Field guide
Push notification performance, read in layers.
This page is the public map of what Apieventgrid actually teaches. It is not a vendor comparison. If you already send, use it as a checklist before you book a seat.
Start below the tap
App analytics for notifications fails when the first number is open rate. Performance, as we use the word, is whether a message was accepted, reached a device, appeared, arrived in a human hour, and moved a next action that would not have happened anyway.
Each layer has a different owner. CRM can clean many invalid tokens. Engineering owns certificate rotations. Vendors own opaque OEM behaviour. Pretending one dashboard owns all five layers is how Monday meetings stall.
The stack we grade
Delivery
Vendor acceptance versus device delivery. Audience size after dead tokens are removed. Failure codes mapped to owners.
Render
Whether the card appeared. Document the gap if your ESP cannot see it. Do not invent a scientific-looking proxy.
Clock
Time-to-open as a distribution against ICT quiet hours and provincial peaks. Leakage outside the intended window is a first-class metric.
Influence
Next actions versus a holdout or ghost-control. Cannibalisation from receipts and other sequences must sit inside the baseline.
Fatigue is a job problem
Global daily caps look tidy and often starve operational messages. Group sends by job: account-critical, operational, promotional, win-back. Measure opt-outs and influence per incremental promotional send. Ride-hailing alumni learned during monsoon delays that users wanted more operational cards, not a smaller total count.
Opt-in quality belongs beside reach. A large audience full of stale tokens and accidental permissions will flatter every ratio until the first honest funnel.
What this guide will not do
It will not rank ESPs. It will not teach email or in-app. It will not promise a lift figure. If you need a room that marks your live catalogue against this stack, start with the programmes. If you only need a second pair of eyes on one campaign, request a Desk Audit.