Push notification: sent → opened → action conversion

Why this matters

Push marketing platforms (Braze, OneSignal, Iterable, Customer.io) grade themselves by send rate. They’ll tell you they sent 1.2M notifications. Their dashboard shows “98% delivery rate.” Nobody opened those notifications and nobody acted on them after opening.

The metrics that matter for push are:

1. Sent → Opened: industry typical 2-5%. The notification copy + timing.
2. Opened → In-app action: industry typical 25-50%. The destination/in-app match.
3. In-app action → conversion goal: depends on the campaign. The actual ROI.

Stitching these together means joining three event streams (the provider’s webhook + your app’s events + your conversion events). Agentry’s funnel recipe does it in one prompt because everything lives in the same event table.

What you get

• A funnel: push_sent → push_opened → next_action with absolute counts and conversion %
• Per-campaign breakdown so you can rank the campaigns by real impact (not just send count)
• A published dashboard for the lifecycle marketing team

Walk through it

agentry_run_recipe {
  recipe_id: "funnel",
  params: {
    project_id: "default",
    steps: ["push_sent", "push_opened", "in_app_action"],
    window_days: 30,
    conversion_window_hours: 24,
    group_by: "properties.campaign_id"
  }
}

{
  "overall": {
    "push_sent":       1242000,
    "push_opened":       42180,
    "in_app_action":     16842
  },
  "per_group": [
    {
      "campaign_id": "spring_sale_v3",
      "push_sent":   180000, "push_opened": 12600, "in_app_action":  6840,
      "open_rate": 0.070, "action_rate": 0.543
    },
    {
      "campaign_id": "abandoned_cart_24h",
      "push_sent":   42000, "push_opened":  3780, "in_app_action":  2520,
      "open_rate": 0.090, "action_rate": 0.667
    },
    {
      "campaign_id": "weekly_digest",
      "push_sent":  640000, "push_opened": 12800, "in_app_action":  3200,
      "open_rate": 0.020, "action_rate": 0.250
    },
    {
      "campaign_id": "re_engagement_30d",
      "push_sent":  280000, "push_opened":  8400, "in_app_action":  2100,
      "open_rate": 0.030, "action_rate": 0.250
    }
  ]
}

agentry_publish_query {
  recipe_id: "funnel",
  description: "Push notification funnel (30d, per campaign)",
  params: { steps: ["push_sent", "push_opened", "in_app_action"], window_days: 30, group_by: "properties.campaign_id" }
}

{ "publication_id": "pub_push_fun", "public_url": "https://agentry.sh/q/pub_push_fun?key=agp_…" }

The output

Push notification funnel (30d)

CAMPAIGN              SENT      OPEN %   ACTION %   END CONV   $/SEND
─────────────────────────────────────────────────────────────────────
abandoned_cart_24h    42,000     9.0%     66.7%      6.00%     $1.42 ★★★
spring_sale_v3       180,000     7.0%     54.3%      3.80%     $0.91 ★★
re_engagement_30d    280,000     3.0%     25.0%      0.75%     $0.18
weekly_digest        640,000     2.0%     25.0%      0.50%     $0.12 ★ training users to ignore

Total sent:        1,242,000
Total opened:         42,180  (3.4%)
Total in-app:         16,842  (1.4%)

Top recommendations:
  1. Cut weekly_digest from daily to weekly (-80% volume, -50% conv)
  2. Trigger more abandoned_cart_24h (highest ROI per send)
  3. A/B test re_engagement_30d copy — open rate is at app-floor

Public dashboard:
  https://agentry.sh/q/pub_push_fun?key=agp_xxx

Setting it up

The trick is making sure distinct_id matches across the three event types.

1. Push provider sends push_sent event via webhook to /v1/analytics/. Configure your push provider’s webhook to POST send events to Agentry:

// Cloudflare Worker / Lambda that receives the provider's webhook
export default {
  async fetch(req: Request, env: Env) {
    const event = await req.json();  // provider's payload
    await fetch(`https://api.agentry.sh/v1/analytics/${env.PROJECT_ID}/`, {
      method: "POST",
      headers: {
        "Authorization": `Bearer ${env.AGENTRY_DSN}`,
        "Content-Type": "application/json",
        "User-Agent": "push-proxy/1.0",  // REQUIRED — Cloudflare 403s default UAs
      },
      body: JSON.stringify({
        event: "push_sent",
        distinct_id: event.user_email,  // critical: match the mobile-app distinct_id
        properties: {
          campaign_id: event.campaign,
          message_id: event.id,
          template: event.template,
        },
      }),
    });
    return new Response("ok");
  },
};

2. Mobile app fires push_opened with the matching campaign_id. Most push payloads include a data: { campaign_id } block — forward it:

// FirebaseMessagingService.onMessageReceived → if the user taps the notification
fun onNotificationTap(payload: Map<String, String>) {
  postAnalytics("push_opened", mapOf(
    "campaign_id" to payload["campaign_id"],
    "message_id"  to payload["message_id"]
  ))
  // ... navigate to deep link
}

3. Fire in_app_action on the next meaningful event. This is usually a page view, product view, or purchase — whatever the campaign is steering toward.

Variations

• “Same funnel, but per platform — does iOS open rate beat Android?”
• “Just the abandoned_cart_24h campaign: open rate by hour of day. Is timing the lever?”
• “Per-campaign refund rate of resulting purchases — are ‘free trial’ pushes driving low-quality conversions that refund?”
• “Compare push opens vs email opens for the same campaign — when both arrive, which wins?”