Airship Push Response Terminology
Each report provides a different piece of analytics information.
- Push Sends: How many pushes are you sending?
- App Opens: How many users are opening your app as a result of your push?
- Time in App: How much time are people spending in your app?
- Unique App Opens: How does the app activity of opt-in vs. opt-out users compare?
- Push Response: What is the level of direct and indirect response to your pushes?
- Event Tracking: How have specific push messaging campaigns affected user activity and key conversions?
- Devices: What percentage of devices are eligible to receive push?
- Statistics: What is your hourly, monthly, and lifetime push activity?
Push Sends assesses the total notification sends during a specified time period. Counts include alerting sends only; silent sends (via silent push notifications) are ignored.
- App Opens
- Assesses the total app opens during a specified time period.
- Opt-in Open
- Any app open observed by a user who has opted in to receive push notifications. The Airship SDK observes open events for all users and reports both total opens and opt-in opens.
- Direct Open
- An app open that occurs when a user interacts with a notification to open an app, e.g., taps a push notification in the notification center, lock screen, etc.
- Indirect Open
- An app open that is attributed to the presence of a push notification, but is not measured directly, i.e., the user does not tap the notification directly. Indirect opens are a derived metric which is explained more fully in Appendix: Push Influence Primer.
- Influenced Open
- The calculated number of App Opens attributed to a push notification, having occurred within a 12-hour window of the push being sent. This includes both Direct and Indirect Opens, and the algorithm subtracts expected hourly opens that are likely to have happened without the push, and also takes less credit for opens the further they occur from the push.
- Baseline Open
- App Opens that occur regularly, irrespective of push notifications being sent. Baseline Opens might also be considered a "natural" or "organic" open in that they are expected to occur even in the absence of push notifications. Baseline Opens are derived from historical open trends on an app-by-app basis, and are excluded from Push Influence attribution.
- Time in App
- Assesses the average time users spend in your app during a specified time period.
- Unique Opens
- Assesses unique app opens by opt-in status and platform during a specified time period. Unique App Opens is the count of users that opened the app, not the number of times a single user opened the app.
Indirect Opens occur when a user is sent a push but does not tap the alert. When the user opens the app indirectly, not from tapping the notification, then attribution must be derived.
Following a push notification, we typically observe a flurry of new opens above the Baseline Open Rate for a period of time. These "Influenced Opens" include both Direct Opens and Indirect Opens by opt-in users .
The Push Influence algorithm attributes App Opens that occur within a 12-hour window of the push to this calculated metric, accounting for the Baseline Open Rate.
The further an indirect opt-in open occurs from the original send time, the less likely it is to be considered an Influenced Open.
Devices provides a current view of your audience by the number of devices opted in to and out of notifications. This report is generated daily.
Apps: On initial app open, a channel ID is created for the user and is registered with Airship, passing along segmentation info, i.e., tags, and opt-in/out status. On subsequent app opens, registration calls are made, passing the current metadata and opt-in/out status.
Once we receive the event, we record the status, which is reflected in the next day's report:
- Unique Devices: Total number of devices that have opted in or opted out of push notifications. The Unique Devices count does not include uninstalled devices. If your app only supports one platform, Combined Unique Devices is not displayed.
- Opted-in: Devices with notification permissions on.
- Opted-out: Devices with notification permissions off. For web, this only includes users who had previously opted in to web notifications.
- Uninstalled: Android: Number of app uninstalls observed from opted-in devices.
- Uninstalled: iOS: Number of app uninstalls observed from either opted-in devices or devices with background app refresh enabled.
- Uninstalled: Web: Number of users who have opted out of web notifications via browser settings and have not returned to your website.
See Detecting Uninstalled Devices for information about the nuances related to the Uninstalled metric.
When you send a push notification to a device that has uninstalled your app, Airship receives feedback from the platform push service (APNs or FCM) that the device is inactive. When we generate the daily Devices report, we remove the device from the Unique Devices total and opt-in/out status breakdown, and add it to the Uninstalled count.
Uninstalls are detected by either:
- A standard push notification, sent to iOS or Android devices, or
- A background push using the
content-availableflag, sent to iOS 7+ devices.
A device must have push enabled so that it can receive the notifications you send. Also keep in mind that users can prevent receiving background pushes by disabling the Background App Refresh option in their phone's settings.