This resource is designed to provide you with a comprehensive understanding of how conversion metrics are calculated and reported in multi-channel marketing campaigns. Whether you are analyzing the effectiveness of email, SMS, or Push Notifications, understanding the nuances of conversion tracking is crucial. Here, we delve into various global settings for conversion calculation and present a detailed use case to illustrate their impact on reporting metrics. Our goal is to empower you with the knowledge to accurately interpret conversion data, enabling you to make informed decisions and optimize your marketing strategies effectively.

Let's begin unraveling the complexities of conversion metrics in your campaign reports.

Conversion Tracking Criteria

In the following sections, we will delve into the essentials of "Conversion Tracking Criteria" in the realm of multichannel marketing campaigns. You'll learn about the significance of global settings for conversion tracking and how they influence the attribution of conversions across different channels like Email, SMS, and Push Notifications. We'll explore the distinct impact of various events - Delivered, Open and Click - on the conversion tracking process.

Global Selection

The choice of conversion tracking criteria (Delivered 📬, Open 📖, Click 👆) is made globally and influences all campaigns.

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This selection must be configured through the BackOffice. To make or modify this selection, please submit a request to our technical support team. They will assist in setting the appropriate global conversion tracking criteria to align with your campaign goals.

Types of Events

1. Delivered
2. Open
3. Click

Event-Based Calculations

📬 Delivered Event

For the Delivered event, it suffices that the message in a delivery is successfully sent to the user without any errors.

📖 Open Event

For the Open event, the message in a delivery must have been definitively read or viewed.

👆 Click Event

For the Click event, the message in a delivery must have been actively clicked.

Conversion Reflection in Multi-Channel Campaigns

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When a customer receives a message from a single campaign but through multiple channels, conversion is only reflected in one channel.

Conversion in Multiple Campaigns

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If a customer receives messages from several campaigns with the same conversion event within the same timeframe, the conversion event will only be attributed to one campaign and one channel.

Selection Criteria

If Delivered is Selected

• Conversion is reflected to the most recently clicked channel, if available.
• If no click is present, conversion is reflected to the most recently delivered channel.

If Open is Selected

• Conversion is reflected to the most recently clicked channel, if available.
• If no click is present, conversion is reflected to the most recently opened channel.

If Click is Selected

• The conversion is reflected to the most recently clicked channel.

Use Case: Journey Flow Conversion Calculation with Global Settings Variations

This guide will walk you through a practical use case, illustrating how these settings play out in a real-world multi-channel marketing journey. By the end of this section, you'll have a clearer understanding of how to interpret and apply these crucial metrics in your campaign reports, ensuring a more accurate analysis of your marketing efforts.

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Key Takeaway

This use case illustrates that the choice of global conversion setting (Delivered, Open, Click) significantly influences which channel the conversion is attributed to. Understanding the customer journey and choosing the appropriate conversion event setting are crucial for accurate campaign performance analysis.

Scenario Overview

• Objective: To demonstrate how different global conversion settings affect conversion calculation in a multi-channel marketing campaign journey.
• Channels: Email, SMS, Push Notification.
• Events: Delivered, Open, Click.

Journey Flow Description

1. Initial Contact: An email is sent to the customer.
2. Follow-Up: If the email is not opened within 24 hours, an SMS is sent.
3. Final Engagement: If the SMS is not clicked within 12 hours, a Push Notification is sent.

Global Setting Variations and Conversion Calculation

1️⃣ Conversion based on Delivered

• Email Delivered: The email is successfully sent to the user.
• SMS Delivered: The SMS is successfully sent after the email.
• Push Notification Delivered: The Push Notification is successfully sent last.

🎯Conversion Attribution

• The conversion will be attributed to the Push Notification, as it is the last delivered channel in the journey flow.

2️⃣ Conversion based on Open

• Email Opened: The email is not opened.
• SMS Opened: The SMS is opened.
• Push Notification Opened: The Push Notification is not necessarily opened, as it is clicked.

🎯Conversion Attribution

• The conversion will be attributed to the SMS channel, as it is the last opened channel before a click occurred.

3️⃣ Conversion based on Click

• Email Clicked: No click on the email.
• SMS Clicked: No click on the SMS.
• Push Notification Clicked: The Push Notification is clicked.

🎯Conversion Attribution

• The conversion is attributed to the Push Notification, as it is the only channel with a click event.