Push is one of the cheapest traffic sources, but default settings leave real performance on the table — frequency capping, subscriber base age, and creative testing.
Push is one of the cheapest traffic sources to start with, but the default settings on most networks leave real performance on the table until you configure them by hand.
Frequency capping
Start with frequency capping before anything else — most networks show a single user several pushes a day by default, which burns budget on people who already ignored the first one. A cap of 1-2 per user per day is a sensible starting point; loosen it only after confirming CTR does not drop on repeat impressions.
Subscriber base age and device targeting
Subscriber base age matters more than most buyers account for — freshly subscribed users convert 2-4x better than bases older than 60 days, so prioritize networks and segments with a noticeably younger subscriber base over raw volume. Device and OS targeting should match the landing page, not the offer: if the landing page is not optimized for older Android versions, exclude them at the source level instead of losing the click after the fact.
Test the icon and title
Test the icon and title separately from the body text — the icon and title are what drives the open, body text is barely read on most devices, so the bulk of your creative testing budget should go to those first two elements, not to copywriting.
In short
- Cap frequency at 1-2 per user per day, loosening the limit only after confirming CTR does not drop.
- Prioritize sources with a fresh subscriber base — it converts 2-4x better than bases older than 60 days.
- Set device and OS targeting to match the landing page, not the offer, excluding incompatible versions at the source level.
- Direct the bulk of creative testing budget to the icon and title — they drive the open, not the body text.
If you're planning to enter this direction — run the economics before launch, not after the first thousand dollars spent.