Introduction

The campaign analytics page is accessible when you open an In-app Messaging campaign from the All campaigns page or when you publish a campaign. You can use this page to visualize the performance of In-app campaigns.

Access the In-app Info and Analytics Page

Upon successful creation of an In-app campaign, you will be redirected to the Campaign Info page. An alternate method to access this page is as follows:

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns. The All campaigns page appears.
2. In the Select channel list, select In-app.
   
   
3. Select the In-app campaign for which you want to view the analytics.
   
   The Campaign Info page will display the following information:
   • Campaign Details
   • Analytics
   • Click Analysis
   • Info

Campaign Details

This section gives you an overview of the In-app campaign. It contains the following details:

• Campaign name
• The platform for which the campaign was created
• The time when the campaign was created
• The user who created the campaign
• Campaign ID

You can edit, duplicate, or pause the campaign from this section.

Analytics

The following sections describe the various components of the In-App campaign analytics page.

Aggregate Campaign Statistics

This section displays the aggregated campaign metrics for the selected filters.

Filters

You have the following filters:

• Date range: The metrics will be displayed for the selected date range.
  
• Attribution type: To view your campaign's conversions, select one of the following attribution types in the Attribution Type list:
  • View Through: A conversion event was performed after viewing the message.
  • Click Through: A conversion event was performed after clicking the message.
  • In-session: A conversion event was performed within 30 minutes of viewing the message.
• Platforms: Choose the platform for which you would like to view the campaign analytics metrics.

The aggregate campaign stats section displays the following metrics for your campaign:

• Impressions: Number of times a message from this campaign was shown.
• Clicks: Number of times a message from this campaign was clicked.
  • CTR: Click-through rate, which is calculated as CTR = Clicks/Impressions.
• Close: Number of times a message from this campaign was closed.
• Conversion Events: The total number of times a conversion event was performed after viewing/clicking a message of this campaign within the attribution window. The number will vary according to the attribution type selected.
• Conversions: Total number of times the conversion event was performed after viewing/clicking this campaign's message. The number will vary depending on the attribution type selected.
  • CVR: Conversion rate, which is calculated as CVR = Conversions/Impressions.

Campaign Revenue

You can define a revenue attribute in addition to your primary conversion goal. After this attribute is set, you can view the following metrics on the campaign analytics page, which will show you the exact revenue generated by your campaign. For more information, refer to Schedule and Goals.

• Total Campaign Revenue: This represents the total revenue generated through this campaign.
• Average Order Value: This indicates the average revenue generated from conversion events in this campaign. Average Order Value = Total campaign revenue/Total conversion events.
• Average Revenue Per Converted User. This represents the total revenue generated by each user who performed the conversion event. Average Revenue Per Converted User = Total campaign revenue/Total conversion.

Campaign Performance

This section helps you visualize how the campaign metrics have varied over time.

You can perform the following actions:

• You can view the impressions, clicks, conversions, and conversion events for campaign performance. These are similar to the ones mentioned in the aggregate campaign statistics section above.
• You can change the date range, attribution type, and platform from the header. The time scale is represented according to your app's time zone. 
• You can also switch to the Table view to see the time series data in a tabular format.
  
• You can use segmentation to segment the users who have received or clicked the In-app campaign by filtering the Mobile In-App Shown and Mobile In-App Clicked events, respectively.

Child Campaign Performance

The campaign performance section contains information about the performance of the parent campaign. The stats for the child campaigns are available in the Child campaign performance section. You can view the analytics of each child campaign by either clicking the arrow icon beside the Recurrence or by switching to the table view and clicking the Recurrence field in the table, as shown below.

The child campaign analytics and info page opens in a new tab and cannot be edited, paused, or duplicated. However, you can do the same from the parent campaign.

Variation Performance

This section shows the statistics for different variations of your campaign. You can view the metrics for each variant in a graph or tabular format. For more information, refer to A/B testing.

Conversion Goals Statistics

This section helps you visualize the performance of each of your conversion goals. For your In-app campaigns, you can add up to five conversion goals and view the performance of each conversion goal in this section.

Here, the goal marked as (Primary) is the primary conversion goal. In the previous sections, only aggregates of the primary conversion goal are listed, whereas in this section, you can view the performance of each conversion goal.

The cards in the upper-left corner of this section also list the performance of the primary conversion goal, which is also considered the primary indicator of the campaign's performance.

You can switch to a time series view from the upper-right corner to view the data over time.

Campaign Delivery Statistics

This section describes the various campaign delivery failures and their reasons. Errors are categorized under the following heads:

Form Inputs

Navigate to the Form Inputs section in your dashboard to view any responses submitted by users when they interact with your campaign. These responses may consist of surveys or any template with input fields. For more information, see Add Forms to your In-app Campaign.

You can view the following details:

• Locales: The locale is set to default, but you can modify it from the list.
• Variations: Select the specific variation in the list to view the corresponding metrics.
• Total rows: The total number of users who submitted a response. You can filter the users from the list based on the following attributes:
  
  • User ID
  • Name
  • Email
    
    

• The response for each user attribute is listed in the adjacent column. For instance, a user with the ID "x1z2y3" might use "xyz@gmail.com" as their email address and submit their response. The analytics page will display the user ID "x1z2y3" and their corresponding response "xyz@gmail.com" when you select User ID in the list. Similarly, when you select Name or Email in the list, analytics will display the name or email of the users and their corresponding responses.
  

  info

  Information Responses will be shown together for both iOS and Android. You cannot filter responses based on the platform. If you want to view separate data, ensure that you track different attributes for iOS and Android. The Form inputs table will display a maximum of seven attributes. If you want to view all the attributes, perform the following steps: On the left navigation menu in the MoEngage dashboard, click Segment, and then click Create segment. On the Filter users by tab, click User behavior. Select Has Executed and then select the Response Submitted event. Specify the event's time range and campaign ID to obtain a more precise user count of those who have submitted a response to the campaign. Click Show count to analyze the result. Under Query Results, you'll see the number of users who've submitted a response to the campaign.

• You can also download the CSV file containing the user responses.
  
  

  warning

  Warning You can only select a maximum of 10 attributes to export. Use date range, locale, and variation filters for more specific data.

Click Analysis

To know where users are exactly clicking your In-app message, refer to the Click analysis tab. Here, you will find the click metrics for each widget of your In-app message. You can filter the results by date range, variation, locale, or platform.

To create a segment of users who have clicked a widget, click the ellipsis menu and select Create segment. From there, you can either create a segment or take further action on it, whether it's creating a new campaign or analyzing the segment.

Info

You can view the following information on the Info tab:

• Preview of the notification with the campaign's priority.
• Segmentation criteria for the campaign.
• Trigger action of your campaign, which shows how and when the campaign will be triggered.
• Goals of your campaign, which display the conversion goals associated with it.
• The campaign's delivery schedule. In the case of periodic campaigns, the periodicity, the campaign's active window (the time period when the campaign will be shown to the user during its scheduled run), start time, end time, next run, and timezone information will be available.
• The campaign's delivery controls, such as the number of times the campaign will be shown, global delay settings, minimum delay time between campaigns, and auto dismiss settings.