Overview

The Subscriber Trends feature in the Audience Overview section helps you understand how users subscribe or unsubscribe to push notifications over time. By visualizing opt-in and opt-out patterns across web and app platforms, you gain actionable insights into audience engagement and notification effectiveness.

This enables you to optimize your push notification strategy and better target your users.

Understand the Jargon

Subscribed Count

Unique count of users who’ve opted in for receiving app push notifications for the selected app asset. This refers to allowing action on the final opt-in permission prompt shown by the OS. This is as of the date count. This count should be shown as a short form for k/M/B unit, such as 100k, 1.03M.

Unsubscribed Count

Unique count of users who’ve opted out of receiving app push notifications for the selected app asset. This refers to the 'Deny' action on the final opt-in permission prompt displayed by the OS. This is as of the date count. This count should be shown as a short form for k/M/B unit, such as 100k, 1.03M.

Scenarios

Overall Count vs. Chart Data

This applies to both Web and App campaigns.

• Overall Count reflects the current total number of subscribed and unsubscribed users as of today.
• Chart Data displays subscription activity within the selected date range, showing when users opted in or out on specific days.

For example, A user who subscribes on 15th September and unsubscribes on 20th September will appear as:

• Subscribed on 15th Sept in the trend graph
• Unsubscribed on 20th Sept in the trend graph
• However, it is counted as Unsubscribed in the Overall Count, as that is their current status.

Handling Multiple Devices

Users may have push notifications enabled on multiple devices (mobile, tablet, desktop). The following rules apply:

• If a user opts in on both devices, they are counted as one subscribed user overall.
• If a user opts out on both devices, they are counted as one unsubscribed user overall.
• If a user opts in on device one and opts out on device 2, they will be counted as one subscribed and one unsubscribed in the trend charts (device-level activity). However, their overall status reflects the latest subscription state, typically counted as unsubscribed if any device opts out.

1. Web Push

The Web Push Subscriber Trend functionality allows marketers to track how users are engaging with web push notifications.

• Displays unique counts of users who have either subscribed to or unsubscribed from Web Push notifications for the selected website asset.
• Count values are displayed in compact format (K for thousand, M for million, B for billion).

Subscriber Status

Trend Graph Widget

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Date Range Important Points

• The last one year’s data is displayed.
• Maximum 90 days at a time, can be selected for custom date range.
• When any of the default options are selected like last 7 days, last 30 days or last 90 days, it includes today as well.

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Note

Web Push data is available from 1st February 2024 onwards.

View Filters

• All
• Platform
• Browser

2. App Push

The App Push Subscriber Trend feature offers insights into user engagement with app-based push notifications.

• Visual representation of user opt-in and opt-out trends for App Push notifications.
• Helps marketers monitor user adoption of app-based notifications over time.

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Note

App Push data is available from 1st February 2025 onwards.

Export Options

• Click the three-dot menu to export trend data.
• Available formats:
  • PDF
  • PNG
  • JPEG

Subscriber Trend Insights

• Subscriber trends are timezone-aware and computed using client-specific timezones to align reports with local user time.
• Subscription events track the exact time of opt-in/out actions and mark repeated or unchanged events for precise trend reporting.
• The system deduplicates users across multiple devices for overall counts but reflects device-level activity in trend graphs.
• Daily and hourly summary tables support efficient dashboard updates and export functionality.

Usage Guidelines

• Use Overall Count to monitor your current active audience status.
• Use Chart Data to analyze how subscription behavior changes over specific periods.
• Apply platform and browser filters to identify segments with high unsubscribe rates and tailor your messaging accordingly.
• Export data for reports or presentations to share trends with your team.