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 I 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?
These numbers usually do not match because of the nature of how we count views for variations and for touch-points. The number of users for each variation refers to how many users were assigned to the variation (whether or not they reached any of the touch-points). The number of users for each touch-point refers to how many users viewed each touch-point (one user may view multiple touch-points).
If a user is assigned to a variation, and views three touch points in that variation, each touch-point will gain one view, and the variation will gain one view (not three).
If a user is assigned to a variation but they are not served with any of the touch-points, the variation will gain one view, but none of the touch-points will gain a view. This can happen when you have variations that have different touch-points. When a user reaches a page that has a touch-point defined, they are assigned to a variation. However, if the variation they are assigned to does not have a variation on that touch-point, they aren’t actually served any content. For example, if you have one variation that defines a touchpoint on the homepage, and one variation that defines a variation in the cart page, but not the homepage, the user will be assigned to a variation when they reach the homepage.