Report what the campaign changed, not what it sent.
Opens measure the platform. Conversions measure the decision. Most reporting stops at the first.
“"Performance" collapses to opens and clicks because nobody defined what a conversion is worth. Conversions that would have happened anyway get credited.”
What you do on xNotify.
Define what counts.
ANALYTICSMark the events that are conversions and what each is worth, from a property on the event or a fixed amount.
Measure outcomes, not activity.
CAMPAIGNSEvery campaign compares observed outcomes in its window with a baseline window on those definitions, and shows the conversions your attribution rules credit to it. Incremental impact needs a comparison group you design; a before-and-after difference is not one.
See it before and after.
ANALYTICSThe funnel that found the drop shows whether the intervention closed it.
Read failures by reason.
CAMPAIGNS"Phone number missing" is a data problem, "authentication" is a provider problem, and the report says which.
An evaluation plan, not a journey.
Steps for your team and ours. Nothing here runs in the journey builder.
- 01Agree the baseline in week one
- 02Run one campaign or journey
- 03Compare completed applications, recovered carts or verified transactions against it, with the window and attribution rule stated
- 04Decide
Configurations you build in the pilot, not documented deployments.