Analysis of flow provides details of the flows and the statistics of the channels used in the flows.
As soon as you open your flow, a synopsis of the overall impact of the flows since the flow was first published is shown on the canvas as described. Also, the path taken by the majority of users is highlighted in the canvas with dark grey.
To analyze the metrics, understand the "User Trips" concept within MoEngage flows. A Trip is identified as a unique entry of a user into the flow after satisfying the configured entry conditions.
While tracking total user entries is an alternative, we identified that auxiliary metrics like unique user entries and unique conversions are to be tracked and reported on every time to remove the ambiguity among the metrics.
As a Trip uniquely identifies each instance a user might enter a flow over the lifetime of a user, it provides an unambiguous concept that can be extended to every metric you would want to track to analyze the performance of your flow.
|Trip Started||The number of trips that have started within a time period. This is the number of times users have entered into the flow.|
|Active trips||The number of trips out of the total trips that have not yet ended i.e. the number of users that are currently in the flow.|
Trips that ended already
Trips Ended = Total Trips - Active Trips
The number of trips in which the user received at least one of the action campaigns during their trip. Potentially only engaged trips can lead to a conversion that will be attributed to the flow.
During a trip, if a user receives multiple campaigns before they exit the flow they would still be counted as part of one engaged trip.
A trip becomes an engaged trip when one of the following events is received from the user in the flow trip.
Push: Notification received android / iOS ( if iOS delivery tracking isn't available then notification sent iOS event is used to track engagement)
The number of engaged trips that resulted in at least one conversion during the time of the trip.
The formula for CVR is ((Converted Trips)/(Engaged Trips))*100
The total number of conversions that were received from all the converted trips.
For more information about how conversions are tracked and attributed to flows, refer to Conversion Tracking and Attribution in Flows .
The total number of trips ended due to the following reasons:
The cumulative sum of the defined revenue attribute whenever an engaged user performs the Goal event.
The percentage boost of the engaged test flow users who brought in revenue as compared to the control group users.
The formula for calculating revenue boost is
((Average revenue of a test flow trip - Average revenue of a control group Trip)/Average revenue of a control group Trip ) x 100
For a flow with action campaigns C1 and C2, User U1 enters the flow and receives both the campaign and converts with the configured conversion goal 2 times. Now, once the user exits the flow the stats will read
Total Trips: 1
Active Trips: 0
Engaged Trips: 1 (Although the user received both the campaigns it will be treated as one trip)
Converted Trips: 1
Now if User U2 enters the flow but because of some reason (like personalization failure or not having an active device token) does not receive any of the campaigns but does perform the conversion event once. Now After the user exits the flow the stats will be
Total Trips: 2
Active Trips: 0
Engaged Trips: 1
Converted Trips: 1
The Engaged trip, converted trip and total conversion do not change since the User U2 was not engaged from either of the flow action campaigns.
In addition to the overall stats, you can also see the performance of each of the action campaigns configured in the flow. You can also view the node level stats of the number of users that have passed through each node or are currently at that node. The image below shows that 15 users have passed through it and 0 users are currently waiting at that node.
In addition to analyzing the canvas view for all the user trips, you can also analyze and compare the stats/behavior of users who have entered the flow within a defined time period. As shown in the image below you can filter the canvas view for the user trips that started within the selected date range.
The overall stats and the stage level stats change as per date range selection to only show the performance of the trips initiated during that period.
If you want to see the updated stats for the active trips you can click on the Refresh icon next to the date range filter to update both the overall and node-level stats.
Uplift is only shown in overall stats if the Control group was enabled for at least a day during the filtered period. To know more about how uplift is calculated, click here.
All stats and dates are in GMT
The colors in the canvas represent the flow path and the decisions made to send campaigns to your customers.
The following table describes the legends on the canvas:
|Black Line||Displays the next step when the Yes condition is satisfied for an event or campaign.|
|Grey Line||Displays the next step when the No condition is satisfied for an event or campaign.|
|Displays the start or entry of the flow.|
|Displays the stop or exit points of the flow.|
|Displays the Has Done Event in the flow.|
|Displays the Check User Attributes in the flow.|
|Displays the conditional split. For more information, refer to Conditions in flows.|
Displays the Email campaigns of the flow.
|Displays the Push campaigns of the flow.|
|Displays the SMS campaigns of the flow|
|Displays the Connector campaigns of the flow|
|Displays the Facebook campaigns of the flow|
|Displays the InApps campaigns of the flow|
|Displays the On-site campaigns of the flow|
|Displays the WhatsApp campaigns of the flow|
|Displays the intelligence path optimizer used in the flow.|
|Displays the A/B split used in the flow.|
|Displays the Wait Till used in the flow.|
|Displays the GoTo used in the flow.|
On clicking the "See Detailed stats" option in the overall stats table you can open the detailed stats page for your flow.
This section shows you the trends of User trips, Engaged Trips, and Converted trips over time. If the control group is enabled during the filtered time then the conversion uplift is also shown.
While the default view is the overall period the flow and the defined primary gaol at the time when the flow is published, you can filter out the stats:
- For a particular time period based on the dates.
- Based on the conversion goals.
Are your CG trips more than the defined percentage or is there negative uplift? Refer to uplift calculation and CG Allotment for more information.
This section helps you to analyze the aggregate channel performances of all the channels that are used in the flow.
You can select the channel you want to analyze from the list of channels available in the dropdown. The 4 major aggregated metrics of the overall channel performance can be directly compared with the overall flow stats, like in the image below
In the image above, 8 Pushes sent is 31 % of all the outgoing messages, similarly, the 100% delivery rate is obviously better than the average flow delivery rate including all the channels where delivery is tracked.
To analyze each channel effectively, we have added the Message Attempted count that identifies the total number of messages on that channel that were tried to be sent out, but if for some reason, some of those messages failed to be sent those failures and the reasons are enlisted below the graph.
This section enlists the performance of all the action campaigns configured in the flow. This can help you to compare the individual campaigns across channels. If required you can choose to filter the action campaigns of one particular channel to understand and compare the performance of similar campaigns.
|Attempts||The count of users the campaign tried to deliver the message. It includes the control group users that might have passed through the campaign during their trip and all the users that the campaigns failed to deliver because of any of the failure reasons.|
|Sent||The count of messages that were successfully sent eventually.|
|Delivered||Tracked for Push and SMS. The delivery rate is for the push. The total clicks and unique conversions and the CTR and CVR are shown in the last 2 columns.
|Opened||Tracked for email. The open rate for email. The total clicks and unique conversions and the CTR and CVR are shown in the last 2 columns.|