Push Amp and Delivery Impact

In this article, we will talk briefly about MoEngage's 1st version of Push Amplification solution, Push Amp and its impact on reach/impressions for your campaigns.

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.

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

What is Push Amp and how it works?

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


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

Push Amplification works only for Android. It is available for One Time or 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

Once you have configured a campaign after Push Amp is successfully enabled for your account, 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 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. 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 


How Uplifts are calculated?

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

1. Uplift in Impressions


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

where, delivery rate is Impressions/ Notifications sent. 

The below formulas explain how we calculated 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



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 9802 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. 

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 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 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 Click uplift might be lower than the actual uplift
  • Since Push Amplification is a backup delivery service, notifications attempted via Push Amplification are not counted in the sent count however impressions are counted if the user does receive the notification via Push Amplification, the impression does get counted. This may lead to scenarios where the Impression count is higher than the Sent count.
    • For Example. If, for a campaign, the notification sending has failed for all users' devices because of "Google Authentication Error (GAE)", the sent count would be 0. But you may receive Impressions and clicks for this campaign as they were delivered with Push Amplification.
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