View Message Reports

Message reports evaluate the performance of individual messages.


Metrics can take 10 - 15 minutes to update after our servers have received an event.

Open a Message Report

  1. Go to Messages » Messages Overview.
  2. Click   for a message.

Open a Message Report for Journeys

  1. Go to Messages » Messages Overview.
  2. Click   for a journey.
  3. Click   Report to open a message report.

You can also view message reports for journey tests. See: Journey Test Report.

Open a Message Report for A/B Tests

  1. Go to Messages » Messages Overview.
  2. Click   for an A/B Test.
  3. Click a variant name in the Performance section to open its message report.

Open a message report, then click an option in the report header. Options vary depending on which composer was used to create the message.

View the API Payload

  1. Open a message report, then click Message Detail.
  2. Click View API Payload at the bottom of the Message Detail section.

The content included in the API payload is what we call a push object, or pipeline object for automation and journeys. The object describes everything about the notification, including the audience. See: API: Push Object and API: Pipeline Objects.


The API payload is not available for In-App Automation.

Evaluate Message Performance

Open a message report, then click Performance.


Engagement data does not apply to or appear for In-App Automation.

Latest Message Activity
The username, date, time, and activity associated with the most recent change to the message. Last Message Activity data is available for 90 days after message creation. For messages with more than one activity, click Show all to open a modal window that displays all message activity.
Statistics panes are directly below Latest Message Activity. Click   to see term definitions. Note that Direct Engagements will not appear if the message included a send to an Open Channel.
Engagement Over Time
Engagement data is available for all messages sent via push. The bar chart includes engagement data for 12 hours following a message being sent. By default, the chart displays Direct Engagement for the message sent, e.g., a direct open on an app or a click on a web notification. Check the boxes to see additional information:
  • Channel Breakdown: Displays the chart data broken down by channel, e.g., iOS, Android, and Web.

  • Attributed Engagement: Displays the message’s total engagement attributed to the notification. For messages sent to mobile app platforms, this uses our Influenced Opens metric. For messages sent to a web browser, this uses our Attributed Web Sessions metric. See definitions at the end of this document.


    The chart remembers your selected preferences. If you visit a message report and enable Channel Breakdown, the next report you view will default to this presentation as well.

Engagement Channels
Following the bar chart are metrics tables for channels, and also for In-App Message and Message Center (Rich Page), if included in the message.
  • Channel: Notification sends and engagement metrics by channel.

  • In-App Messages: Total number of message views by opt-in and opt-out status.

  • Message Center (Rich Page): Total number of message sends, views, and deletions.


The total number of messages that could not be sent, if any, are noted for each channel. The Events section may provide more details about why some of your messages were not sent. See View Attributed Events on this page.

Send a Follow-Up Message

Audience retargeting is a method for sending follow-up messages to the audience of a parent message. This method is available for push notifications (app and web) in the Message composer.

If a push notification was used to generate retargeting segments, you will see them listed under Retargeting Segments in the Performance section of the report. The percentage and number of Direct Opens and No Action are followed by the total number of recipients.

Click Compose Follow-up to start creating a new message for the segment you want to target. Follow the steps in the audience retargeting tutorial.

View Message Detail

Open a message report, then click Message Detail. This is the same information shown in the Review step of a composer, so the content and display vary depending on the composer used to create the message. Click the arrows to page through the various previews. The channel and display type dynamically update in the dropdown menu above. You can also select a preview directly from the dropdown menu.

If a push notification was used to generate Audience RetargetingA method for sending follow-up messages to the audience of a parent message. This method is available for push notifications (app and web) in the Message composer. segments, the Audience table shows Retargeting as enabled. If a push notification was sent to a retargeting segment, the Audience table displays the Type as Retargeting Message, specifies the segment of the parent message, and lists the parent message as a link to its message report.

When you use an External Data FeedA connection to an external API. When you send a message, Airship uses a response from that API to personalize messages. in a message, the Content section shows the feed used.

The Delivery by Time Zone table is included for messages delivered according to a user’s local time zone. Metrics for Alerting Sends and Engagement are provided for each time zone. The bottom row lists the total number of time zones with zero sends; this represents the number of time zones where none of your message recipients are located.

View Attributed Events

Open a message report, then click Events. The Events pane displays a list of events directly and indirectly attributed to the message. Click Download CSV to export the data.

  • Event Name: Human-readable name assigned to a particular Custom Event.
  • Notification Attribution: Displays whether your event was directly or indirectly attributed to the message.
  • Location: The source from which the event originates.
  • Count: Number of instances of this event.
  • % of Total Count: Count divided by the Total Count (listed on the bottom row).
  • Value: The value (monetary or otherwise) generated by the event.
  • Average Value: Value divided by Count.


These definitions apply to the Engagement Over Time chart in the Performance section of a message report.

In-App Message Send
The number of in-app and silent sends associated with the message. Silent sends are sent via Background ProcessingAn optional delivery feature that wakes the app and gives it some running time to perform work, such as downloading content for future display. Data included in the push notification is available for background processing, e.g., to send URLs and then download that content. iOS only. .

An in-app message Send is logged for these scenarios:

  1. An in-app message, with or without an associated push, is sent to an opted-out device. Because opted-out devices will only receive the in-app message, this is counted as an in-app message Send.

  2. An in-app message only is sent to an opted-in device.


An in-app message combined with a push notification that is sent to an opted-in device will always be counted as a notification Send rather than an in-app message Send.

In-App Message View
The number of times an in-app message was displayed.

An in-app message View is logged when a user encounters an in-app message, whether the in-app message was sent by itself or in combination with a push notification. Either of the two scenarios that result in an in-app message Send being logged will most likely also result in a View on open, assuming a user opens the app before the in-app message expires.


An in-app message combined with a push notification that is sent to an opted-in user can also result in a View; if the user opens the app without tapping the push notification, the in-app message will still display, counting as a View.

Attributed Web Sessions
Attributed web sessions are the total number of sessions attributed to a push notification. An attributed session is a session that occurs within a 12-hour window of a web push notification. Sessions are generated when a user directly visits the website with the Airship Web SDK present, or by clicking a web notification that leads the visitor to the site. The page the user visits must have the Web SDK installed to track sessions.

If a user visits the web page within 30 minutes prior to when the web push notification arrives, and they:

  • Click the web push notification, a new attributed session will be generated.

  • DO NOT click the web push notification, an attributed session will be generated only if there has been 30 minutes of inactivity on the website.