Sending push notifications to prospects and previous customers is one of the most effective ways for brands to boost engagement and sales. With push notifications, brands can update their target customers in real time, even when they are not using their app or website. However, it is important to monitor the performance of push notifications to determine what works and what doesn’t.

There are several metrics you can analyze to assess the performance of your push notifications, but there are a few crucial metrics that matter the most. If you are looking to improve the performance of your push notifications in the future, here are the five crucial metrics that you need to monitor.

The most important push notifications metrics you should consider 

Opti-in rate

Device platforms, including iOS and Android, allow users to choose the apps or websites they want to receive notifications from. So, the first metric you need to pay attention to as a brand is the opt-in rate for your push notifications. This metric measures the percentage of users who accept to receive push notifications from your app or website. 

A high opt-in rate is crucial to the success of your push notification strategy because it directly affects the number of users who will receive your messages. Some of the ways you can increase the Opti-in rate is by showing your customers the value of receiving your push notifications and what they will likely miss out on if they don’t opt-in. 

Push notification open rate

The open rate metric measures the percentage of users who open your push notifications after receiving them. A high open rate indicates that your push notifications are relevant and compelling enough to grab users' attention. Some of the strategies for boosting the open rate include personalizing your notifications and sending them at the right time. 

Several studies have found that personalized notifications can boost your brand's push notification open rate by over 70%. So, your efforts should be put towards making your notifications more personal. Use tools like Braze-connected content to integrate personalization capabilities into your push notification system. 

Conversion rate 

This metric enables brands to know the percentage of users who performed a specific action within their app after receiving a push notification. This could be anything from making a purchase to filling out a survey form. A high conversion rate indicates that your push notification was effective at driving user behavior.

The end goal of any push notification is to ensure that users take action. If your users simply open the notification without doing anything, then something has to be changed. One of the ways to boost your push notification conversion rate is by including a clear call-to-action in your notifications. It is much easier for users to take action if you tell them what to do after reading the message in your notification. 

Push notification revenue 

At the end of the day, one of the main objectives for sending push notifications is to generate revenue for your business. That’s why it is important to determine the revenue generated as a result of the push notifications. You should also assess the type of messages (in push notifications) that trigger your target customers to make a buying decision faster. 

Before starting your campaign, you need to set up a system that measures purchase events. Purchase events refer to specific actions taken by users within an app that involves a monetary transaction, such as making a purchase, subscribing to a service, or upgrading to a premium version of an app.

Uninstall rate

It is common for some users to uninstall your app after receiving certain notifications. Measuring the uninstall rate allows you to know the percentage of users who uninstall your app after receiving push notifications. A high uninstall rate could indicate that your push notifications are too frequent, not relevant, or too annoying for users. You should also determine the kind of notifications that increase the uninstall rate. 

Final thoughts

Several messaging metrics are crucial to measuring the effectiveness of your push notification campaigns. Some of the most important metrics include opt-in rate, open rate, conversion rate, and revenue generated. By tracking these metrics, businesses can gain insights into the behavior of their users and optimize their push notification strategy for success.