Metrics Glossary

A push notification passes through several steps between your send and a visit to your site. SharePush measures each step separately, so the numbers always get smaller as you go down the list. That's expected, not an error.

 1Sent → Delivered → Clicked → Viewed
 2                 ↘ Closed

#The counts

#Sent

Notifications the browser push services (Google, Apple, Mozilla, Microsoft) accepted for delivery. This is the starting point. A notification that's sent hasn't reached the device yet.

Failed is the opposite: notifications a push service rejected, usually because the subscription is no longer valid. Subscriptions that keep failing are cleaned up automatically, so they don't count against future sends.

#Delivered

Notifications that arrived on the device and were shown. The device reports this back by itself, so it counts even if the person never looks at the notification.

Delivered is usually lower than Sent. Common reasons:

The device was off or offline, and the push service gave up before it came back.
The browser was closed and the system didn't wake it up in time (common on battery-saving phones).
The person turned notifications off at the system level after subscribing.

#Clicked

Taps or clicks on the notification. Like Delivered, it's reported by the device, so it doesn't depend on your website.

#Viewed

Visits to your site that came from a notification click. It's the only number measured on your website rather than on the device. When the landing page loads, the SharePush SDK on that page recognises the visit and reports it.

Viewed is lower than Clicked, and sometimes much lower, because:

The landing page doesn't run the SharePush SDK. If the destination URL is on another site, or on a page where the SDK isn't installed, the visit can't be counted. Use a Bounce URL so the click passes through a page that does run it.
The destination is on a different host from the one people subscribed on. If visitors subscribed on www.example.com, keep links on www.example.com, not example.com.
The person left before the page loaded, or a browser extension blocked the script.
The phone blocked the browser from opening. Some Samsung devices do this when the browser was fully closed. See Samsung Clicks vs Views.

How the attribution works is covered in Event Tracking & Analytics.

#Closed (Dismissed)

Notifications the person swiped away without clicking. The campaign page calls it Dismissed. Not every browser and system reports a dismissal, so treat it as a minimum.

#The rates

Every rate in the reports is calculated on Delivered: only notifications that reached a device can be clicked, viewed or closed.

Rate	Formula	Read it as
CTR (click-through rate)	Clicked ÷ Delivered	How compelling the notification was
View rate	Viewed ÷ Delivered	How many deliveries turned into a measured visit
Close rate	Closed ÷ Delivered	How many people actively said "not interested"

Two places use Sent instead of Delivered, so their CTR comes out a little lower:

the overall CTR on a site's page;
the ctr returned by the campaign stats API.

#Counting rules

Counts are events, not people. If the same person gets two live updates, that's two deliveries. If they click twice, that's two clicks.
Live campaigns add up all their updates. Open a campaign to see each update separately.
Numbers keep growing after a send. Devices that were offline report Delivered when they come back, and clicks can arrive hours later. Wait a day before comparing campaigns.