At present, engagement rates are calculated using the number of notifications sent, rather than the number successfully delivered. This can produce misleading open rates, particularly where notifications are never received because, for example, the app has been uninstalled or the device is offline.

It would be valuable to introduce delivery metrics alongside the existing analytics, allowing institutions to report on:

Notifications sent
Notifications successfully delivered
Notifications opened
Open rate based on delivered notifications rather than total sent

We appreciate that defining what constitutes a "delivered" notification may not be straightforward (for example, where users have disabled push notifications), but having delivery information wherever it is technically available would provide much more meaningful engagement reporting.