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Analyzing Web Push Overview

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

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

How to Access

As shown below, this section can be accessed from the central hub of Web 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, Web Push Overview shows you the overall impact of all the Web Push campaigns sent over the Last 7 days against key performance indicators like Deliveries, Impressions, 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 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

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 Web 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 Web Push Overview, you can schedule reports for analyzing the collective impact of your Web 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 Subscribers added, Unsubscribers, 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 Web Push Notifications, at present.

  • Reachability Percentage: As highlighted in the visual above, the Web 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

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.

Detailed Read

New Subscribers

All users who have opted-in to receive Web Push Notifications within the selected time frame, are considered towards the total number of New Subscribes.

Unsubscribes

All users who have unsubscribed to your channel by disabling Web Push for your domain in their browser settings within the selected time frame, are considered towards the total number of Unsubscribes.

Users Engaged

Indicates unique users that have received at least one Web Push campaign within the selected time frame. If a user receives multiple Web 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 Web 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 Web 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 Web 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, 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.

  • 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 Web Push, as a channel, against broad metrics and collect valuable insights.

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Analyzing Channel Performance

In the visual above, we have analyzed All Web Push campaigns for the Last 7 Days as a Funnel. We can see that 104 Campaigns were sent to all users, out of which 87 users converted (Unique Conversions) and contributed Rs. 420K in Revenue.

This means that:

  • Each campaign contributed Rs. 4K, on an average

  • Each user spent Rs. 4.8K, 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 Web 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.

Impressions: Captured from your user's device, it indicates the percentage of users that have seen a Web Push Notification within the selected time frame, for the chosen campaign type and data view. The percentage value is calculated against Delivered messages.

Unique Clicks: Calculated against Delivered messages, it indicates the percentage of users that have clicked on a Web 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 have performed the Conversion Event of a Web 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 Web 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 Web Push campaigns.

Select a Data Format (Optional)

Using the overflow menu highlighted below, you can choose to analyze Impressions, 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 Impressions, Unique Clicks, and Unique Conversions as trend graphs, split by days, for the selected time frame and campaign type.

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Analyzing Web Push Impression, Click and Conversion Trends

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

It reveals that;

  • Campaigns sent on April 15 (1,014) and April 1 (773) recorded the highest Unique Impressions.

  • Keeping up with Impressions, campaigns sent on April 15 (116) and April 1 (73) recorded the highest Unique Clicks.

  • However, the highest number of Unique Conversions were recorded for campaigns sent on April 2.

So, why did such high Impressions and Clicks occur on April 15 and April 1? And why have these campaigns recorded such dismal Conversions?

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

  • How many Web 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, 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 Web Push campaigns within the selected time frame.

Delivery Failure & Unsubscribe Trends

This section helps you analyze all the campaign failures and unsubscribes 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 duration against days, the number of devices and the reasons for failure.

For example, in the visual below, we have analyzed failure trends for the Last 30 Days. It reveals sporadic spikes in campaign failure due to No Device (Device Not Registered), indicating either a problem with Web Push configuration or user opt-in registration.

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Related Read

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

Number of Web Push before Unsubscribe: Indicates the total number of web push notifications a user was sent before they unsubscribed.

Days from first Web Push to Unsubscribe: Indicates the total number of days within which a user unsubscribed, after receiving the first web push notification.

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Engagement Trends

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

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Analyzing Web Push Engagement Trends

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

It reveals that:

  • Highest Impressions were recorded on Sundays and Fridays, between 8 am to 12 pm and on Wednesdays, between 12 pm to 4 pm.

  • Keeping up with Impression trends, the highest Clicks too occurred on Sundays between 8 am to 12 pm. While the Clicks on Wednesdays, and Fridays seem to be spread out evenly throughout the day.

  • Interestingly, while the highest Conversions occurred on Sunday, Conversions trends seem to be spread evenly throughout Tuesday, Wednesday, and Thursday.

    • This indicates that 8 am to 12 pm on Sundays is the best time to engage users with Web Push Notifications.

    • The Conversion trends also reveal that notifications sent on Tuesday and Thursday enjoyed higher conversion rates, compared to other days.

    • Lastly, Web Push Notifications sent on Fridays recorded dismal Conversions. We will need to dig deeper into all the campaigns sent on this day throughout the month to understand all the factors contributing to the same.

  • Mobile is the most preferred device for interacting with Web Push Notifications, followed by Desktop.

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

Impressions Against Days and Time: Indicates Impression trends for each day of the week against the following durations, for the selected time frame:

  • 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

Impressions Against Device Type: Indicates Impression trends for the selected time frame as per the device (desktop, mobile, tablet) on which users received your Web Push Notifications.

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 (desktop, mobile, tablet) on which the users received the Web 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 Web Push campaigns.

We hope this gives you a good idea of how you can analyze the collective impact of all your Web 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 Web Push Overview


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

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