# Journey Analytics

Journey Analytics shows how users move through a journey, where they drop off, and which steps drive conversion.

Use it to validate journey logic, compare step performance, and optimize targeting, timing, and content.

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FyFr7EU25TjxpsWgVlpae%2Fscreenshotr_2024-10-4T15-48-56.png?alt=media&#x26;token=85dfcad5-333d-44a4-93dd-b0fa4ba7f71e" alt=""><figcaption></figcaption></figure>

### Overview metrics

The top section summarizes overall journey performance.

### Messages Sent

Shows the total number of messages sent from journey steps.

Use it to understand total communication volume.

### Total Entries

Shows how many times the journey was entered.

If re-entry is allowed, the same user can contribute multiple entries.

### Conversion Rate

Shows the percentage of users who entered the journey and completed the selected conversion event within the attribution window.

The conversion event is defined in [Setup](https://user.netmera.com/netmera-user-guide/omnichannel-engagement/journey-orchestration/setup).

#### Formula

**Conversion Rate = Converted Users / Entry User Count × 100**

* **Converted Users**: Unique users who completed the selected conversion event
* **Entry User Count**: Unique users who entered the journey

#### Conversion rules

* Conversion counting is **user-based**
* A user can be counted only **once per journey**
* A conversion is counted only if it happens within the configured attribution window
* If the same user triggers the conversion event multiple times, only one valid conversion is counted

{% hint style="info" %}
The attribution window is controlled by **Stop Counting Conversion After User Exits** in [Setup](https://user.netmera.com/netmera-user-guide/omnichannel-engagement/journey-orchestration/setup).
{% endhint %}

<details>

<summary>Conversion examples</summary>

#### Conversion counted

* User exits the journey at **12:00**
* Attribution window is **24 hours**
* User completes the conversion event at **18:00**

This conversion is counted.

#### Conversion not counted

* User exits the journey at **12:00**
* Attribution window is **24 hours**
* User completes the conversion event **2 days later**

This conversion is not counted.

#### Multiple conversion events

If the same user triggers the conversion event multiple times, only the first valid conversion is counted.

#### Conversion after re-entry

If re-entry is allowed and the user has not converted before, a later valid conversion can still be counted.

</details>

### Total Exits

Shows how many journey entries exited without conversion.

Use this metric with step analytics to identify drop-off points.

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FJq4Ww9v5DRSxIyhsPoI1%2Fscreenshotr_2024-10-4T15-49-25.png?alt=media&#x26;token=99a4349b-a561-4e02-9287-69f802d89fda" alt=""><figcaption></figcaption></figure>

### Step analytics

Step analytics show how users move through each node in the journey.

Compare step counts to see where users continue, stall, or exit.

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2F7DVLV2otaLEz7OtPbq0t%2Fscreenshotr_2024-10-4T15-49-57.png?alt=media&#x26;token=09fc7f6c-14d9-4fff-87d1-ad7e116cbcfb" alt="" width="563"><figcaption></figcaption></figure>

### Core step metrics

The available metrics depend on the selected step type.

#### Entry Count

Total number of times a step was entered.

If the same user reaches the step more than once, each entry is counted.

#### Entry User Count

Unique users who entered the step.

Each user is counted once for that step.

#### Action metrics

Additional metrics depend on the step action.

Examples:

* **Push**: Sent, Failed, Clicked
* **Email**: Sent, Failed, Shown, Clicked
* **SMS**: Sent, Failed
* **In-App**: Entry-based metrics
* **Custom steps**: Step-specific outcome metrics

### Channel-specific metrics

#### Mobile Push

Mobile Push steps include delivery, engagement, and platform-level breakdowns.

<table><thead><tr><th width="294.20001220703125">Metric</th><th>Description</th></tr></thead><tbody><tr><td><strong>Entry Count</strong></td><td>Total number of times the Mobile Push step was entered. If the user enters the same step more than once, each entry is <strong>counted separately.</strong></td></tr><tr><td><strong>Entry User Count</strong></td><td>Number of unique users who entered the Mobile Push step. Each user is <strong>counted only once</strong>, even if they enter the step multiple times.</td></tr><tr><td><strong>Sent Count</strong></td><td>Total number of mobile push messages sent from this step.</td></tr><tr><td><strong>Failed Count</strong></td><td>Total number of mobile push messages that could not be sent successfully from this step.</td></tr><tr><td><strong>Clicked Count</strong></td><td>Total number of clicks recorded for the mobile push messages sent from this step.</td></tr><tr><td><strong>Android Sent/Failed/Clicked Count</strong></td><td>Platform-specific breakdown of sent, failed, and clicked metrics for Android devices.</td></tr><tr><td><strong>iOS Sent/Failed/Clicked Count</strong></td><td>Platform-specific breakdown of sent, failed, and clicked metrics for iOS devices.</td></tr></tbody></table>

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FfS2LkijQfRIvE1zLW5Kq%2Fimage.png?alt=media&#x26;token=84ea053e-6693-4fe7-82ee-3073a1fc3b94" alt=""><figcaption></figcaption></figure>

#### Email

Email steps focus on delivery and engagement performance.

<table><thead><tr><th width="194.87115478515625">Metric</th><th>Description</th></tr></thead><tbody><tr><td><strong>Entry User Count</strong></td><td>Number of unique users who entered the Email step. Each user is <strong>counted only once</strong>, even if they reach the step multiple times.</td></tr><tr><td><strong>Sent Count</strong></td><td>Total number of email messages sent from this step.</td></tr><tr><td><strong>Failed Count</strong></td><td>Total number of email messages that could not be sent successfully from this step.</td></tr><tr><td><strong>Shown Count</strong></td><td>Total number of times the email was displayed to users after being sent from this step.</td></tr><tr><td><strong>Clicked Count</strong></td><td>Total number of clicks recorded for the email messages sent from this step.</td></tr></tbody></table>

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2Fk3OhCHrwgumhd491fKex%2Fimage.png?alt=media&#x26;token=12dfccb9-884d-41fa-a81e-665c6376f64d" alt=""><figcaption></figcaption></figure>

#### SMS

SMS steps focus on basic delivery performance.

<table><thead><tr><th width="177.27874755859375">Metric</th><th>Description</th></tr></thead><tbody><tr><td><strong>Entry User Count</strong></td><td>Number of unique users who entered the SMS step. Each user is <strong>counted only once</strong>, even if they reach the step multiple times.</td></tr><tr><td><strong>Sent Count</strong></td><td>Total number of SMS messages sent from this step.</td></tr><tr><td><strong>Failed Count</strong></td><td>Total number of SMS messages that could not be sent successfully from this step.</td></tr></tbody></table>

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FafBwtlsZnQ7nDu3lGuot%2Fimage.png?alt=media&#x26;token=a77f45f7-7d81-4d5d-9836-553d1b167ae5" alt="" width="198"><figcaption></figcaption></figure>

#### In-App

In-App steps primarily show how many unique users reached the step.

<table><thead><tr><th width="185.5008544921875">Metric</th><th>Description</th></tr></thead><tbody><tr><td><strong>Entry User Count</strong></td><td>Number of unique users who entered the In-App step. Each user is <strong>counted only once</strong>, even if they reach the step multiple times.</td></tr></tbody></table>

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FkvXrcbHd693wOhYj8Qlo%2Fimage.png?alt=media&#x26;token=b8869806-40fa-4afc-b718-a36bca03789d" alt="" width="203"><figcaption></figcaption></figure>

### Interpreting the results

Use overview and step-level metrics together:

* A high sent count with a low clicked count may indicate low message engagement
* A large drop between steps may indicate friction in timing, targeting, or content
* Failed counts may point to delivery or configuration issues
* High entries with low conversions may suggest the wrong audience or weak step logic

Use these signals to improve message content, branch logic, wait times, and targeting.

### Export analytics data

You can export **user-level analytics data** directly from journey reports with the download icon next to supported metrics.

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FuXzki3p7TRRof1i5kIVA%2Fimage.png?alt=media&#x26;token=1b16f312-65db-4f08-9ce8-26e8615dcbba" alt="" width="563"><figcaption></figcaption></figure>

{% columns %}
{% column width="50%" %}

#### How it works

* Click the **download icon** next to a journey analytics metric
* Choose **.csv** or **.xlsx**
* Exported files contain **user-level data** for the selected metric
  {% endcolumn %}

{% column width="50%" %}

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FqFfDSRKk0dcGURlNOhaC%2FScreenshot%202025-08-26%20at%2017.28.42.png?alt=media&#x26;token=ab99c570-6b6e-434a-9a5a-569bd1f2aea0" alt=""><figcaption></figcaption></figure>
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<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FFjviHuzW8z2y3dH7XjYH%2FScreenshot%202025-08-26%20at%2017.29.05.png?alt=media&#x26;token=fbe43a5b-709f-40ad-8a91-47dd2f189bd9" alt="" width="563"><figcaption></figcaption></figure>

#### Use cases

Use exports for operational follow-up and deeper analysis.

* **Tag Assignments**: Apply tags to exported users to segment and re-target them in future campaigns
* **Recovery Campaigns**: Export users with a *failed* status and reach them through another channel such as email, push, SMS, or widget
* **Re-Engagement Campaigns**: Identify inactive or dropped-off users and create personalized follow-ups