Push Amplification™ and Delivery Impact

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

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

What Is Push Amplification™ and How It Works?

Push Amplification™ is a fallback delivery service, which is used if the FCM notification delivery fails. When a notification delivery fails, Push Amplification™ 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 Amplification™, refer to this page.

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

info	Information Push Amplification™ 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 Amplification™

After Push Amplification™ is successfully enabled for your account, when you configure a campaign, you can measure the impact of Push Amplification™ on that campaign Impression and Clicks. After the campaign is sent, go to Campaign > Analytics and select Android as Platform.

The contribution by Push Amplification™ 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 Amplification™ with regard to impressions obtained through FCM. The same is applicable for the Clicks donut.

Under each donut, the % uplift by Push Amplification™ 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.

FCM is the base for all the calculations. % Uplift for Impressions is calculated by first calculating the contribution of Push Amplification™ 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 Amplification™ in campaign delivery rate. For this, the contribution of FCM to campaign delivery rate is subtracted from overall campaign delivery rate.

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To track Clicks uplift, ensure that your app SDK version is 9802 or later because click tracking is available only from SDK version 9802 onwards. Because of this, the calculated uplift might also be lower than the actual uplift in clicks.

% Uplift for clicks is calculated by the same logic as an uplift in Impressions, that is, by first calculating the contribution of Push Amplification™ in overall clicks received for the campaign and then dividing it by clicks through FCM.

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Note

Uplift in conversions and conversion goals are currently not available. MoEngage is working on these features and they will be available shortly.
Push Amplification™ 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 Amplification™ 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 Amplification™ data and uplift is shown for All Locales. We are currently not tracking locale-specific data for Push Amplification™.
We started tracking clicks for Push Amplification™ only from SDK version 9.8.02 onwards, so the Click uplift might be lower than the actual uplift.
Push Amplification™ is a backup delivery service, so notifications attempted through Push Amplification™ are not counted in the sent count. However, if the user receives the notification through Push Amplification™, 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 Amplification™.