Notification Open

Also known as: notification_open, Push Notification Open, Push Open, In-App Message Open, Email Open, Message Open

RetentioneventE-commerce: Customer Retention, Loyalty & LTVE-commerce

Fires when a customer opens a promotional or lifecycle message: a push tap, in-app message tap or email open-pixel load. Shipping and other transactional opens use shipment-notification-open.

Event Serialization

always

Business Use Case

["1️⃣ CRM Manager: win-back push open rate stays below target → tests new copy and send time.","2️⃣ Lifecycle Marketing: human email opens fall for one loyalty tier → shifts that tier's sends to push.","3️⃣ App Product Manager: opens spike without a landing screen view after a release → fixes the broken deep link.","4️⃣ Retention team: customers with no opens in 90 days → move to a sunset flow to protect sender reputation."]

Business Criticality

High

Journey / Navigation Area

Engagement

Owning Function

Marketing

Calculation Notes

["1️⃣ Fires on push or in-app tap (web push and in-app via gtag/GTM dataLayer) or ESP email open; never on receive, display, dismiss or send.","2️⃣ Serialization always: every open is a hit. Dedupe on message_id + user_id for unique opens; repeat opens of one message are not new openers.","3️⃣ Required: message_id, message_channel, message_type, campaign_id, message_time. Optional: message_name, platform, machine_open, user_id.","4️⃣ Email: ESP open webhook sent server-side via GA4 Measurement Protocol; Apple MPP prefetches get machine_open = true, excluded from rates.","5️⃣ Log only with push opt-in or email marketing consent on record; never send email address or device token, and pass user_id hashed.","6️⃣ App push: Firebase auto-collects message_id/name/time/channel, topic; never log manually. Join campaign_id, message_type, user_id from CRM log.","7️⃣ Value action by industry: E-commerce cart or back-in-stock push; Travel price-drop alert; SaaS feature-update email; Media new-episode push."]

Platform Events

Platform	Event
Google Analytics 4	notification_open
Adobe	notificationOpen

Data Mappings

W3 Data Layer

{
  "event": [
    {
      "eventInfo": {
        "eventName": "Notification Open",
        "eventAction": "notification_open",
        "eventPoints": 0,
        "timeStamp": "2026-09-26T14:32:00Z"
      },
      "message": {
        "messageID": "msg_9f3c2a",
        "messageChannel": "push",
        "messageType": "promotional",
        "campaignID": "cmp_win_back_0926",
        "messageName": "Win-Back Push - Cart Reminder",
        "messageTime": 1790431200,
        "platform": "web",
        "machineOpen": false
      },
      "user": {
        "profile": [
          {
            "profileInfo": {
              "userID": "hashed_user_8842f1"
            }
          }
        ]
      }
    }
  ]
}

GA4 Data Layer

{
  "event": "notification_open",
  "message_id": "msg_9f3c2a",
  "message_channel": "push",
  "message_type": "promotional",
  "campaign_id": "cmp_win_back_0926",
  "message_name": "Win-Back Push - Cart Reminder",
  "message_time": 1790431200,
  "platform": "web",
  "machine_open": false,
  "user_id": "hashed_user_8842f1"
}

Adobe Client Data Layer

{
  "event": "notificationOpen",
  "message": {
    "messageId": "msg_9f3c2a",
    "messageChannel": "push",
    "messageType": "promotional",
    "campaignId": "cmp_win_back_0926",
    "messageName": "Win-Back Push - Cart Reminder",
    "messageTime": 1790431200,
    "platform": "web",
    "machineOpen": false,
    "userId": "hashed_user_8842f1"
  }
}

XDM Mapping

{
  "eventType": {
    "push": "pushTracking.applicationOpened",
    "in_app": "message.tracking",
    "email": "message.tracking"
  },
  "_experience": {
    "customerJourneyManagement": {
      "messageExecution": {
        "messageID": "message_id",
        "campaignID": "campaign_id",
        "messageExecutionCompletedTimestamp": "message_time (Unix epoch seconds; convert to ISO 8601 string for XDM's date-time schema)"
      },
      "messageProfile": {
        "channel": {
          "_id": {
            "push": "https://ns.adobe.com/xdm/channels/push",
            "in_app": "https://ns.adobe.com/xdm/channels/inapp",
            "email": "https://ns.adobe.com/xdm/channels/email"
          }
        }
      },
      "messageInteraction": {
        "interactionType": "open"
      }
    },
    "analytics": {
      "customDimensions": {
        "eVars": {
          "eVar1": "message_id",
          "eVar2": "message_type",
          "eVar3": "campaign_id",
          "eVar4": "message_name",
          "eVar5": "platform"
        },
        "props": {
          "prop1": "message_time",
          "prop2": "machine_open"
        }
      }
    }
  },
  "identityMap": {
    "userid_hashed": [
      {
        "id": "user_id",
        "primary": true
      }
    ]
  }
}

Source Data

Digital Analytics (GA4)

Dependencies

Prerequisite: List the dependencies required for this Event

Report Attributes

message_channel message_type campaign_id message_name platform Device Category Customer Loyalty Tier

Segment Eligibility

true

Governance

Data SensitivityInternal

Dimensions

Related Dimensions

device-category customer-loyalty-tier churn-risk-segment traffic-source

Governance & Metadata

Created bydevyendarm

Created on9/26/2026

Last modified bydevyendarm

Last modified on9/26/2026

Version1.0.0

Validation stateqa passed

StatusPUBLISHED

GitHub

View related Pull Requestcatalog/events/notification-open.yml