Campaign Analytics and Metrics

For us to start a campaign we must define the audience that will receive it. Let's say we select everyone that leaves in a city with 1 million inhabitants. The size of this audience will be 1 million. However, it is not always possible to reach 100% of the audience. The portion of the audience that can be reached is the Reach Count.

When we access a Campaign Analytics, we come across funnel-shaped images, which provide us with details on how users reacted when receiving communications:

Each line represents a step that a user must follow to achieve a specific result, and this is displayed in a funnel format as we know that not all users achieve this specific result.

What each metric means?

• Audience Size: How many users are inside a given audience. How many users fit the criteria selected in the audience creation.
• Reach Count: total adressable users for an audience. How many users I can actually reach from the clusters I selected for my campaign.
  • Reach Count only considers active users. Active users are those whose device communicated with the DigitalReef Servers at least once on the past 30 days.
• Targeted: Number of users to whom we sent the first communication step of the campaign. This first step uses two types of communication methods with users' devices:
  • a) A "silent push" which is a non-vizible push message containing only some parameters of the campaign (meta-data)
  • b) If we are not able to target users with a "silent push" the DigitalReef SDK installed in the app will try to communicate with our servers to fetch the meta-data. This SDK communication usually happens once every 8 hours (this time range can be configured) until the campaign expires (Expiration Date). The exact time of this communication attempt varies for each user for it depends on the time which each user installed the app.
  • If users are targeted successfully, then the second communication step will be performed which is when the device connects to our servers once again and starts downloading the campaign content, such as text, images, videos etc. If a user is offline or out of data when this process starts the content will not be downloaded and the campaign will not be shown (Impression). The device has until the Expiration Date to download the content.
• Impressions: Number of times the notification was shown on a user screen.
  • If the device downloaded the campaign content successfully, it will be shown on user's device provided that the campaign has not expired.
  • We consider "Impression" only the first time the notification pops-up on the device screen. Once the notification is shown for the first time, it will be kept inside the device's notification tray. The user can later expand the notification tray and check which notifications have arrived. However, this will not be counted as another impression.
  • It might be that, when the impression happened, the user was not looking at the screen. Regardless of that, we still count it as one impression. We cannot verify whether the user actually saw the notification, only if the notification was printed on the screen.
  • The device has until the campaign Expiration Date to show the campaign.
  • For Push + Inapp campaigns both Push and Inapp impressions will be counted - if both were shown, however, they will be computed separetely in the analytics page.
• Clicks: Number of clicks on the campaign Call-to-Action link.
  • If the campaign was printed to a device, users have the option to click or not.
  • Once the campaign is printed it will be kept in the notification tray. Users have until the campaign Expiration Date to click on it. Once the campaign expires, it will be removed from the notification tray and the user will no longer be able to click on it.

Funnel Leakage

It is expected that a % of users are lost in each phase of the funnel. The reason for this varies depending on the phase and on each users' specific context. Below we listed some cases which are intended to be just examples and not an exaustive list of all the possibilities.

• Audience Size → Reach Count: User uninstalled the app, hence, is no longer active.
• Reach Count→Targeted: User is offline or out of battery so the message could not reach the device until the end of the campaign.
• Targeted→ Impressions: User is out of data and the content of the campaign could not be downloaded by the device. Or user opted-out from receiving notifications so we prevented the notification from being printed. Or by the time the device managed to download all the content, the campaign had already expired.
• Impressions → Clicks: Message was printed, but user did not click on the Call-to-Action link. Or, for push + inapp campaigns, the user clicked on the push, the inapp was shown, but the users didn't click on the inapp CTA.

CTR Analytics

In the Analytics page, we also have acess to a CTR analysis, which corresponds to an analysis of the correlation between impressions and clicks. With it we can understand how many users verified the message and how many of them clicked on the notification they received.

Report

After the end of a campaign, results will be available for download.

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When the report will be available?

This file will be available one day after the end of the campaign

Even after a campaign ends, we can re receive additional information about users interacting with that campaign. This happens because all messages will be shown to the user before the end of the campaign, but the users can interact with it after the end of the campaign.

When you receive and download the report, you will see data from when the report was generated and not from the moment you are downloading it.

If you want to get the most up-to-date data, there is the possibility of requesting the generation of a new report, which will be ready in a few minutes!