7 Metrics of Successful Push Notification Campaigns
No matter what type of mobile app you are, push notifications are the most effective way of reaching out to users and optimizing engagement. With a personalized and well-timed push notification campaign, you can effectively communicate your brand while allowing users to get maximum value out of your app’s services. However, overuse or sending irrelevant notifications to the wrong segments of users can lead to opt-outs or even uninstalls. Developers and marketers may avoid utilizing notifications altogether due to growing concerns that they are annoying or invasive. But when done properly, they can be key driver for user engagement and retention. Through A/B Testing and careful analysis of metrics, a savvy mobile marketer can build up a push notification that boosts click-through rate (CTR) and strengthens your app ecosystem.
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7 Metrics That Matter Most for Your Notification Campaigns
Metrics analysis can seem daunting when there are so many to choose from. So where do you begin? Tracking different metrics across your push notification campaign provides insights on trends and patterns of user behavior. This is beneficial in two ways. One, it gives you an idea of how healthy your app is, based on user engagement, retention, and other top KPIs. And two, it gives you a track record that allows you to form projections for future app performance. The following are the 7 metrics that you most want to keep an eye on to optimize your push campaign.
Metric #1. Interaction (Open Rates)
Just as you track open rates of email campaigns, it’s important to track how many of the total messages were viewed by users. You can do this by counting the number of clicks and dismisses of your notifications. Remember, when users dismiss a message it’s still a great indicator that your message influenced and made an impression.
2. Click-Through Rates
Track the percentage of users who opened your push notification. If the point of the message is to convert or encourage users to take an action within the app (e.g. complete a purchase), then keeping track of your click-through rates can help to attribute the increase in conversions. Either way, CTR is the life’s blood of a mobile app. Keeping track of this particular metric can be a key indicator of what you’re doing right and what needs to be tweaked in your push notification campaign.
3. Delivery Count
Keep track of how many notifications were actually delivered. With less effective push notification SDKs, notifications can sometimes fail to deliver, and that must be taken into account. The diligent marketer will stay on top of the metrics and keep track of everything that happens after the campaign was pushed.
Delivery reliability is actually a key pain point with most standard push notification SDKs. This is largely due to the fact in the traditional architecture of a push SDK, push tokens are stored in a 3rd-party cloud server. This setup is inefficient for multiple reasons, and can result in delays in notification delivery.
To read more about push notification reliability, and how OpenBack’s patented device-side technology eliminates the need for storing push tokens in a cloud server, read our blog post: Reliability in Push Notifications: An Industry-Wide Challenge.
4. Retention Rate – Ensure It Stays Consistent Over Time
Customer retention is a MUST for any business. Keeping users continually engaged should remain a top priority. Customer acquisition is costly, and especially with mobile games, the churn rate of new users is enormous. It’s much cheaper to put that budget towards building a good relationship with the users you already have. Once a new user of your mobile app hits the 7-day mark, their risk for churn drops off considerably, so it’s worth your while investing in their retention. So make sure you provide a great UX, and you identify and reward customer loyalty!
To calculate customer retention rate metrics with the following equation:
Customer Retention Rate = ((CE-CN)/CS)) X 100
- CE = number of customers at end period
- CN = number of new customers acquired during period
- CS = number of customers at start of period
5. Revenue (Conversions)
Calculate the average new revenue per user after they view a push notification.
Not all mobile apps build their business model around converting users into paying customers. Sometimes the value the user provides is simply in engaging with the app’s content, or bringing in new users. However, every mobile app earns revenue based on actions their users complete. And if a notification is directly responsible for a conversion, that’s something developers need to know so they can duplicate it in future campaigns.
Calculate how much your revenue would increase per month using OpenBack:
6. App Launch (Engagement)
Track the amount of app launches after launching a push campaign. Usually within a 24-hour period, you should have an idea of the uplift generated. If a round of push notifications doesn’t result in a greater number of app opens, then you will need to rethink your strategy.
It’s especially important to track both DAU (Daily Active User) and MAU (Monthly Active User). The DAU/MAU ratio is known in the industry as “stickiness.” Ttogether these metrics give you an idea of how many and how often users are checking into your app, and using it both daily and developing more long-term habits.
7. App Uninstalls and Opt-Outs
Of course, following any push campaign it’s important to check for any significant changes in app uninstalls or notification opt-outs. This indicates how effective the content was and how it impacted the user experience. One easy test before each campaign is to perform A/B testing or control groups.
Make Continual Improvements to Your Metrics
Whether you hit your goals or not, slight tweaks to campaigns are recommended as there’s no such thing as a perfect marketing campaign. And the more you pay attention to your metrics, the better your push campaigns will become. The biggest mistake is failing or neglecting to track the performance of push campaigns. There are tools available for every marketer to capture the data points and analytics behind campaigns. Learn from these findings and be accountable for meeting strategic business objectives. You will soon see positive results, as studies have shown that users who enable push notifications are 53% more engaged with the app and see higher retention rates.
Set Achievable Metrics Goals
When you perform your first test campaigns, keep track of the performance metrics and use them as benchmarks to set future goals. Make sure they aren’t too far-fetched, since it’s highly unlikely you’ll ever see 100% conversions from a notification campaign.
Every mobile app has its own unique purpose and will use push notifications differently, so it’s up to you to choose metrics that are most appropriate. Be sure you have a strategy in place for the next time you send a push notification campaign to ensure a greater chance of success.
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