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Analyzing Push Overview

How to analyze the collective impact of all your Push campaigns to gain valuable insights into user-channel interactions

Once you have launched a few Push campaigns through the channel or journeys, you will be able to analyze their collective impact on user engagement, conversions, and revenue through Push Overview.

How to Access

As shown below, this section can be accessed from the central hub of Push by selecting Overview from the navigation bar.

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So without much ado, let's dig in!

Define the Scope of Analysis

By default, Push Overview shows you the overall impact of all the push campaigns sent over the Last 7 days against key performance indicators like Clicks, Conversions, Revenue, Deliveries, Failures and so on.

You can alter this by selecting a Time Frame and Data View 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 channel's performance for a specific time frame.

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The following time periods can be selected here:

  • Yesterday

  • Last 7 Days

  • Last 30 Days

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: Helps you analyze the channel's performance only on the basis of the campaign events (deliveries, clicks, failures) tracked for the campaigns sent within the selected time frame.

  • Events View: Helps you analyze the channel's performance on the basis of the campaign events (deliveries, clicks, failures) tracked within the selected time frame, even if the campaigns were sent before the selected period.

By default, a Funnel View is shown for the stats shown across the various sections. You can select an Events View using the overflow menu highlighted below:

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How to Analyze

Now, let's show you how you can analyze Push Overview to gain valuable insights into the channel's impact on user engagement, conversions, and revenue.

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In addition to analyzing Push Overview, you can schedule reports for analyzing the collective impact of your Push campaigns, for all your team members through the Scheduled Reports, nested under Settings in your dashboard.

Overview

This section provides a comprehensive overview of the channel's performance against broad metrics like Channel Reachability, New Users added, Users Engaged and Total Revenue generated.

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Let's go over each card:

Reachability

Reachability is a measure of whether or not a user can be reached through the various channels of engagement. Thus, this card indicates the number of users that can be engaged via Push Notifications, at present. The number is further broken down by iOS and Android, indicating your users' device preferences.

  • Reachability Percentage: As highlighted in the visual above, the Push reachability of your entire user base is also indicated as a percentage value, helping you gauge the viability of leveraging this channel to engage all your users.

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Please Note

  1. Channel reachability is calculated over the entire lifetime of your users and is updated daily to factor in the reachability of new users and the changing channel preferences of existing users. For the same reason, Reachability cannot be analyzed for a particular time frame.

  2. A sum of the reachability numbers shown against each OS may exceed the total. This is because users who are reachable on both Android and iOS are counted towards the Overall Reachability only once, but are added towards the reachability numbers of both OS.

Detailed Read

New Users

All users who have installed your app on a device with push notifications enabled, within the selected time frame, are considered towards the total number of New Users.

This number is further broken down by iOS and Android, indicating your users' device preferences.

Users Engaged

Indicates unique users that have received at least one Push campaign within the selected time frame. If a user receives multiple Push Notifications, then they will be counted towards the total number of Users Engaged only once to avoid double counting.

Revenue

Indicates a sum of the revenue generated by the Total Conversions tracked for all the Push campaigns within the selected time frame, as per the chosen data view.

Revenue numbers are always shown in the currency selected by you while setting up Revenue Mapping.

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Please Note

If you have not specified a Conversion Event for a campaign while creating it, or if the specified Conversion Event is not mapped as a Revenue Event, then Revenue will not be tracked for it.

Detailed read on how Revenue tracking works.

Campaign Comparison

The most insightful section of Push Overview, Campaign Comparison helps you analyze the collective impact of all your campaigns and identify trends of user-channel interactions against key metrics, split by campaign types.

It has been divided into two subsections to facilitate multi-dimensional analysis:

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By default, Campaign Comparison shows you the overall performance of all push campaigns for the selected data view and time frame. You can further customize the data by selecting a campaign type.

Here's how you can go about it:

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, Transactional, Journey, and Relay.

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Using the navigation bar highlighted above, you can select a campaign type to narrow down the scope of analysis.

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The following options can be selected here:

  • All: The default option selected here, it helps you analyze the channel's performance on the basis of all types of campaigns sent through it.

  • One-time: Helps you analyze the channel's performance only on the basis of its one-time campaigns.

  • Triggered: Helps you analyze the channel's performance only on the basis of its triggered campaigns.

  • Recurring: Helps you analyze the channel's performance only on the basis of its recurring campaigns.

  • Transactional: Helps you analyze the channel's performance only on the basis of its transactional campaigns.

  • Journey: Helps you analyze the channel's performance only on the basis of its journey campaigns.

  • Relay: Helps you analyze the channel's performance only on the basis of its relay campaigns.

Now let's get you acquainted with each subsection:

Top Panel

Here you can analyze the performance of Push as a channel against broad metrics and collect valuable insights.

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Analyzing Channel Performance

In the visual above, we see that 213 Campaigns were sent to all users, out of which 1,778 users converted (Unique Conversions) and contributed Rs. 2M in Revenue.

This means;

  • Each campaign contributed Rs. 9.6K, on an average

  • Each user spent Rs. 1.1K, on an average

Such insights not only help you gauge ROI but also help determine the viability of engaging users through the channel in the long run.

Let's quickly go over the performance indicator shown here:

Campaigns: Indicates the total number of campaigns sent within the selected time frame, for the chosen campaign type and data view.

Users Engaged: Indicates unique users that received at least one push campaign within the selected time frame, for the chosen campaign type and data view.

Delivered: Indicates the total number of campaigns delivered to all users within the selected time frame, for the chosen campaign type and data view. It includes multiple campaign deliveries to a user, and is thus, significantly higher than the number of Users Engaged.

Unique Clicks: Calculated against Delivered messages, it indicates the percentage of users that clicked on a Push campaign within the selected time frame, for the chosen campaign type and data view.

Unique Conversions: Calculated against Delivered messages, it indicates the percentage of users that performed the Conversion Event of a Push campaign within its Conversion Deadline, in the selected time frame, for the chosen campaign type and data view.

Revenue: Indicates a sum of the revenue generated by the Total Conversions tracked for all the Push campaigns within the selected time frame, for the chosen campaign type and data view. Detailed read on how revenue tracking works.

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Related Read

Please refer to Campaign and Channel Performance Indicators for a comprehensive list of all the metrics tracked for Push campaigns.

Select a Data Format (Optional)

Using the overflow menu highlighted below, you can choose to analyze Clicks and Conversions as a numerical value (by selecting #), or as a percentage value (by selecting %).

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Graph

Here you can analyze the correlation between campaign Deliveries, Unique Clicks, and Unique Conversions as trend graphs, split by days, for the selected time frame and campaign type.

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Analyzing Push Delivery, Click and Conversion Trends

In the visual above, we have analyzed the performance of All Push campaigns over the Last 30 Days.

It reveals that;

  • Highest number of Push Notifications were delivered on March 25 and April 8.

  • The highest number of Clicks occurred on April 3, followed by April 8, March 25 and March 20.

  • The highest number of Conversions occurred on March 24, followed by April 17 and March 20.

So, why did such high Conversions and Clicks occur on March 24 and April 3, respectively?

We will need to dig deeper into the following aspects to find our answers:

  • How many Push Notifications were sent on these days?

  • Who was the target audience of each campaign?

  • What were the campaigns about? (message, layout, links, campaign type and so on)

  • Did all these campaigns have a Conversion Event attached to them? (If a Conversion Event was not specified while creating the campaign, then conversions will not be tracked for it. This is an important factor that could skew your insights.)

Similarly, you can individually analyze the performance of all your One-time, Triggered, Recurring, Transactional, Journey, and Relay campaigns to assess what works the best for your users.

Select the Format of Visualization (Optional)

Lastly, while the default format of visualization is a Line Graph, using the overflow menu highlighted below, you can choose to analyze data as a Bar Graph.

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Why do I see 'No Data to Display' in this section?

The message indicates that campaigns of the selected type do not exist. This usually occurs if:

  • The campaigns were deleted
  • No campaigns were sent within the selected time frame
  • No data was tracked for the selected campaign type within the chosen time frame

For example, let's say that you select One-time as the campaign type and choose to analyze the user-channel interactions that occurred Yesterday (time frame), as Events (data view).

However, instead of data, you are shown No Data to Display. This means that no data was collected for One-time Push campaigns within the selected time frame.

Delivery Failure & Uninstall Trends

This section helps you analyze all the campaign failures and app uninstalls that have occurred within the selected time frame. Let's go over the various trends and metrics shown here:

Delivery Failures Against Days: Indicates campaign failure trends for the selected time frame, against days, the number of devices for which push notifications failed and the respective reasons for failure.

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For example, in the visual above, we have analyzed failures for the Last 30 Days.

  • It reveals that No Device (Device Not Registered) is a major reason due to which these push campaigns failed.
  • This indicates either a technical glitch in the way the WebEngage SDK has been integrated with the app or the fact a push campaign was sent to a user before their device details could get registered.

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Related Read

Here's a complete list of all the reasons due to which a Push campaign could fail to get delivered to your users.

Number of Push Notifications Before Uninstall: Indicates the total number of Push Notifications sent to the users before they uninstalled your app.

Days from First Push Notification to Uninstall: Indicates the total number of days within which users uninstalled your app, after receiving the first Push Notification.

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For example, in the visual above, we have analyzed uninstall trends for the Last 30 Days. * It reveals that:

  • Maximum users who uninstalled the app within this duration (1,569) received 1 - 296 Push Notifications before doing so.
  • Maximum users (529) uninstalled the app within 10-18 days of receiving the first Push Notification. You can further analyze this trend by conducting a Cohort analysis.

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Related Read

All users who have uninstalled your app can be further analyzed through the Uninstalls section of your dashboard.

Engagement Trends

This section helps you analyze user engagement trends for all Push Notifications as per the selected time frame and data view against the most crucial performance indicators - Clicks and Conversions.

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Analyzing Push Engagement Trends

In the visual above, we have analyzed Click and Conversion trends for the Last 30 Days.

It reveals that:

  • Highest number of Clicks occurred on Mondays and Wednesdays between 4 pm - 8 pm, making it the ideal time slot to send Push Notifications on these days.

  • Maximum users (13,873) clicked on Push Notifications through Mobile, making it the most preferred device.

  • Interestingly, maximum Conversions occurred on Sundays and Wednesdays. This indicates that:

    • Most users who interacted with Push Notifications on Mondays avoided performing the desired action.

    • Push Notifications sent on Sundays enjoyed a higher Conversion rate.

  • Lastly, Conversions seem to be evenly spread out throughout the day, with minor spikes between 4 pm to 8 pm and 12 pm to 4 pm, throughout the month.

Given the short lifespan of Push Notifications, the drastic difference between Click and Conversion trends indicates that most users delayed their decision to convert. We will need to dig deeper into all the Push campaigns sent on Sunday, Monday and Wednesday to fully understand the behavior.

Now, let's get you acquainted with the various metrics shown here:

Clicks Against Days and Time: Indicates Unique Click trends for each day of the week against the following durations, for the selected time frame and data view:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

Clicks against Device Type: Indicates Unique Click trends for the selected time frame and data view, as per the devices (mobile, tablet) on which the users received your Push Notifications.

Conversions Against Days and Time: Indicates Unique Conversion trends for each day of the week against the following durations, for the selected time frame and data view:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

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Related Read

Please refer to Campaign and Channel Performance Indicators for a complete list of all the metrics tracked for Push campaigns.

We hope this gives you a good idea of how you can analyze the collective impact of all your Push campaigns on user engagement and revenue. Please feel free to drop in a few lines at support(AT)webengage.com in case you have any further queries or related feedback. We're always just an email away!

Updated 8 months ago

Analyzing Push Overview


How to analyze the collective impact of all your Push campaigns to gain valuable insights into user-channel interactions

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