Time to Live (TTL) refers to the expiration window for a Web Push notification. It determines how long a push notification remains eligible for delivery if the user is not immediately available to receive it.
How Time to Live works
Web Push notifications are sent at the scheduled time.
If the user’s browser is closed at that moment, the system will attempt to deliver the notification the next time the browser is opened—but only within the defined TTL window.
Example Scenario
Imagine a Web Push scheduled to be sent at 10:00 am with a Time to Live (TTL) of two hours. If User A’s browser is not open at 10:00 am and they open their browser at 11:00 am, they will receive the Web Push at 11:00 am. If they only open the browser at 12:30 pm, they will no longer receive the Web Push, as it has already expired at noon.
Key Notes on TTL
TTL helps prevent outdated or irrelevant messages from being delivered too late. It's especially important for time-sensitive promotions, flash sales, or event reminders.
We recommend you set a TTL value that aligns with your Web Push campaign’s urgency to strike a balance between reach and relevance.