Analyzing a Flow


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 current version of flows since the version 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.



All the metrics are calculated and displayed in GMT.

Why Trips?

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. 

Metric Description
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.
Ended Trips

Trips that ended already

Trips Ended = Total Trips - Active Trips

Engaged 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) 
Email: Email Opened
SMS: SMS delivered (If delivery is not tracked, then SMS sent)
Connector: Connector successfully sent
In-app Messaging: In-app message shown
OSM: Onsite message shown
Facebook: Facebook audience synced successfully
WhatsApp: Whatapp message delivered
Cards: Card viewed

Converted trips

The number of engaged trips that resulted in at least one conversion during the time of the trip. 
If the Control group is configured to measure the effectiveness of the flow, then percentage uplift with respect to the control group trip's conversions. 

The formula for CVR is ((Converted Trips)/(Engaged Trips))*100

Total Conversions

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:

  • If the FC limit has been reached and the Flow's setting is to remove the user from the flow in case the message has not been sent.
  • If the message has not been delivered due to DND and the Flow's setting is to remove the user from the Flow in case the message has not been delivered.
  • If "Exit on Conversion" is toggled on.
  • Resuming a paused flow or User entering a Wait For/till stage when the waiting period is already over in the same.
  • After User Merge, if the known user is already part of the same flow
  • Internal errors.

The cumulative sum of the defined revenue attribute whenever an engaged user performs the Goal event.

Revenue Boost

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
Total Conversions:2

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 
Total Conversions:2

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. 

Canvas View

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.

Conversion Uplift

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.


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:

Legend Description
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.
StartFlow.png Displays the start or entry of the flow.
ExitFlow.png Displays the stop or exit points of the flow.
HasDoneEvent.png Displays the Has Done Event in the flow.
CheckUserAttribute.png Displays the Check User Attributes in the flow.
ConditionalSplit.png Displays the conditional split. For more information, refer to Conditions in flows.

Displays the Email campaigns of the flow.

Push.png Displays the Push campaigns of the flow.
SMS.png Displays the SMS campaigns of the flow
Screenshot_2022-08-03_at_1.48.07_PM.png Displays the Connector campaigns of the flow
Screenshot_2022-08-03_at_1.47.56_PM.png Displays the Facebook campaigns of the flow
Screenshot_2022-08-03_at_1.47.22_PM.png Displays the InApps campaigns of the flow
Screenshot_2022-08-03_at_1.47.12_PM.png Displays the On-site campaigns of the flow
Screenshot_2022-08-03_at_1.47.28_PM.png Displays the WhatsApp campaigns of the flow
IntelligentPathOptimiser.png Displays the intelligence path optimizer used in the flow.
ABSplit.png Displays the A/B split used in the flow.
Screenshot_2022-08-03_at_1.48.41_PM.png Displays the Wait Till used in the flow.
Screenshot_2022-08-03_at_1.54.32_PM.png Displays the GoTo used in the flow.

Detailed Stats

You can open the detailed stats page for your flow by clicking the "Stats" tab adjacent to the "Flows" tab. 

Note: The detailed stats are shown for the last 90 days by default or since the current version's published time, whichever is shorter. You can see the stats from the time the flow was published using the date range filter.

Flow Performance

The stats of the currently active version of the Flow are loaded in this section. You can see the stats of any given version by selecting the version from the version selector. You can choose the following in the version selector:

      • Specific Version - This section shows you the trends of User trips, Engaged Trips, and Converted trips over time for the chosen Version. If the control group is enabled during the filtered time, the conversion uplift is also shown.


      • All Versions - The All Versions option loads the cumulative stats for all the versions put together. The Flow Performance for All Versions has information about User Trips, Engaged Trips, and Converted Trips and Conversions over time. If the control group is enabled during the filtered time, the conversion uplift is also shown. Revenue performance is not available in the All Versions option, as each version might have a different Revenue attribute or currency. The chart also shows when each Version was published.


While the default view is the overall period of the flow and the defined primary goal 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 the uplift calculation and CG Allotment for more information.

Engagement Trends

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 in the dropdown. The 4 major aggregated metrics of the overall channel performance can be directly compared with the overall flow stats, as in the image below.


Push Email SMS Connector OSM & InApp WhatsApp Facebook Audience Cards Google Ads
Metric Description
Sent Sent is the total number of users for whom the request was successfully accepted to be sent by the FCM/APNS services
Impression Impressions represent the total number of user devices that have received the notification sent by the marketer.

Clicks represent the total number of notifications clicked by the users after the notification delivery. CTR is the percentage ratio between Total Clicks and Total Impressions

CTR = (Total Clicks/Total Impression )*100


Conversions represent the number of unique users who have completed the conversion event. CVR is the percentage ratio between Conversions and Unique Impressions

CVR  = (Unique Conversions/Unique Impressions)*100

Revenue Revenue represents the sum of the total order value of conversion events.

Campaign Stats

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. 


Metrics Description
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.


The current flow version's Engagement Trends and Campaign Stats are shown by default. Use the version selector to view the trends and stats for other versions of the flow.

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