As part of the Data Retention Policy announced in October 2023, user profiles of the users who have not visited your website in the past 365 days will be archived.
With the first anniversary of this policy approaching on October 27, 2024, profiles that have been inactive since the transition will be archived and marked as unsubscribed. As a result, you might expect an increase in the number of your unsubscribers. If you have been collecting Web Push subscribers for less than a year, you should not expect to see a peak in the number of your unsubscribers on October 27, 2024.
To help you track these changes, the users whose profiles are archived due to inactivity will be categorized as Inactive Subscribers and displayed in the Unsubscribers chart on the Web Push Subscriber Analytics. This will provide clear visibility about the number of removed users.
The latest data policy for Web Push subscribers offers several benefits:
- It removes inactive users to ensure your subscriber base is up to date. This way, your Web Push messages are sent only to deliverable, active, and engaged subscribers.
- It gives you confidence that your notifications reach valid users. The delivered metric remains consistent, proving that no active tokens are being deleted.
With Google's FCM policy update, customers who have launched campaigns targeting all users for the first time since June 24th have experienced a spike in unsubscribes. This increase in the unsubscribes might mitigate the impact of the token removal due to data retention, as both actions aim to address unsubscribing inactive tokens.