How would you measure the impact of a push notification campaign?
Model answer
Model answerPush notifications have a dual impact: short-term opens vs long-term relationship with the user. I'd measure open rate, click-through rate, and conversion rate for the immediate campaign. But I'd also track opt-out rate and uninstall rate — a notification that drives short-term opens but increases opt-outs is net negative. Long-term: do users who received this notification retain better or worse over 30 days?
Framework · HEART Framework
- HHappiness
Are users annoyed or glad to receive this? Opt-out rate is the signal - EEngagement
Open rate, click-through rate, time-to-open - AAdoption
Did users who opened actually complete the intended action? - RRetention
30-day retention for notified vs non-notified cohorts — does the campaign help long-term?
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