Push Amp+ and Delivery Impact

In this article, we will talk briefly about MoEngage's advanced Push Amplification solution, Push Amp+, and its impact on reach/impressions for your campaigns.


For more information about the first version of the MoEngage Push Amplification solution - Push Amp, then click here.

Note: The impact for Push Amp+ would be visible on the dashboard only for the campaigns created after April 3rd, 2020, 12:00 AM GMT

Before going into anything else, we would want to address some basics about Push Amp+.

Why do we need Push Amplification? 

Push notifications as a sure-shot way of engaging your mobile app users. To successfully run any engagement or retention program, any marketer would want to maximize the reach of their campaigns. But in the case of Android, the notifications never reach 40-70% of your users. There are multiple reasons why your users do not receive the notifications sent by you, click here to know more.

Push Amp+ helps marketers to improve the delivery of their push notifications so that their messages can reach more and more users.

What is Push Amp+?

Push Amp+ is an advanced version of MoEngage’s industry-first Push Amplification technology, built to increase push notification delivery rates by up to 40% across Android device manufacturers. Additionally, our customers have witnessed an uplift in push delivery rates by up to 75% on Xiaomi devices. 

Push Amp+ is a combination of 2 services:

  1. An enhanced push notification delivery service for the eligible set of devices 
  2. A fallback delivery service (known as Push Amp) is used if FCM notification delivery fails 

How does Push Amp+ work?

Marketers can choose to use Push Amp+ for their campaigns at the time of sending. 

For campaigns using Push Amp+; an eligible set of devices that are reachable using Push Amp+ are identified from the target segment. These eligible devices are sent notifications directly by Push Amp+. These devices are not targeted by FCM because the delivery rate via Push Amp+ is significantly higher than FCM.

The rest of the devices in the target segment that are not eligible for Push Amp+ service are sent notifications through FCM. If FCM delivery fails Push Amp kicks in. Push Amp detects the failure in notification delivery and acts as a fallback to the FCM, thereby delivering the notification to users' devices. This helps marketers reach those users, who would have otherwise been missed by FCM. This amplifies the reach and improves overall delivery rates by up to 40%. For more details, please refer to this page


How to enable Push Amp+?

To enable Push Amp+ for your account, please get in touch with us at support@moengage.com

Once you get Push Amp+ enabled for your account, you can choose to use Push Amp+ on the campaign level. This means that you can choose to enable Push Amp+ for some Push campaigns and not use it for other campaigns and compare overall delivery with the ones not using Push Amp+. 

Here’s how you can enable/disable Push Amp+ for a campaign - 

On the Target User page, select the platform as Android, and the option to choose whether to send the campaign using Push Amp+ is available. 


Push Amplification works only for Android. It is available for One Time and Periodic Push, Event Triggered Push, Location Triggered Push, and Push Notifications sent using Flows. It is not applicable to Device Triggered Push.

Note: Since Push Amp+ is an advanced version of Push Amp; enabling Push Amp+ will also enable Push Amp along with it.

Measure Uplifts by Push Amp+

Once you have configured a campaign with Push Amp+, you can measure the impact of Push Amp+ on that campaign impression and clicks. After the campaign has been sent, go to Campaign->Analytics and choose Android as the Platform.



The contribution by Push Amp+ is shown in yellow. You can hover over the yellow and green parts in the donut to determine the no of impressions obtained via Push Amp+vis-à-vis impressions obtained via FCM. The same goes for the Clicks donut. 

Below each donut, the % uplift by Push Amp+ is shown.

You can hover over the % uplift numbers to understand the individual contribution by FCM and the total contribution 


In some campaigns, if you observe that the % Uplift values are not shown below the Impression or Click graph in spite of some contribution to these metrics via Push Amp+, it means that the % uplift by Push Amp+ is 0 and hence it is not shown on the dashboard. 

In the below example, there is a positive % uplift in Impressions. But the Push Amp+ contribution to Clicks data is so small that it is negligible or 0 % uplift.


If you create a campaign with Push Amp+ disabled; then the campaign will be served by FCM including the devices that are eligible for Push Amp+. If FCM delivery fails then Push Amp will kick in, provided Push Amp is also enabled for your account. In such cases, you will see uplifts/impact via Push Amp.

The same rules apply to Push Amp Stats, as mentioned above for Push Amp+.  

After the campaign has been sent, you can check the Push Amp+ status on the Campaign Info page. If you had enabled Push Amp+ in the campaign it would say "Send via Push Amp+: Yes" else "No"


Click here to know more about Push Amp

Periodic Campaigns

In the case of Periodic campaigns, Push Amp+ uplifts will be shown for each child campaign basis the fact that whether Push Amp+ was enabled during sending of a particular child campaign or not. While, for the parent, campaign aggregated stats will be shown with Push Amp+ uplift. However, there is a small caveat here:

  • If NO child campaign was sent with Push Amp+ enabled, then the parent campaign will show Uplift for Push Amp
  • If ANY ONE child campaign was sent with Push Amp+ enabled, then the parent campaign will show Uplift for Push Amp+

This is explained in the diagram below:



Consider a periodic campaign that was created with Push Amp+ disabled. At T1 & T2 - two-child instances were sent, so the T2 parent campaign will show uplifts for Push Amp only.

However, at T3 the campaign was edited and Push Amp+ was enabled. So from T3 onwards, the parent campaign will always show uplift for Push Amp+ even if Push Amp+ gets disabled in the future.

The respective 6 child campaigns will show the stats basis the Push Amp+ state enabled/disabled 

How Uplifts are calculated?

This section explains the formulas we used for calculating the uplifts.

1. Uplift in Impressions


FCM will be taken as the base for all the calculations. % Uplift for Impressions is computed by first calculating the contribution of Push Amp+ in the campaign delivery rate and then dividing it by the FCM delivery rate. 

where the delivery rate is Impressions/ Notifications sent. 

The below formulas explain how we calculated the contribution of Push Amp+ to the campaign delivery rate. For this, the contribution of FCM to the campaign delivery rate is subtracted from the overall campaign delivery rate



2. Uplift in Clicks

To track Clicks uplift, please make sure your app SDK version is 9802 or later. Because, as stated above, click tracking is available only from SDK version 9.8.02 onwards. Also, because of this, the calculated uplift might be lower than the actual uplift in clicks. 


% Uplift for clicks is computed by the same logic as an uplift in Impressions i.e. by first calculating the contribution of Push Amp+ in overall clicks received for the campaign and then dividing it by clicks via FCM. 

Note that the formula says "Adjusted Clicks by FCM". The clicks by FCM are adjusted to accommodate for the clicks that would have been received if the same campaign was sent with FCM only i.e. without Push Amp or Push Amp+


As can be seen here, the adjusted Clicks for FCM include the actual clicks by FCM + the clicks that would have been received from the devices on which the campaign was delivered using Push Amp+. For this, we have taken a fair assumption that CTR via FCM = CTR via Push Amp+

where CTR = Clicks/ Impressions 



Uplift in Conversions and Conversion goals is currently not available. We are working on it and will be available shortly.



  • Since Push Amp+ is an Android-based feature, the Impressions & Clicks uplifts are applicable only for Android.
  • We show the uplift for Impressions for All Platforms as well just to give an indication of Push Amp+ impact on an overall level. However the uplift in Clicks for Android vs the uplift in Clicks for All Platforms will always remain the same, hence Clicks uplift is not shown for All Platforms
  • Push Amp+ data and the uplift is shown for All Locales. We are currently not tracking locale-specific data for Push Amp+
  • We started tracking clicks for Push Amp+ only from SDK version 9.8.02 onwards, so the Clicks uplift might be lower than the actual uplift
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