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Setting a Messaging Goal

Overview

No matter what kind of Message you’re sending, you’ll want to set a goal to track its success.

Setting a goal is the same across all message types (Push, In-App, Inbox, and Places—geopush), so you’ll hit this screen every time you build a campaign.

Name Your Campaign

Your first step is to name your campaign. Make sure you pick something descriptive. You’ll use this name in the future when you’re checking on the success of your campaign.

Select the Goal of This Campaign

Next up, you’ll want to select your goal. There are six options you can choose for a goal:

  • Activate - get users started on the right track
  • Drive Behavior - get users to perform a specific action
  • Nurture - keep users happy, healthy, and retained
  • Monetize - encourage users to purchase or spend
  • Re-engage - bring back churned or lapsed users
  • Notify - tell users about something else

Depending on the goal, Localytics will surface different insights to measure the message’s success.

Here’s a full breakdown of each of the goals, how we measure success, and some examples for use cases:

 

Goal

Description

Insight

Examples

Activate

Get users started and on the right track

Primary: Sessions per user

Secondary: Session duration
  • Welcome message for first-time users
  • Encouraging users to sign in/register
  • Asking new users to enable push notifications

Drive Behavior

Get users to perform a specific action

Primary: Conversion rate

Secondary: Conversions per user
  • Encouraging users to share an article via social media
  • Recommending that users add a show to their favorites list

Nurture

Keep users happy, healthy, and retained

Primary: Retention rate

Secondary: Sessions per user
  • Recommending content based on a user’s past in-app behavior
  • Thanking/rewarding users for using the app on a regular basis

Monetize

Encourage users to purchase or spend

Primary: Revenue per user

Secondary: Paying users
  • Sales and promotions designed to drive purchases
  • Abandoned cart messages
  • Encouraging users to upgrade to a “premium” membership

Re-enage

Bring back churned or lapsed users

Primary: Sessions per user

Secondary: Push opt-out rate
  • Summaries of what’s changed since a user last opened the app
  • Enticing entice users to return to the app with deals or limited time offers

Notify

Tell users about something else

Primary: Sessions per user

Secondary: Opens
  • Summaries of account activity or changed settings
  • Announcing app updates
  • Announcing upcoming service outages or app downtime

 

How will you measure this goal?

The last step to setting a goal for your campaign is choosing an event to measure the success by. What action should your end user take based on the message you sent them?

Select an event from the dropdown list. There are a handful of events available by default in the Localytics SDK, but you can also track custom events.

Add additional filters to better parse out your data. These filters are powered by Profile data—so you can filter the success of your goal based on user data. Say you were running a campaign to see which day of the week was most popular, and you had a hunch it was Mondays. You could add a filter to where Day of the Week is one of Monday. That way, Localytics will only count the conversion event as having happened on Mondays.

Alternatively, you can choose to disable conversion tracking on your message. We don’t recommend this since it’ll be more difficult down the road to track the success of the message without a conversion event.

Next up, it’s time to select an Audience.