Campaign Analytics

MoEngage calculates and displays all metrics in your app’s time zone.

This section explains the metrics available in Campaign Analytics:

Field	Description
Eligible users	The number of users who qualify for the campaign based on: Meeting the defined segmentation and trigger criteria (if applicable). Having a valid identifier (Device ID, Mobile Number, or Email) in their profile.
Attempted	The number of users for whom MoEngage sent data to the Google Ads API.
Successfully synced	The number of attempted users whose data was successfully added to Google Ads audiences. Note: Google’s API syncs audience data asynchronously. MoEngage considers a 2xx response from the Google Ads API as a successful addition to the Customer List audience.
Failed to add	The number of attempted users whose data could not be added to Google Ads audiences due to internal or external reasons. See Campaign Failure Breakdown for details.
Conversions	The unique count of successfully synced users who performed the conversion event within the attribution window.
Conversion events	The total number of conversion events performed by successfully synced users within the attribution window.

Setting a Conversion Goal is optional during campaign creation. MoEngage tracks and displays these conversion metrics only when you set a Conversion Goal.

Understanding Campaign Data by Delivery Type

Standard Campaign Metrics

The metrics described in the table above apply to all campaign delivery types.

Periodic Campaign Metrics

For periodic campaigns, you can view overall metrics for the parent campaign. A separate table displays metrics for each child campaign (each instance the campaign ran).

Analyzing Campaign Performance

Filter Campaign Statistics

You can filter campaign statistics for periodic and event-triggered campaigns using the following options:

Aggregation Type: Select Total or Average.
Date Range: Choose the period for which to view campaign instance data.

View Time Trends

The Time Trends section displays how campaign metrics evolve over time, including attribution window details.

Understand Campaign Failure Breakdown

When a campaign fails for any user, the Campaign Failure Breakdown section shows you the reasons for the failure, displayed in an error table.

Common Failure Reasons

This section lists the types of errors that can cause a campaign to fail:

Access and Login Errors

Google login is invalid.
Access token is expired or invalid.
Permission to access the Google Ads account is denied.
Insufficient Google Ads permissions. Check your Google Ads access scope.

These errors indicate insufficient access privileges or invalid credentials. Ensure your account is active and has administrator or standard access privileges for your Google Ads account.

Data-Related Failures

No users are eligible for Google Ads Audience Sync.
The Google Ads account Customer ID is invalid.

API/Service-Related Errors

These failures can occur due to issues when uploading data to Google, generic errors returned by Google, or connection problems. This includes service outages at either MoEngage or Google.

Campaign Info

The Campaign Info section provides the following details about your campaign:

Field	Description
Segmentation	The target user segment for the campaign.
Qualification Criteria	Filters and criteria users must meet to qualify for the campaign.
Google Ads Audience	Whether the audience will be added to or removed from the custom audience in Google Ads.
Campaign Goals	The goals configured for the campaign.
Delivery Schedule	The start and end times of the campaign instance.

This image shows the Campaign Info section for a Google Ads Audience Sync campaign where an audience has been added.

​Campaign Analytics

​Understanding Campaign Data by Delivery Type

​Standard Campaign Metrics

​Periodic Campaign Metrics

​Analyzing Campaign Performance

​Filter Campaign Statistics

​View Time Trends

​Understand Campaign Failure Breakdown

​Common Failure Reasons

Access and Login Errors

Data-Related Failures

API/Service-Related Errors

​Campaign Info

Campaign Analytics

Understanding Campaign Data by Delivery Type

Standard Campaign Metrics

Periodic Campaign Metrics

Analyzing Campaign Performance

Filter Campaign Statistics

View Time Trends

Understand Campaign Failure Breakdown

Common Failure Reasons

Campaign Info