Banner Analytics

Learn how to review analytics for your Banners, which includes campaign details, message performance, and historical performance. For more general information, see About Banners.

Viewing analytics

Once you’ve launched your campaign, you can return to the details page for that campaign to view key metrics. Navigate to the Campaigns page and select your campaign to open the details page. For Banner sent in Canvas, refer to Canvas analytics.

From the Campaign Analytics tab, you can view your reports in a series of panels. You may see more or less than those listed in the sections below, but each has its own useful purpose.

Campaign details

The Campaign Details panel shows a high-level overview of the entire performance for your Banner.

Review this panel to see overall metrics such as the number of messages sent to the number of recipients, the primary conversion rate, and the total revenue generated by this message. You can also review delivery, audience, and conversion settings from this page.

Changes Since Last Viewed

The number of updates to the campaign from other members of your team is tracked by the Changes Since Last Viewed metric on the campaign overview page. Select Changes Since Last Viewed to view a changelog of updates to the campaign’s name, schedule, tags, message, audience, approval status, or team access configuration. For each update, you can see who performed the update and when. You can use this changelog to audit changes to your campaign.

Banner Performance

The Banner Performance panel outlines how well your message has performed across various dimensions. These metrics vary depending on your messaging channel and whether or not you’re running a multivariate test.

If you want to simplify your view, click Add/Remove Columns and clear any metrics as desired. By default, all metrics are displayed.

Banner metrics

These are the key metrics to track while reviewing your Banner campaign performance. Clicks and impressions for Banners are tracked automatically with the SDK.

For the full definitions of all Banners metrics, refer to the Report Metrics Glossary and filter by Banners.

Metric	Definition
Total Impressions	Total Impressions is the number of times the message has been loaded and appears on a user's screen, regardless of prior interaction (for example, if a user is shown a message twice, they will be counted twice).
Unique Impressions	Unique Impressions is the total number of users who received and viewed a message from a given campaign. Each user is only counted once.
Total Clicks	Total Clicks is the total number (and percentage) of users who clicked within the delivered message, regardless of whether the same user clicks multiple times.
Unique Clicks	Unique Clicks is the distinct number of recipients who have clicked a link within a message at least once and is measured by dispatch_id. Each user is only counted once.
Primary Conversions	Primary Conversions (A) or Primary Conversion Event is the number of times a defined event occurred after interacting with or viewing a received message from a Braze campaign. This defined event is determined by you when building the campaign.
Unique Recipients	Unique Recipients is the number of unique daily recipients, or users who received a new message in a day. For this count to increment for a user more than once, the user must receive a new message on a different day. Because a viewer can be a unique recipient every day, you should expect this to be higher than Unique Impressions.
Revenue	Revenue is the total revenue in dollars from campaign recipients within the set primary conversion window.
Confidence	Confidence is the percentage of confidence that a certain variant of a message is outperforming the control group.

Unique Recipients versus Unique Impressions

There are a few metrics available that cover the visibility of your message. This includes Messages Sent, Unique Recipients, and Unique Impressions. In particular, the difference between Unique Recipients and Unique Impressions can be a bit confusing. Let’s use a few example scenarios to understand these metrics better.

Let’s say you view a Banner today, then view the same Banner tomorrow, and again the day after tomorrow—you will be counted as a Unique Recipient three times. However, you will only be counted for one Unique Impression. You’ll also be included in the number of Messages Sent, as the card was available on your device.

As another example, suppose you see five Unique Impressions on a Banner campaign showing 150,000 Messages Sent. This means the Banner was made available (on the backend) to an audience of 150,000 users, but only five users’ devices performed all of the following steps after that send occurred:

1. Started a session or the app explicitly requested a Banner sync (or both)
2. Navigated to the Banners view
3. SDK recorded an impression and logged it to the server

Your Messages Sent refers to the Banners available to be seen, while Unique Recipients refers to the Banners that were actually seen.

Historical performance

The Historical Performance panel allows you to view the metrics from the Message Performance panel as a graph over time. Use the filters at the top of the panel to modify the stats and channels shown in the graph. The time range of this graph will always mirror the time range specified at the top of the page.

To get a day-by-day breakdown, click the hamburger menu and select Download CSV to receive a CSV export of the report.

Conversion event details

The Conversion Event Details panel shows you the performance of your conversion events for your campaign. For more information, refer to Conversion Events.

Conversion correlation

The Conversion Correlation panel gives you insight into what user attributes and behaviors help or hurt the outcomes you set for campaigns. For more information, refer to Conversion correlation.

Retention report

Retention reports show you the rates at which your users have performed a selected retention event over time periods in a specific campaign or Canvas. For more information, refer to Retention reports.

Funnel report

Funnel reporting offers a visual report that allows you to analyze the journeys your customers take after receiving a campaign or Canvas. If your campaign or Canvas uses a control group or multiple variants, you will be able to understand how the different variants have impacted the conversion funnel at a more granular level and optimize based on this data.

For more information, refer to Funnel reports.