how to track conversions from users who were previously taking shorter trips and now (hopefully) start taking longer trips after your campaign:

🧠 Assumptions

You have:

  • Identified users with a drop in trip length (e.g., through CJA or a segment in AEP).
  • Run a personalized journey or campaign through AJO to encourage longer trips.
  • Defined a "longer trip" (e.g., trips > 3 days, trips > 100 miles, etc.).

🧩 Step-by-Step Process

🔶 In AEP (Adobe Experience Platform)

  1. Create Conversion Event Schema:

    • In your Experience Event schema, ensure you have a field that captures trip details, such as:
      • trip_type (short, long)
      • trip_length_days or trip_distance_km
    • These should be marked as identity-linked with your primary identity (e.g., email, ECID).

  2. Segment Creation:

    • Create a "Post-Campaign Converted" segment, e.g.:
      • event.timestamp > campaign_launch_date AND trip_type == 'long'
      • AND user previously in the "short trip" segment.

  3. Attribute Enrichment (Optional):

    • Add derived attributes or flags to the profile such as:
      • was_short_trip_user = true
      • post_campaign_long_trip = true

🔷 In AJO (Adobe Journey Optimizer)

  1. Design the Journey:

    • Entry Condition: Users from the “short trip” segment (identified earlier).
    • Actions: Email, push notification, SMS, etc.
    • Include an event listener (such as long_trip_booked) using Experience Events.

  2. Event-Based Conversion Tracking:

    • Define a conversion event:
      • E.g., trip_booked where trip_type = 'long' or trip_duration > X.

  3. Use an Event Node in AJO:

    • Add a "Wait for Event" node in the journey for:
      • trip_type == 'long'
      • With a timeout window (e.g., 7 days after the message was sent).

  4. Mark Converted Users:

    • Route them to a different branch in the journey (e.g., “Converted” vs “Did Not Convert”).

🔵 In CJA (Customer Journey Analytics)

  1. Create a Dataset with Campaign and Trip Events:

    • Combine:
      • Campaign Impressions (from AJO or Adobe Campaign)
      • Trip Booking Events (long and short)
      • User Profiles

  2. Create a Segment for Conversion:

    • Users who received campaign AND booked a long trip within the campaign window.

  3. Build a Funnel or Attribution Panel:

    • Funnel steps:
      • Step 1: Received campaign
      • Step 2: Booked long trip within X days
    • Calculate conversion rates.
    • Use Attribution panel to analyze which campaign versions worked best.

  4. Breakdown by Segment:

    • Split data by “previously short trip users” vs. “others” to see lift.

✅ Bonus Tips

  • Tag all campaign messages in AJO with consistent metadata like campaign_id, variant_id, etc.
  • Use Experience Events from mobile apps or web to capture trip details automatically (via Adobe Launch).
  • Build a Dashboard in CJA to monitor conversion rates in real-time.
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