New Beta Feature: Message Goals

Thanks for agreeing to be a beta tester for one of our newest features. Your feedback is essential to the continued improvement of the Leanplum Platform.

We're excited to deliver our newest feature: Message Goals. Adding an optional goal to your message makes it easy to see how successful your message is at driving specific user behavior and ROI. While message metrics such as open rate are good for optimizing the top of the funnel, Message Goals offer insight into how your users are converting at the bottom of the funnel.

Adding a Message Goal

When setting up your message, you'll see a new section in Message Composer where you can add goals. Supported Message Goals include:

  • User Starts App
  • User Triggers Event
  • User Advances to State
  • Filtered Metric

When adding a goal, try to think about the specific user behavior you want to drive. For example, if you want to drive users to complete a purchase, you could create a shopping cart abandonment push notification with a goal of User Triggers Event > Purchase. Or, if you want to drive users back to your app, you could create a 7-day re-engagement email with a goal of User Starts App.

You can add as many Message Goals as you like. However, we recommend limiting goals to the one or two explicit user actions you are trying to drive. 

Analyzing Results of Message Goals

The best way to analyze the success of your messages is on a unique user basis. Leanplum, therefore, automatically creates a corresponding unique user metric -- visible in the results in Analytics -- for each goal you add to the message.

Message Goal Corresponding Goal Metric
User Starts App Maximize Sessions per Unique User
User Triggers Event Maximize {{Event}} Occurrences per Unique User
User Advances to State Maximize {{State}} Occurrences per Unique User
Filtered Metric Maximize {{Filtered Metric}} Occurrences per Unique User

Goal Metrics appear at the top of Message Results:

Please reach out to or directly to your customer success manager to to be whitelisted for Message Goals.

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