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Notification Analytics: A User’s Guide

In light of our launch for A/B testing notifications, we thought it might be handy to have an overall guide to Mixpanel’s analytics for notifications. Mixpanel’s Notifications tool allows you to send targeted messages in the form of email, push notifications, in-app notifications, and SMS. Notifications can be sent on a recurring basis, or as one-off messages. Naturally, this being Mixpanel, we offer up a number of tools to let you measure just what happens once your notifications are unleashed into the wild.

When you send notifications, a people property will appear in the drop-down called “Notifications Sent,” with the names of your emails as the property values. If you choose to track the notification, two events will also appear in your drop-down menu in Engagement: “Notification Sent” and “Notification Opened.”

Recurring notifications are built in the Notifications tab; a recurring email will be sent to users who have the properties you’ve selected. (Example: a welcome note that gets sent to every new user the day after they sign up.) You can turn them on or off at your leisure, and decide if you want them delivered ASAP or on a particular schedule — every Tuesday at 2 PM, for example. They will always be stored under the Notifications tab. It’s also worth noting that recurring notifications are still only sent once per person: you won’t accidentally spam your users.

One-off notifications are built in Explore by filtering on people properties, then selecting any/all users from that cohort and clicking “Send notification.” At the moment, one-off notifications are not stored under the Notifications tab. They will, however, populate the values of “Notification Sent” and “Notification Opened” on the Engagement side.

As a side note, the event “Notification Opened” will be included in the “Anything” bucket in Retention. “Notification Sent” is not included in “Anything.”

Mixpanel automatically provides analytics on recurring notifications.

Under the Notifications tab, you’ll see a list of recurring notifications you’re sending. To the right of the notification is a small graph icon (see below).

WeeklyNotif

When you click it, you’ll be taken to a graph that looks something like this:

AnalyticsDisplay

In this view, we can see how many of this particular notification were sent out on a day-by-day basis. This view can also be adjusted to see the number of notifications sent on a weekly and monthly basis.

MonthlyBasis

If you click a particular data point on the line graph, you’ll see the number of notifications sent that day (or week, or month, depending on the view), and the percentage change from the day before.

You can also, of course, click “Opened” (to the right of “Sent”) and see how many emails were opened. Something particularly cool about this is that if you select a particular data point on the graph, it will tell you what percentage of people who received the notification also opened it. In the example below, 76.19% of people who received the notification on March 15 also opened it.

SenttoOpenAnalytics

At the bottom of the “Sent” and “Opened” graphs, you’ll also see “Conversion from People Sent a Notification →” and then an event drop-down. This allows you to see how many people received this particular notification, and then came back to your app or site and performed the action you select in the dropdown. Here’s what it looks like:

TinyFunnel

The graph above shows how many people received this notification, then viewed the landing page. Think of it as a tiny conversion funnel, just specific to notifications.

That’s the gist of it! For details on A/B testing notifications, check out our post here. If you have any questions whatsoever, support@mixpanel.com can help.

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