diff --git a/synapse/handlers/presence.py b/synapse/handlers/presence.py
index 815d40f16..d40218dd2 100644
--- a/synapse/handlers/presence.py
+++ b/synapse/handlers/presence.py
@@ -659,10 +659,6 @@ class PresenceHandler(BaseHandler):
             if room_ids:
                 logger.debug(" | %d interested room IDs %r", len(room_ids), room_ids)
 
-            if not observers and not room_ids:
-                logger.debug(" | no interested observers or room IDs")
-                continue
-
             state = dict(push)
             del state["user_id"]
 
@@ -683,6 +679,10 @@ class PresenceHandler(BaseHandler):
             self._user_cachemap_latest_serial += 1
             statuscache.update(state, serial=self._user_cachemap_latest_serial)
 
+            if not observers and not room_ids:
+                logger.debug(" | no interested observers or room IDs")
+                continue
+
             self.push_update_to_clients(
                 observed_user=user,
                 users_to_push=observers,