Reports Overview

Not sure where to start with analyzing your campaigns? You’re in the right place. This page provides guidance on which reports and analytics you can use to answer common marketing strategy questions.

Which Variant Won?

Campaign Analytics

Use Campaign Analytics to get real-time updates on high-level results of each campaign and variant within that campaign, as well as message-level details. You can adjust the date range to understand campaign performance over time and preview your messages to remember what you were testing.

Expand for documentation by messaging channel

Canvas Analytics

Use Canvas Analytics to get topline statistics on your Canvas to see how your messaging strategy is performing. Open any live Canvas to key performance stats such as:

  • Number of messages sent within the Canvas
  • Total number of times customers have entered the Canvas
  • How many customers have converted
  • Revenue generated by the Canvas
  • Estimated total audience


Performance by Variant

Analyze Variants in a live Canvas to see automatically calculated conversion rates for every conversion event. You’ll also see uplift and confidence calculations for each variant and conversion event in an easy-to-compare table format.

More questions you can answer with this report:

  • Was there statistically significant confidence?
  • How did Variant 1 perform vs. Variant 2?

Report Builder

Use the Report Builder to compare the results of multiple campaigns or Canvases in a single view and quickly determine which engagement strategies most impacted your key metrics.

Check out this page to:

  • Create a report of campaigns and Canvases from the last week or month, calculate critical metrics, and share with your teammates.
  • Compare performance across variants for both multivariate tests and Canvases.
  • Determine which messaging channel got the most conversion or engagement for a specific campaign or Canvas.
  • Track general performance trends of a group of campaigns or Canvases (such as all messages related to a “newsletters” tag).

More questions you can answer with this feature:

  • How did the first version of my welcome email perform against the second version?
  • What were my average push open rates from this month compared to last month, for a particular tag?
  • Which month’s newsletter had the most conversions?

Which Variant Impacted Retention the Most?

Retention Reports

Use Retention Reports for campaigns or Canvases to measure retention for users who have performed a selected event in a specific campaign.

Check out this report to:

  • Determine how effective a message was for re-engaging users in the long run by analyzing the occurrence of different events up to 1 month after receiving a campaign.
  • Compare the occurrence of different events across variants of an A/B test.

More questions you can answer with this report:

  • Which variant impacted retention the most?
  • For how long do my customers who received this campaign continue to use my app afterward?
  • How did this campaign impact retention after one day? After 30 days?

Funnel Report

Use Funnel Reports for campaigns or Canvases to analyze the journeys your customers take after receiving a campaign. You can choose which native or custom events to include in each funnel analysis and then dive into how each variant performs against their selected conversion funnel.

Check out this report to:

  • Understand where in the conversion funnel users dropped off and identify opportunities for re-engagement messaging.
  • View conversions for an event that was not originally included as a conversion event when setting up the campaign.
  • Analyze the purchase funnel using a series of actions (such as “What percent of customers received an email, started a session, added an item to their cart, and then purchased?”).

More questions you can answer with this report:

  • Where along the path to conversion do my customers fall off?
  • How can I improve my marketing strategies?

How Engaged Are My Users?

Report Builder

Use the Report Builder to compare the results of multiple campaigns or Canvases in a single view and quickly determine which engagement strategies most impacted your key metrics.

Check out this page to:

  • Create a report of campaigns and Canvases from the last week or month, calculate critical metrics, and share with your teammates.
  • Determine which messaging channel got the most conversion or engagement for a specific campaign or Canvas.
  • Track general performance trends of a group of campaigns or Canvases (such as all messages related to a “newsletters” tag).

More questions you can answer with this feature:

  • How did the first version of my welcome email perform against the second version?
  • What were my average push open rates from this month compared to last month, for a particular tag?
  • Which month’s newsletter had the most conversions?

Overview Data

Use the Overview page to get a high-level summary of key metrics regarding your app’s performance and insight into your app’s user base.

Check out this page for these statistics:

  • Lifetime Users
  • Lifetime Sessions
  • Monthly Active Users (MAU)
  • Daily Active Users (DAU)
  • New Users
  • Stickiness
  • Daily Sessions
  • Daily Session per MAU

More questions you can answer with this dashboard:

  • Do I see a month-over-month improvement in stickiness?
  • Do I see overall growth for my iOS or Android app?
  • What’s my overall email volume looking like this month?

How Do User Behaviors Differ by Segment?

Segment Data

If you have enabled analytics tracking for a segment, open that segment to view Segment Data. Segment Data tracks sessions, custom events, and revenue over time for applicable users.

Check out this page for these statistics:

  • Total number of:
    • Users in your segment, and what percentage of your total user base they are
    • Emailable users who have explicitly opted in to email
    • Push enabled users who have explicitly opted in to push notifications
  • Average lifetime value (LTV) for users in this segment
  • List of engagement tools that have targeted this segment
  • Segment Insights

Segment Insights

Segment Insights lets you compare segments to each other to understand how the following metrics can impact things like lifecycle length and session frequency:

  • Demographics
  • Platforms
  • Opt-in status
  • Category preferences
  • Campaign receipt

More questions you can answer with this report:

  • What was the session frequency for users who received my onboarding Canvas vs. those in the control group?
  • What is the difference in lifecycle length for users opted into push vs. users opted into email and against users opted into both?

Custom Events

Use the Custom Events page to monitor how often a custom event has occurred, as well as the last time each user performed it for segmentation.

Check out this page to:

  • Monitor custom event frequency
  • Monitor custom events by segment
  • Analyze how campaigns affect custom event activity
  • Create and monitor KPI Formulas
  • Troubleshoot custom event tracking

Did My Campaign Provide a Return on Investment?

Revenue Data

Use the Revenue page to track revenue and purchases over specific periods or your app’s total revenue or purchases.

Check out this page for these statistics:

  • Revenue by Date
  • Revenue for Different Segments
  • Revenue for Different Products
  • Purchases by Date
  • Purchases for Different Products
  • Revenue by Hour
  • Hourly Revenue for Different Segments
  • Revenue per User

Global Control Group Report

After you have set up a Global Control Group, use the Global Control Report to evaluate the impact of your Braze marketing as a whole. This report lets you compare the behaviors of users who receive messaging with the behaviors of users who don’t, providing a better understanding of how your campaigns and Canvases are contributing to your business goals.

Check out this page to:

  • Easily measure the impact and incremental uplift of campaigns and Canvases on sessions and custom events.
  • Automatically randomize and exclude control group members from receiving messages.
  • Export control group members for further analysis.

More questions you can answer with report:

  • What was the overall effect of sending Braze messages on customer behavior?
  • What is the ROI of Braze as a platform (for renewal or stakeholder discussions)?

What Campaigns Should I Run Next?

Funnel Report

Use Funnel Reports for campaigns or Canvases to analyze the journeys your customers take after receiving a campaign. You can choose which native or custom events to include in each funnel analysis and then dive into how each variant performs against their selected conversion funnel.

Check out this report to:

  • Understand where in the conversion funnel users dropped off and identify opportunities for re-engagement messaging.
  • View conversions for an event that was not originally included as a conversion event when setting up the campaign.
  • Analyze the purchase funnel using a series of actions (such as “What percent of customers received an email, started a session, added an item to their cart, and then purchased?”).

More questions you can answer with this report:

  • Where along the path to conversion do my customers fall off?
  • How can I improve my marketing strategies?

Predictive Churn

Predictive Churn is the first model in the Braze Predictive Suite. Use Predictive Churn to define and generate predictions, providing a proactive approach toward minimizing future churn.

Since every business defines churn and retention differently, you can simply input your definitions into Predictive Churn, and Braze will do the rest. You can also create campaigns or Canvases to act off the predictions or build Segments for further analysis.

More questions you can answer with this feature:

  • How many of my ideal users are at risk of churn?
  • What behaviors or attributes do my at-risk users have in common?

Report Builder

Use the Report Builder to compare the results of multiple campaigns or Canvases in a single view and quickly determine which engagement strategies most impacted your key metrics.

Check out this page to:

  • Create a report of campaigns and Canvases from the last week or month, calculate critical metrics, and share with your teammates.
  • Compare performance across variants for both multivariate tests and Canvases.
  • Determine which messaging channel got the most conversion or engagement for a specific campaign or Canvas.
  • Track general performance trends of a group of campaigns or Canvases (such as all messages related to a “newsletters” tag).

More questions you can answer with this feature:

  • How did the first version of my welcome email perform against the second version?
  • What were my average push open rates from this month compared to last month, for a particular tag?
  • Which month’s newsletter had the most conversions?
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