Push notifications are one of the highest engaging marketing channels to reach, engage, and retain your users. However, there is a varying degree of deliverability that questions the reliability of this channel. This study is an attempt to identify the different factors that affect Push Notification deliverability and quantify the impact of each.
Most of the time, mobile marketers and mobile automation software wrongly calculate the Push Notification delivery rate between the notifications that are accepted successfully by the Google Cloud Messaging (GCM)/Firebase Cloud Messaging (FCM) platform and the user to whom the notification was sent to in the selected time frame.