Understanding Notification Delivery

Learn about the journey of a notification across different platforms

Web push notifications are delivered to a subscriber’s browser. Each browser has their own delivery service for this - Chrome uses Firebase Cloud Messaging (earlier called Google Cloud Messaging), Firefox uses xxxxxxxx while Safari uses Apple Push Notification Service.

The notifications that are pushed via iZooto can be viewed under Notification Reports.

After a notification is pushed by the user, the iZooto server pushes them further to the FCM and APN servers.They respond by accepting the notification for those subscribers who are still active and provides the actual count to whom the delivery would be made. For instance, let’s say the notification was pushed to an audience of 100. If FCM replies back saying that the actual count (at that precise time) is 98, the ‘delivered’ column in the notification report would show 98%. Delivered doesn’t mean that the subscriber has viewed the notification.

Viewed can be safely defined as an impression on the subscriber’s device. Viewed depends on quite a number of factors - internet connectivity of the subscriber and the expiry of the notification (Time to Live) being the top ones. This is the reason why the percentage of ‘viewed’ is always lesser when compared to the percentage of ‘delivered’. ‘Viewed’ can be found in CSV report that can be downloaded from the panel.

CTR (Click Through Rate) is the number of clicks received on a notification divided by the notifications delivered. This is usually the metrics marketers use to analyze the effectiveness of any campaign. CTRs also depend on various factors - Content, timing, audience and frequency of notifications sent. The clicks and CTR keep getting updated on the report.

Notifications are delivered to the subscriber even when he/she is not on the website. Here is where they get delivered/stacked:

  • Windows - right above the taskbar
  • Mac - Mac OS notification center
  • Linux - top right section of the browser
  • Android - notification tray

We send notifications in batches of 10,000. This means that if you are pushing a notification to 25,000 subscribers, it would get sent in 3 batches - 2 with 10,000 subscribers and 1 with 5,000 subscribers.


Q1. How is the CTR calculated?

Ans. CTR is calculated as the percentage of notifications clicked upon the ones that are delivered.

Q2. Why is the CTR low while the 'viewed' count is high?

Ans. Viewed count depends on the impressions served. There could be instances when the notification has been served on the subscriber's device but he/she has not yet clicked on it. This would make the CTR low while the viewed count remains high.

Understanding Notification Delivery

Learn about the journey of a notification across different platforms