Campaign Performance & Conversion Tracking in Flows

 

MoEngage Flows is a series of Cross-channel (across the channels viz. Email, Push, SMS etc.) Lifecycle campaigns to be sent to your customers basis their actions/in-actions on your app/website. 

Marketers who started using Flows came back to us with an interesting problem. They wanted to understand the impact of our Flow campaigns. They wanted to know,

  1. How many users entered the Flow
  2. How many users who entered the Flow got fulfilled the conversion goal event (say how many users made a purchase)
  3. How many goal events were done by the users who converted (say how many times did these users made purchase)
  4. How are the campaigns in Flows performing individually (Impressions/Clicks/Conversions on campaign level)

Set Conversion Goal

While creating a new Flow, set up the user event that you want to track as the conversion goal.

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Edit Conversion Goal

Once a Flow is published, one cannot change the conversion goal. We do not allow it because it will result in inconsistent conversion data (as we will be missing on conversions that happened before goal editing). You can edit as per:

Flow Status Conversion Goal
Draft Can edit
Published/Paused/Stopped Can't edit

 

To edit (in draft/saved state) you can click on Settings button and change the conversion goal event.

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See Flow Metrics

Attribution: Conversion tracking starts when a customer enters the flow and ends when that customer exits the flow. Hence only if the user fulfills conversion goal event while being inside Flow, then only a conversion will be attributed to Flow.

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In every Flow, you can now see 4 top level metrics

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Entered - Users who have entered the Flow

Exited - Users who have exited the Flow

Conversion Events - Total number of times a conversion goal was fulfilled by any user between every Flow Entry and Exit e.g.

  1. If the user U1 enters the Flow on day D1 and exits on day D2 and purchased twice between D1 and D2, Conversion Events will be 2.
  2. If the user U1 enters the Flow on day D1 and exits the Flow on day D2 and purchased 2 times between D1 and D2. U1 then re-enters the Flow on D4 and exits the Flow on D6 and purchased 3 times between D4 & D6, conversion events will be 5.

Conversions - Number of unique users who fulfilled Flow Conversion goal between every Flow Entry and Exit e.g.

  1. If the user U1 enters the Flow on day D1 and exits on day D2 and purchased twice between D1 and D2, Conversions will be 1.
  2. If the user U1 enters the Flow on day D1 and exits the Flow on day D2 and purchased twice between D1 and D2. U1 then re-enters the Flow on D4 and exits the Flow on D6 and purchased 3 times between D4 & D6, conversion number will be 2 (counted 1 for every entry).

Campaign Performance

Additionally on Flows Canvas, you can see how your individual campaigns are performing. Here is an example that shows the performance of Email campaign in Flows.

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