Localytics provides True Impact metrics that allow for a user-settable date range, conversion window, and conversion event. We report a number of metrics that allow you to understand if your campaign is driving desired downstream behavior, like conversions or LTV. Metrics are defined and calculated as follows:
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Sends or Views: For push and email campaigns, Localytics reports the total number of messages that have been sent for delivery. For in-app message and inbox campaigns, Localytics reports total impressions, i.e. messages that have been rendered to end-users.
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Clicks: For push campaigns, Localytics reports the total number of messages that have been clicked (i.e. opened). For in-app or inbox messages, if your message includes a call to action, Localytics reports the total number of messages that had the call to action clicked.
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Overall Conversions: Optionally, users may define a conversion event and a conversion window. Localytics will report the number of times the selected conversion event occurred within X days of message receipt, where X is the user-defined conversion window (1, 7, 14, or 30 days) and X is evaluated individually per-user since different users may receive the message on different days. For example, if the conversion window is set to 7 days and Person 1 receives the message on Monday, Localytics will evaluate Person 1's activity through the following Monday. If Person 2 receives the message on Tuesday, Localytics will evaluate Person 2's activity through the following Tuesday, and so on for each user.
Please note that a Call to Action is necessary in order to track Clicks and Click Through Conversions, as Conversions are defined as specific Events performed after a user clicks on a Call to Action button. -
Conversion Frequency: Computed as Overall Conversions / Converting Users, where "Overall Conversions" is defined in the bullet above and "Converting Users" is the number of unique users with 1+ conversions within X days of receipt.
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Engagement: Computed as Total Sessions by Message Recipients Within X days of Receipt / Unique Recipients Having 1+ Session Within X days of Receipt.
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Revenue: Computed as Total LTV Generated by Message Recipients Within X days of Receipt / Unique Recipients Having 1+ Session Within X days of Receipt.
It is important to note that in the current True Impact display, the View-Through window is bound to the timeframe set in the selection of the conversion event.
Therefore, it is possible to see different time ranges by setting the conversion time window to 1 day, 7 days, 30 days, etc..., but the True Impact windows do not map to the time period in the top right corner of the screen.