Push Amp and Delivery Impact

This article describes Push Amp, the first version of the Push Amplification solution of MoEngage, and its impact on reach or impressions for your campaigns.



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

What Is Push Amp and How It Works?

Push Amp is  a fallback delivery service, which is used if the FCM notification delivery fails. When a notification delivery fails, Push Amp detects this failure and delivers these notifications directly to app users’ devices thereby reaching those users who would have otherwise been missed by FCM. For more information on Push Amp, refer to this page.


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



  • 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.

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.


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.
  • Push Amp is a backup delivery service, so notifications attempted through Push Amp are not counted in the sent count. However, if the user receives the notification through Push Amp, the impressions are counted. This may lead to scenarios where the Impression count is higher than the Sent count.
    For Example. If the notification sending fails for all users' devices for a campaign because of "Google Authentication Error (GAE)", the sent count is 0. But you may receive Impressions and Clicks for this campaign because they are delivered with Push Amp.

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