Marketing Cloud Engagement | MobilePush — Open Tracking Data for Inbox Messages

Each time the MobilePush SDK API call that records an open is triggered, the system increments the open count. This means that every time a user taps a message in the inbox list view (or any in-app list view), the count increases — even for the same message on the same device.
For example, if the same message is tapped 10 times on the same device, 10 is added to the open count. This behavior causes the open count to exceed the download count, resulting in an open rate above 100% or an unusually high open rate.

The MobilePush Detail Extract Report records one row per device per download (*1). Even if the same message is opened multiple times on the same device within the extraction period, only one record is output.Therefore, if the same message is tapped 10 times on the same device, only one record appears in the report.
Use the MobilePush Detail Extract Report when you need to identify the number of unique devices that performed an open action for a specific message.

(*1) For Alert + Inbox messages, the record is created after the alert is sent. For Inbox-only messages, after the download is recorded. For messages with badge updates, after the silent push notification is sent.

FAQ
Q: When the same inbox message is opened multiple times, which open date is recorded in InboxOpen?
A: The earliest open date within the specified extraction period is recorded.
Example: If the extraction period is January 1–5, 2026, and the target device tapped the message every day, the InboxOpen date recorded in the report is January 1.

The administration screen and Push Message Summary Report aggregate all open events, including duplicates, as a cumulative total.

For example, if the same message is opened 100 times on a single device, all 100 opens are reflected in the Push Message Summary Report. As a result, the open count can greatly exceed the download count, causing the open rate to appear above 100% or unusually high.

Example scenario — actions for a specific message:

• Administration screen: In Marketing Cloud Engagement, go to MobilePush and select the target inbox message from the message list. Check the Inbox Downloaded and Inbox Opened values in the Activity Log displayed at the bottom.
• Push Message Summary Report: Check the Inbox Downloads, Inbox Opens, and Inbox Open % values in the report.