Get an at-a-glance view of your journey performance
If you've been using Outbound Marketing, you may be familiar with reviewing analytics one journey or email at a time. Bringing information from several journeys together could require building a custom Power BI report. Real-Time Journeys includes built-in Power BI reports for journeys and channels, giving you an aggregate view of marketing performance out of the box. These reports can provide direct feedback on your messaging while also serving as a useful starting point for determining what you might want from a more customized Power BI report.
Opening Journey Analytics
From Real-Time Journeys, navigate to Analytics and allow the Power BI dashboard to load. The Journey Analytics report focuses on data from Real-Time Journeys. It does not include Outbound Marketing data. At the top of the dashboard, you can use slicers to narrow the information displayed by criteria including:
- Timeframe
- Specific journeys
- Journey status
- Journey goal
The dashboard also provides high-level metrics such as the number of journeys that met their goals, the number of contacts or leads that entered journeys, and engagement rates across channels.
Analyzing individual journeys
The dashboard includes a list of journeys matching your selected criteria. Selecting a journey updates other visualizations on the dashboard so you can examine its performance more closely. When a single journey is selected, you can also see its progress toward its configured goal. This lets you use the same dashboard for an aggregate view across several journeys and then narrow your analysis when you need more detail about a particular journey.
Understanding how people enter and exit journeys
Journey Analytics provides information about how contacts or leads entered and exited your journeys. For a simple, one-time email journey using a segment, contacts might enter because they belong to the selected segment and exit because they've completed the journey. More complex journeys can provide additional insight. For example, a contact could enter a lead-nurturing journey after submitting a form but exit before completing every step because they made a purchase. If the journey uses an exit criterion tied to a custom purchase trigger, the analytics can reflect that behavior. This provides more context about how audiences are moving through your journeys instead of simply showing that a journey started and ended.
Reviewing channel engagement
The dashboard also provides channel-level information for messages sent through email, text, push notifications, and other supported channels. You can use these analytics to review metrics such as:
- Delivery rates
- Open rates
- Click-through rates
- Failed deliveries
- Unopened messages
- Overall engagement totals
The performance information can aggregate activity across your selected journeys, helping you see total engagement without opening each journey individually. If your selected journeys contain A/B tests, the dashboard can also provide information about those tests, including which version won.
Filtering your analytics
In addition to the slicers at the top of the dashboard, you can use the filter pane on the right to narrow individual views. Selecting a visualization displays filters related to that view. For example, if you have many emails represented in your channel engagement data, you could filter based on click rate to focus specifically on messages performing above or below a certain percentage. When you're finished with your analysis, you can clear the filter to return the view to its default state.
Using journey goals to measure success
Journey goals add important context to your analytics by helping you measure whether a journey achieved its intended outcome. While creating a journey, you can define its overall goal, such as:
- Driving engagement
- Encouraging a purchase
- Completing a specific customer interaction
You then associate a trigger with the goal to indicate when a contact has successfully completed it. Custom triggers allow you to create goals around more specific customer behaviors. For example, a campaign could encourage contacts to visit a website and complete a particular interaction. A custom trigger could send that interaction back to Customer Insights – Journeys, allowing the journey to recognize that the contact reached its goal. You can also define how much of your audience you want to reach the goal, either as a percentage or a specific number of people. Taking the extra time to configure journey goals can make your analytics more meaningful, particularly when reporting results to stakeholders who may be more interested in business outcomes than metrics such as opens or clicks.
Combining aggregate and detailed analytics
Cross-journey analytics are useful when you want a high-level view of performance across your Real-Time Journeys. When you need additional detail, you can still review analytics for individual journeys, emails, and other messages. Together, these options let you start with an aggregate picture of marketing performance and then drill into specific journeys and messages when deeper analysis is needed.
