Analytics terminology

The Analytics section of the platform allows users to get an overview of their project, where their customers are, what they are doing, and how they are engaging with their campaigns.


It is important to understand the terminology used and how this relates to end users and their data. Below is an explanation of some of the terms found in the Analytics sections.



The message has been created and sent out to the intended User or Device by the platform based on the segmentation applied in the campaign at the time of send.


The message has arrived at the intended destination.


The user has performed the action required for them to see the message.


The user has interacted with the message in some way.


The message failed to arrive at its intended destination. More details for this can be found on the Campaign Analytics pages when drilling down into channel specifics.

New users

New users are calculated by examining how many devices have downloaded and opened your app at least once in the selected time period

Addressable users

Addressable devices are the number of devices which have downloaded your app and opted-in/accepted push notifications.

Total sessions

Total number of session during the set time period. A session is in progress when a user opens the app and starts using it until they close it. Mobile only.

Unique sessions

Calculated from the unique users who open the app at least one time during the set period of time. Mobile only.

Average session time

Measures the average amount of times users spent browsing within your app during the se time period. Mobile only.

Time spent in app

The total time users spent within in your app during the set time period. Mobile only.

Uninstall attribution

An uninstall is when an end-user removes or deletes a mobile app, disables push notifications for a mobile app or website, or otherwise becomes unreachable for a mobile- or web-push notification. This is also known as deletion or unregistering.

It is not possible for Xtremepush to actively monitor when an end-user disables push notifications, however this information is gathered in response to sending a new push notification to the device. If the end-user's device is no longer available to receive the push notification, this is reported back to Xtremepush by the third-party gateway, for example Apple Push Notification service (APNs) or Google Firebase Cloud Messaging (FCM).

When Xtremepush receives this information when sending a push notification, it marks the send to that device as failed with the message "Application is uninstalled", and sets the device to unaddressable.


Uninstall attribution delay

Apple Push Notification service will not immediately feedback the app uninstall response to a push notification (Safari, iOS). This may not be reported until a number of additional push notifications have been sent to the device, and may take several days, or longer if pushes are sent infrequently.

This is part of a wider initiative by Apple to protect user privacy by delaying the reporting of app install or uninstall. The period of time is deliberately unspecified by Apple and will vary.

No action is required, or possible. Uninstall metrics will be accurate over time, but there will be some push notifications which appear to be sent successfully even though the device is no longer reachable.


Update March 2021

Xtremepush is moving all projects to using the new HTTP/2-based Apple Push Notification service (APNs) provider API, as the previous binary protocol is not supported beyond 31 March 2021.

No action is required, this will be handled transparently by Xtremepush. Note that you may experience uninstall attribution delay for push notifications sent using Apple's new protocol.

Updated 19 days ago

Analytics terminology

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