Goals
Goals measure progress toward the outcomes that matter to your business, so you can evaluate campaigns and experiments and attribute results to messages.
How Goals work
A Goal represents an outcome you want to track, such as a purchase or a subscription opt-in. Each one can include up to five measurements. Meeting any one of them counts as a conversion. For example, in a Goal measuring subscription list opt-ins and tag changes, either activity counts as a conversion.
Where values and properties are supported, you can use comparison operators to specify an exact value, a range, or a minimum or maximum. For example, a retail brand’s Goal for a holiday campaign could measure purchases over $50, email opens with the subject line “Holiday Sale”, and opt-ins to a promotions subscription list.
For each Goal, Airship generates reports covering conversions over time. Goal attribution appears in message reports.
Goals also measure the performance of your Holdout ExperimentsMeasures the effects of excluding a group of audience members from all messages or messages with specific campaign categories. You can compare the performance of the two audience groups in reports for selected goal events., message A/B tests, and feature flagAn experimentation tool for controlling the availability of content or functionality in your app or website. A flag’s Configurations determine the audience, schedule, and property values to apply when the flag is enabled. Flag properties enable making immediate code updates, bypassing the need for traditional code changes and release processes. A/B tests.
Event counts
Goals can count occurrences of these activities per day:
| Activity | Description |
|---|---|
| Channel opt-in | Count when users opt in to receive messages on an engagement channelA communication medium supported by the Airship service. Supported channels include app, web, email, SMS, and open channels. Within some channels there may be specific platforms with individual characteristics. Example platforms include Chrome for the web channel and Android for the mobile app channel.. |
| Named user association | Count when channels become associated with named usersA contact identified with an ID you provide, such as a customer ID from your CRM. Associating channels with that ID maps multiple devices and channels to one individual. Each named user has a unique named user ID.. |
| Event | Count when a specified eventA record of an action in your app, on your website, in the Airship system, or in an external system. Examples are a message send, an app open, or a purchase transaction. occurs. You can also filter by property where available, such as counting only email opens with a specific subject line. All default events are supported except for scene_displayed, scene_completed, scene_incomplete, survey_displayed, survey_submitted, and survey_not_submitted.Default events are always available to add to a Goal. To use custom and predefined events, first add them to your project. For email and SMS, use the custom event names as defined in Differentiating email and SMS event types. |
| NPS score | Count SceneA mobile app or web experience of one or more screens displayed with fully native UI components in real time, providing immediate, contextual responses to user behaviors. Scenes can be presented in full-screen, modal, or embedded format using the default swipe/click mode or as a story. Scene content can also be displayed in a Message Center message and contain survey questions. NPS scores that match a specified value or range, such as greater than eight, or between three and six. |
| Subscription list | Count when users opt in to, or out of, a specified subscription listAn audience list users opt in to for a specific messaging topic. Users can manage their opt-in status using a Preference Center.. |
| Tag | Count when a specified tag is added to, or removed from, users. |
Create a Goal
You can create up to 20 Goals per project. Follow these steps to create a new Goal:
- Go to Reports, then Goals, and select Create Goal.
- Enter a name and description.
- Select event types to count and configure any required values or properties.
- Select Submit.
After submitting, it appears in the Goals list. Select the edit icon () to change the Goal. Select the archive icon () to stop generating reports and move it to the Archived list.
View report
In the Goals list, select the report icon () for a Goal to view its Conversion over time chart.
The initial view displays the total number of converting contacts over the last 30 days. Select a new time frame, and the report will reload with the data for that period. You can filter by one or more platforms.
Goal attribution
Goal attribution identifies which messages and Scenes drove your Goal conversions. See the Goal Attribution sections in Message reports and Scene reports.