Overview

Navigation: Engage -> Campaigns -> Click on the row that displays the information about the campaign for which you wish to see the analytics information.

The following sections are available on the screen that opens up:

1. Campaign Details - contains information about the campaign and its status. For more information, refer to Campaign Details.
2. Analytics - contains information about the various metrics that are tracked for the campaign and has the following sections:
   
   • • Campaign performance stats
     • Locale and variation performance
     • Conversion goal performance
     • Campaign delivery stats
     • Error Breakdown
     • Best Time to Send (BTS)
     • Time Zone Based Delivery

   Choose the platform type (All, Android, iOS, Web) in the platform dropdown to view the analytics information for the specified platform. Choose the attribution type (Click through, In-session and View through) to view the analytics information for the specified attribution type. The default attribution type is View through attribution. For more information, refer to Attribution Types.

3. Info - contains information about the campaign's target segment, channel-specific information, content, preview, and delivery schedule. For more information, refer to Campaign Info.

Campaign Details

This section contains the following information:

• Campaign type
• Campaign ID
• Campaign creation and updation details
• Team information
• Approver's list/ Approved by/ Rejected by (if CAF is enabled),
• Campaign status - A campaign can have the following states: Active, Expired, Not Sent, Paused, Scheduled, Sending, Sent, and Stopped. If Campaign Approval Workflow (CAF) is enabled, two more states are possible for campaign status: Under Review and Rejected.

Actions allowed in the Campaign Details section

Campaign Analytics

The analytics section contains information about the performance stats and revenue metrics.

Global Analytics Filters

There are two global filters - Date Range and Attribution Type, and they are applied to all the sections in the Analytics tab.

Date Range- Select the date range for which you want to view the performance stats.

Attribution Type- Select the attribution type (Click through, In-session, and View through) to view the analytics information for the specified attribution type. The default attribution type is View through attribution. Refer to the paragraph below for information on attribution types. For more information, refer to the paragraph below.

Attribution Types

You can track your conversion via three methods: View through, Click through, and In-Session. Conversion tracking helps marketers understand which of their campaigns have led to achieving the business goals (conversion goals set in the campaigns).

Click-through conversion - If a customer has clicked your message and converted, they would be attributed to click-through conversion.

View-through conversion - If a customer saw your SMS and didn't click it but converted afterward, they would be attributed to view-through conversion.

In-session conversion - If a customer conversion is made within 30 minutes after clicking on the message, they would be attributed to in-session conversion.

For example, consider the case where three customers, namely Users A, B, and C, received your message from campaign C1.

• User A clicked on the message and did the conversion event within 30 minutes (we assume it to be the same session) of clicking.
• User B clicked on the message and did the conversion event 2-3 hours after clicking.
• User C saw your message, later launched the app directly, and made the conversion.

When you attribute this conversion to campaign C1, User A is direct attribution, while User B and C are indirect attributions.

Attribution Window - Attribution Window is the duration calculated from the time a user receives a campaign having specific conversion goals. For example, two campaigns with a conversion goal as a purchase are created. Campaign C1 at time H hours and campaign C2 at H+12 hours. The customer achieves the conversion goal for purchase with the campaigns C1 and C2 at time H+15 hours. The conversion of customers is attributed both to C1 and C2.

The maximum attribution windows is 7 days for SMS campaigns in MoEngage. When you send more than one campaign with a difference lesser than 7 days, then set the attribution window:

• Lesser than 7 days
• With the duration difference in sending the campaigns.

For example, if you are sending campaigns at a difference of 12 hours, then set the attribution window as 12 hours.

Campaign Performance Stats

Campaign performance provides the impact of the SMS campaigns.

Actions that can be performed in the stats section

1. Choose the number view or the percentage view to see the stats as numbers or percentage values.
2. View the unique or total occurrences of stats by selecting Unique or Total in the dropdown at the top of the section.
3. Pin metrics - you can pin the metrics you want to see using the Pin metrics dropdown at the top right corner. You can pin up to five metrics. The selected metric pins are available in the Pinned metrics section. Click Show all metrics to see all the metrics being tracked for the campaign and Hide unpinned metrics to see only the pinned metrics for the campaign.

The following campaign performance stats are available:

1. Conversion Metrics - These metrics pertain to the conversion goals set for the campaign. The higher these metrics, the more effective your campaign! MoEngage attributes conversions only to customers for whom Delivery Receipts have been received.

   In the case of Integrated SMS connectors, the conversions are attributed only to the customers for whom we have received Delivery Receipts.

   In the case of custom SMS connectors, the conversions are attributed based on whether the delivery tracking for the custom SMS connector is enabled. When Delivery Tracking for custom SMS connectors is configured, the conversions are attributed only to customers for whom we have received Delivery Receipts. When Delivery Tracking is not configured, the conversions are attributed to the customers for whom the SMS is successfully sent from MoEngage. 

   Metric	Description
   Converted Users	This metric shows the number of unique users who have executed the conversion event at least once within 36 hours, successfully sending the connector instance or SMS Delivered as applicable. Converted Users were previously called Conversions.
   Event (Primary)	This metric shows the total number of primary conversion goal events within 36 hours of successfully sending the connector instance or SMS Delivered as applicable.  You can also view the uplift percentage in the event primary card. For more information, refer to Uplift in Campaigns.
   Conversion Rate(CVR)	This metric shows the percentage ratio of users who have performed the conversion event. Higher conversion events indicate higher effectiveness of your campaign in driving the business goals. CVR = ((Number of conversions) / (Delivered)) * 100 Note: For campaigns sent using custom connectors where Delivery Tracking is NOT configured, CVR = (Number of Conversions/Sent)*100
   Revenue Metrics	While setting the conversion goal (in Step 3 of campaign creation), you can choose to track the Revenue. If Revenue Tracking is enabled, you will see revenue metrics displayed in the campaign stats. There are three revenue metrics for your campaign if they are enabled for the primary goal. Total Campaign Revenue is the sum of the total order value across conversion events attributed to the campaign. Average Order value = (Total Revenue/ Number of conversion events) Average Revenue per user = (Total Revenue/ Number of unique conversions) These revenue metrics are tracked for all attribution types- View through, Click Through, and In-session attribution.

2. Delivery Metrics - Four delivery metrics are tracked for sms campaigns. They are:

   Metric	Description
   Attempted	This metric shows the number of users who qualified for the campaign and for whom MoEngage tried sending the message.
   Sent	This metric represents the number of users for whom the request to send the SMS request placed with the SMS provider was successfully accepted to be sent. (When the SMS request is placed with the provider, the receiving server will return a response code indicating what happened to that request.) Sent rate is a metric that shows the percentage of messages sent out of the messages attempted to be sent by MoEngage. The Sent rate is calculated as (Sent/Attempted)*100.
   Delivered	This metric represents the count of users to whom the message has been delivered successfully. Once the SMS is sent, SMS providers send information about confirmed delivery receipts received by them from Mobile Operators to MoEngage. These numbers typically increase over time as deliveries might be delayed when a customer is unreachable because of network/battery issues. The Delivered rate is a metric that shows the percentage of messages successfully delivered out of the messages MoEngage sent. The Delivered rate is calculated as (Delivered/Sent)*100. Note: This metric is captured for SMS sent via Custom Connectors only when Delivery Tracking is enabled. For more information, refer to Delivery Tracking.
   Failed To Send	This metric represents the count of users to whom the message was not sent. Failed rate is a metric that shows the percentage of campaigns that failed out of those attempted to be sent by MoEngage. The Failed rate is calculated as (Failed To Send/Attempted)*100.

3. Engagement Metrics - Clicked is the metric tracked for your SMS campaigns.

   Metric

   Description

   Clicked

   Clicked is the number of times the URL in your SMS was clicked by the users who received your message. MoEngage tracks the clicks only if you have enabled Click Tracking in your campaigns. CTR (Click Through Rate) = (Total Clicked/Delivered)*100 Note: For campaigns sent using custom connectors where Delivery Tracking is NOT configured, CTR = (Total Clicked/Sent)*100  Disclaimer: All the URLs added to the SMS message body will expire within 15 days of the campaign/message sent date. Upon expiry, MoEngage will not track clicks on these URLs.

Locale and Variation Performance

You can see the breakdown of performance metrics (Clicked, Delivered, Conversions, Conversion Goals) across each locale (including the default locale) and variation, allowing you to assess and compare the effectiveness of the various locale and variation combinations. You can view the uplift percentage on the tabular view of Locale/Variation performance. For more information, refer to Uplift in Campaigns.

You can choose the metrics for which you wish to see the comparison in the metrics dropdown and filter using the following mechanisms:

1. Group by locale - Lists performance of the metrics selected for each variation grouped by the locale. Hover over the bar graph to understand how each variation has performed for the specified metric in a locale. Delivery metrics are only available in the 'All Locales' view and are not available while viewing analytics for individual locales.

   

2. Group by variation - Lists performance of each metric in all locales grouped by the variation. Hover over the bar chart to understand how each locale has performed for the specific metric in a variation.

Conversion Goals Performance

You will be able to see this section when you have set more than one conversion goal for your campaigns. The section compares the performance of goals set by the marketer for the campaign.

Total Conversions: This will show all the goal events for the respective goals i.e., if a user made a purchase twice, it will be shown twice. It is the equivalent of conversion events covered in the sections above.

Unique Conversions: Goals are unique across the users converted per campaign instance. It is the equivalent of the Conversions metric covered in the sections above.

You can view the uplift percentage in the tabular view of Conversion Goals performance. For more information, refer to Uplift in Campaigns.

Campaign Delivery

The delivery metrics can be viewed as numbers with the percentages shown above them.

Error breakdown

This section details the number of campaign delivery failures and their reasons. The failures are segregated into two parts:

• Failed to Send - This section shows the reasons why some of the messages were not sent by MoEngage to your SMS provider. These could happen due to multiple reasons, such as personalization failure and errors at the SMS provider's end.
  • • Personalization failure occurs when one or more of the event/user attributes present in the request are not found for a specific user. For more details, refer to Personalization Errors.
    • Error on the SMS Provider's end: For such errors, the error codes and the aggregated count of requests for which they were received from the SMS Provider are shown in the UI, as illustrated in the image. You can learn about these errors from the documentation of your SMS provider.
• Failed to Deliver - This section shows the reasons why messages were not delivered by your SMS provider. SMS Delivery is marked based on the delivery receipt of the SMS provider. Apart from the errors that come directly from the SMS provider, you can also see errors in transit when MoEngage awaits the delivery receipt from your SMS provider.

Content API Analysis

In the case of a response other than 2xx, you will see the error code or the response of your Content API in the Content API analysis section below the error breakdown table, as shown below.

Best Time to Send

BTS campaigns use MoEngage's AI SHERPA to estimate the best time to deliver a campaign to a specific user based on their past engagement trends. For more information, refer to BTS.

This section showcases the stats for users for whom the campaign was delivered at the following times:

• BTS
• Default time
• App's most active time

Time Zone Based Delivery

This section showcases information about the timezone in which the campaign was sent to the users. The following information is available:

• The number of users for whom the campaign was sent in their app's timezone
• The number of users for whom the campaign's default time zone due to time lapse

Campaign Info

You can view the information about the campaign sent using the Campaign Info tab.

Preview and Content

This section contains information about the sender, the message being sent, and a preview of how the message would appear on the user's mobile device.

• Sender
• Connector
• Message
• URL Tracking
• Preview

You can view all the different variations and locale combinations configured for the SMS here.