How to use the push opt-in rate calculator
Push can only reach people who allowed notifications, not everyone who installed the app. This calculator makes you choose the denominator first. Cumulative installs include people who uninstalled long ago and drag the rate down; monthly active users come much closer to the audience a campaign can actually reach. Whichever you pick is printed back in the result labels.
The permission flow differs by platform. On iOS the user has to grant notification permission explicitly, and on Android the prompt behaviour and default state depend on the OS version. Mixing platforms in one number makes it hard to interpret, so split the calculation by platform where you can. This tool deliberately quotes no platform averages.
Enter a target opt-in rate and you also get the gap in percentage points plus the extra opt-ins required to reach it. That figure is rounded up, so hitting it or exceeding it puts you at or above the target. The target should be one you set yourself, not a benchmark copied from a report.
Frequently asked questions
Use active users if you want the size of your reachable push audience. Use installs if you are judging the permission prompt itself. The two produce different numbers, so stick with whichever you choose.
It varies too much by platform, app category and when the prompt appears for a general benchmark to help. Compare your own app against its previous period, or before and after you change the prompt.