Multi-touch campaigns let you test different changes across multiple touch-points (e.g. multi-page testing or funnel-testing). In Multi-Touch campaigns, unlike regular A/B tests, each variation can include different changes in different pages on your site. This allows you to:
- Test multiple changes on the site against a control group. For example, test the effectiveness of adding a welcome banner to the homepage and an overlay welcoming new users against not adding either.
- Test across different Dynamic Yield campaign types. For example, test if a prominent overlay is better than a subtle notification for capturing emails.
Note: Multi-touch campaigns are only designed for A/B test traffic allocation, and cannot use the Dynamic Allocation mode.
Creating Multi-Touch Campaigns
- Go to Site Personalization › New Campaign and select Multi-Touch.
- Enter a name, and add notes and labels (optional).
- Specify target users in the targeting section, your primary metric, experience settings, and advanced settings.
- Create a variation by defining one or more touch-points. Each touch point is defined by:
- Settings: The settings that apply to the touch-point type such as location on screen. These settings may differ from standard campaigns. For example, the list of triggers for Messaging touch points contains fewer options than standard message campaigns.
- Template: The available templates are determine by touch-point type.
- Design: Adjust the template look and feel, text, and other variables.
- Add touch-points and variations. Each variation can have up to 20 touch-points.
- Configure the traffic allocation of each Variation and the Control Group.
- Save & Publish to go live.
Multi-Touch Campaign Reports
Multi-Touch campaigns can be analyzed like any other experience, by clicking the report icon in the campaign list. The variation performance table can be broken down to audiences, and you can view how the test affected additional metrics. Learn more about analyzing reports here.
In Multi-Touch campaigns, there is an additional section called Touch-Point Performance. For each variation, there is a table displaying the performance of each touch-point.
This area is designed to compare the results of each variation, and is not ideal for comparing individual touch-points due to the expected discrepancies between the number of exposed users. For details about why this happens, see the Frequently Asked Questions below.
Multi-Touch Advanced Settings
- Fire Google Analytics event: Only visible if the Google Analytics integration is enabled. This option is enabled by default, but you can disable it to prevent reporting data to Google Analytics about a specific notification.
- Serve on every SPA event: Relevant for single-page applications that don't generate a browser refresh with every change of screen. If you require the message to relaunch or reevaluate its targeting conditions upon each screen change in your single-page application, fire a track_pageview event, and enable this option. For more information on working with single-page applications, please refer to this article.
Frequently Asked Questions
What happens if one of the touch-points replaces the same element that another (regular) Dynamic Content campaign is replacing? What is the priority between Multi-Touch campaigns and other campaign types?
Multi-touch campaigns have a higher priority than other campaign types such as Dynamic Content or Recommendations. If both are defined on the same element, the touch-point content will be served to the user.
If a touch-point is defined as an overlay and this conflicts with Overlay campaign with the same trigger, the touch-point will be served and the Overlay campaign will not be served.
If there is a conflict with a Notifications, Custom Code, or Visual Edit campaign, both the touch-point and the campaign will be served.
In the reports, why do the number of users in for each touch-point not add up to the number of users in the variation?
The number of users at the variation table means users who were assigned to the variation, and in the touchpoints table, it's users who were actually served with a touchpoint.
A user is assigned to a variation when they meet the "Who" targeting of the campaign AND the touchpoint targeting of at least one of the touchpoints. At this moment, the user is assigned to a variation according to the allocation of the variation. If not all variation has touchpoints in the same pages (e.g. Variation A has a touchpoint on the homepage and Variation B variation doesn't), a user can enter a page that is targeted by one of the touchpoints (e.g. the homepage) and get assigned with a variation that does not have any touchpoints on this page (e.g. Variation B). This will lead to counting the user in the variation, but for none of its touchpoints.
What attribution window options are supported for Multi-Touch campaigns?
Currently, only "variation is served" is supported - which starts at the moment the user visited a page that at least one of the campaign touchpoints are targeted to (e.g. entering the cart page or product page, if there are 2 touchpoints - one is the cart page and the other is in the product page), while meeting the targeting condition of the campaign.