Push Amp+ and Delivery Impact

Discontinuation of Mi Push Service

Due to operational concerns, Xiaomi Corporation has recently notified users about the discontinuation of the Mi Push service beyond Mainland China. You might have already received correspondence regarding this matter. For more information, refer to Discontinuation of Mi Push Service.

Overview - Push Amp+

This article briefs Push Amp+, the advanced Push Amplification solution of MoEngage, and its impact on reach or impressions for your campaigns.


For more information about the first version of the Push Amplification solution of MoEngage, refer to Push Amp and Delivery Impact.



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

Why Do We Need Push Amplification?

Push notifications are reliable ways of engaging your mobile app users. To successfully run any engagement or retention program, marketers 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. For more information, refer to Why users are not receiving push notifications sent by you?.

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

What is Push Amp+?

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

Push Amp+ is a combination of two services:

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

How Does Push Amp+ Work?

Marketers can choose to use Push Amp+ for their campaigns while sending them. For campaigns using Push Amp+, an eligible set of devices that are reachable using Push Amp+ is 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 through Push Amp+ is higher than FCM.

The rest of the devices in the target segment that are not eligible for the Push Amp+ service is sent notifications through FCM. If FCM delivery fails Push Amp starts working. 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 a maximum of 40%. For more information, refer to this page.


How to Enable Push Amp+?

To enable Push Amp+ for your account, raise a support ticket. For more information, refer to Raise a Support Ticket Through MoEngage Dashboard.

After Push Amp+ is successfully enabled for your account, you can use Push Amp+ at the campaign level. This means that you can 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+.

To use Push Amp+ for a campaign:

  1. On the "Target user" page, select the platform as Android.
  2. Select the Send this campaign using Push Amp+ checkbox.




  • Push Amp works only for Android. It is available for One Time Push, Periodic Push, Event-Triggered Push, Location-Triggered Push, and Push sent using Flows campaigns.
  • It is not applicable on Device-Triggered Push.
  • Because Push Amp+ is an advanced version of Push Amp, enabling Push Amp+ also enables Push Amp with it.

Measure Uplifts by Push Amp+

After Push Amp+ is successfully enabled for your account, when you configure a campaign, you can measure the impact of Push Amp+ on that campaign Impression and Clicks. After the campaign is sent, go to Campaign > Analytics and select Android as 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 number of impressions obtained through Push Amp+ with regard to impressions obtained through FCM. The same is applicable for the Clicks donut.

Under 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, the % uplift values are not shown under the Impression or Click graph in spite of some contribution to these metrics through Push Amp+. It means that the % uplift by Push Amp+ is 0 and hence it is not shown on the dashboard.

In the following 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, the campaign is served by FCM including the devices that are eligible for Push Amp+. If FCM delivery fails, Push Amp starts working, provided Push Amp is enabled for your account. In such cases, you will see uplifts or impact through Push Amp.

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

After you send the campaign, you can check the Push Amp+ status on the Campaign Info page. If you enabled Push Amp+ in the campaign, Send via Push Amp+: indicates "Yes". If you disabled Push Amp+ in the campaign, Send via Push Amp+: indicates "No".


arrow_drop_down Periodic Campaigns

For periodic campaigns, Push Amp+ uplifts are shown for each child campaign based on whether Push Amp+ was enabled or disabled while sending a specific child campaign. For the parent campaign, aggregated stats are shown with Push Amp+ uplift. However, it has the following limitation:

  • If you do not send any child campaign with Push Amp+ enabled, the parent campaign shows Uplift for Push Amp.
  • If you send any one child campaign with Push Amp+ enabled, the parent campaign shows Uplift for Push Amp+.

The following diagram explains this limitation:


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

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

The respective six child campaigns show the stats based on whether the Push Amp+ state was enabled or disabled.

How Uplifts are calculated?

This section explains the formulas used for calculating the uplifts.

Uplift in Impressions Uplift in Clicks


FCM is the base for all the calculations. % Uplift for Impressions is calculated by first calculating the contribution of Push Amp+ in campaign delivery rate and then dividing it by the FCM delivery rate. Here, delivery rate is Impressions or Notifications sent.

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





  • Uplift in conversions and conversion goals are currently not available. MoEngage is working on these features and they will be available shortly.
  • Push Amp+ is an Android-based feature, so the Impressions and Clicks uplifts are applicable only for Android.
  • We show uplift for Impressions for All Platforms to provide an indication of Push Amp+ impact on an overall level. However, the uplift in Clicks for Android as opposed to uplift in Clicks for All Platforms always remains the same, hence Clicks uplift is not shown for All Platforms.
  • Push Amp+ data and 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 Click uplift might be lower than the actual uplift.

Was this article helpful?
6 out of 6 found this helpful

How can we improve this article?