Metrics glossary

Pushwoosh Customer Journey

Audience

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)

Drop-offs

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

Messages

Total sent

Total number of messages sent within the journey.

Average CTR

Average click-through rate for all messages on any channel sent within the journey.

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.

Unshowable sends

Number of push notifications that the platform provider accepted for a device with notifications turned off in the OS settings. No banner is shown, but the message still reaches the app, and it appears in Message Inbox if the send has Save message to Inbox enabled. Pushwoosh counts these sends as successful, not as errors. In the recipients export they are marked Unshowable.

Push CTR

Percentage of users who opened the push after receiving it.

Metric calculation: CTR (%) = (Opened / Recipients) × 100

Opened the number of users who opened the push. Recipients is the number of users who have your app installed, have a valid push token in Pushwoosh, and allowed push notifications for the app.

Recipients

Users who have your app installed, have a valid push token in Pushwoosh, and have allowed push notifications for the app.

Open-to-sent rate

Opens divided by sends for the period. Used on both the Push and Email tabs of the Overview page. It’s not the same denominator as Push CTR, which divides by recipients.

Delivery rate

Deliveries divided by sends for the period, shown as a tile on the Overview page’s Push tab. The tab’s own daily chart computes delivery-adjacent rates differently by metric, check the page for the exact split.

Email

Email sends

Number of emails sent to recipients.

Emails opened unique

The number and percentage of unique users who opened an email. Each user is counted once regardless of how many times they opened it.

Excluded AMPP

Open rate for Emails opened unique with Apple Mail Privacy Protection (AMPP) opens removed. AMPP can pre-load tracking pixels in Apple Mail and iCloud and inflate the main open rate. Shown alongside the main rate for comparison.

Learn more

Emails opened total

The total number of email opens, including repeat opens by the same user. If a user opens the email multiple times, each open is counted.

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 at least one link in the email.

Metric calculation: CTR (%) = (Clicked / Emails sent) × 100

Clicked is the number of users who clicked at least one link in the email. Emails sent is the number of emails sent to recipients.

Unique click email links

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.

Click-to-delivery rate

Clicks divided by deliveries for the period. Shown on the Overview page’s Email tab only.

Click-to-open rate

Clicks divided by opens for the period. Shown on the Overview page’s Email tab only.

Complaint rate

Complaints divided by sends for the period, on the Overview page’s Email tab Audience section.

Hard bounce rate

Hard bounces divided by sends for the period, on the Overview page’s Email tab Audience section.

Subscribers activity distribution

On the Overview page’s Email tab, every subscriber sorted into Clicked, Opened but not clicked, or Dormant (no open in the period) for the selected period. A subscriber whose only opens were automated Apple Mail Privacy Protection prefetches, not a real read, still counts as Dormant.

In-Apps

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.

Skipped

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

Frequency capping

Suppressions

Number of messages that were not sent because the recipient had already reached their frequency capping limit.

Affected users

Number of unique users who had at least one message suppressed by frequency capping.

Total suppressions

On the Overview page’s Push and Email tabs, the frequency capping Suppressions count for the selected period, switchable to count by Affected users instead.

Audience

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 users’ devices as of the date and time specified.

Daily active users (DAU)

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

Monthly active users (MAU)

Number of unique users that opened the app during a calendar month. This is what Project statistics, Dashboards, and your billing usage count.

The Overview page’s App metrics tab counts MAU over a rolling 30-day window instead of a calendar month. Check the page for details before comparing numbers across pages.

Daily active devices (DAD)

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

Monthly active devices (MAD)

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

Recipients

Users you can reach with communication outside your app: push notifications or email.

Subscribers

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 users

Every user with at least one push device registered, with or without a valid token. On the Overview page, this is the starting point of the Push tab’s Funnel.

Devices

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.

Events

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