How to measure channel engagement and effectiveness

[Rajorigin]

Hi all,

I am new to braze therefore posing these questions out there. The support hitherto has been phenomenal.

We are planning a cross sell initiative to our energy customers and our customer engagement strategy is go omnichannel via email, sms and push. We are thinking to design this journey using a single canvas in Braze. In this instance how do we measure channel effectiveness (for each channel) or in other words attribute conversions to each channel? By doing a journey in a single canvas can we gather the following insights? for example:

Engagement by channel:

Email : 40% Click Through Rate (CTR ); Push : 30% CTR and SMS : 5%  CTR

Conversion by channel:

Email : 15% Conversion Rate (CR); Push : 2% CR and SMS : 20% CR

Or is there a better way to measure channel effectiveness (engagement driving conversion story) in the above context?

Regards

Raj

[elyssa]

Hello 🙂 
So, there are two things that I'd make sure are in place to measure all the things you're talking about:

- UTM parameters on every link, indicating channels (and there might be a few more steps with your back end to capture all of it) -> this will allow you to understand conversion down the line, especially if you can keep the thread going all the way until actual conversion (purchase for example). In this one, you can get very little (# of ppl who have clicked on a link) or a lot (# of ppl who converted from said link) depending on the effort and your data setup.
- Braze canvases will show a certain level of metrics, per 'step', so you should get the engagement metrics per step (rather than aggregated by channel). If you'd like an aggregated view, then I'd turn to currents, and a data visualisation platform, where you'll be able to play with your metrics much easier and create consolidated views

(Forgive me in any of the above seems obvious!)

[Rajorigin]

This is awesome @elyssa , thank you for the reply. Makes a lot of sense. Just keen to know can we add the UTM params to links in Push and In-app (can we add links at all?) and let them persist to track conversions in adobe analytics?

[elyssa · Accepted solution]

So I think this is where the plot thickens, I've seen it done through Branch.io tracking (I'm not sure I would recommend it though), so I imagine there are other ways to capture that data.

Depending on the size of your team / your engineering support you might want to pick this up with your engineering team - or decide that you might not need a fully fledged tracking system and prioritise!

I unfortunately have no knowledge of adobe analytics so unsure of what's doable easily or not with it 🙂 

[Rajorigin]

Perfect Elyssa, thanks for that, yes, I have now configured the links in branch.io and have added unique UTM params for the tracking to be persistent through the funnel so I can track the conversions. Appreciate the help and you have a great day!!