The Behavior module of MoEngage Analytics helps you understand how your users interact with your web and mobile apps. You can use it to track events and analyze trends to measure the performance of your app and campaigns.
You can compare reports to find out what kind of behavior inspires retention and drives revenue. These are generally the behaviors that help users get the maximum value out of your app. You can use the insights to guide users towards these behaviors using MoEngage onboarding campaigns.
Behavior gives you graphical reports for easy visualization and tabular report if you’d like to download it for deeper analysis. The reports can range from basic surface-level actions to the impact of your latest experiment on your business’s bottom line.
You can use Behavior to answer questions like:
- How many Monthly Active Users (MAU) or Daily Active Users (DAU) does my app have?
- Which cities saw the highest number of hotel bookings on my travel app last month?
- How much revenue did we get last month from the latest product we added to our e-commerce app?
Let’s dive a little deeper and see how it works.
An Event refers to any action a user performs on your app that is tracked. For instance, if you have an e-commerce app, you might want to track events like ‘App launches’, ‘Products searched’, ‘Products viewed’, ‘Added to cart’ and ‘Purchase completed’.
To view a report for an event, go to the Analytics menu and click on Behavior. Then select the event you want to analyze from the drop-down menu.
You can use filters to narrow down the results to specific Attributes. These can be Event Attributes, User Attributes, Device Attributes or a combination of them. To do that, click on Add Filters and then select appropriate filters from the Filter By section. Select the Case Sensitive checkbox if you want the report to match the exact case of the value you specify.
If you add multiple filters, you can choose whether they’re all applied or just one of them. Toggle the switch between AND/OR based on what you’re looking for.
For instance, if you need the combined data across 2 cities, you’d set it to OR. If, on the other hand, you want to get data for a specific city and are looking for transactions that exceed a minimum amount among a specific user demographic, you’d want to use AND.
User attributes in Event filters
Events that have the user attributes present in them, hold the snapshot of the user attributes when the event was performed. The filter work on historical data of the user attributes.
You can use Behavior to compare events or properties:
- Comparing Events
If you need to compare multiple reports, you can do so using the Add Events option. You can compare All Events, Unique Users and Formulae for the selected events. You can use this option to compare a maximum of 4 reports at once.
For instance, you might want to compare the number of users who performed ‘App Launch’ vs the users who performed ‘Product Purchase’.
- Comparing Properties
Another thing you can do is compare the report by a specific attribute. To do that, click on Split By and select the attribute from the drop-down menu. You can see the top 1000 values of the selected event property.
Let’s say you want a report of the number of orders across different cities. You can select ‘Order’ as the event and select ‘City’ from the Split By menu.
Once you’ve selected the type of data you want to obtain through your report, you can choose how the chart is plotted.
You can expand the Analyse (Plot For) drop-down, and choose from:
- All Events
This includes all the events in the event type you selected that qualify. This will display the count of events.
- Unique Users
This will include all the users that qualify for the report. This option will show the unique users over the selected granularity (Hour, Day, Week, or Month).
This lets you perform arithmetic functions on specific Event/User/Device Attributes (eg. To determine the revenue, you can find the sum of prices of all purchases). You can select the arithmetic function (Sum, Average, Maximum, or Minimum) to be applied to the event attribute. The dropdown will only show arithmetic attributes of the selected event.
- User Frequency
User Frequency Distribution is the grouping of users based on the number of times they performed the selected event. This is helpful if you want to find the split between one-time users, occasional users, and ardent users. You can specify the Occurrence Limit and modify the Distribution Groups. The Occurrence Limit refers to the maximum number of times a user has performed the given event and defines the upper limit for the user distribution group.
NOTE: Since User Frequency distribution splits the chart by frequency, you cannot simultaneously define an attribute in the Split By section.
By default, the behavior analysis is performed on all users preset in the MoEngage system. Behavior analysis can also be performed for a group of users. This group of users can be created using User Properties, or User Activity or Custom Segments, or any combination of the 3 - This is very similar to creating a segment and analyzing these users on Behavior analysis. Know more about creating user segments here and about custom segments here.
User attributes in Segmentation
User attributes present in custom segment analysis, hold the latest value of the user attributes. The filter work on current data of the user attributes.
Changing the Visualisation
MoEngage Analytics lets you switch the chart view for better visualization depending on the type of data. You can choose between a Line Chart, Area Chart, or a Bar Chart to view progress, compare volumes over a time period, or compare absolute numbers respectively.
Charts show a maximum of 20 different entities. The remaining entities will be available in the tabular format. User Distribution will only be shown as a bar chart.
You can also break down the report into granularity of Hourly, Daily, Weekly, or Monthly for easy visualization. Unique users will be displayed based on the granularity you select.
Add to Custom Dashboard
User behavior analysis reports can be pinned to any desired dashboard. Hence users don't have to enter all the filters and can see the analysis in one click on the custom dashboards. Click on Save to Dashboard button to save this chart in custom dashboards. Read in detail about custom dashboards and its feature here.
Once you’ve viewed the report, you might need to share it with your team. You can download the report in order to do that.
Charts can be downloaded in PNG format and you can export a CSV file of the tabular version.