Push Campaign Analytics

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.

Campaign Performance

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+.

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,

  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.

 

WHAT DOES IT MEAN FOR YOU?

Higher impressions represent a higher reach of your notifications.

 

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.

Delivery Rate

The percentage ratio of users to whom the campaigns were sent and delivered.

Delivery rate  = ((Total impressions) / (Total notifications successfully sent)) * 100.

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.

 

WHAT DOES IT MEAN FOR YOU?

Higher click numbers suggest that the 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, 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.

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

Conversion Events

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

Conversion Events for Event-Triggered, Location Triggered, and User-Level Transaction Push 

The conversion events for active campaigns are several conversion events from all notifications of the campaign. The metric is the cumulative primary conversion events after the start of the first campaign.

 

WHAT DOES IT MEAN FOR YOU?

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

For example, a user received a notification for a purchased campaign. If the user made two purchases, then the conversion events are two.

Conversions 

Conversions display the number of unique users who have completed the primary conversion. 

Conversions were previously called Converted Users.

Conversion Events for Event-Triggered, Location Triggered, and User-Level Transaction Push 

Conversions display the number of times users converted from each notification of the campaign.

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.
 

WHAT DOES IT MEAN FOR YOU?

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

Conversion Rate

The percentage ratio of users who have performed the conversion event. Conversion count is tracked as Unique.

Conversion Rate (View through attribution

Conversion rate = ((Unique conversions) / (Total impressions)) * 100

Conversion Rate (Click through attribution and In-session attribution)

Conversion rate = ((Unique conversions) / (Total clicks)) * 100

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.

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, marketers can see which of the running campaigns led to the achievement of 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 are assuming 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 with respect to 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 received your push message at 7 am, clicks it at 8 am and your Attribution window was 12 hours, the user conversion events till 8 pm is 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 received your push message at 7 am, clicks it at 8 am and your Attribution window was 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 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.

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 the 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 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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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.

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

Revenue Metrics

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

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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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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 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 are under the represented numbers:

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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 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 Represents the number of devices active for the users satisfying all the above criteria (No breaching of FC, Are reachable, and so on)
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 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 will be able to deliver to these many devices.
Impressions Represents the number of user devices that have received the notification sent by the marketer.

Campaign Info

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

Segmentation and Scheduling

 

You can view the following:

Field  Description
Target Audience The set of users who received the campaign. 
Filters The conditions or filters used in the campaign.
Conversion Goal Event The conversion event that is used in the campaign.
Platform The platforms receiving the campaign.
Start Sending The sent time of the campaign.

Campaign Preview

You can view the following:

Field  Description
Variation The variations of the campaign.
Preview The preview of the sent campaign.

Delivery Control and Goals

Delivery Control

You can view the following:

Field  Description
Ignore global minimum delay The delay between two notifications setting for the campaign.
Ignore frequency capping for this message The Frequency Capping setting for the campaign.
Throttle pushes  The setting for speed of sending notifications.

Campaign Goals Info

Field  Description
Goal Name The Name of the campaign goal set for the campaign.
Event Name The Event Name is based on which the campaign goal is set.
Attribute Name The Attribute Name is based on which the campaign goal is set.
Attribute Value The Attribute Value is based on which the campaign goal is set.
Revenue Performance Info Value
Event Name  The Event Name is based on which the campaign revenue information is set.
Attribute Name The Attribute Name is based on which the campaign revenue information is set.
Currency The Currency is used to calculate the campaign revenue.

 

 

 

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