The Most Important Push Notification metric: impact on churn

The writer suggests measuring churn on your mobile app to see the impact of your push notifications.  These sort of alerts are effective but annoying for the user if the content doesn’t match the priority of the medium.

From the publisher’s point of view, some could view this simply as a way to fire their worst users so they are fine living with the uninstalls.

In fact, it is much easier for users are to just delete your app rather than to find your settings page and turn off push notifications (or to turn off notifications for your app globally from

Sure, sending more pushes could mean you see an increase in retention from some of your users. But can you prove that you are not losing more users by sending (more) pushes?

via The Most Important Push Notification metric — Medium.