Why do my rich push notifications have a lower open rate than my normal push notifications?

• In Localytics, an "open" happens when a user opens the app by tapping on the push notification. We anticipate that open rates for rich push notifications will be lower than normal push notifications for two reasons:

  1. Because rich push notifications bring additional content outside the app, there is less of a need for a user to open the app right then and there.

  2. If you expand the rich media content, it requires a second tap to launch the app from the rich push. This may introduce a slightly higher barrier to opening the app

• Instead of focusing on opens, we recommend that customers evaluate the success of their campaigns by using view-through conversions

For more information on sending rich push campaigns, see our User Guide docs.