Complete guide to push notification analytics: key metrics, tools, and practical tips to optimize your campaigns for better engagement and conversions.
1. Key Performance Metrics
Essential Metrics to Track:
Click-Through Rate (CTR)
Percentage of users who click your notifications. Benchmarks:
- 5-15% for e-commerce
- 2-8% for B2B
- Formula: (Clicks / Delivered) × 100%
Delivery Rate
Percentage of successfully delivered messages. Target: >95%.
Conversion Rate
Users who complete desired actions (purchases, sign-ups) after clicking.
Opt-out Rate
Users unsubscribing monthly. Warning sign if >5%.
2. Advanced Analytics
Response Time
Ideal: Users click within 1 hour of sending.
Device Breakdown
Compare performance across:
- Mobile vs desktop
- iOS vs Android
Geographic Performance
Analyze by country/region/city.
Seasonal Trends
Identify peak engagement days/hours.
3. Top Analytics Tools
Built-in Dashboards
(DMPilot, OneSignal) for basic campaign stats.
Google Analytics
Track post-click behavior and conversions.
Specialized Tools
Mixpanel/Amplitude for deep user journey analysis.
4. Optimization Strategies
Send Time Testing
Experiment to find when your audience is most active.
Content Improvements
Test different:
- Headlines
- Emojis
- Call-to-actions
- Images
Audience Segmentation
Personalize by:
- User interests
- Past behavior
- Demographics
A/B Testing
Continuously test notification variants.
5. Analytics Checklist
- Are core metrics being tracked?
- Are you running A/B tests?
- Are audiences segmented?
- Are you comparing time periods?
- Are landing pages optimized?
Key Takeaways
- Start with basic CTR/conversion tracking
- Gradually implement advanced segmentation
- Test one variable at a time
- Combine push data with other analytics
Pro Tip: Focus on quality over quantity - sending fewer but more relevant notifications typically yields better results.