Push Campaign Analytics
 

Beta Callout

Some of the features and metrics mentioned here are in Beta. To enable them, please get in touch with your CSM or drop us an email at support@moengage.com.

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.

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Information

All the metrics are calculated and displayed in the App's Timezone.

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 type, campaign ID, campaign creation and updation details, team information, approval status (if CAF is enabled), and the 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:

        Action Description
        Refresh This action loads the page afresh with the campaign's details as of the moment.
        Edit This action lets you edit the campaign. For more information, refer to Edit Push Campaigns.
        Duplicate This action lets you duplicate the campaign and opens the campaign editor page with all the details of the current campaign. 'Duplicate -' is appended to the duplicate campaign's name.

        Approve

        This action lets you approve a campaign under review if CAF is enabled. This action is available only for users who are added to the list of reviewers for the campaign. For more information, refer to Campaign Approval Workflow.

        Reject

        This action lets you reject a campaign under review if CAF is enabled. This action is available only for users who are added to the list of reviewers for the campaign. For more information, refer to Campaign Approval Workflow.

        Stop

        This action is allowed when the campaign is in the 'Sending' state and lets you stop the campaign.
      2. Analytics - contains information about the various metrics that are tracked for the campaign and has the following sections:

        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 Performance Stats

Campaign performance provides the impact of the push campaigns. Some campaigns contain the impact of Push Amplification (Push Amp+ or Push Amp) on these metrics. For more details, please check these articles for Push Amp or Push Amp+.

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:

Attempted - This metric shows the number of users who qualified for the campaign and for whom MoEngage tried sending the message. Attempted users count is derived from ‘Active Device Tokens’.

Sent - This metric represents the Sent rate and shows the percentage of campaigns that were sent out of the campaigns that were attempted to be sent by MoEngage. Sent rate is calculated as (Sent/Attempted)*100.

Failed - This metric represents the Failed rate and shows the percentage of campaigns that failed out of the campaigns that were attempted to be sent by MoEngage. Failed rate is calculated as (Failed/Attempted)*100.

Impressions - Impressions represent the number of user devices that have received the notification sent by the marketer. The impressions are counted based on the devices the user has got the notifications set on the devices. For example, the impressions are counted as two in both of the following examples:

      1. User with two Android devices and receives notifications on both the devices
      2. User with one Android Device and one iOS device,

The impressions are counted as two in both examples.

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What does this mean for you?

Higher impressions represent a higher reach of your notifications.

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Note

  • For iOS campaigns, the impressions are counted differently based on the 'Show iOS Impressions Toggle'. When the toggle is turned off, the Sent number is equal to Impressions in Campaign stats. When the toggle is turned on, the Impressions will show the impression count which is based on the Notification Received iOS event.
  • MoEngage captures Impressions as an event (Notification Received iOS) and is available in Segmentation or Analytics.

Clicks - Clicks represent the total number of notifications clicked by the users after the notification delivery. The clicks are counted based on the devices the user has got the notifications set on the devices. For example, if a user has two Android devices:

      • Receives notifications on both devices
      • Clicks these notifications on both devices

Then the clicks are counted as two.

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What does this mean for you?

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

Click-Through Rate - The percentage ratio of total clicks for push notifications successfully sent. Note: This metric is available only when Total occurrences are chosen in the dropdown at the beginning of the Campaign Performance Stats section.

Click through rate = ((Total clicks) / (Total Impressions)) * 100

Converted Users - Converted Users display the number of unique users who have completed the primary conversion. Converted Users were previously called Conversions. This metric displays the number of times users converted from each campaign notification. For campaigns having only one recurrence, conversion represents unique users who have accomplished the primary conversion goal event at least once within the attribution window. For active campaigns, conversions represent the number of unique users converted per instance of an active campaign. For example:

      1. If a user receives one Campaign Instance on Day X and another on Day Y and converts once on both days, the conversions are counted as two (instead of being counted as one in the previous version.)
      2. If a user receives one campaign instance on Day X and converts twice from the same campaign, conversions will be counted as 1.
      3. If a user receives two campaign instances of the same campaign on Day X and converts for both of them, conversions will be counted as 2.
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What does this mean for you?

Higher conversions indicate higher effectiveness of your campaign in driving the business goals.

Primary Goal Conversions are the total number of primary conversion goal events within the attribution window (configurable) from the time user received the notification.

      1. Primary Goal Conversions for Event-Triggered, Location-Triggered, and User-Level Transaction PushThe conversions for active campaigns are several conversion events from all campaign notifications. The metric is the cumulative primary conversion events after the start of the first campaign. For example, a user received a notification for a purchased campaign. If the user made two purchases, then the conversion events are two.
      2. Conversion Rate - The percentage ratio of users who have performed the conversion event. The conversion count is tracked as Unique.

        Attribution Type Formula for Conversion Rate

        View through attribution

        ((Unique conversions) / (Total impressions)) * 100

         

        Click through attribution 

        ((Unique conversions) / (Total clicks)) * 100

        In-session attribution

        ((Unique conversions) / (Total clicks)) * 100

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        What does this mean for you?

        Higher conversion events indicate higher effectiveness of your campaign in driving the business goals.

Attribution Window - Attribution Window is the duration calculated from the time a user receives or clicks the 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.

In MoEngage campaigns, 36 hours is the attribution window. When you send more than one campaign with a difference lesser than 36 hours, then set the attribution window:

      • Lesser than 36 hours
      • With the duration difference in sending the campaigns.

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

Attribution Types

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

For example, consider the case where three customers, namely Users A, B, and C, received your push 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 & C are indirect attributions.

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

View through attribution - The view through attribution is an Impression based tracking and is displayed by default when campaign analytics is loaded. 

View-through attribution is the total number of conversion goals executed by users who received your communication within the configured attribution window from the time of receiving the campaign. This appears as a default filter in your Campaign Performance. For example, If the user received your push message at 7 am and your Attribution window was 12 hours, the user conversion events till 7 pm will be attributed to this campaign using View-Through Attribution.

Click through attribution - The click-through attribution is click-based tracking. Click-through attribution is the number of conversion goals executed by users who clicked the notification within the configured attribution window from the time of click. For example, If the user receives your push message at 7 am, clicks it at 8 am and your Attribution window is 12 hours, the user conversion events till 8 pm are attributed to this campaign in Click-Through Attribution.

In-session attribution - The in-session attribution is based on In-session tracking. The in-session attribution is the number of conversion goals executed by users within 30 minutes after clicking your communication. For example, if the user receives your push message at 7 am, clicks it at 8 am, and your Attribution window is 12 hours, the user conversion events till 8:30 am (within 30 minutes of starting the session) will be attributed to this campaign in In-Session Attribution.

You'll be able to visualize and analyze the campaign metrics according to the attribution model of your choice. You can choose the attribution type from the drop-down menu in the top right corner.

Locale and Variation Performance

You can see the  breakdown of performance metrics (Impressions, Clicks, 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 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.

        Group by Locale.png

      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.  GroupByVariation.png

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: Will show all 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.

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Revenue Metrics

You will see three revenue metrics for your campaign if they are enabled for the primary goal.

RevenueMetrics.png

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

The Average Order value is calculated as:

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The average revenue per user is calculated as:

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Also, note that these revenue metrics are tracked for all attribution types- View through, Click Through, and In-session attribution. You can change the attribution type via the filter on the top right of the 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 the Notification click action, while Action 1 and Action 2 denote the additional actions (if used) in the notification payload.

Campaign Delivery

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

CampaignDeliveryStats.png

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 devices or web devices)
After FC Removal Represents the number of users who meet the reachable users in segment condition and do not breach Frequency Capping (FC) criteria.
Active Device Tokens

Represent the number of active tokens available across all eligible users (users who satisfy these conditions - No breaching of FC, Are reachable, and so on). The active device tokens can exceed 100% as multiple devices could be associated with the user.

Sent Represents the number of devices for which notification was sent successfully to GCM or APNS. Please note that this number does not guarantee that GCM/APNS can deliver to these many devices.
Impressions Represents the number of user devices that have received the notification sent by the marketer.

Error breakdown - this section details the number of campaign delivery failures and their reasons. For more information, refer to Troubleshooting common Push errors.

Campaign Info

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

Timeline Geofences Trigger criteria Audience Scheduling Conversion Goals

Timeline indicates the time taken for various stages in publishing the campaign and gives a view of the current state of the campaign. This section is available for One Time and Periodic campaigns and contains information about the following:

  • Segmentation Query - contains information about when the segmentation query was started and when it was completed.
  • Campaign ready - contains information about when the campaign was ready to be sent out from MoEngage post the required internal processing. For ASAP campaigns, this time will represent the campaign sending time. For scheduled campaigns with Pre-compute selected, this will differ from the campaign scheduled campaigns.
  • First sent - contains information about when the first batch of notifications was sent from MoEngage and when the first message or notification was sent.
  • Last sent - contains information about when the last message or notification was sent for the campaign.

PushCampaignInfo_Timeline.png

Preview and Content

This section contains information about the message template, click actions, and content defined for the notification content during the second step of campaign creation. You can also preview the notification as it would be rendered on the user’s devices for the chosen platforms. It has the following information for each platform:

      • Locale - You can preview the notification for the various locales added.
      • Variation - You can preview the notification for the variations added. Basic details include template type, message title, message, summary, click action, redirect URL, and so on.
      • Advanced details such as whether auto dismiss or timers are included in the message, badge count, badge image, and so on.

You can see a preview of the message with the following options:

      1. Collapsed Mode
      2. Expanded Mode
      3. Dark Mode
      4. Light Mode
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