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Push Notification Reach Estimator

Use the calculator to find out if your notifications are actually reaching your users and what you can do about it.

WithoutMoEngage Push Amplification+


Push Notification
Delivery Rate



WithMoEngage Push Amplification+


Push Notification
Delivery Rate



Factors that impact your push notification reach

Relevance & Personalization

The success of push notifications depends greatly on the level of personalization and relevance of the message. As seen here, the delivery rates are low (14 - 48%) for all-user (non-personalized) campaigns.

Business Vertical

Delivery rates vary greatly based on the type of app and its usage. As seen in the image here, delivery rates for Media & IT apps is higher due to the fact that these apps tend to see higher and more frequent usage.

User Activity

There is a direct correlation between the activity of the user and the push notification delivery rate. The highest delivery rate of over 80% was observed for users who were active in the last 24 hours.

Inactivity’s Impact

As the duration of inactivity increases, reachability decreases. In this example, around 84% of the people who did not receive the notifications were not active for the past 4 weeks.

Device & OEM

Delivery rates vary vastly depending on the device OEM. For example, delivery rates are typically low (12%- 21%) for manufacturers with custom OS on top of android like Oppo, Vivo when compared with Samsung & Xiaomi (51%).

Device & Last Activity

Impact of the device model and user’s last activity on delivery rates For all device models, we found that the delivery rates drastically reduced with the user’s inactivity on the app.

Android OS version

Older OS versions of Android like Lolipop, Kitkat, and Jellybean were found to have lower delivery rates while new versions like Android N have higher delivery rates.

Network & other factors

There is a correlation between network latency and delivery rates. WiFi and 4G have a lesser network latency and a higher delivery rate in comparison to 2G and 3G.

What top brands say about MoEngage

  • Vedantu
  • OYO
  • Kredivo
profit rate10%

improvement in push delivery


With MoEngage Push Amplification, we have witnessed an improvement of 10%+ in push delivery. This gives Bigbasket the ability to reach, engage, and convert those additional users who would otherwise be a missed opportunity.

Anand Bhaskaran

Anand Bhaskaran

Manager - Digital Marketing

Frequently asked questions

What is push amplification?

Even though you may not achieve 100% delivery rates, you can still improve your existing delivery rates with push amplification tools like MoEngage. Push amplification detects the failure in notification delivery and acts as a fallback to the FCM, thereby delivering the notification to customers. This amplifies the reach and improves overall delivery rates by up to 40%.

Why do you need push amplification?

Not all push notification that are sent reach the end customers. 15 out of 100 push notification that are sent are not delivered on iOS devices. While cloud messaging platforms accept all the notifications, it fails to send them to customer devices that are inactive or not connected to the internet. The notifications that are successfully sent to FCM are thus not delivered to the end customers. This happens because factors like OEM restrictions and network issues cut off some customer's device from FCM service.

What are the benefits of using push amplification?

MoEngage Push Amplification helps marketers solve the push delivery issue and reach more potential customer devices that are cut off from FCM. With push amplification, brands can improve their push delivery rates by 40%, thereby reaching more app customers and driving more conversions.

What are Push Notifications?

Push Notification are short pop-up like messages sent by apps to mobile devices that host the apps. Companies use mobile push notification to send targeted, relevant messages based on specific customer behavior.

How do marketers use mobile push notification?

Mobile push notification are a great way to drive customer engagement. Push notification can be used to meet a variety of customer engagement needs on an app like transactional alerts, offers, etc.

How are push notification delivered to app customers?

All mobile devices have push tokens. A Push token is a unique identifier issued by cloud messaging platforms such as the Apple Push Notification Service (APNS) and Firebase Cloud Messaging (FCM) that enables marketers to communicate with app customers. To deliver push notification to app customers, marketers launch the campaign using marketing partner tools like MoEngage. The marketer's campaign is then sent to cloud messaging platforms such as FCM, and APNS. These messaging platforms deliver the notification from the marketing partner to the end customer's device.

How do you measure the push notification delivery rate?

At MoEngage, delivery rate for push notification is measured as the ratio of impressions to the number of messages successfully sent. Here, successfully sent is the total count of notifications accepted by FCM/APNS and impressions are the total number of customer devices that received the notification.