Conversion Tracking and Attribution in Flows (Beta)

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 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

                                                                    Image 1

This feature is currently in closed beta.
Please reach out to support@moengage.com to get this enabled.

 

Conversion Attribution

The conversion goal configured for the flow is also 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 Action campaigns of the flow and all the conversion 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 on 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 both 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 on 3:11 PM and on 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. 

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