What is a Bounce

A bounce is an information provided by the Push notifications services of the OS, APNS for iOS and GCM for Android.

It is returned if a device is targeted with a push notification, but cannot be displayed because the push notification token is not valid anymore and therefore the push notification cannot be displayed. We listen to this Service after every push delivery in order to feed the message statistics and update the device profile.

In most cases, the bounce means that the application has been uninstalled on the device. We will also receive bounces if the device push token has expired or has been revoked, it might be the case if you offer the possibility for a user to optout from within the application.

On iOS, if an application has been uninstalled and then reinstalled, a new device profile will be generated. Then the previous device profile we return bounces.

Accengage management

The OS documentation explain that a bounce received means uninstall at 95%. The remaining 5% are not documented.

In order to cover the remaining 5% and make sure we have the best reach, at each bounce received, we will increment the 'bounce' field of the device profile. 

Once its value reaches 3, we will assume that the application has been uninstalled and we will take the device out of the segmentation for the Push notification delivery. Of course, if a new session is detected on the device, we will reset the bounce counter and the device will be back in the segmentation.