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    Architect Analytics
    • 04 Apr 2024
    • 4 Minutes to read
      Contents

      Architect Analytics

      • Updated on 04 Apr 2024
      • 4 Minutes to read
        Article Summary

        Architect allows you to see the results and evaluate many metrics on various statistics pages. These pages are:

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        Read more on the statistics metrics.
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        To get a better understanding of the difference between conversion rate calculation and the conversion attribution model, we suggest you take a look at How to Calculate Conversion Rate in Journeys.

        Journey Conversion Attribution Model

        Users may receive several messages through the journey by proceeding on the flow based on their actions or behaviors, and can make a purchase or perform the desired goal. Architect has a conversion attribution model to attribute conversions and their revenues to the right channel in the journeys.

        Journeys track each user’s actions (e.g. received, click activities, etc.) on messages that you send through the journey and process all the data with the timestamp of each activity. Accordingly, they attribute a conversion accurately to the right channel on the journey flow. 

        The attribution model uses the last touch attribution model and considers the last channel activity based on click and view activities of the user. Let’s see an example:

        You have a journey that consists of email, web push and SMS channels sequentially.
        A user enters this journey, receives the email first and clicks the link in the email.
        They do not make a purchase and continue on the flow. They receive the web push notification, but do not click the web push.
        They make a purchase after receiving the web push notification.
        This user continues on the flow, receives the SMS and clicks the link in the message.
        The conversion is attributed to the email channel.
        Web push is the last touched channel that the user received a message from before making a purchase. But the user did not click the web push message.
        Even if the user clicked the link in the SMS, they made a purchase before receiving the SMS.
        The user received the email and clicked the link in the email. Even if the email was not the last channel before the purchase, its click activity outweighs the other channel activities.

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        Purchase activity is always tracked by default through the journey even if you do not choose purchase as your goal. You can always see the purchase activity as a conversion metric on the analytics pages if you have online-selling on your website/app.
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        Conversion goal duration is 30 days by default. The attribution model considers this goal duration to attribute a conversion to a specific channel. You can change the duration in the Set Goals settings on the canvas based on your business use case.
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        Only on-site and in-app channels do not consider click activity in the attribution system. Instead, they consider view activity (impression) as some campaigns do not require to have a click interaction. However, if you select an event as a goal in the Set Goals, on-site and in-app channels will start considering click activity in the attribution system.

        Let’s see an example:

        You have a journey that consists of email and web push channels sequentially.
        The conversion goal duration is 1 day.
        A user enters the journey, receives the email first and clicks the link in the email. They do not make a purchase.
        They continue on the flow, receives the web push notification and clicks the web push.
        They make a purchase 3 days after clicking the web push notification.
        The conversion is not attributed to any channel.
        The user made a purchase after the goal duration is over. If the conversion goal was a 5-day duration, the conversion would be attributed to the web push channel as it is the last channel the user clicked before making a purchase.

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        The conversion attribution model does not consider whether the user is still in the journey or not before attributing a conversion. Goal duration is the only parameter that can limit the duration of attributing a conversion to a channel.
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        Google Analytics tool uses different attribution models from Insider’s, thus your Google data may not match up with Insider data.

        Conversion Goal Selection

        You can define the desired goal that you expect your users to perform after receiving a message through the journey. Goals can be defined from events no matter if it is a default or a custom event you created before.

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        The “purchase” activity is always tracked by default through the journey even if you do not choose purchase as a goal. You can always see the “purchase” activity as a conversion metric on the analytics pages (in case you have online selling on your web/mobile platforms).

        Set Goals is located at the top bar of the canvas. You can choose your conversion event from the custom and default events.

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        On Architect Analytics pages, only the analytics related to InApp and On-Site campaigns and messages sent from journeys are considered and displayed.
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