Campaign Analytics for Push Campaigns

It has been our continuous effort to make the metrics we track more relevant and meaningful to your business. Here are the basic metrics that we track for your Push Campaigns.

 

  1. Campaign Delivery 
  2. Campaign Performance
  3. Locale and Variation Performance
  4. Campaign Performance Tracking

Campaign Delivery

 The metrics are here under with the numbers they represent:

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Funnel Stage What it represents
Reachable Users in Segment Represents the total number of users that satisfy the campaign segmentation criteria and have at-least one active push token (against any of the mobile device or web device)
After FC Removal Number of users who follow above condition and do not breach Frequency Capping (FC) criteria
Active Device Tokens Number of devices active for the users satisfying all the above criteria (No breaching of FC, Are reachable etc.)
Failed Of all the active device tokens, some might fail due to errors (Read more here) that come while sending the messages to GCM/APNS. The final number to which the notifications were sent successfully is the Successful Sent metric as below.
Successfully Sent Number of devices for which notification was sent successfully to GCM or APNS. Please note that this number does not guarantee that GCM/APNS will be able to deliver to these many devices. 
Impressions Number of user devices that have received the notification sent by the marketer. 

 

Campaign Performance 

 

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Metrics and what they mean

Impressions

Impressions represent the number of user devices that have received the notification sent by the marketer. 

One user can have multiple devices. And hence if one user has two Android devices and received notifications on both of them, or one Android Device and one iOS device, the impressions will be counted as 2 in both the cases.

What it means for you: Higher impressions represent higher reach of your notifications.

Note: In case of iOS, due to platform limitations, we cannot measure how many users received a particular notification hence impressions are assumed to be same as successful sent numbers. Please also note that many other marketing automation platforms show you only the successful sent numbers for Android. Hence it won't be prudent to compare their successful sent numbers to our impressions.

 

Clicks

Clicks represent total number of notifications clicked by the users once the notification is delivered to them. 

What it means for you: Higher click numbers suggest that your users who received your notification message found it interesting and hence ended up clicking it. It might be because of the appeal of your message, it's timing or it's relevance to the end user. Lower numbers represent the opposite.

 Note:If one user has two Android devices and receive notifications on both of them and clicks these notifications on both devices, the clicks will be counted as 2.

 

Conversion Events

Conversion events represent the total number of primary conversion goal events happened within the attribution period (configurable) from the time user received the notification

In case of Active campaigns (Smart triggers, geo fences and User Level Transactional Push ), this metric reports the cumulative primary conversion events since the starting of first campaign instance.

What it means for you: Higher conversion events indicate that higher effectiveness of your campaign in driving the business goals

Note: Assume a user received a notification for which campaign goal was making purchase. Now if he/she has made two purchases, the conversion events will be 2.

 

Conversions (previously being called Converted Users)

For campaigns having only one recurrence, conversion represent unique users who have accomplished the primary conversion goal event at-least once with-in the attribution period. 

For always active campaigns, it is number of unique users converted per instance of an active campaign i.e. 

  1. If user receives 1 Campaign Instance on Day X  and another on Day Y and converts once on both the days, the conversions will be counted as 2 (instead of being counted as 1 in past)
  2. If user receives 1 campaign instance on Day X  and converts twice from the same campaign, conversions will be counted as 1
  3. If a user receives 2 campaign instances of same campaign on Day X and converts for both of them, conversions will be counted as 2.

 

What it means for you: Higher conversions indicate higher effectiveness of your campaign in driving the business goals. 

 

 

General Push/ Transactional Push (All User or Custom Segment)

Metric Name What it means?

Impressions

Total Notification Received Events

Clicks

Total Notification Clicked events

Conversion Events

Total conversion goal events

Conversions

Users who did the conversion goal event

Smart Triggers / Geo-Fence Triggers/ Transactional APIs - User Level 

Metric Name What it means?

Impressions

Total Notification Received Events

Clicks

Total Notification Clicked events

Conversion Events

Number of conversion events from all notifications of this campaign

Conversions

Number of times users converted from each notification of this campaign

  

Conversion Goals Performance

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

All Goals: Will show all goal events for respective goal i.e. if a user made purchase twice, it will be shown twice. It is an equivalent of conversion events covered in sections above.

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

 

Revenue Metrics

For your campaign, you then will be able to see three revenue metrics along with as below:

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Total Campaign Revenue is the sum of the total order value across conversion events attributed to the campaign.

Average Order value is calculated as:

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 Average Revenue Per User is calculated as:

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Also note that these revenue metrics are tracked for all attribution types viz. View through, Click Through and In-session attribution. You can just change the attribution type via the filter on the top right of Campaign Analytics page and see the respective revenue metrics.

Click Action Performance

 We have introduced Interactive Notification Actions through which marketers can let users take specific actions without even opening the app. "You cannot manage what you cannot measure" and hence we launched the click performance of these Notification Actions to let marketers measure how many clicks are coming from these additional actions.

Default action refers to Notification click action while Action 1 and Action 2 denote the additional actions (if used) in notification payload.

 

 

Personalization Performance

 While bringing you Push Personalization, we wanted to understand the impact of this personalized experience. Personalization performance will enable the marketer to compare the Click and Conversions across the personalized and non-personalized messages of the same campaign.

 

  

Locale and Variation Performance

Locale Performance

You will be able to see this section when you have set more than 1 locale in your campaigns. Check here how you can set them for your push campaigns. This section gives a next level breakdown of performance metrics (Impressions, Clicks, Conversions, Conversion goals) across each locale including the default locale, allowing you to assess and compare effectiveness of one locale over the other.

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Variation Performance

You will be able to see this section if you have any A/B tests in your campaigns. This section will tell how different A/B variations have performed across each locale and metric. To provide aid in data analysis, we have added 2 filtering mechanisms:

  1. Group by locale  - Lists performance metric of each variation grouped by locale.

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  2. Group by metrics - Lists locale-wise performance of each variation grouped by metric

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Note: You can also view all the above mentioned performance metrics and charts for a specific locale by selecting the locale of your choice from the Locales dropdown. All locales show data aggregated over all the locales.

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Campaign Performance Tracking 

You can now track your conversion via three methods. These three methods will, by default, be present as filters in campaign performance.

With conversion tracking, marketer can see which of the running campaigns led to achievement of business goals set as custom conversions. In industry, one breaks up this info by click-through conversions i.e. a customer clicked your push and converted and view-through conversions - a customer saw your push, didn't click it, but converted afterwards. Marketers also track in-session conversions i.e. conversions made within 30 minutes after the notification click.

e.g. Say there are three customers who received your push message from campaign C1. User A clicked on the message and did the conversion event with-in 30 minutes (we are assuming it to be 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 & C are indirect attribution.

We allow you to view all the conversion metrics with respect to Impression, Clicks and In-session. A brief about them:

1. View through attribution (Impression based tracking) - Default

The one which you were using hitherto i.e. Number of conversion goals executed by users who received your communication, within the configured attribution window from time of receiving the campaign. This appears as a default filter in your Campaign Performance. e.g. If user received your push message at 7 am and your Attribution window was 12 hours, user's conversion events till 7 pm will be attributed to this campaign via View Through Attribution.

2. Click through attribution (Click based tracking)

Number of conversion goals executed by users who clicked your communication, within the configured attribution window from time of click. e.g. If user received your push message at 7 am, clicks it at 8 am and your Attribution window was 12 hours, user's conversion events till 8 pm will be attributed to this campaign in Click Through Attribution.

3. In-session attribution (In - session Tracking)

Number of conversions goals executed by users, within 30 minutes after clicking your communication. e.g. If user received your push message at 7 am, clicks it at 8 am and your Attribution window was 12 hours, user's conversion events till 8:30 am (with-in 30 minutes of starting the session) will be attributed to this campaign in In-Session Attribution.

You can visualize and analyze the campaign metrics as per any attribution model of your choice. You can choose attribution type from the drop-down menu on the right top corner.

Attribution Window

Attribution Window is the duration, calculated from the time at which user received/clicked the campaign, for which you want to attribute the conversion goals to a specific campaign. 

Say you have sent a campaign C1 at time H hours and campaign C2 at H+12 hours. Say your customer achieved a conversion goal e.g. purchase which is same across the campaigns C1 & C2 at time H+15 hours. In this case, the conversion made by your customer will be attributed both to C1 and C2. 

While creating MoEngage campaigns, any campaign by default has an attribution window of 36 hours. So if you sending more than 1 campaign at a difference lesser than 36 hours, it is hence advisable to set your attribution windows smaller depending on the difference at which you are sending your campaigns i.e. if you are sending campaigns at difference of 12 hours

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