My question is how do you tie these metrics to the overall marketing objective like tracking conversions via each push notification via GA (UTM tagging)? Or how do you conjoin them some to draw a different analysis like high CTR and high unsubscribes indicates click bait abuse?

      Did you hit any hack during the time of you running those campaigns? Sorry, bombarding you with questions. But really looking forward to your help.

    • VB

      Vipul Bansal

      over 3 years ago #

      Some nice numbers there, Julien!
      Glad you gave PushCrew a try.

      Tracking Unsubscribes is equally important as tracking Subscribes. Number of subscribers and unsubscribers are a leading metric and it is important to monitor both of them to take timely action.

      PushCrew's 'Data and Reporting' table shows you the number of unsubscribers on a daily basis so that you get a clear picture of how your notifications are performing.

  • PR

    Pete Roome

    over 3 years ago #

    I don't have experience with push notification campaigns, but i imagine they'd work like any other marketing campaign. You want to track how many people complete the goal you had in mind e.g purchase a product. Through this journey you also want to know where traffic is dropping off.

    My recommendation would be to append a unique UTM campaign param to your push notification link. This will give you the data you need to know how many people from your campaign hit the page/link, and more importantly you'll be able to follow them through their journey on your website using your analytics tool.

  • AS

    Ajit Singh

    over 3 years ago #

    The guide for which I had posed this question is live. Copying from my post

    "Enterprise automation platforms which have web push in their suite provide much better UX and analytics than standalone push engines to track conversion. If you don’t use any of those platforms and rely on Google Analytics following is what you can do, because, at the end of the day, whatever analytics tool you use the underlying principle of tracking the success is going to be same.

    i. Define the goal
    The goal could be anything like purchase, session duration, download, a specified number of pages viewed etc. GA provides you with four goal types. While the first three are self-explanatory, event is most commonly going to be used. Refer to Google Help article for helpDefining goals in GA

    ii. Now, track the conversion
    Once you define the goal (event) your requirement is to track the conversion against your web push. To do that it is imperative to add UTM parameters to the landing page URL.

    Now you only need to go to Reporting-> Conversions-> Goals and track the goal completion by adding the traffic source filter. "

    In case, you wish to view the full post
    [Tips inside] A Beginner’s Guide to Setting up a Browser Push Notification Campaign (https://monk.webengage.com/browser-push-notification-guide/)