Push Amplification™ Plus and Delivery Impact

Discontinuation of Mi Push Service
Due to operational concerns, Xiaomi Corporation has recently notified users about the discontinuation of the Mi Push service beyond Mainland China. You might have already received correspondence regarding this matter.

Overview - Push Amplification™ Plus

This article briefs Push Amplification™ Plus, the advanced Push Amplification™ solution of MoEngage, and its impact on reach or impressions for your campaigns.

For more information about the first version of the Push Amplification™ solution of MoEngage, refer to Push Amplification™ and Delivery Impact.

The impact of Push Amplification™ Plus is visible on the dashboard only for the campaigns created after April 3rd, 2020, 12:00 AM GMT.

Why Do We Need Push Amplification™?

Push notifications are reliable ways of engaging your mobile app users. To successfully run any engagement or retention program, marketers want to maximize the reach of their campaigns. But in the case of Android, the notifications never reach 40–70% of your users. There are multiple reasons why your users do not receive the notifications sent by you. For more information, refer to Why users are not receiving push notifications sent by you?

Push Amplification™ Plus helps marketers improve the delivery of their push notifications so that their messages can reach more users.

What is Push Amplification™ Plus?

Push Amplification™ Plus is an advanced version of Push Amplification™, the industry-first Push Amplification™ solution of MoEngage, built to increase push notification delivery rates by a maximum of 40% across Android device manufacturers. Additionally, our customers have witnessed an uplift in push delivery rates by a maximum of 75% on Xiaomi devices.

Push Amplification™ Plus is a combination of two services:

• An enhanced push notification delivery service for the eligible set of devices
• A fallback delivery service(known as Push Amplification™) used if FCM notification delivery fails

How Does Push Amplification™ Plus Work?

Marketers can choose to use Push Amplification™ Plus for their campaigns while sending them. For campaigns using Push Amplification™ Plus, an eligible set of devices that are reachable using Push Amplification™ Plus is identified from the target segment. These eligible devices are sent notifications directly by Push Amplification™ Plus. These devices are not targeted by FCM because the delivery rate through Push Amplification™ Plus is higher than FCM.

The rest of the devices in the target segment that are not eligible for the Push Amplification™ Plus service are sent notifications through FCM. If FCM delivery fails Push Amplification™ starts working. Push Amplification™ detects the failure in notification delivery and acts as a fallback to the FCM, thereby delivering the notification to users’ devices. This helps marketers reach those users who would have otherwise been missed by FCM. This amplifies the reach and improves overall delivery rates by a maximum of 40%. For more information, refer to this page.

How to Enable Push Amplification™ Plus?

To enable Push Amplification™ Plus for your account, please contact your MoEngage Customer Success Manager (CSM) or the Support team.

After Push Amplification™ Plus is successfully enabled for your account, you can use Push Amplification™ Plus at the campaign level. This means that you can enable Push Amplification™ Plus for some Push campaigns and not use it for other campaigns and compare overall delivery with the ones not using Push Amplification™ Plus.

To use Push Amplification™ Plus for a campaign:

1. On the Target user page, select the platform as Android.
2. Select the Send this campaign using Push Amplification™ Plus checkbox.

• Push Amplification™ works only for Android. It is available for One Time Push, Periodic Push, Event-Triggered Push, Location-Triggered Push, and Push sent using Flows campaigns.
• It is not applicable on Device-Triggered Push.
• Because Push Amplification™ Plus is an advanced version of Push Amplification™, enabling Push Amplification™ Plus also enables Push Amplification™ with it.

Measure Uplifts by Push Amplification™ Plus

After Push Amplification™ Plus is successfully enabled for your account, when you configure a campaign, you can measure the impact of Push Amplification™ Plus on that campaign’s Impression and Clicks. After the campaign is sent, go to Campaign > Analytics and select Android as Platform.

The contribution by Push Amplification™ Plus is shown in yellow. You can hover over the yellow and green parts in the donut to determine the number of impressions obtained through Push Amplification™ Plus with regard to impressions obtained through FCM. The same is applicable for the Clicks donut.

Under each donut, the % uplift by Push Amplification™ Plus is shown. You can hover over the % uplift numbers to understand the individual contribution by FCM and the total contribution.

In some campaigns, the % uplift values are not shown under the Impression or Click graph in spite of some contribution to these metrics through Push Amplification™ Plus. It means that the % uplift by Push Amplification™ Plus is 0 and hence it is not shown on the dashboard.

In the following example, there is a positive % uplift in Impressions. But the Push Amplification™ Plus contribution to Clicks data is so small that it is negligible or 0 % uplift.

If you create a campaign with Push Amplification™ Plus disabled, the campaign is served by FCM including the devices that are eligible for Push Amplification™ Plus. If FCM delivery fails, Push Amplification™ starts working, provided Push Amplification™ is enabled for your account. In such cases, you will see uplifts or impacts through Push Amplification™ .

The same rules apply to Push Amplification™ Stats, as mentioned for Push Amplification™ Plus above.

After you send the campaign, you can check the Push Amplification™ Plus status on the Campaign Info page. If you enabled Push Amplification™ Plus in the campaign, Send via Push Amplification™ Plus: indicates “Yes”. If you disabled Push Amplification™ Plus in the campaign, Send via Push Amplification™ Plus: indicates “No”.

Periodic Campaigns

For periodic campaigns, Push Amplification™ Plus uplifts are shown for each child campaign based on whether Push Amplification™ Plus was enabled or disabled while sending a specific child campaign. For the parent campaign, aggregated stats are shown with Push Amplification™ Plus uplift. However, it has the following limitation:

• If you do not send any child campaign with Push Amplification™ Plus enabled, the parent campaign shows Uplift for Push Amplification™.
• If you send any one child campaign with Push Amplification™ Plus enabled, the parent campaign shows Uplift for Push Amplification™ Plus.

The following diagram explains this limitation:

Consider a periodic campaign that was created with Push Amplification™ Plus disabled. At T1 and T2, two-child instances were sent, so the T2 parent campaign shows uplifts for Push Amplification™ only.

However, the campaign was edited and Push Amplification™ Plus was enabled at T3. So from T3 onwards, the parent campaign always shows uplift for Push Amplification™ Plus even if Push Amplification™ Plus is disabled in the future.

The respective six child campaigns show the stats based on whether the Push Amplification™ Plus state was enabled or disabled.

How Uplifts are calculated?

This section explains the formulas used for calculating the uplifts.

Uplift in Impressions

FCM is the base for all the calculations. % Uplift for Impressions is calculated by first calculating the contribution of Push Amplification™ Plus in campaign delivery rate and then dividing it by the FCM delivery rate. Here, delivery rate is Impressions or Notifications sent.

The following formulas explain how we calculate contribution of Push Amplification™ Plus in campaign delivery rate. For this, the contribution of FCM to campaign delivery rate is subtracted from overall campaign delivery rate.

Uplift in Clicks

To track Clicks uplift, ensure that your app SDK version is 9802 or later because click tracking is available only from SDK version 9802 onwards. Because of this, the calculated uplift might also be lower than the actual uplift in clicks.

% Uplift for clicks is calculated by the same logic as an uplift in Impressions, that is, by first calculating the contribution of Push Amplification™ Plus in overall clicks received for the campaign and then dividing it by clicks through FCM.

In the formula, “Adjusted Clicks by FCM” means that the clicks by FCM are adjusted to accommodate for the clicks that would have been received if the same campaign was sent with FCM only, that is, without Push Amplification™ or Push Amplification™ Plus.

The adjusted Clicks for FCM include the actual clicks by FCM + the clicks that would have been received from the devices on which the campaign was delivered using Push Amplification™ Plus. For this, we have taken a fair assumption that CTR through FCM = CTR through Push Amplification™ Plus. Here CTR = Clicks or Impressions.

And,

• Uplift in conversions and conversion goals are currently not available. MoEngage is working on these features and they will be available shortly.
• Push Amplification™ Plus is an Android-based feature, so the Impressions and Clicks uplifts are applicable only for Android.
• We show an uplift for Impressions for All Platforms to provide an indication of Push Amplification™ Plus impact on an overall level. However, the uplift in Clicks for Android as opposed to uplift in Clicks for All Platforms always remains the same, hence Clicks uplift is not shown for All Platforms.
• Push Amplification™ Plus data and uplift is shown for All Locales. We are currently not tracking locale-specific data for Push Amplification™.
• We started tracking clicks for Push Amplification™ Plus only from SDK version 9.8.02 onwards, so the Click uplift might be lower than the actual uplift.