• by Ray Schultz , Columnist, March 14, 2025

You may be a seasoned email pro. But what if you are called on to do push notifications? How will you judge success?

Actually, you will use the same metrics as you do in email: opens, clicks, opt-to-click rates. And as an email specialist you know well that if you’re not measuring these, “you’re flying blind,” writes Debamrita Ghosh, SEO content marketing manager for North America at MoEngage, in a recent post, “Top 7 Push Notification KPIs & Metrics Most Important to Campaign Performance.”

Of course, as with email, there are different delivery methods — mobile, web, app. But here are the big metrics:

Click Rate — This tells you how many people clicked on your message. Pulling a low CTR? “A/B test your copy, use segmentation to target the right people, and time your notifications for when users are most active,” MoEngage advises. 

Open Rate — as with email,, this tells you how many people opened your communication. To boost push notification open rates, focus on :such elements as personalization and timing. Personalization? Yes. “Use the user’s name, preferences, or behavior-based triggers,” the article urges.

Conversion Rate — Is your push notification leading to the desired action, whether subscribing, watching a video or actually buying? A weak rate may signal that your landing page doesn’t live up to the notification, or that the offer isn’t compelling enough. To fix this, remove unnecessary steps and test different CTAs to see what is working. 

Opt-In Rate — This is critical: If people aren’t opting it, they’ll never receive your notifications. A 5% opt-in rate is a bad sign. Make sure your timing is right, and start with a soft prompt.

View Rate — This measures how many people saw your notification, irrespective of whether they didn’t anything. A low rate may be caused by bad timing, too many notifications or muted notification, which is common on iOS. Above all, don’t spam. And push when your audience is active, MoEngage states. 

Revenue rate — This is the biggie. It’s the one that tells you if you’re making money with your push notifications. Flash sales, cart abandonment reminders and personalized product recommendations work well for SaaS and ecommerce brands. 

Opt-Out Rate — This shows that you’re barraging subscribers with notifications and that your content is not deemed valuable. Bad timing and poor personalization can also contribute to this. You should tailor your messages, adjust frequency, improve the content and cede control to people.

Those are the seven key metrics. To read the full article, click here.