- 04 Apr 2024
- 4 Minutes to read
Architect Analytics
- Updated on 04 Apr 2024
- 4 Minutes to read
Architect allows you to see the results and evaluate many metrics on various statistics pages. These pages are:
- Live Statistics
- Analytics
- Single Journey Analytics
- Channel Analytics (Web Push, App Push, Email, SMS, On-Site, WhatsApp, In-App, Call an API)
- A/B Split Analytics
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.
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.
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.
Set Goals is located at the top bar of the canvas. You can choose your conversion event from the custom and default events.