Create web push notifications

  • Updated
If you had access to campaigns prior to April 2023, Optimizely updated the tab name from Campaigns to Activation. All functionality remains the same.

With the web push integration enabled, you can create and send personalized push notifications to your customers through their web browser.

Web push notifications are only available for Google Chrome at this time.

The main difference between web push and other communication channels is the ease of sign-up. Web push does not require an email address, tracking cookie or other personal data, simplifying the process for sending notifications to interested subscribers.


Collect web push subscribers

Communicate with customers with web push notifications by collecting opt-in events. Similar to email opt-ins, a customer's consent determines your reachable audience through the channel. Once enabled, site visitors will see an opt-in prompt.


Web push opt-in prompts and notifications are not available on Google Chrome on iOS.

Confirm opt-in events

Customer opt-ins send an event to Optimizely Data Platform (ODP), confirming the customer's app push subscription and providing analytics and app push values. To see an example event, refer to the event inspector within your ODP account. Look for the following values in the event inspector:

  • Event Type = push
  • Action = add_push_token
  • User Agent Information (UA)

A token for Chrome displays on the customer profile once a customer opts in. Locate the Chrome Push Tokens field on a profile to review the token value for that customer.


Additionally, you can view the web push events in the activity feed of the customer profile.


Include in a campaign

After customers have opted-in to web push notifications, you can include web push touchpoints in your campaigns and send messages to customers.

Review web push audience

After creating or adding a segment to a campaign, review the reachable web push audience by the Web Push icon.


You can reach a customer if you know their web push token value. When a customer opts out of the app push channel, the system removes the token from their customer profile and captures a Remove Token event. This behavior means you can segment based on push token attributes to specifically target web push customers or create a campaign that only uses web push messages.


Create web push touchpoint

After you have determined your campaign audience, you can create a web push touchpoint.  

  1. Go to Activation > Engage.
  2. Select or create a One-Time or Behavioral campaign.
  3. Click the Edit icon of a campaign touchpoint. 
  4. If this is a new campaign or touchpoint, select the web push channel from the prompt. If this is an omnichannel campaign, see Create an omnichannel campaign to add additional channels to an existing touchpoint.
  5. Go to Push Delivery > Deliver Push to and select the display name of your app. The browsers associated with the push will auto-populate with Chrome; however, you can also manually disable individual browsers.
  6. Review the following options:
    • Load Template – Use a previously created message as the basis for this touchpoint.
    • Name – Determine how you will be able to identify your content within ODP. 
    • Variables – Add liquid or custom HTML to customize the push notification further. Please reach out to your Customer Success Manager (CSM) if you need assistance.
  7. Input the message you want customers to receive in the text area. The message should be no longer than 40 characters. 
  8. Review additional options by clicking +Chrome options.


Chrome's additional options allow you to further customize the notification as well as override default settings determined during the setup of the web push integration.


  • Title – The headline used when displaying the message to recipients. This value overrides the title set in the editor above but is unnecessary until additional browsers are supported.
  • Icon URL – The image displayed inline with the message. This value overrides the image set during the setup of the integration, such as the brand's logo.
  • Image URL – An image displayed below the message. This value is optional.
  • Click URL – The destination following a click of the message's content.
  • Automatically add UTM parameters – Parameters to track interactions with the message. If disabled, you need to manually incorporate parameters into the Click URL to ensure the same level of tracking.
  • Require Interaction – Setting to manually dismiss the message. Unless it is enabled, the system dismisses notifications on a customer's desktop after approximately 20 seconds.
  1. Preview and test your touchpoint. Preview allows you to review the touchpoint on-screen, while Test allows you to send a test through the touchpoint channel instead. Both options are available when viewing a touchpoint within the editor. 
  2. Select the campaign's name from the breadcrumb menu, then click Save.
  3. Click Go Live when the campaign is customer-ready.

Review performance

Review the performance metrics associated with a web push touchpoint. 

  1. Go to Activation > Engage.
  2. Select the campaign containing the desired touchpoint.
  3. Click the Eye icon to expand the performance metrics view for the touchpoint with the web push. Review each metric in more detail here.