Why does a Web Push Notifications send have a very high bounce rate?
At some point, you may encounter a high bounce rate when sending push notifications. This may be due to normal erosion of the push database, since the client has not sent the push database for a considerable time.
That percentage of unsubscribe constitutes those that Google informs us that it could not send. In principle, they can be contacts that have unsubscribed, or some that are marked as "gone" (410). These can be subscriptions that cannot be sent anymore, although it does not mean that the user has clicked unsubscribe (for example, the push could not be sent due to changes in the user agent or some other reason*). In the cases of "gone", we mark them in such a way in the database and we request the user to register again (we show him the Opt In again).
*If the period of time between sending a push and the next one is extended, it is normal for this value to grow (because there will be many more "gone").
That percentage of unsubscribe constitutes those that Google informs us that it could not send. In principle, they can be contacts that have unsubscribed, or some that are marked as "gone" (410). These can be subscriptions that cannot be sent anymore, although it does not mean that the user has clicked unsubscribe (for example, the push could not be sent due to changes in the user agent or some other reason*). In the cases of "gone", we mark them in such a way in the database and we request the user to register again (we show him the Opt In again).
*If the period of time between sending a push and the next one is extended, it is normal for this value to grow (because there will be many more "gone").
Updated on: 07/31/2023
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