Metrics glossary

This glossary defines the metrics used to track the performance of your Pushwoosh campaigns.

Pushwoosh Customer Journey


Campaign reach

Number of users who entered the journey (counted as non-unique users' entries).

Unique users

Number of unique users who entered the journey.

Inside the Journey

Number of users currently progressing through the journey (i.e., those who have not reached the Exit element yet)


Number of users removed from the journey due to various issues, such as being unregistered from the app or not meeting Time Delay conditions based on user tags or behavior. Learn more


Total sent

Total number of messages sent within the journey.

Average CTR

Average CTR for all messages on any channel sent within the journey.

Metric calculation: CTR = (Number of users who opened a message / number of users who received message) * 100%

Push (Mobile/Web)

Push Sends

Number of push notifications sent, including to the users that have opted out from push notifications

Push Opens

Number of push notifications that were opened by recipients.

Push Deliveries

Number of mobile push notifications that have been successfully transmitted by the Pushwoosh platform to intended recipients' mobile devices. It means that the notification was sent from the sender's side and reached the servers or gateways of the recipients' devices. However, it does not necessarily guarantee that a user has seen or interacted with the notification.

Push CTR

Percentage of users who clicked on a push notification after receiving it.

Metric Calculation: CTR = (Number of Users Who Opened a Push / Number of Users Who Potentially Received a Push) * 100%


Users who have enabled push notifications on their devices and whom you can reach via this channel.


Email Sends

Number of emails sent to recipients.

Unique Emails Opened

Number of unique email recipients who opened your emails within the specified period.

Emails Delivered

Number of emails delivered to recipients. Email delivery may fail because of bounces, so we recommend ensuring that your mailing list contains only valid and verified email addresses from users who explicitly gave their consent to receive emails from you.

Email CTR

Percentage of recipients who clicked on one or more links included in an email, thus indicating their engagement with the email content.

Metric calculation: (Number of clicks / Total emails sent) * 100

In-email link clicked by a user at least once. Even if a user clicks on a link more than once, it still counts as one unique click.

Emails Hard Bounce

Number of emails not delivered because of hard bounces. A hard bounce happens when an email message can't be delivered permanently because the recipient's address either doesn't exist or is invalid.

Emails Soft Bounce

Temporary delivery failures, such as when a recipient's mailbox is full or network issues disrupt delivery. Pushwoosh makes multiple attempts to resend soft-bounced emails. If the email remains undelivered after these attempts, sending to that email address will be discontinued.

Email Rejects

Instances where the recipient's email server declines to accept an email during the SMTP (Simple Mail Transfer Protocol) transaction. Rejections can result from reasons like authentication failure, spam filtering, or policy-based restrictions.

Email Complaints

Number of users who have reported your message as spam, informed their email service provider of their complaint regarding your email, or expressed dissatisfaction in a manner recognized by email providers and clients as a reason for potentially limiting your ability to send messages.

Email Unsubscribed

Number of recipients followed the Unsubscribe link in that email. Such users are tagged with the True value of the Unsubscribed Emails default tag.


In-App Impressions

Number of times the in-app was displayed to users during the selected period.

In-App Interactions

Number of times users engaged with the in-app message, such as button clicks or link taps.

Impression Duration

Total amount of time a user spent viewing your in-app message.


Number of users who closed the in-app without interacting with it.


App Installs

Number of application installs, i.e. the number of times a mobile software application was downloaded, installed, and prepared for use by end-users within a specified time frame.

App Uninstalls

Number of devices for which push tokens were removed from the database due to their invalid or non-existent status, typically occurring when users have uninstalled the application.

App Opens

Number of times the app has been launched on usersโ€™ devices as of the date and time specified.

Daily Active Users (DAU)

Number of unique devices that opened the app on a certain day.

Monthly Active Users (MAU)

Number of unique devices that opened the app during a specific month.


Devices with enabled push notification alerts, i.e., those users who can actually see all your push notifications.


Number of devices with push tokens or emails provided, meaning they are reachable with push notifications, emails, or in-apps. However, even if there is a push token associated with a device, some users may not see push notifications in case they disabled alerts in their device settings. Those users are reachable with Silent (background) pushes, in-app messages, and can receive notifications to the inbox.

Push Enables

The number of opt-ins for push notifications. Counted as non-unique, i.e. the number will include each instance of a user opting in, whether it's the first time or a re-opt-in for push notifications.

Push Disables

The number of opt-outs from push notifications. Counted as non-unique, i.e. the number will include each instance of a user opting out.


Total Devices

All devices registered on the Pushwoosh platform and active within the last 90 days. They may or may not have push tokens associated with them.

Subscribed Devices

Number of devices with push tokens or emails provided, meaning they are reachable via at least one channel: push notifications, emails, or in-app messages.

Unsubscribed Devices

Devices that have opted out or unsubscribed from one or more communication channels, such as push notifications, emails, or in-app messaging.

Push Enabled Devices

Devices with a valid push token that can receive notifications. On mobile devices, users can ban the display (rendering) of push notifications on the lock screen in the app-specific OS settings. However, such devices are still considered push-enabled because the token is preserved, and they can receive silent notifications (sent to the app inbox, containing custom data, etc.)

Devices become push-disabled when their push token is revoked or invalidated, usually by uninstalling the app or disabling push notifications in the device's system settings.


Any user activity within the app, website, or backend system. They can be used in segmentation and as triggers for behavior-based messaging.

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