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In 2025, push advertising has become one of the key channels for generating traffic, increasing subscriptions, and boosting monetization profits. However, two main formats dominate the market: Mobile Push and Web Push. Let’s break down which offers the best ROI and how to use both channels effectively.

Differences Between Mobile Push and Web Push

Parameter

Mobile Push

Web Push

Delivery Channel

iOS/Android apps, mobile browsers

Desktop and mobile browsers

Reach

Users who installed the app or opted-in

All visitors who grant notification permission

Engagement

High (frequently opened)

Medium (depends on site activity)

ROI

High with active users

Medium, but easily scalable

Why ROI Depends on the Push Format

ROI in push marketing is shaped by three factors:

1. Traffic: The number of users receiving notifications.
2. Subscriptions: The percentage of users who opt-in to notifications.
3. Monetization: Conversions from push notifications into sales, subscriptions, or other target actions.

Mobile Push delivers a higher ROI for an active user base because open and click-through rates are higher. Web Push allows for rapid audience scaling and traffic growth, though conversion rates into subscriptions and sales are generally lower.

How to Measure Push Campaign Effectiveness in 2025

1. Core Metrics

• CTR (Click-Through Rate): The percentage of users who clicked the notification.
• CR (Conversion Rate): Conversion into a subscription, purchase, or other target action.
• Retention Rate: Subscriber retention over time.
• Revenue per Subscriber: Income generated per subscriber to evaluate monetization.

2. Accounting for the "Zero-Click" Trend

Even if users don't click the push, the notification can increase brand visibility and stimulate repeat visits. It is vital to consider the impact of push on overall engagement.

3. Audience Segmentation

Divide subscribers into active and passive groups to send targeted pushes, thereby increasing CTR and CR.

Practical Tips for Choosing a Format

Mobile Push

• Ideal for retaining active users.
• Use personalized notifications based on action history.
• Integrate AI to predict user actions and recommend content.

Web Push

• Effective for expanding the subscriber base.
• Create notification sequences for new visitors and inactive users.
• Test different message formats: text, images, and CTA buttons.

The Combined Approach

• Use Web Push to attract an audience and gain subscriptions.
• Use Mobile Push to retain active users and increase monetization.
• Analyze ROI separately for each channel and adjust your strategy accordingly.

Conclusion

The choice between mobile and web push depends on your goals:

• For scaling: Web Push.
• For audience retention and activity: Mobile Push.

The optimal strategy is a combined approach utilizing segmentation and personalization. In 2025, ROI is achieved through the smart distribution of notifications, using AI for personalization, and analyzing subscriptions, traffic, and monetization.