Conversion Tracking and Attribution in Flows

MoEngage Flows is a tool that provides you, the marketer, the ability to deliver a personalized one-on-one experience for your users across all the digital touchpoints in their customer journey. Marketers can configure a series of Cross-channel (across the channels viz. Email, Push, SMS, etc.) Lifecycle campaigns to be sent to their customers' basis of their actions/inactions on your app/website. 

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Conversion Goal Setting

Usually, marketers create a MoEnagage Flow to help and guide their users towards a goal, this is identified by the conversion goal of the Flow. You can configure this goal while creating the flow for the first time. 

Earlier, Marketers could set the conversion goal by selecting the user event that they expect their customers to perform as a result of going through the flow. Now, with the new conversion tracking, in addition to event selection, marketers can further drill down by applying filters on event attributes to have a precise conversion goal for the flow as seen in the image below.

Marketers additionally, can also configure the attribution window within which the user conversion will be tracked for the individual Action campaigns. mceclip0.png

Conversion Attribution

The conversion goal configured for the flow is treated as the conversion goal of all the campaigns part of the flow. Earlier, conversion tracking for individual campaigns and conversion tracking for flow were independent. This would often result in problems where

  1. A conversion was wrongly attributed to flows, which is not attributed as a conversion for any of the Action campaigns. 
  2. A conversion is attributed to an Action campaign but is not attributed to the flow. 

With the new conversion tracking changes, the flow conversions will be the share of the unique user entries that performed the conversion goal within the attribution window after receiving any of the Flow Action campaign messages during their flow trip.

This would mean that all the conversions attributed to flows will be influenced by at least one of the Action campaigns of the flow and all the conversions of the Action campaigns will be attributed to flows. Thus, the issues listed above with the earlier conversion tracking and attribution method are addressed with these new changes. 

Example

Assuming that the below flow is configured with Notification click as the conversion goal for the flow and 2 hours as the attribution window. The "Has Received push" condition is evaluated for 2 hours.  

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Scenario 1: 

The user enters the flow at 1:00 PM on Day D1, the message is not delivered till 3:01 PM for some reason. Hence the user is sent the push 2 campaign at 3:02 and then exits the flow by 3:03 PM. Eventually, both messages are delivered at 3:10 PM. User clicks on Push 2 message at 3:11 PM and on Push 1 message an hour later at 4:11 PM. 

Now, both the Action campaign's conversion and conversion event will increase by 1 each, the flow conversion will increase by 1 and the flow conversion event will increase by 2. 

 

Scenario 2:

The user enters the flow at 1:00 PM on Day D1, the message is not delivered till 3:01 PM for some reason. Hence the user is sent the push 2 campaign at 3:02 and then exits the flow by 3:03 PM. Eventually, both messages are delivered at 3:10 PM. The user clicks on the Push 2 message at 3:11 PM and on the Push 1 message two hours later at 5:11 PM. 

Now, both Push 2 campaign conversion and Flow conversion will increase by 1. So will the conversion events for both Push 2 and Flow. Push 1 campaign's conversion stats will not change as the conversion attribution window ended at 5:10 PM, 2 hours after the message was delivered. 

Tracking Converted Users

To identify users that have performed the conversion goal event after receiving one of the flow action campaigns i.e. converted users, you can segment the users that have performed the "Flow Trip conversion". 
The event is tracked for each conversion, so if a user performs the conversion multiple times during their flow trip, this event will be raised for each recorded conversion. 

You can identify the users that have converted for a particular flow or for a particular action campaign. Below are some examples.

Segment converted user  Event Attribute to use
For all non-control group users User Type = Targeted
by a flow  Flow id 
by a particular flow Action Campaign   Flow Action campaign id 
For all control group users User Type = ControlGroup


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