Understand In-App Campaign Analytics

The In-App Campaign Analytics page helps you see how well your In-App campaigns are doing. It gives you a clear picture of campaign performance, whether you want to track user engagement, conversions, or even revenue generated. This data helps you understand what's working and how to improve your future campaigns.

Access In-App Campaign Analytics

After you create an In-App campaign, the system directs you to the Campaign Info page. You can also open this page from the All Campaigns page:

1. On the sidebar menu in MoEngage, hover over the Engage menu item . The Engage menu appears.
2. Click All Campaigns.
   
   The All campaigns page is displayed.
3. In the Select channel list, select In-app.
   
   
4. Select the In-App campaign for which you want to view the analytics.
   

The Campaign Info page shows the following information:

• Campaign Details
• Analytics
• Click Analysis
• Info

Campaign Details

This section gives you a quick overview of your In-App campaign. Use these details to verify campaign setup and identify key properties for reporting or other tasks.

It contains the following:

• 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

From this section, you can also edit, duplicate, or pause the campaign.

Analytics

The In-App campaign analytics page includes the following sections:

Aggregate Campaign Statistics

This section displays aggregated campaign metrics based on your selected filters. Use these statistics to get a high-level understanding of your campaign's overall performance.

Filters

You can use the following filters to refine your data:

• Date Range: This filter controls the period for which metrics are displayed.
  
• Attribution Type: Select an attribution type to view how conversions relate to message views or clicks.
  • View Through: A conversion event occurred after the user saw the message but did not click it.
  • Click Through: A conversion event occurred after the user clicked the message.
  • In-session: A conversion event occurred within 30 minutes of the user seeing the message.
• Platforms: Select the specific platform (for example, iOS, Android) for which you want to view campaign analytics.

The Aggregate Campaign Statistics section provides the following metrics:

• Impressions: The total number of times the campaign message was shown to users. Use this to understand your message reach.
• Clicks: The total number of times users tapped on the campaign message.
  • CTR (Click-Through Rate): Calculated as Clicks / Impressions. This shows the percentage of users who clicked after seeing the message, indicating message engagement.
• Close: The total number of times users manually closed the campaign message.
• Conversion Events: The total count of conversion events performed after users viewed or clicked the campaign message within the specified attribution window. This number changes based on the selected attribution type.
• Conversions: The total number of unique users who performed the conversion event after viewing or clicking this campaign's message. This number changes based on the selected attribution type.
  • CVR (Conversion Rate): Calculated as Conversions / Impressions. This metric indicates the effectiveness of your campaign in driving desired user actions.

Campaign Revenue

You can define a revenue attribute in addition to your primary conversion goal. After you set this attribute, the campaign analytics page displays the exact revenue generated by your campaign. For more information, refer to Schedule and Goals.

This section provides the following metrics to help you understand your campaign's financial impact:

• Total Campaign Revenue: The total revenue generated directly from this campaign.
• Average Order Value: The average revenue from each conversion event in this campaign. This is calculated as: Total Campaign Revenue / Total Conversion Events.
• Average Revenue Per Converted User: The average revenue generated by each user who performed a conversion event. This is calculated as: Total Campaign Revenue / Total Conversions.

Campaign Performance Over Time

This section helps you visualize how campaign metrics have changed over time. Use this to spot trends, identify performance spikes or drops, and understand the long-term impact of your campaigns.

You can perform the following actions:

• You can view impressions, clicks, conversions, and conversion events to see how your campaign performs. These metrics are similar to those in the Aggregate Campaign Statistics section.
• You can change the Date Range, Attribution Type, and Platforms from the header. The time scale is displayed according to your app's time zone.
• You can switch to the Table view to see the time series data in a tabular format.
  
• You can use segmentation to analyze users who 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 shows data for the parent campaign. To see statistics for child campaigns, go to the Child Campaign Performance section. You can view the analytics for each child campaign by clicking the arrow icon next to Recurrence or by switching to the table view and clicking the Recurrence field in the table, as shown in the following image.

The child campaign analytics and info page opens in a new tab. You cannot edit, pause, or duplicate child campaigns directly from this page; perform these actions from the parent campaign.

Variation Performance

This section shows statistics for different variations of your campaign (e.g., A/B test variants). You can view the metrics for each variant in a graph or table. Use this to understand which campaign variations perform best. 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. Use this section to see how different desired user actions are being driven by your campaign.

The goal marked as (Primary) is your main conversion goal. While previous sections aggregate data for the primary conversion goal, this section allows you to view the individual performance of each conversion goal.

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

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

Campaign Delivery Statistics

This section outlines various reasons for campaign delivery failures. Understanding these failures helps you troubleshoot why your messages might not be reaching users as expected.

Errors are categorized under the following headings:

Form Inputs

Navigate to the Form Inputs section in your dashboard to view responses submitted by users who interact with your campaign. These responses come from surveys or any template with input fields. Use this section to gather valuable user feedback or data. For more information, refer to Add Forms to your In-App Campaign.

You can view the following details:

• Locales: The locale defaults to your app's setting, but you can change it from the list.
• Variations: Select a specific campaign variation from the list to view its corresponding metrics.
• Total Rows: The total number of users who submitted a response. You can filter these users by their attributes:
  • User ID
  • Name
  • Email
    
    
• The adjacent column lists the response for each user attribute. For example, if you select User ID, the analytics page displays the user ID "x1z2y3" and their response "xyz@gmail.com". If you select Name or Email, the page displays the users' names or email addresses and their corresponding responses.

  info

  Information Responses for both iOS and Android appear together. You cannot filter responses by platform. If you need separate data, track different attributes for iOS and Android. The Form Inputs table displays a maximum of seven attributes. To view all attributes, follow these 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 get a more precise count of users who submitted a response to the campaign. Click Show Count to analyze the result. Under Query Results, you see the number of users who submitted a response to the campaign.

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

  warning

  Warning You can select a maximum of 10 attributes for export. Use the Date Range, Locale, and Variation filters to get more specific data.

Click Analysis

To understand exactly where users click on your In-App message, go to the Click Analysis tab. This section shows the click metrics for each interactive element 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 specific element, click the More Options menu (ellipses) and select Create Segment. From there, you can create a new segment or perform further actions, such as building a new campaign or analyzing the segment.

Info Tab

The Info tab provides a summary of your campaign's setup. Use this section to quickly verify campaign settings and configurations.

You can view the following information:

• A preview of the notification, along with the campaign's priority.
• The segmentation criteria used for the campaign.
• The campaign's trigger action, which shows how and when the campaign is activated.
• The goals of your campaign, displaying the associated conversion goals.
• The campaign's delivery schedule. For periodic campaigns, this includes periodicity, the campaign's active window (the time period when the campaign appears to the user), start time, end time, next run, and timezone information.
• 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.