Part of setting up a great journey is making sure that it's helping you achieve your marketing goals. Whether you want to confirm that users are engaging with the messages you send or converting on a specific goal, here's how to keep track of engagement in your journeys.
In this article
Tracking journey conversions
Some journeys are designed to encourage users to take a specific action (for example, set up an account with your brand, make a purchase, or review a product). With journey conversion goals, you can specify a conversion event for a journey and all of its associated campaigns — then track how well you're meeting that conversion goal.
Setting a journey conversion goal
When you add or update a conversion goal in a journey, it's automatically applied to all of the journey's associated campaigns. You can add additional conversion events to individual journey campaigns if desired.
NOTE
If a campaign already has a conversion event (for example, from an experiment) when you apply a journey conversion goal, the campaign's original conversion event won't be overwritten — the campaign will have two conversion events.
When you create a new journey, you'll be prompted to select a conversion goal from the available events in your Iterable project.
NOTE
The attribution option you should select depends on how you send data to Iterable. In general, time-based attribution is the best option for most companies, as it requires the least work from your engineering team. See Campaign Attribution and Tracking Conversions, Purchases, and Revenue to learn more about which attribution method is right for you.
You can also add a conversion event to an existing journey by clicking the three dots > Settings > Conversions and Metrics.
Once you've selected an event for your conversion goal, you can view or edit the goal by clicking in the Conversions and Metrics section of the journey settings menu. When you edit the journey's conversion event, the new conversion event is automatically applied to all of the journey's campaigns.
When you publish a journey with a conversion goal, Iterable starts tracking conversions for your specified event, and the total number of journey conversions is displayed on the canvas. This number represents the sum of all the conversions that have occurred for your specified conversion event within the journey's individual campaigns since tracking began.
NOTE
Iterable can only track journey conversions starting from the date that the conversion goal was added to the journey. For example, if you add a journey conversion goal on May 15, 2024, you won't be able to see conversions that occurred before May 15 (because the tracking wasn't set up yet).
By default, the Journey Conversions badge shows the total number of conversions since the conversion event was added. To see how many conversions occurred during a specific time frame, adjust the date range at the top of Studio.
Tracking journey campaign performance
Viewing metrics for a single campaign in a journey
Studio displays engagement metrics on message tiles so you can see how well your journey campaigns are performing at a glance. Once you've published and turned on a journey, you'll see up to four engagement metrics displayed on message tiles on the canvas. By default, those metrics are:
- Click rate
- Delivery rate
- Open rate
- Total sent
To see more detailed performance data about a journey campaign, double-click its message tile and click View Campaign Analytics.
This takes you to the Campaign Analytics page for your selected campaign, where you can see additional performance metrics in the following categories:
- Delivery
- Engagement
- Audience retention
- Segment analysis
- Time series
- Heatmap
- Locations
Viewing metrics for all campaigns in a journey
To see how all the campaigns in a published journey are performing, open the journey in Studio and click View Journey Insights.
Or go to the Journeys page and find the journey you're interested in. Click the arrow to see the campaigns associated with the journey, and click View Insights.
This takes you to the Messaging Insights page, where you can view overall performance metrics for all of the campaigns in the journey.
To learn more about viewing and analyzing journey performance data, see Increasing Engagement in Journeys.
Customizing which metrics are displayed on tiles
You can customize which metrics appear on a journey's message tiles. To do this, open the journey in Studio, click the three dots and select Settings. Then go to the Metrics tab.
For each message channel, select up to four metrics that you want to appear on message tiles for the journey. (Your changes affect the current journey, not all journeys.)
Save your changes, and now your message tiles will display your selected metrics when you and your teammates view the journey.
Want to learn more?
For more information about some of the topics in this article, check out these resources. Iterable Academy is open to everyone — you don't need to be an Iterable customer!
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