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Overview

MoEngage Flows provides an intuitive way to analyze user interactions and understand the performance of the flow built. We represent the performance using Trips and a Trip basically represents a unique user journey, beginning with their entry into a flow after fulfilling certain conditions and including their interactions with campaigns and possible conversions along the way. The analytics of user trip data is crucial for effective user engagement and flow performance optimization. The explained metrics, including Active Trips, Engaged Trips, Converted Trips, Drop-offs, and Revenue among others, offer granular insights into user behaviour and interactions. You can also visualize and filter trip data using the Canvas and Detailed Stats views. Additionally, it sheds light on the performance analysis of individual channels and campaigns, helping you to fine-tune your customer engagement strategies.

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Why Trips?

While tracking the total user entries is an alternative, we identify that auxiliary metrics such as unique user entries and unique conversions are to be tracked and reported 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.

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Definition of Metrics

In every flow, you can see the following top-level metrics:

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Example

For a flow with action campaigns C1 and C2, User U1 enters the flow and receives both campaigns and converts with the configured conversion goal 2 times. Now, after the user exits the flow, the stats will be:

• Total Trips: 1
• Active Trips: 0
• Engaged Trips: 1 (although the user received both 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 (such as 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 because the User U2 was not engaged from either of the flow action campaigns.

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Canvas View

In addition to the overall stats at the top, you can also see the performance of each stage configured in the flow. By filtering for a defined time period, you can understand the behavior or stats of users who have entered the flow within that time. You can also view the stage level stats to know the number of users that have passed through, or are currently at, or have exited the flow from that stage. When users move into a version from an earlier one, a badge appears in the top-right corner of each stage they entered directly. Hover over the badge to see how many users arrived there and which versions they came from. The stage’s Entered count also carries a second line showing the split, such as 0 + 2 (from V10, V6). The first number counts the users who reached the stage from the stage above it, and the second counts those who arrived from an earlier version. This explains a rise in a stage’s numbers that the entry stage does not account for. The versions named in the split are the ones the users came from, and they are not always the version immediately before the current one. Each time you publish and choose to move active users forward, the users in the version before that publish come with it, so a user can travel forward over several publishes. A stage can therefore show arrivals from more than one earlier version, as in the example above. The following image shows that 2 users have exited the flow from the Has done event stage. When you hover the mouse over the stage, you will see a pop-up that shows the reason for each exit. In addition to analyzing the canvas view for all the user trips, you can analyze and compare the stats/behavior of users who have entered the flow within a defined time period. As shown in the previous image, You can filter the canvas view for the user trips that started within the selected date range. If you want to see the updated stats for the active trips, click the Refresh icon next to the date range filter to update both the overall and stage-level stats.

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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.

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Legends

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:

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Detailed Stats

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

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Flow Performance

The stats of the currently active version of the Flow are loaded in this section. You can see the stats of any specific version by selecting the version from the version selector as shown in the following image. 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 selected 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 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, because 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.

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Drop-Offs and Exits

This section has the following tabs:

• Drops - This tab lists reasons for all drop-offs, an explanation for each drop-off reason, the total drop-offs due to this reason, and the percentage of all drop-offs. When you expand a drop-off reason, you will see the stage type and stage name from which users were dropped off. When you move active users to a new version, this tab also lists a Version migration failed reason, which counts the trips dropped because the cross-version migration did not complete, such as when no defined path existed for the user in the new version.
• Exits - This tab lists reasons for all exits, an explanation for each exit reason, the total exits due to this reason, and the percentage of all exits. When you expand an exit reason, you will see the stage type and stage name from which users exited.
  This tab also shows Exit on conversion. You can see stats of users who exited the flow on achieving the conversion goal defined in the flow. When you move active users to a new version, this tab also lists a Version migration reason, which counts the trips that exited because of cross-version migration. Expand it to see the stage type and stage name each user left from.

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Cross-Version Movement

When you select a specific version, a Cross-version movement table appears below the flow performance chart. Moved from names the version each group of users came from, and No. of users moved counts them. The table has its own date range, separate from the one on Flow performance, so changing the dates there does not change this table.

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Business Events

This section helps you analyze the flow performance for each Business Event instance. When you expand the Business Event, you can see the impact of each instance separately on a day level. For more information, refer to the Definition of Metrics.

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Channel & Campaign Performance

This section helps you analyze the aggregate performance of every channel used in the flow, together with the performance of each action campaign within it. MoEngage previously showed this as two separate sections, Engagement Trends and Campaign Stats.

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Channel Performance

Select a channel from the tabs to see how it performed, or select All Channels to compare every channel used in the flow. You can view the data as a table, a line chart, or a bar chart, and switch the chart between CVR, CTR, and Delivery rate. Use Date Range and Tracking Goal to scope the view, and Compare With to set a second period to compare against. When you select a single channel, CVR and CTR for the tracking goal appear above the chart, and the chart plots that channel’s own metrics, such as attempts, messages sent successfully, conversions, and conversion events. When you select All Channels, the chart compares every channel in the flow on the metric you selected. In the table view, each row is a date, with columns for user entries, successful sends, delivered, opened, adjusted open, clicked, CTR, and conversions. This section is also available when you select All Versions, which sums each metric across every version of the flow. Use it to judge the total cost and return of the flow without exporting each version and adding the numbers yourself. The All Versions view adds a Converted trips, Converted users, and Conversions column for each channel.

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Campaign Performance

This section lists the performance of all action campaigns configured in the flow. This can help you 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.