Why Are My Push Notification Impressions Lower Than My Subscribers?
It’s common for merchants to notice that the number of impressions (how many users saw a push notification) is lower than the total number of subscribers. This doesn’t mean something is broken—there are several logical reasons for this.
Key Differences: Subscribers vs. Impressions
- Subscribers: These are users who’ve opted in to receive notifications.
- Impressions: This counts how many of those subscribers actually had the notification delivered and displayed.
Common Reasons for Low Impressions
1. User Is Not Active or Online
Push notifications are only delivered when the user's browser is open (on desktop) or the browser is running in background (on Android mobile).
2. iOS Limitations
iPhones do not support web push notifications unless installed as a PWA on iOS 16.4 or higher—and only through Safari. This reduces reach.
3. Cleared Browser Data
If a user clears cookies or site data, their push token is invalidated. They're still counted as a subscriber until refreshed, but won't receive notifications.
4. Notification Blocked or Muted
Some users may manually mute notifications or block them via system/browser settings.
5. Network or Delivery Errors
Sometimes, push services like Firebase can silently fail to deliver a message if there's a token mismatch or connectivity issue.
Best Practices to Maximize Impressions
- Encourage users to install your app as a PWA (especially on iOS)
- Send during peak hours to reach more users online
- Periodically clean up inactive tokens
- Use engaging content to avoid users muting notifications
TL;DR
A lower impression count doesn’t mean your campaign failed—it just means not every subscriber was in the right context to receive it. Focus on:
- Quality timing
- Active user targeting
- Improving install and engagement rates
Let us know if you'd like a full breakdown of your impressions vs. subscribers or tips to optimize delivery!