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In-app message reporting

This reference article covers in-app message reporting and analytics including campaign details, message performance, and historical performance.

Campaign analytics

Once you’ve launched your campaign, you can return to the details page for that campaign to view key metrics. Navigate to the Campaigns page and select your campaign to open the details page. For in-app messages sent in Canvas, refer to Canvas analytics.

From the Campaign Analytics tab, you can view your reports in a series of panels. You may see more or less than those listed in the sections below, but each has its own useful purpose.

Campaign Details

The Campaign Details panel shows a high-level overview of the entire performance for your in-app message.

Review this panel to see overall metrics such as the number of messages sent to the number of recipients, the primary conversion rate, and the total revenue generated by this message. You can also review delivery, audience, and conversion settings from this page.

Campaign Details panel with an overview of metrics used to determine campaign performance.

In Canvas, you’ll see in-app message performance mapped onto the Canvas you’ve created. You can use the control panel at the top of the page to clear other messaging types (channels) and only view the in-app messages in your Canvas.

In-App Message Performance

The In-App Message Performance panel outlines how well your message has performed across various dimensions. The metrics in this panel vary depending on your chosen messaging channel, and whether or not you are running a multivariate test. You can click on the Preview icon to view your message for each variant or channel.

In-app message performance analytics

If you want to simplify your view, click Add/Remove Columns and clear any metrics as desired. By default, all metrics are displayed.

In-app message metrics

Here are some key in-app message metrics you may see in your analytics. To see the definitions of all in-app message metrics used in Braze, refer to our Report Metrics Glossary.

Term Definition
Body Clicks* Occurs when a user clicks on the message itself and not one of the buttons. This only applies to messages created with the traditional editor.
Button 1 and Button 2 Clicks The percentage of recipients that pressed that specific button.
Unique Impressions The total number of people who actually received and viewed the in-app message. If a user receives the message twice within 24 hours, only one impression is counted that day.

If re-eligibility is on:
  • Unique impressions can be incremented again after 24 hours if re-eligibility is on and a user performs the trigger action again.
  • For in-app messages, *Unique Impressions* = *Unique Recipients* since impressions and recipients both increment after 24 hours.
Total Impressions The number of users whose devices reported that the message had been delivered. If a user receives the message twice, they are counted twice.

If there are multiple devices:
  • If re-eligibility is off, the user should only see the in-app message once. Even if the user uses multiple devices, they will only see it on the first device that is targeted. This assumes that the profile has consolidated devices and a user has one user ID that they are logged into across devices.
If re-eligibility is on:
  • An impression is logged for every time that user sees the in-app message.
Conversion Conversion tracking starts once a user logs an impression of an in-app message. A conversion is counted if the user has received and viewed the in-app message campaign, and subsequently performs the specific conversion event within the defined conversion window, regardless of whether they clicked on the message or not.

Conversions are attributed to the most recently received message. If re-eligibility is enabled, the conversion will be assigned to the latest in-app message received, provided that it occurs within the defined conversion window. However, if the in-app message has already been assigned a conversion, then the new conversion cannot be logged for that specific message. This ensures that each in-app message delivery is associated with only one conversion.
Total Conversions When a user views an in-app message campaign only once, only one conversion is counted, even if they perform the conversion event multiple times later on. However, if re-eligibility is turned on and the user sees the in-app message campaign multiple times, Total Conversions can increase once for each time the user logs an impression for a new instance of the in-app message campaign.

For example, if a user triggers an in-app message twice and converts after each in-app message impression (resulting in two conversions), then Total Conversions will increase by two. However, if there was only one in-app message impression followed by two conversion events, only one conversion will be logged, and Total Conversions will increase by one.
Conversion Rate The metric of total daily unique impressions (Unique Impressions) is used to calculate the conversion rate.

Conversion Rate = (Primary Conversions) / (Unique Impressions)

Impressions for in-app messages can only be counted once per day. On the other hand, the number of times a user completes a desired action (a “conversion”) can increase within a 24-hour period. While conversions can happen more than once per day, impressions cannot. Therefore, if a user completes a conversion multiple times within a day, the Conversion Rate can increase accordingly, but impressions will only be counted once.

Historical performance

The Historical Performance panel allows you to view the metrics from the Message Performance panel as a graph over time. Use the filters at the top of the panel to modify the stats and channels shown in the graph. The time range of this graph will always mirror the time range specified at the top of the page.

To get a day-by-day breakdown, click the hamburger menu and select Download CSV to receive a CSV export of the report.

A graph of the Historical Performance panel with example statistics for an email from February 2021 to May 2022.

Conversion event details

The Conversion Event Details panel shows you the performance of your conversion events for your campaign. For more information, refer to Conversion Events.

The Conversion Event Details panel.

Conversion correlation

The Conversion Correlation panel gives you insight into what user attributes and behaviors help or hurt the outcomes you set for campaigns. For more information, refer to Conversion correlation.

The Conversion Correlation panel with an analysis on user attributes and behavior from the Primary Conversion Event - A.

Retention report

Retention reports show you the rates at which your users have performed a selected retention event over time periods in a specific campaign or Canvas. For more information, refer to Retention reports.

Funnel report

Funnel reporting offers a visual report that allows you to analyze the journeys your customers take after receiving a campaign or Canvas. If your campaign or Canvas uses a control group or multiple variants, you will be able to understand how the different variants have impacted the conversion funnel at a more granular level and optimize based on this data.

For more information, refer to Funnel reports.

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