Conversion goals allow you to track and measure the most important actions completed by your contacts and visitors, such as a purchase on your e-commerce site or the download of a resource.
If you have configured conversion goals in your account, you can view their data from different areas of the platform: from the card available on the contact and database home pages, or from the Insight > Conversion goals.
Insight: conversion goal report
In Insight > Conversion goals, you can find the list of goals configured in your account. For each goal, you can view the main data, such as total value, number of conversions and average value.
You can also configure the columns in the list and choose which data to display, by also selecting a specific time period. The columns are organized into four sections:
Goal details, with information such as the goal type, server-side or client-side.
Totals, with KPIs calculated on all conversions recorded for the goal, including those generated by unidentified visitors.
Supported, with KPIs related to conversions for which magnews can identify either the contact or the asset that contributed to the conversion.
Last click, with KPIs related to conversions attributed to the last interaction with a platform asset, such as a communication, transactional message, workflow message, landing page or on-site message.
A conversion can also be recorded when magnews cannot identify the contact who completed it. If magnews can identify the asset that contributed to the conversion, it is still included in attribution data and may appear among Last click conversions and in the Asset contribution section.
This lets you to customize the view and focus on the data that is most useful for your analysis.
To open the detailed report, select the goal you want to analyze. The main card shows the same data organized into the three tabs Totals, Supported and Last click, so you can distinguish all recorded conversions from those for which magnews has information about the contact or the asset that contributed to the conversion.
For server-side goals, you can choose which event types to include in conversions. For example, you can exclude opens and consider clicks only.
Asset contribution
The Asset contribution card lists all assets that generated conversions for the goal and shows the results achieved by each one.
You can use it to understand which asset generated the most conversions, which one produced the highest value and which one has the best Conversion-to-interaction rate.
The card may also include conversions for which Magnews is able to identify the asset that contributed to the conversion, even if it does not recognize the contact who made the conversion.
Conversion trend
The card shows how conversions change over time, divided into Totals, Supported and Last click.
It contains two tabs:
- Values, which shows how the economic value generated by conversions changes over time and is available only if the goal includes a value.
- A second tab dedicated to the number of conversions.
You can choose from different display modes:
Trend, to view performance over time;
Cumulative, to view the progressive increase in conversions;
Values, to view the data in a table and export it.
The chart automatically adapts to the selected period and displays conversions by day, week or month, helping you identify the periods in which the highest number of conversions was recorded.
How conversions are distributed by day and time
The Distribution by day and time card shows how conversions are distributed across the different days of the week and time slots.
You can use it, for example, to identify when your customers make the most purchases or most frequently complete the actions tracked by the goal.
Conversions for an asset
In addition to the overall goal report, you can also view the details of the conversions attributed to a specific asset.
Each campaign, automated flow, transactional message, landing page, or on-site message that contributed to generating conversions can have a dedicated card in its report.
If a specific asset contributed to multiple goals, they are listed in the tabs of the Conversions card together with the main KPIs:
total conversion value;
number of conversions;
contacts who converted;
average value;
average per contact;
maximum and minimum value;
date of the latest conversion;
Conversion-to-interaction rate.
The number of conversions attributed to the asset may also include conversions for which Magnews identifies the asset that contributed to the result but not the contact that completed the conversion. Consequently, KPIs based on identified contacts may refer to a smaller set than the total number of conversions attributed to the asset.
Contact conversions
On each contact detail page, you can find a card showing the conversions completed by that contact.
From this card, you can open the full goal report or directly view the main KPIs, such as total value, number of conversions, average value, maximum value, minimum value and date of the latest conversion.
Conversions in Audience Insight
Conversion data is also available in Audience Insight. For each filter or audience, you can access insights containing useful information about Business fields, Tags, Engagement, and the conversions completed by contacts belonging to the audience.