Reports and Insights

Every Journey starts with a moment or event — maybe a sign-up, a cart abandon, or a product view. These are opportunities, and they're time-sensitive. If your follow-up isn't relevant or timely, you've missed the moment.

Note: Journeys uses signals, as a way of starting the journey such as adding items to a cart, signing up to marketing communications or viewing a product. It can also use moment, which has configured rules attached to it such as items that have been left in a cart for a specified length of time without a purchase. Both of these are examples of Events, which is the terminology you will see in the Journeys settings.

Journeys Reporting helps you measure their effectiveness in driving desired outcomes for each journey such as convincing a customer to make a purchase or signing up for marketing communications.

Journeys provides two types of reporting:

  • Journey Metrics

  • Journey Insights

Journey Metrics

Journeys are built around desired exit outcomes, which determine the success of each individual customer’s Journey. Reporting provides a view of all of these Journeys combined, and provides insights into which parts of the Journey drive those desired outcomes.

For example, an Abandoned Cart Journey is designed to drive a customer to complete their purchase. When a purchase is made, it will be marked as a positive outcome. In the Journey Metrics tab you can query each step that customers went through to gain insight into how the content, cadence, and personalization of that customer’s path could be improved to drive more positive outcomes, in this case purchases.

Once you understand what is happening, changes can be made in minutes, such as changing a wait step from 2 days to 1 day to see how that change impacts the overall outcome.

  1. Select Journey Metrics from the left menu bar.

  2. You can click Use Example data? button if there is no real time data or the Journey is still in Draft state and yet to be published. You can always toggle back to use real data.

    Example data is a tool to demonstrate with your stakeholders the sort of reporting that Journeys offers. The example data will simply divide a starting number across all your paths to give an idea of how it would work.

Journey Metrics displays the following information, allowing you to easily identify where conversions are highest within the Journey.

  • Total number of customer who have entered and exited the Journey

  • Total number of active customers in the Journey

  • And total number of Neutral, Positive, and Negative Exits. Exits are important to Journeys, especially when it comes to metrics as the Neutral, Positive, and Negative exits are Journey’s way of defining whether or not you have achieved the Journey’s objective.

To view detailed metrics for a specific step, click on the desired step. A pop-up window will appear, displaying all the metrics related to users passing through that step.

Journey Insights

Journey Insights provide advanced analytics capabilities and are available on request.

  1. Select Journey Insights from the left menu bar.

  2. You can select a specific time frame from the options tab or select a required data range.

The report provides the following dashboards:

Entries: Details of the customers who passed through the Journey and the conversion rate that was achieved by the Journey.

Exits: The chart reports comparison between the Positive impact, Negative impact (detrimental), or Neutral Impact (no impact) from the Journey.

Trends: Provides trending chart of entries and exits in the Journey. An upward trend in the Entries shows that more customers are going on this Journey; an upward trend in Positive Exits shows that you are positively impacting your objectives. Any peaks and troughs in the trends help you to understand where there might be patterns in your customer behaviour, or any outside events might have had an impact.