Tracking conversion events in Braze: step‑by‑step tutorial

Ever wondered how to truly measure the impact of your Braze campaigns? Conversion events are your secret weapon. They track how users interact with your messages and what high-value actions they take. Understanding these metrics can make all the difference in optimizing your marketing efforts.

In this blog, we'll dive into the world of conversion events in Braze. From setting them up to analyzing the results, we'll guide you through every step. Let's get started!

Introduction to conversion events in Braze

Conversion events are essential for gauging the success of your Braze campaigns. They track high-value actions performed by message recipients within a specified timeframe. Here's an interesting tidbit: Braze tracks conversions on a per-user basis, meaning a user can only convert once—even if the message is sent to multiple devices.

The primary conversion event is a big deal in Braze. Added first during campaign or Canvas creation, it holds the most weight in engagement and reporting. It's used to compute the winning message variation in multivariate campaigns and determines the timeframe for revenue calculation. Plus, it helps adjust message distributions using Intelligent Selection.

But why stop at one? You can add up to four conversion events when creating a campaign. Additional conversion events can really enrich your reporting, especially if you're targeting lapsing users. By tracking events like "Starts Session," "Makes Purchase," or custom events, you gain valuable insights into user engagement and campaign effectiveness.

Setting a conversion deadline lets you specify a window—up to 30 days—during which the conversion is counted if the user takes the specified action. This flexibility enables you to tailor your conversion tracking to align with your campaign goals and user behavior patterns. By leveraging Braze's conversion event tracking capabilities, and tools like Statsig to analyze your data, you can make data-driven decisions to optimize your campaigns and drive better results.

Setting up conversion tracking in a campaign

Setting up conversion tracking in your Braze campaign is a breeze. Start by configuring your campaign for the messaging channel you want. Once you've got your messages and schedules in place, it's time to add up to four conversion events to track.

These conversion events could be actions like "Starts Session," "Makes Purchase," "Performs Custom Event," "Upgrade App," "Opens email," or "Clicks email." Don't forget to set a conversion deadline—you can allow up to 30 days for the conversion to be counted. This gives you tons of flexibility in defining what success looks like for your campaign.

Adding multiple conversion events can really enrich your reporting. Especially if you're targeting lapsing users, having secondary events alongside a primary "Starts Session" event can offer deeper insights into how effective your campaign is. Understanding these nuances is key to measuring your marketing impact.

When you're ready to see the results, head over to the Details page. There, you'll find details for each conversion event and total revenue attribution. For multivariate messages, you'll see conversion numbers and percentages for control groups and variants. If you want to take it a step further, incorporating real-time data streaming tools like Statsig can enhance your insights and decision-making.

Viewing and analyzing your conversion results

So, you've set up your conversion events—now what? The Details page in Braze is your go-to spot for a comprehensive view of each conversion event's performance. You can access total revenue attribution to the campaign and specific variants during the primary conversion event window. For multivariate messages, Braze clearly displays conversion numbers and percentages for control groups and each variant.

Analyzing conversion rates across control groups and variants is key to optimizing your campaigns. By comparing different message variations, you can pinpoint which elements resonate best with your audience and drive the highest conversion rates. This data-driven approach lets you refine your messaging strategy and maximize your campaign's impact.

When it comes to measuring the ROI of your campaigns, attributing revenue during the primary conversion event window is essential. You can use various attribution methods, like last-touch attribution, to figure out how much revenue each campaign or variant generates. Analyzing revenue attribution alongside conversion rates gives you a holistic view of your campaign's effectiveness and helps you make informed decisions for future initiatives.

Want to take your analysis a step further? Consider integrating Braze Currents into your data ecosystem. This real-time data streaming tool captures granular insights into user engagement, letting you make quick, data-driven decisions and tweak your strategies on the fly. With real-time data, you can stay agile and responsive to your audience's needs, ultimately driving better conversion results.

Don't overlook the importance of effective event tracking. By monitoring key actions like clicks, page views, and form submissions, you gain valuable insights into user behavior and can spot potential friction points in your conversion funnel. Implementing best practices—like establishing a consistent event taxonomy and ensuring accurate data collection—will help you make the most of your Braze conversion events data.

Leveraging the conversions dashboard for deeper insights

Ready to dive even deeper? The conversions dashboard in Braze lets you analyze conversions across campaigns, Canvases, and channels using various attribution methods. Setting up a report is straightforward: select a date range, pick the campaigns or Canvases you're interested in, choose the channels, and add a breakdown layer. Plus, you can enable custom events to calculate conversions not initially set up as Braze conversion events.

Breakdown layers are super handy—they give you granular insights into specific data dimensions like variant, Canvas step, country, or language. Custom events will appear on the dashboard if both a conversion event and Canvas entry event exist within your specified date range. Just toggle on "Use custom events" to calculate conversions for events not set up as Braze conversion events.

Your report will have three main sections:

• Conversion Details: This table shows recipients, conversion rates and totals, and any extra columns based on how you've set up the report.

• Conversion Funnel: A bar graph displaying absolute counts for each engagement event based on the channel you've selected.

• Conversions Over Time: A time series graph that represents conversions per campaign or Canvas over time.

To optimize future campaigns, use this data to identify top-performing variants, channels, or Canvas steps. The insights from breakdowns can help you tailor your messaging based on factors like country or language. By regularly reviewing conversion trends, you'll spot opportunities for improvement and ensure your campaigns align with your overall marketing goals.

Closing thoughts

Conversion events in Braze are powerful tools for measuring and enhancing the success of your campaigns. By effectively setting up, tracking, and analyzing these events, you can gain valuable insights into user behavior and optimize your marketing strategies. Don't forget to leverage tools like Statsig to augment your data analysis and decision-making process.

If you're eager to learn more about event tracking and data analysis, check out our comprehensive guide on event tracking and explore how real-time data streaming with Braze Currents can benefit your campaigns.

Hope you found this helpful! Happy campaigning!