Journey Analytics
The Analytics & Journey dashboard provides a clear overview of journey performance. It helps you monitor key metrics, understand user behavior, and evaluate how effectively your journeys drive engagement and conversions.
Use this dashboard to identify opportunities for optimization and make data-driven decisions.
Journey Details
The Journey Details section summarizes how users interact with your journey and how the campaign performs overall. These metrics help you identify engagement trends, drop-off points, and areas for improvement.
Messages Sent
Shows the total number of messages sent during the journey.
This metric helps you understand the scale of communication and evaluate whether your messaging volume aligns with campaign goals.
Total Entries
Indicates how many users entered the journey, including multiple entries by the same user.
A high entry count suggests strong reach or triggering activity. A lower count may indicate that entry rules or trigger events need adjustment.
Conversion Rate
Shows the percentage of users who entered the journey and completed the selected conversion event, such as Purchase or View App, within the defined attribution window.
The conversion event is defined in Step 1: Setup. Conversion counting is user-based, meaning each user can be counted as converted only once within the same journey.
Formula
Conversion Rate = Converted Users / Entry User Count × 100
Converted Users: Number of users who completed the selected conversion event.
Entry User Count: Number of unique users who entered the journey.
How Conversion Rate Is Calculated
A user enters the journey and receives messages through one or more channels, such as:
Mobile push
SMS
Email
In-app messages
The user completes the journey flow and exits the journey.
Using the Stop Counting Conversion After User Exits setting, the system determines how long conversions can still be attributed to the journey after exit.
If the conversion event occurs within the defined time window, the user is counted as converted.
If the event occurs after the time window expires, it is not counted.
Example 1: Conversion Counted
Journey Flow User enters the journey → Push notification → Email reminder → SMS follow-up → End
Settings
Stop Counting Conversion After User Exits: 24 hours
Conversion Event: Purchase
User timeline
10:00 User enters the journey
10:05 Push notification is sent
12:00 Email reminder is sent
12:00 User exits the journey
18:00 User completes the purchase
Because the purchase occurred within the 24-hour attribution window, the user is counted as converted.
Example 2: Conversion Not Counted
User timeline
10:00 User exits the journey
2 days later User completes the purchase
Because the conversion occurred after the attribution window expired, it is not attributed to the journey.
Example 3: Multiple Events by the Same User
User behavior
User enters the journey
User completes the purchase event 3 times
The user is counted only once within the conversion logic.
Conversion counting is user-based, which means each user can contribute only one conversion per journey, even if the same event occurs multiple times.
Example 4: Conversion After Re-entry
Journey Flow User enters the journey → Push notification → Email reminder → End
Day 1
10:00 User enters the journey
10:05 Push notification is sent
12:00 Email reminder is sent
12:00 User exits the journey
No conversion occurs
Day 2
09:00 User re-enters the journey
09:05 Push notification is sent
09:20 User completes the purchase
The conversion is counted because the user had not been previously counted as converted.
Conversion counting allows a user to be counted once per journey, even if the conversion occurs after re-entry.
Important
Conversion counting is user-based, not event-based.
Even if a user triggers the same conversion event multiple times, only one conversion per user is counted within the same journey.
Multiple event triggers by the same user do not increase the conversion count.
Each user can contribute only one conversion to a journey.
Total Exits
Shows the number of journey entries that exited without converting.
Analyzing exits helps you identify where users drop off and uncover potential barriers in the journey flow.
Entry Counts
Entry counts show how users move through a journey and help identify where drop-offs occur. By comparing entry counts at different steps, you can evaluate the effectiveness of the journey flow and identify opportunities to improve engagement and conversions.
Initial Entry Count (example: 50): This number represents the total entries at the start of the journey, indicating how many users or actions triggered the journey.
Current Entry Count (example: 48): This reflects the number of users who have continued to the next step in the journey.
Entry Count Event Metrics
Entry Count Event Metrics provide a detailed breakdown of the actions users take at each step of a journey. Since every journey step can be configured with a different action, the analytics shown may vary depending on the step type, such as push notifications, in-app messages, or other engagement actions. This breakdown helps you understand user behavior and evaluate how effective each step is.
Dynamic Event Metrics
The metrics displayed depend on the type of journey component used in that step.
For example:
Push notifications: Sent, Clicked, Failed
In-app messages: Viewed, Clicked
Custom events: Action-specific metrics based on the defined interaction
This ensures that metrics are always relevant to the action being measured.
User Flow and Metrics Overview
Journey analytics include count-based metrics that help measure how each communication step performs. Depending on the channel type, these metrics may show how many users entered a step, how many messages were sent or failed, and how users interacted with the related communication. The available metrics may vary by step type.
Mobile Push Metrics Overview
Mobile Push analytics provide count-based metrics to help measure the performance of a step within a journey.
These metrics indicate how many times the step was entered, how many messages were sent or failed, and how users interacted with the push notifications.
The analytics also include platform-specific breakdowns for Android and iOS.
Entry Count
Total number of times the Mobile Push step was entered. If the user enters the same step more than once, each entry is counted separately.
Entry User Count
Number of unique users who entered the Mobile Push step. Each user is counted only once, even if they enter the step multiple times.
Sent Count
Total number of mobile push messages sent from this step.
Failed Count
Total number of mobile push messages that could not be sent successfully from this step.
Clicked Count
Total number of clicks recorded for the mobile push messages sent from this step.
Android Sent/Failed/ Clicked Count
Platform-specific breakdown of sent, failed, and clicked metrics for Android devices.
iOS Sent / Failed / Clicked Count
Platform-specific breakdown of sent, failed, and clicked metrics for iOS devices.
Email Metrics Overview
Email analytics provide count-based metrics to help measure the performance of an Email step within a journey.
These metrics indicate how many users entered the step, how many emails were sent or failed, and how users interacted with the email content.
They help evaluate both delivery performance and user engagement for the Email step.
Entry User Count
Number of unique users who entered the Email step. Each user is counted only once, even if they reach the step multiple times.
Sent Count
Total number of email messages sent from this step.
Failed Count
Total number of email messages that could not be sent successfully from this step.
Shown Count
Total number of times the email was displayed to users after being sent from this step.
Clicked Count
Total number of clicks recorded for the email messages sent from this step.
SMS Metrics Overview
SMS analytics provide count-based metrics to help measure the performance of an SMS step within a journey.
These metrics indicate how many users entered the step, how many SMS messages were sent, and how many failed to be delivered successfully.
Entry User Count
Number of unique users who entered the SMS step. Each user is counted only once,even if they reach the step multiple times.
Sent Count
Total number of SMS messages sent from this step.
Failed Count
Total number of SMS messages that could not be sent successfully from this step.
In-App Metrics Overview
In-App analytics provide count-based metrics to help measure the performance of an In-App step within a journey.
For this step, Entry User Count shows how many unique users reached the In-App message step.
Entry User Count
Number of unique users who entered the In-App step. Each user is counted only once, even if they reach the step multiple times.
Step-Specific Event Tracking
Each journey step tracks the key events related to its configured action. The metrics you see reflect the expected outcomes for that specific step.
For example, in a mobile push notification step, analytics include sent, clicked, and failed message counts, allowing you to evaluate delivery and engagement performance.
Custom Events and Metric Variability
Journey analytics adapt based on the type of action configured in each step. For example:
E-commerce journeys: Purchase Completed
Media or subscription journeys: Subscription Activated
This flexibility ensures that analytics accurately reflect the user interaction defined for each journey step.
Interpreting the Results
Use step-level metrics to identify trends and optimization opportunities:
A high sent count with a low clicked count may indicate low message engagement
Failed counts can point to delivery or technical issues that require investigation
By analyzing these metrics, you can make informed adjustments to improve user engagement and the overall effectiveness of the journey.
Export Analytics Data in Journeys
You can export user-level analytics data directly from journey reports using the download icon available next to journey analytics metrics. This allows you to analyze performance in more detail and take action based on journey results.
Use Cases
Exported datasets can be used for deeper analysis or operational actions. For example:
Tag Assignments: Apply tags to exported users to segment and re-target them in future campaigns.
Recovery Campaigns: If some users end with a failed status in a journey, export those users and re-target them through another channel such as email, push, SMS, or widget.
Re-Engagement Campaigns: Identify inactive or dropped-off users and quickly create personalized follow-ups to maximize conversions.
The Analytics & Journey dashboard provides a comprehensive overview of marketing campaigns and user journeys, allowing you to monitor key performance metrics, analyze user behavior, and refine strategies to boost engagement and conversion rates.
Last updated
Was this helpful?