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Analysing Users

A detailed walkthrough of how to analyse users in WebEngage

The Users section of your dashboard has been designed to give you a top-down view of all the users who have ever interacted with your app and website.

From getting a top-level perspective of known users, active users, channel reachability to accessing details of the last time a user interacted with your app or website - this section has everything you’ll ever need to understand your audience.

To give you structured insights, Users has been divided into three sections:

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Let’s walk you through each, starting with Overview.

1. Overview

This section has been designed to give you a top-level view of your entire user base against important parameters like;

  • Total number of users who have ever interacted with your website
  • The number of known users in your database
  • The frequency of user activity broken down by months, weeks, days
  • Channel wise reachability calculated for your entire user base
  • Technological preferences, locations and sources of acquisitions for all your users

Let’s deep dive into how you can use this section to understand your users better:

1.1. Overview

The first section here gives you a quick top-level view of all the users who ever have interacted with your app and/or website, over the entire lifetime of your account. It has further been broken down by identified users and monthly active users. Let’s quickly go over each card:

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  • Total Users: This indicates the total number of users who have interacted with your app and/or website over the last 6 months. A secondary view of all users, broken down by the devices used - Web (desktop), iOS, Android is also included here.

Please Note

A sum of all the numbers shown under each operating system (OS) will not be equal to Total Users as the possibility of one user using multiple devices/ OS is taken into consideration while calculating this.

  • Known Users: This indicates the total number of identified users currently lying in your database. To give you a sense of how this number compares with Total Users, a percentage value (below the number of Known Users) indicating Total Users divided by Known Users* is also included here.

These users have further been broken down by Web (desktop), iOS and Android to indicate their technological preferences.

  • Monthly Active Users (MAU): This indicates the total number of users who have visited/ used your app and/or website at least once over the last 30 days. MAU has further been broken down to indicate their technological preferences against Web (desktop), iOS and Android.

1.2. Activity

The most viable measure of a product’s success is the frequency at which users interact with its app and/or website. This is measured as Monthly Active Users (MAU), Weekly Active Users (WAU) and Daily Active Users (DAU). Since we have already covered MAU in the previous section, let’s quickly go over the other concepts.

  • WAU: It indicates the total number of users who have visited/ used your app and/or website at least once over the last 7 days.

  • DAU: It indicates the total number of users who visit/ use your app and/or website at least once in a day.

Fact check

A quick DAU/MAU analysis will reveal the average number of days a user interacts with your platform(s) in a month.

For example, if your DAU/MAU ratio is 70%, then it means that you have a very healthy active user base and it’s a sticky product!

Coming Back to Activity: The default view of this section has been set to show you MAU over the last 7 days. This means that you’re looking at a set of users who have interacted with your platform(s) at least once a month, over the last 7 days.

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For example, in the visual above, you can see that no activity is recorded for Android and iOS users. This could happen due to any one of the following reasons:

  • The business hasn't integrated their app with their WebEngage account yet.
  • They don’t have a mobile app.

Now, let’s quickly go over how you can use this section to analyse how frequently users interact with your product:

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Step 1: Select Date Range

Using the filter placed first on the top left of this section, you can select a custom date range for analysing the frequency of user activity.

Step 2: Select Frequency of Activity

Using the drop-down second from the date range filter, you can choose to analyse user activity as MAU, WAU or DAU, for the period selected by you.

Step 3: Select Format of Visualization

Lastly, while the default format of data visualisation here is a Line Graph, you can change this to a Bar Graph or a Table through the overflow menu on the top-left.

1.3. Channels

Moving on, Channels has been designed to help you identify the most viable channel to engage your entire user base. At WebEngage, you can engage with users through; Push, In-app, SMS, On-site, Web Push, Email and the reachability of your users has been indicated against each, in this section.

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To ensure that you’re not guided by a biased representation of user reachability across channels, two parameters have been included here; Reachability Percentage and Reachability Number.

Here's how we calculated the reachability of your users:

Reachability Percentage (%): The total number of users included within the segment is used as the base to calculate the percentage value shown against each channel and Overall.

Reachability Number (#): This shows the total number of users included within your segment that can be reached through each channel. However, when calculated for Overall - a user that is reachable on multiple channels is added to the sum only once to avoid double counting.

1.4. User Details

The last section under User Overview has been split into three subsections to give you a broad overview of your user’s technological preferences, location and sources of acquisition. All these insights are automatically gleaned by us for your entire user base.

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Let’s go over each:

  • Technology: This section shows you a breakup of all your users by the Operating System (OS) and App Versions they’re using to interact with your product and campaigns.

  • Location: This section shows you the significant locations in which your users are located and has further been split into Country and City.

  • Acquisition: This section shows you a breakup of all the Channels, Sources and Campaigns through which your entire user base has been acquired, over the history of your WebEngage account. Let’s quickly go over each:

    Channels: Here, channels refers to campaign types like Referral, Direct, Organic, Search, Campaign, Paid-Search, Social Media, Display Ads etc.

    Source: Here, source means campaign source or where your users discovered you. For example, if the channel is social media, then the source can be Facebook, Twitter, LinkedIn, Pinterest and so on.

    Campaigns: This pie-chart will show you the names of all the major campaigns through which your users have been acquired.

As shown in the visual above, all the pie-charts can be customised by deselecting values to visualise the data as per your needs.

2. Analyze

This section allows you to slice-and-dice all your user data in multiple ways to gain actionable insights. Let's get you acquainted with its features.

First Impression

The default view of this section will show you a break up of All Users by their location, Country.

  • Using the query bar, you can change these parameters to analyse your user base against up to two dimensions.
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A Hands-on Analysis

Let's demonstrate a use-case to help you get acquainted with the workings of this section.

Use-case

Let’s say that you run an international travel app and need some insights to narrow down on ideal platforms for running targeted ads.

The best way to identify these platforms would be to find out which ones have helped you acquire maximum users organically. You can do this by analysing users against campaign source and location (for geo targeting).

Here’s how one can go about it:

Step 1: Analyze (Select Type of Users)

The first step is to select the type of users you want to analyse; All Users, Known Users, Unknown Users. This can be done through the drop-down menu placed under Analyze.

For our analysis, we’ll go with Known Users.

Why?

Because that’s a clear indicator of users who are genuinely interested in your services and have shown intent by sharing their contact details with you.

Step 2: Select the Dimension(s) for Analysis

Next, we’ll select the parameters against which we want to analyse these users. Using the dropdowns nested under the fields, Over and Split By, you can combine up to two parameters for your analysis.

Dropdown options in both fields include the following attribute categories:

  • Location (City, Country)

  • Technology (OS Name, Device Model, Device Manufacturer, Browser Name, App Version, App ID, SDK Version, Carrier)

  • Acquisition (Channel, Campaign Source, Campaign Name, Campaign Medium, Referrer Host, Referrer URL, Landing Page)

  • Other (Gender, Date of birth, Company)

  • Custom (all custom user attributes being tracked for your account)

Step 2.1.: Select Over (Dimension 1)
For our analysis, we’ll go with the pre-selected value of Country here.

Step 2.2.: Select Split By (Dimension 2)
As discussed previously, we’ll select Campaign Source here.

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In case you'd like to analyse users against just one parameter, leave the field, Split By blank, and hit enter.

Step 3: Select the Format of Visualisation

Lastly, while the default format of data visualisation here is a Bar Graph, you can change this to a Line Graph or a Table through the overflow menu on the top right.

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For our analysis, we’ll go with the default bar graph.

And here are your insights!

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It seems that a big chunk of your Known Users are based in the United States and have majorly been acquired through Twitter (sum of twitter.com, t.co and twitter as campaign sources).

Results

So there you have it - running Twitter ads, targeted at an audience based in the US have the highest chances of bringing in high-intent users to your app. :)

3. List of Users

List of Users has been designed to give you an in-depth view of all the users who have ever interacted with your app, website or have been added manually by you. This section comes in handy when digging into the details of a premium customer, solving customer grievances or downloading a list of user for retargeting on other digital platforms.

First Impression

The default view of this section will show you important details of your Know Users. Using the filter on the top left, you can customise the columns of this table.

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Now, let’s get you acquainted with all the features of this section:

3.1. Search for a User

The most popular features of this section: Using the search bar placed on the top right, you can search for a particular user to analyse their latest interactions with your campaigns and app/website. This can be done by entering a unique identifier like their phone number, email address and customer ID.

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For example, in the visual above, we have used the email address to track down the profile of a user.

3.2. Filter by User Type

Using the drop-down placed on the top left, you can filter the type of users by All Users, Known Users and Unknown Users, depending on what you’re looking for.

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However, depending on the type of user, data under some sections may be missing. For example, if you’re looking at Unknown Users then details like their name, email address and phone number will be missing.

3.3. Customize List by Adding/ Removing Attribute Columns

All the attribute columns of the table here can be customised to match what you’re looking for. Here’s how you can go about it:

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Step 1: Click the filter icon placed next to the search bar.

  • You will see a simple checkbox interface listing all the attributes collected for each user.

Step 2: All you need to do is select/ deselect the attributes to customize the columns.

Step 3: Then hit the Apply button!

3.4. Download List of Users

The best part - you can download the entire table shown here! This comes in handy especially when you want to run retargeted campaigns on other digital platforms or interact offline with your users. Here’s how you can go about it:

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Step 1: Click the Download icon, placed on the extreme top left of the table.

  • You will be prompted with a pop-up, asking you to confirm your decision.

Step 2: Click the Download button on the pop-up.

  • A link for downloading the list of user details will be sent to your registered email address.

3.5. Access User Profiles

As discussed previously in; What is a User Profile?, a profile is automatically created by us for all the users who have ever interacted with your app and/or website. This has been covered in further detail in the next section; Analysing User Profiles in WebEngage.

One of the biggest advantages of this section - you can access the profile of each user by clicking their (hyperlinked) User IDs, as shown below.

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3.6. Browse Through All Details

Lastly, you can click the page numbers listed at the bottom right to browse through all user details, page by page.

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Analysing User Profiles

Irrespective of whether a user is Known or Unknown, User Profiles have been designed to give you maximum insights into their preferences and behaviour. For this purpose, all User Profiles have been broken down into the following sections;

These sections can be accessed through the navigation bar placed under the top panel.

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Let’s go over each one in detail, starting with Basic Information.

1. Basic Information

This section includes all the primary details related to a user like their contact information, the segments they have been included in, the latest campaigns received by them, details of the last time they interacted with your app and/or website and so on.

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Basic Information has further been broken down into the following subsections:

1.1. Contact
Here you will find details like the user’s name, email address and phone number - all of which can be edited by clicking the pencil icon placed next to the card’s header.

1.2. Activity
Under Activity, you will find details of when the user first discovered you, their interaction history and so on. The following parameters are included here:

  • First Seen: This shows you the date and timestamp for the first time the user interacted with your app/ website.

  • Last Seen: This includes the date and timestamp for the user’s latest interaction with your business and gets updated in real-time with each subsequent interaction.

  • Identified On: Here you will see a date stamp indicating the date on which the user became a Known Users.

Why is the metric, 'Identified On' important?

As discussed previously in Types of Users, all users are considered to be Unknown Users until information which can help us identify them is disclosed. This piece of information is called a Unique Identifier and plays an important role in user analysis and segmentation. Once a user becomes known, their existing Unknown User Profile merges with the newly created Known User Profile to give you a complete picture.

  • Total Sessions: This indicates a sum of all the user’s interactions with your website and is updated in real-time.

Use-case: Understanding how total sessions is calculated

Let’s say that a user spends 10 minutes surfing through the products listed on your website, leaves and comes back the next day to shortlist a product, and finally completes checkout on the third day.

So, all these interactions will be counted as three sessions here.

  • Total Time: This indicates a sum of all the user’s interactions with your mobile app and is also updated in real-time.

  • Last Location: At WebEngage, we automatically glean information to help you identify where your users are located. So each time a user interacts with your app and/or website through a different location, this field gets updated accordingly.

1.3. Acquisition

Here you will see historical information on how the user was acquired and includes details like; Channel, Campaign Name, Landing Page, Referrer URL and so on.

Use-case: Understanding acquisition details

Let’s say that a user discovered you through a link to one of your blog posts shared by someone on Twitter. They read the post and decide to signup. So, the user’s acquisition details would look something like this:

  • Channel: Social

  • Campaign Source: Organic

  • Campaign Medium: Social

  • Campaign Name: your_custom_utm_parameter

  • Landing Page: yourwebsite.com/the-blog-post

  • Referrer URL: twitter.com/the-sharer’s-account

  • Referrer Host: twitter.com

1.4. Segments

Here you will find a list of all the segments the user is currently included in. Each segment title has been hyperlinked to the segment’s overview section to help you get a quick idea of how the user has been categorised.

All segments created in WebEngage are rolling and dynamic; which means that they are continually updated to include/exclude users whose actions and/or attributes do/don’t match the rules of segmentation, at any given point in time.

Use-case

For example, if a user’s category changes from Silver to Gold (owing to the high value of their latest purchase), then they will be expelled from the Segment of Silver Shoppers and will automatically get included in the Segment of Gold Shoppers.

All these changes are reflected in real-time here.

1.5. Most Recent Campaigns

Moving on to the last card under Basic Information, here you will find a list of the last 10 campaigns sent to the user over the previous 6 months. To give you a broad idea of how the user has been interacting with your campaigns, the following parameters have been included here;

  • Campaign Name: Each campaign title here has been hyperlinked to the campaign’s overview section to help you access related insights with great ease.

  • Channel: With WebEngage, you can engage with your users via Push, In-app, SMS, On-site, Web Push, Email - and either of these channels will be listed under this column, depending on the campaign sent.

  • Type: This column indicates the type of campaign that has been sent to the user. At WebEngage, you can broadly create four kinds of campaigns; One-time, Triggered, Recurring and Journey Campaigns.

  • Latest Message Status: Depending on the channel, a campaign can broadly have any of the following statuses in its lifecycle; Sent, Queued, Delivered, Failed, Opened, Clicked and so on. A date and timestamp have also been included here to give each status more context.

2. Attributes

As discussed previously under, What is a User Attribute?, data points which give us more information about a user are called Attributes in WebEngage. Depending on their nature, attributes are categorised as; System Attributes or Custom Attributes.

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So under this section, you will find a complete list of all the user attributes being tracked for your WebEngage account, with data pertaining to the user shown against each field.

Please Note

In cases where no information is available yet, you will see a ‘--’ against the attribute field. This is likely to happen if the user is Unknown or hasn’t interacted well enough with your app/ website yet.

While the details shown under Custom Attributes will solely depend on the data points you choose to custom define and pass to your WebEngage account; the following details can be found under System Attributes in each profile;

  • Gender
  • Date of Birth
  • Company

3. Devices

Here you will find a complete breakdown of all the devices which have been used to interact with your app and website over the entire lifetime of a user. Such details come in handy especially when debugging, fixing crash reports and so on.

Depending on the platform(s) accessed by the user, this section will be contextually divided into the following subsections; Web (Website), Android and iOS.

  • A maximum of 10 devices with extensive technical details can be found under each subsection.

For example, in the visual below, we can see that the user has used at least one Android device and at least one iOS device to interact with the mobile app.

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On further examination, we can see that the user used an Android device until mid-2017, and later switched to an iOS device.

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Here’s a list of all the technical details shown under each subsection:

3.1. Web (Website)

  • OS (Mac OS version, Windows, Linux etc.)

  • Browser (Chrome version, Safari version, Firefox version etc.)

  • Date Registered (The first time this device was used to access the website)

  • Total Sessions

  • Last Used (Last date of interaction)

  • Web Push Subscribe - Source URL (The page through which the user opted-in)

3.2. Android

  • Device Manufacturer

  • Device Model

  • Carrier

  • OS (version)

  • App Version

  • SDK version (Refers to the WebEngage Mobile SDK version added by you to the platform. All user data is collected through it)

  • Advertising ID

  • Android ID

  • Date Registered (The first time this device was used to access the app)

  • Total Sessions

  • Total Time (Time spent on your mobile app throughout their entire lifetime)

  • Last Used (Last date of interaction)

3.3. iOS

  • All data points listed under Android (excluding Android ID)

  • Vendor ID

4. Channels

With WebEngage, you can engage with your users via six channels in real-time, which include; Push, In-app, SMS, On-site, Web Push and Email. Hence, under this subsection, you will find a broad overview of the user’s reachability and channel interactions over the last two months.

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The following parameters have been included here to give you a comprehensive overview;

  • Reachability: At WebEngage, channel reachability is automatically gleaned for all your users. Here, you can read the ‘green tick’ as ‘is reachable’ and the ‘red cross’ as ‘not reachable’. These indicators are updated in real-time to reflect any changes in a user’s channel preferences.

For example, concerning the visual above, if the user decides to opt-in for web push notifications later, then the icon under the column; Web Push, will be replaced with the 'green tick’.

  • Total Messages Sent: Here you will see a total of all the messages which have been sent to the user through a particular channel.

Conceptually, one campaign can result in several messages being sent to a user. For example, in the visual above, under In-app we can see that the user has received four messages from two campaigns. This means that either or both the in-app campaigns are recurring/ journey campaigns.

  • Total Campaigns: This is a total of all the campaigns which have been sent to the user via a particular channel, including all campaign types (recurring, triggered, one-time, journey).

  • Total Conversions: At WebEngage, pre-defined conversion metrics are tracked by default for all types of campaigns and vary per channel. Here you will see a total of all the campaigns which have pushed the user to perform the desired action.

For example, in the visual above, under Push we can see that out of the two campaigns sent to the user, one resulted in a conversion.

5. Events

Coming to the last section of User Profiles - Events has been designed to show you a timeline of the most recent interactions of the user with your app/website and campaigns over the last 7 days.

You can think of Events as behavioural data which help you trace what a user was doing, when, through which device and on which platform. Such insights come in handy when looking into customer grievances. For this reason, a comprehensive set of data points called Event Attributes have been attached to each event, along with a date and timestamp.

Please refer to Understanding Events in WebEngage, for more details on the different types of events, event attributes and their application across your dashboard.

Now, let’s run you through the features of this section:

5.1. Select Custom Date Range

Using the drop-down placed on the extreme right on the top panel, you can select a custom period for your analysis.

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5.2. Access Event Attributes

As discussed previously, a contextual set of Event Attributes can be found attached to all the Events listed here. These can be accessed via the drop-down arrow placed towards the extreme right of each Event.

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The indefinite scroll on this page will make it easier for you to track all the actions in a descending order.

The following event attributes can found under the Events listed here;

  • Technology (Device, Browser, OS)

  • UTM Parameters

  • Location (Country, City)

  • Page URL (only for website)

  • Screen Name (only for mobile apps)

  • Custom (Attributes) - Only for custom events

We hope this has given you a good idea of how you can make the most of the Users section of your WebEngage dashboard to gain valuable insights into your ever-evolving user base.

Please feel free to reach out via support(AT)webengage.com in case you have any further queries. We’re always happy to help!


What's Next

Now that you have a strong hold over all the concepts related to users and user data - let's walk you through the concepts related to behavioural data, referred to as events in WebEngage.

Understanding Events in WebEngage