Understanding Open Rate Discrepancies in MobilePush Reporting

Reporting Tools and Their Differences

Salesforce Marketing Cloud offers multiple ways to analyze push notification performance. These include:

• MobilePush UI 
• Journey Builder Activity Analytics
• Analytics Builder Reports
• MobilePush Detail Extract Report
• Marketing Cloud Intelligence Reports
• Event Notification Service

Each of these tools is designed to serve different analytical needs and may rely on separate aggregation methods, data refresh schedules, and backend data sources.

Common Factors of Discrepancy

We may notice that the UI shows slightly higher open counts than the MobilePush Detail Extract Report. Several factors contribute to this:

• Timing of Data Availability: The UI may reflect data that was not yet written to backend (aggregate) tables at the time the extract was generated.

• Contact Deletions: If contacts have been deleted from the system, this may impact what is available in extract reports but still appear in UI counts as deletions don't affect the aggregate counts, but only the detail subscriber-level data in extracts/reports/data views.

• Duplication of Contacts: The UI may display duplicate entries for the same contact, while extract reports are designed to show unique records only.

• Data Aggregation Differences: The tools may use different aggregation mechanisms and update frequencies, leading to temporary misalignment.