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Engagement Overview

A walkthrough of how you can compare the performance of all the channels of engagement in your dashboard

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Must Read

Before we proceed, please ensure that you have a broad understanding of all the concepts related to Channels, Campaigns and the Performance Indicators tracked for each channel. Doing so will help you understand the workings of this section, better.

First Impression

Engagement Overview should be your go-to section for analyzing and comparing the performance of all your channels. It has been divided into four subsections to give you a wholesome view of all your marketing and engagement efforts:

  • Overall Reachability
  • Channel Overview
  • Channel Comparison
  • Engagement Trends

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So without much ado, let's dig in!

Define the Scope of Analysis

By default, Engagement Overview shows you an overall comparison of all the channels based on the campaigns sent through each, over the last 7 days.

You can alter this by selecting a time frame, data view and campaign type as per your analytical needs.

Here's how you can go about it:

Step 1: Select a Time Frame

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As shown above, using the filter placed on the top right, you can choose to analyze the performance of all your channels within a specific time frame.

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The following time periods can be selected here:

  • Yesterday

  • Last 7 Days

  • Last 30 Days

Impact: Shows data tracked only within the selected period.

Step 2: Select a Data View

As discussed under Campaign and Channel Performance Indicators, you can choose to analyze campaign events in two ways:

  • Funnel View: The default view of all the data shown here, it helps you analyze the performance of all your channels only on the basis of the campaign events tracked for campaigns sent within the selected time frame.

  • Events View: Helps you analyze the performance of all your channels on the basis of the campaign events tracked within the selected time frame, even if the campaigns were sent before the selected period.

Step 3: Select a Campaign Type

As discussed under Campaigns and Its Types, messages sent through the various channels of engagement are called campaigns and can be of the following types: One-Time, Triggered, Recurring and Journey.

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Using the navigation bar highlighted above, you can choose to compare the performance of all channels for a specific campaign type, to understand what works best for your users.

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The following options can be selected here:

  • All: Helps you compare the overall impact of your channels by presenting a sum of the data collected for all campaign types sent through each channel.

  • One-time: Helps you compare the collective impact of all one-time campaigns sent through each channel.

  • Triggered: Helps you compare the collective impact of all triggered campaigns sent through each channel.

  • Recurring: Helps you compare the collective impact of all recurring campaigns sent through each channel.

  • Journey: Helps you compare the collective impact of all journey campaigns sent through each channel.

Summing It Up

A combination of the time frame, data view, and campaign type selected by you help define the scope of analysis under:

  • Channel Overview
  • Channel Comparison
  • Engagement Trends

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Please Note: A scope of analysis cannot be defined for Overall Reachability

A user's reachability is calculated over their entire lifetime and is an indicator of their channel preferences. All reachability metrics are updated daily to factor in the reachability of new users and the changing channel preferences of existing users.

For the same reason, Overall Reachability cannot be analyzed for a particular time frame. Data view and campaign type have no relation to reachability and thus, do not affect the stats shown under this section either.

How to Analyze

Let's warm you up to all the data shown here with a short use-case:

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Comparing Channel Performance for an Ed-tech platform for Journey Campaigns

Let's take the example of an ed-tech platform that offers multiple courses through their app and website. The marketing team decided to analyze their engagement strategy for the previous month to:

  • Identify channels that created the maximum impact

  • Identify patterns that they can replicate in the future to create better user experiences

Here's how they decided to go about their analysis:

Time Frame: Last 30 Days

Data View: Events (Will help them analyze data tracked over the last 30 days even if the campaigns were sent before the selected period. This is great for gauging the overall impact of your engagement efforts.)

Campaign Type: Journey (All journey campaigns are highly targeted and personalized, making them the most effective drivers of contextual user experiences.)

So, what did they learn?

1. Channel Overview reveals high performing channels - Push, In-app, Email

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  • As highlighted in the visual above, maximum revenue was generated via the ed-tech platform's app as a result of Push and In-app journey campaigns.

  • Even though a high percentage of users were engaged via Emails, it resulted in poor conversions and revenue, compared to Push and In-app. This is a worrisome insight as it indicates a gap between their email marketing strategy and users' expectations. This could be easily bridged by experimenting with various formats, subject lines, email copies and so on.

2. Channel Comparison reveals the most impactful journey channel of the month - In-app!

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  • As highlighted in the visual above, just one in-app journey campaign contributed the same amount of revenue as 76 push journey campaigns! (unbelievable right? we wonder what the campaign was about...)

3. Engagement Trends reveal a detailed account of Push and In-app performance

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  • Till now we have learned that In-app and Push contributed the highest amount of revenue in the previous month. Hence, here we'll compare the engagement trends for both channels, against Revenue, split by days.

  • As highlighted in the visual above, there's a clear spike in revenue contributed by both channels on Feb 25, Feb 26 and March 21.

  • So, now that we've figured out the channel and days that contributed maximum revenue, the next step is to get a detailed picture of all the factors that contributed to the spike. This can be achieved by analyzing the In-app journey campaign's Overview section, for the same time frame :)

Isn't it exciting to have so much data in one place?

Now, let's deep dive into each subsection to show you how you can gain maximum insights into your users and campaigns:

Overall Reachability

As discussed under Channels and Channel Reachability,, reachability is a measure of whether or not a user can be reached through the various channels of engagement.

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As highlighted in the visual above, the reachability of your entire user base is indicated in two formats:

Overall Reachability: Indicates the total number of users that can be reached through at least one channel of engagement, at present. Users who are reachable through multiple channels are counted towards the overall reachability only once to avoid double counting.

Channel Reachability: Indicates the percentage of users who can be reached through the channel, at present. A sum of the percentage values may not equal 100 as users who are reachable through multiple channels are counted towards the reachability percentage of all the respective channels.

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How Reachability is Calculated

Please refer to this document for a detailed understanding of how reachability is calculated across your dashboard.

Channel Overview

This sub-section has been specially designed to give you a comprehensive overview of all your channels, as per the time frame, data view and campaign type selected by you.

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As shown above, Channel Overview presents key insights into user-channel interactions against broad metrics - Users Engaged, Campaigns, Conversions, Revenue. Each metric can be analyzed in two ways, Overall (number) and Channel (percentage). Let's go over how these are calculated:

Users Engaged

Indicates unique users who have received at least one campaign, within the selected time frame, for the chosen campaign type and data view.

  • Overall: The number is a union of the users engaged through all the channels listed below. This means that if a user was sent multiple campaigns, then they will be counted towards Overall Users Engaged only once to avoid double counting.

  • Channel: Indicates the percentage of users that have received at least one campaign through the channel listed on the left, calculated against the Overall number.

    • Users who have received a campaign through multiple channels are counted towards this metric for all the respective channels. For the same reason, a sum of the percentage values shown against each Channel may be higher than 100.

Campaigns

This metric indicates the total number of campaigns sent within the selected time frame, for the chosen campaign type and data view.

  • Overall: Indicates a sum of all the campaigns sent through all the channels listed below.

  • Channel: Percentage of campaigns sent through the channel listed on the left, calculated against the Overall number.

Conversions

Indicates the unique number of users who have performed the Conversion Event within the campaigns' Conversion Deadline and the selected time frame, for the chosen campaign type and data view.

  • Overall: Indicates a sum of unique conversions resulted by campaigns sent through all the channels listed below.

  • Channel: Percentage of unique conversions contributed by each channel listed on the left, calculated against the Overall number.

Revenue

Indicates the total revenue generated through all the conversions that occurred within the selected time frame, for the selected campaign type and data view. Revenue numbers are always shown in the currency set by you while setting up Revenue Mapping.

  • Overall: Total amount of revenue contributed by all the conversions, resulted by campaigns sent through all the channels listed below.

  • Channel: Percentage of revenue contributed by all the conversions, resulted by campaigns sent through the channel listed on the left. The percentage is calculated against the Overall number.

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Related Reads

  1. Please refer to Conversion Tracking for a detailed read on how conversions are tracked and attributed in your dashboard.

  2. Please refer to Revenue tracking for an in-depth understanding of how revenue is tracked for the Conversion Event set for a campaign and journey.

  3. Please refer to Campaign and Channel Performance Indicators for a detailed understanding of all the metrics tracked for your campaigns and how they are calculated for a channel.

Channel Comparison

Moving on, here you will find a detailed view of all the data shown under Channel Overview, helping you dig deeper into the performance of all your channels.

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As highlighted above, this section includes two additional metrics - Delivered, Unique Clicks and can also be analyzed in two ways - Channel and Overall, for the time frame, data view and campaign type selected by you.

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Please Note

Users Engaged, Total Campaigns, Unique Conversions and Revenue are calculated in the same way as discussed under Channel Overview.

Here's how the additional metrics are calculated:

Delivered

Indicates the total number of campaigns delivered within the selected time frame for the chosen campaign type and data view.

  • Overall: Total number of campaigns delivered through all the channels listed in the table.

  • Channel: Total number of campaigns delivered through the channel listed on the left.

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Please Note

Unique impressions (and not deliveries) are shown for campaigns sent through In-app and On-site (Notifications, Surveys, and Feedback) under this column.

Unique Clicks

Indicates the unique number of users who have clicked once on a campaign within the selected time frame, for the chosen campaign type and data view.

  • Overall: Total number of unique clicks tracked for campaigns sent through all the channels listed in the table.

  • Channel: Total number of unique clicks tracked for campaigns sent through each channel listed on the left.

Select Data Format (Optional)

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While the default view shows you numbers (#) under all columns - as shown above, using the overflow menu on the top left, you can choose to view Unique Clicks and Unique Conversions as a percentage value (%).

The percentage values under both columns are calculated against:

  • Total number of Delivered messages for Push, SMS, Web Push, Email
  • Unique Impressions (shown under the column, Delivered) for In-app and On-site Notifications

Engagement Trends

This sub-section has been specially designed to help you understand the trends of user engagement for all your channels, split by Days. The following metrics can be analysed here as per the time frame, campaign type and data view selected by you:

While the default view shows you engagement trends for All Channels (Push, In-app, SMS, On-site, Web Push, Email) over the last 7 days, you can choose to change the view by selecting a channel and a format of visualization, as shown below. You can also deselect metrics to analyze user behavior against a specific performance indicator.

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Let's quickly go over how this section can be customized as per your analytical needs:

Step 1: Select a Channel

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As shown above, using the drop-down placed on the top left, you can choose to view engagement trends specifically for a channel.

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The following options can be selected here:

  • All: Presents a sum of the data collected for campaigns sent through all the channels listed below against each metric.

  • Push

  • In-app

  • SMS

  • On-site Notification

  • Web Push

  • Email

Step 2: Select the Format of Visualisation

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While the default format of visualization is a line graph, as shown above, using the overflow menu placed on the top right, you can change this to a Bar Graph or a Table, as per your analytical needs.

We hope this has equipped you with a robust understanding of how you can leverage all the insights shown under Engagement Overview to analyze the impact of all your channels, in real-time. Please feel free to drop in a few lines at support(AT)webengage.com in case you have any related queries or feedback. We're always just an email away!

Updated about a year ago

Engagement Overview


A walkthrough of how you can compare the performance of all the channels of engagement in your dashboard

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