Why is PWA not a panacea?

Because of the hype surrounding PWA, which resemble websites in their functionality, some webmasters mistakenly believe that using this technology will help them solve any problems related to running traffic. However, in reality, this is not the case at all. If Facebook and Google consider a gray offer, to which a PWA-application leads, suspicious or low-quality, they will block ads and ban the account. The domain on which such an application was deployed will not be able to be used after blocking.

User distrust of PWA applications

Even if the PWA application “installed” through the browser is of high quality and has a bright, attractive design, users may have doubts about its security, which will have a negative impact on conversion.

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In addition, using WebView applications is preferable to PWA in terms of ad campaigns as well as Retention Rate.

It is easier for ad sources to identify WebView apps, which makes it easier for algorithms to gather user information, allows for faster and more accurate targeting, and speeds up optimization of advertising campaigns. In PWA, more data and more time are needed to train FB Pixel. Facebook algorithms can react negatively to rapid scaling of advertising campaigns, which can result in accounts and domains being blocked.

In WebView, the display of pooches is done similarly as in classic native applications. This results in a higher chance that the user will read the message sent to him and return to the application.

Problems with push messages in PWA: low effectiveness of mailings

PWA push messages may not display correctly or at all on a number of devices. They contain a visible link to go to the web version of apps, which makes the newsletter ineffective. If the user refuses to receive notifications, the push messages will not arrive on their device.

When opened in the browser, push messages drain the gadget’s battery before time, which causes negative reactions from users.

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Conclusion

PWA cannot fully compete with traditionally used applications, as they are designed for completely different tasks. Webmasters use them in an emergency, when there is an urgent need to launch advertising campaigns. When testing a new offer, they help webmasters to establish the effectiveness of its use. However, it is more convenient to fully run important bundles and offers when you need a significant number of features, deep integration and are interested in using them for a long time with the help of native applications.