Campaign Analytics

We are excited to inform you that in April 2016, we have made some changes to campaign delivery statistics and subsequent analytics. The changes are done to make the metrics we track more relevant and meaningful to your business.

  1. Campaign Delivery 
  2. Campaign Performance
  3. Campaign Performance Tracking


Campaign Delivery

The new metrics are here under with the numbers they represent:

Installed Users is Segment: Represents the total number of users that satisfy the segment criteria and have at-least one active device

After FC Removal: Number of users that do not breach Frequency Capping (FC) criteria

Active Device Tokens: Number of devices active for the users satisfying all the above criteria (No breaching of FC, Not uninstalled etc.)

Of all the active device tokens, some might fail due to errors (Read more here) that come while sending the messages to GCM/APNS. The final number to which the notifications were sent successfully is the Successful Sent metric as below.

Successful Sent: Number of devices for which notification was sent successfully to GCM or APNS. Please note that this number does not guarantee that GCM/APNS will be able to deliver to these many devices. 

Campaign Performance 

Metrics and what they mean


Impressions represent the number of user devices that have received the notification sent by the marketer. 

One user can have multiple devices. And hence if one user has two Android devices and received notifications on both of them, or one Android Device and one iOS device, the impressions will be counted as 2 in both the cases.

What it means for you: Higher impressions represent higher reach of your notifications.

Note: In case of iOS, due to platform limitations, we cannot measure how many users received a particular notification hence impressions are assumed to be same as successful sent numbers. Please also note that many other marketing automation platforms show you only the successful sent numbers for Android. Hence it won't be prudent to compare their successful sent numbers to our impressions.


Clicks represent total number of notifications clicked by the users once the notification is delivered to them. 

What it means for you: Higher click numbers suggest that your users who received your notification message found it interesting and hence ended up clicking it. It might be because of the appeal of your message, it's timing or it's relevance to the end user. Lower numbers represent the opposite.

Note:If one user has two Android devices and receive notifications on both of them and clicks these notifications on both devices, the clicks will be counted as 2.

Conversion Events

Conversion events represent the total number of primary conversion goal events happened within the attribution period (configurable) from the time user received the notification

In case of Active campaigns (Smart triggers, geo fences and User Level Transactional Push ), this metric reports the cumulative primary conversion events since the starting of first campaign instance.

What it means for you: Higher conversion events indicate that higher effectiveness of your campaign in driving the business goals

Note: Assume a user received a notification for which campaign goal was making purchase. Now if he/she has made two purchases, the conversion events will be 2.

Conversions (previously being called Converted Users)

For campaigns having only one recurrence, conversion represent unique users who have accomplished the primary conversion goal event at-least once with-in the attribution period.

For always active campaigns, it is number of unique users converted per instance of an active campaign i.e.

  1. If user receives 1 Campaign Instance on Day X  and another on Day Y and converts once on both the days, the conversions will be counted as 2 (instead of being counted as 1 in past)
  2. If user receives 1 campaign instance on Day X  and converts twice from the same campaign, conversions will be counted as 1
  3. If a user receives 2 campaign instances of same campaign on Day X and converts for both of them, conversions will be counted as 2.

What it means for you: Higher conversions indicate higher effectiveness of your campaign in driving the business goals. 

General Push/ Transactional Push (All User or Custom Segment) 

Metric Name

What it means?


Total Notification Received Events


Total Notification Clicked events

Conversion Events

Total conversion goal events


Users who did the conversion goal event


Smart Triggers / Geo-Fence Triggers/ Transactional APIs - User Level 

Metric Name

What it means?


Total Notification Received Events


Total Notification Clicked events

Conversion Events

Number of conversion events from all notifications of this campaign


Number of times users converted from each notification of this campaign


Conversion Goals Performance

You will be able to see this section when you have set more than one conversion goals for your campaigns. Check here how you can set them for your push campaigns. The section compares the performance of goals set by the marketer for the campaign.

All Goals: Will show all goal events for respective goal i.e. if a user made purchase twice, it will be shown twice. It is an equivalent of conversion events covered in sections above.

Unique Goals: Goals uniques across the users converted per campaign instance. It is an equivalent of Conversions metric covered in sections above.

Click Action Performance

We have introduced Interactive Notification Actions through which marketers can let users take specific actions without even opening the app. "You cannot manage what you cannot measure" and hence we launched the click performance of these Notification Actions to let marketers measure how many clicks are coming from these additional actions.

Default action refers to Notification click action while Action 1 and Action 2 denote the additional actions (if used) in notification payload.

Personalization Performance

While bringing you Push Personalization, we wanted to understand the impact of this personalized experience. Personalization performance will enable the marketer to compare the Click and Conversions across the personalized and non-personalized messages of the same campaign.

Campaign Performance Tracking

You can now (after August 9th, 2016) track your conversion via three methods. These three methods will, by default, be present as filters in campaign performance.

1. Impression Based Tracking

The one which you were using hitherto i.e. Number of conversion goals executed by users who received your communication,  within the configured attribution window from time of receiving the campaign. This appears as a default filter in your Campaign Performance.

2. Click based tracking

Number of conversion goals executed by users who clicked your communication, within the configured attribution window from time of click

3. In - session Tracking

Number of conversions goals executed by users, within 30 minutes after clicking your communication



Have more questions? Submit a request