Conversion Tracking and Attribution in Flows

Overview

MoEngage Flows is a tool that provides you the ability to deliver a personalized one-on-one experience for your users across all the digital touchpoints in their customer journey. You can configure a series of Cross-channel (across the channels viz. Email, Push, SMS, etc.) Lifecycle Campaigns to be sent to your customers based on 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. 

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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, but 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 Push 2 message at 3:11 PM and 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, but 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 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.

Types of Attribution

There are three types of attributions for every conversion goal, and they are:

View through

View through attribution refers to the users whose conversions are attributed to their having completed the goal after having viewed a campaign like push, email, SMS etc.

Click through

Click-through attribution refers to the users whose conversions are attributed to their having completed the goal after clicking on a campaign like push, email, SMS etc.

In session

In Session attribution refers to the users whose conversions are attributed to their having completed the goal during the session. A session is typically considered to be 30 minutes.

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In the above screenshot, there are 16 conversions that are attributed to the view-through attribution type, as out of the 17 users who have entered this flow stage, 16 have seen and converted.

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When we choose the filter type as 'Click Through', the converted trip number changes from 16 to 3, as 3 people clicked the campaign and converted. 

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In Session attribution is attributed to the conversions that happen during the session, and these can be shown in the screenshot above. Since the 3 conversions have happened within 30 minutes, they are also attributed to 'in session'. Thus, the in-session attribution is also 3.

 

The number of users who have been forcefully exited is also available at every stage. In the case of the below screenshot, four users have been forcefully exited from the flow at the last stage, as shown below, as their primary conversion goal has been achieved and since the exit on conversion was toggled on.

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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 and also for each of the defined goals. 

You can identify the users that have converted for a particular flow or 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 
By a particular flow goal event Flow Conversion Event
By a particular flow goal name Goal Name
By a particular attribution type Attribution Type
By revenue generated Revenue
For all control group users User Type = ControlGroup


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Tracking Exited Users

To identify the users who have exited from the flow, you can segment the users that have performed the "User Exited Flow". 

The event is tracked for each exit done by a user. You can identify a user who has exited a flow with related filters like exited on conversion, completing a certain flow, and so on. 

Below are some examples

Segment Exited user Event Attributes to be used

By a flow

Flow Id / Flow Name
By a particular stage Stage Id / Stage Name
By a particular conversion event Conversion Event
By a particular goal name Conversion Goal Name
By a particular exit reason Exit Reason

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