Push-трафик
Push Notifications Traffic
Push traffic is users who subscribed to web push notifications in their browser and receive offer messages even when they are not on the site.
Push traffic is ad delivery through browser push notifications. The user allows the site to send them messages, after which the offer appears in the browser's system window or on the desktop, even if the tab is closed.
## How it works
First, a subscription request is shown on the source site. If the user clicks "Allow", the browser issues a subscription token through a push service (FCM for Chrome, Mozilla's service for Firefox, and so on). The network or tracker sends messages to these tokens: a headline, text, and a link to the offer.
## Where it is used and what affects results
Push traffic is most often used in gambling and betting (bonuses, match bets), cryptocurrencies (giveaways, rates), fintech products, dating, and nutra. Results depend on the vertical, geo, browser, sending frequency, and how closely the subscription topic matches the offer. Payment is usually CPC or CPM, less often CPA.
## Common mistakes
The main mistake is promoting offers unrelated to the topic the user subscribed to, or sending messages too often, which leads to unsubscribes and domain blocks. The second is not creating different creatives and not testing headlines. The third is ignoring that subscriptions go stale: without re-engaging the audience, the base's activity drops quickly.
## Checks before launch
Before scaling, check the policies of the push services and of the offer itself, monitor unsubscribes and complaints, reconcile postbacks by subid, and keep separate campaigns for different geos. "Guaranteed income" promises in push text usually lead to moderation right away.
FAQ
How is push traffic different from popunder?
Popunder opens a separate window when the user lands on a site. Push requires a subscription and arrives later as a separate message in the browser. Subscribers give repeat reach, but the base gets stale over time.
Does the user need to consent to push notifications?
Yes, delivery is only possible after explicit permission in the browser. Sending without consent is considered spam, violates push service rules, and may conflict with requirements such as GDPR in the EU.
Why do subscriptions drop off quickly?
Common reasons include irrelevant offers, frequent sends, changes in browser policies, and natural decline of interest. The base needs to be segmented and refreshed periodically.