Monitor and analyze your journey with Journey Reports

In this tutorial, we’ll explore how journey reports in Adobe Journey Optimizer can help you gain meaningful insights into the performance and effectiveness of your customer journeys. With a focus on key metrics like engagement, entries, exits, and failures, journey reports let you better understand what’s working and where adjustments may be needed at every step of the journey. Unlike all-time reports, which offer a broad, long-term perspective, journey reports provide a deep, targeted analysis of individual journeys. They’re especially useful when you’re troubleshooting issues or measuring the impact of recent changes. Let’s dive in and see how you can use journey reports to fine-tune your customer experience. Begin by navigating to the Journey section within Adobe Journey Optimizer. Here you can see a list of existing journeys. We’ll go ahead and select our journey. The journey report can be accessed directly from within your journey by clicking on the View Report button, then selecting View All-Time Report. In the left panel, we can see a list of the sections and metrics available for our journey. The journey overview provides a clear snapshot of the key tracking metrics for your journey. The journey canvas allows you to visually trace exactly how your targeted profiles move through each step of the journey and understand how your journey is performing in real-time. Action performance provides a clear view of how actions in your journey are performing, both over time and at a glance. Event performance gives you a clear picture of how your event triggers are performing. The report’s content adapts to the specific activities you’ve included in your journey. So, if you’re using SMS or email touchpoints, you’ll see detailed metrics for each, like delivery rates, engagement levels, and any message failures. This gives you a channel-specific view of how your journey is performing at every step. Now let’s take a closer look at how you can use these insights to fine-tune your journey strategy. Look at the Journey Key Performance indicators as your journey’s command center. This all-in-one dashboard gives you a clear view of the most important metrics tied to your experience, from how many profiles have entered, to how many individual journeys didn’t make it through. You’ll get a complete picture of what’s working, what’s not, and just how engaging your journey really is. Journey engagement shows you the total number of unique individuals who received messages along the way. Each one represents a distinct profile that reached a key action point in the journey. By comparing engagement to journey entries, you get a clear picture of how well your journey is connecting with its audience, helping you spot whether your messages are reaching the right people at the right time. Journey enters reflects the total number of individuals who reached the entry event of the journey. A high number of journey entries usually means your targeting is on point and your criteria are pulling in the right audience. By focusing on unique counts, you’re making sure each individual is only counted once, giving you a more accurate view of your journey’s true reach. Journey exits show the total number of individuals who exited the journey, marking the point where their experience came to an end. If you’re seeing a low number of exits compared to how many profiles entered the journey, it could mean people are getting stuck somewhere along the way. This might point to misconfigured steps or conditions that aren’t being met, so it’s a good cue to investigate where the journey flow might be breaking down. Journey exclusion captures the total number of individuals who were excluded from the journey based on predefined criteria or suppression rules that prevented them from continuing. This allows you to evaluate whether your exclusion criteria are overly restrictive or effectively limiting unnecessary communication. Striking the right balance ensures you’re maintaining relevance without sacrificing reach. Journey failures represent the total number of individual journeys that didn’t run as expected, highlighting points where the process couldn’t be successfully completed. A high failure rate is often a red flag, indicating potential technical or configuration issues within the journey. Addressing these promptly is essential to prevent drop-offs and ensure your audience receives the intended experience.

To dive deeper into the report, we can use the filter options available in each section. For example, in the journey overview, you can refine the metrics by selecting Test Events, Non-Test Events or Both from the drop-down menu. If we want to focus on a specific time period, we can simply click the date in the top right corner of the section. This brings up a calendar where we can choose our start and end dates, or quickly apply a preset range from the drop-down. We can also adjust the start and end time and choose to use relative dates tied to the panel calendar, or rolling dates for ongoing analysis. Selecting the option Fix Start Rolling Daily lets us fine-tune our metrics even further. To save the changes, click Apply. Journey reports also offer flexible options to access and analyse your data. You can download a report by clicking the Share button in the top right, then choose between CSV or PDF formats.

From this same menu, you can also schedule reports to be automatically exported and delivered on a weekly, monthly or yearly basis, depending on your needs. For deeper insights, you can open the report directly in Customer Journey Analytics. Just click Analyse in CGA in the top right. This lets you explore and visualise your data in more detail. And that’s it! Now you know how to access and use journey reports in Adobe Journey Optimiser, giving you the insights you need to better understand and improve the performance of your customer journeys. Thanks for watching!