To be able to measure the performance of your campaign, you need to set a goal: an event that your campaign is designed to nudge a user towards. This can be everything from starting the app after a period of inactivity, filling in profile information, or something slightly more complex like making a purchase of a certain product, or of more than a certain value.
It’s also prudent to set a time window over which you would consider this user action to be directly caused by your campaign: the longer it takes between your messaging and the conversion event occuring, the less likely it is that the communication had anything to do with it. That being said, for a long running campaign with multiple steps, you’d want to leave at least as long as it takes for a user to receive all campaign actions before cutting off conversion tracking. If in any doubt, talk to your account manager who can advise you on the best strategy to take for each campaign type and goal.
Setting up the conversion goal
The conversion goal is set up on the 3rd step of campaign creation.
To activate conversion goal tracking for the campaign, click the toggle in the upper right corner:
Conversion goal event
To define which event that should be the conversion goal for the campaign, look for it in the dropdown of available events for the app:
To set additional conditions on the conversion event, check the checkbox marked “Set additional conditions for the conversion event (advanced)”. To be able to do this, an event must first have been selected.
Similar to the setup of audience targeting, here you are able to choose whether all additional conditions must match for it to be considered a conversion, or if it’s enough that any one of them match. For nested conditions (combinations of AND and OR operators), choose the option “Nested conditions (advanced)”.
In the dropdown for each condition, you will find the attributes available for the selected conversion event (e.g. the attribute “price” for the event “purchase”). After selecting an attribute, you will be able to choose from a list of possible values what it should match. Available values are those that have been registered for this event in this app before.
Multiple conversion events for a campaign
A campaign can have more than one goal, for example, a cart abandonment campaign can seek to both nudge the user further towards a purchase, or to add another recently viewed item to their basket in order to increase basket value for the next round of messaging.
When using multiple conversions you must use filters for all events or not use filters at all. You can set the event and filter from the conversion goal tab.
There are no limits but it is important to only use events which you would consider conversion events, not any other exit event so as to get useful reports.
To set the time period within which the event must take place for it to count as a conversion, type in a number and select a time unit. Available time units are minutes, hours, and days:
The time is counted from the first action in the campaign’s workflow.
On the campaigns list page, you can see the relative (%) conversion rates for each of your campaigns:
In addition to this, both the absolute conversion number and the relative % rate is given on the campaign page under the “Report” tab.
You can also get more comprehensive campaign reports using the Superset data exploration platform, developed and open sourced by Airbnb, and compare your campaign against the global control group, or drill down and see results grouped by device or user attributes to identify the hidden pockets of like-minded users who might respond to more targeted marketing materials.