How to interpret web push opt-out users?
Learn more about your campaign's uninstall/opt-out/deleted tokens.
It is normal to see unsubscriptions (opt-out = uninstall = deleted tokens) at the level of campaign analytics or globally on the days you send campaigns.
Here are the three spots to track deleted tokens :
Indeed, on web push, we receive by return loop the unsubscriptions that took place between the sending of the last campaign and the campaign of the day. This loop occurs only once a campaign is sent. That's why you'll see deleted tokens only days when a push is made (as in the picture above).
So, instead of reading "the January 20th campaign generated 29 opt-outs", you should interpret it as "between January 10th and January 20th, approximately 29 opted-in users unsubscribed from web push". This highlights the importance of sending campaigns regularly to keep your user base clean.
About the ascent of deleted tokens:
on Firefox: the deleted tokens are sent to us each time an old opt-in connects to the website again, that's why we observe opt-outs even on days when no campaign is sent.
on Chrome: the deleted tokens are sent to us each time a new campaign is sent.
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