In-App Messages Report

The In-App Messages report tracks revenue generated by in-app forms and measures how those forms influence push notification opt-ins. Use it to understand which forms drive orders, which ones drive subscriptions, and how each form performs across impressions, clicks, and conversions.

You’ll find the report in Analytics → In-App.

All data in the report is current as of the previous day. The report is recalculated once per day, overnight.

Report types

The In-App section contains two separate reports:

• Information forms — revenue, orders, and engagement for in-app forms that aren’t tied to push opt-in.
• Push subscription forms — opt-in performance for forms that ask customers to allow push notifications.

Each report can be viewed as a summary (totals per form across the selected period) or as dynamics (a time-series chart with the date axis).

Forms with zero values across every metric are hidden from the summary view. They still appear in the dynamics view if you select them explicitly.

Filters and configuration

Both reports share the same configuration controls:

• Date range — pick a custom range or use a preset (last week, last month, last six months).
• Form status — Active, Draft, Stopped, or Deleted.
• Folders — restrict the report to forms inside specific folders.
• Mobile applications — restrict the report to specific apps.
• Goal — choose the revenue category and order statuses that count toward attributed revenue (information forms only).

The push subscription report is automatically limited to push opt-in forms.

Information forms report

This report shows revenue and engagement for in-app forms. Use it to evaluate how each form contributes to orders and which forms see the most engagement.

Metrics

Metric	Definition
Revenue	Total revenue from completed orders attributed to clicks on the selected forms, within the project’s attribution window.
Orders	Number of orders attributed to clicks on the selected forms.
Average order value	Average order value across the selected forms.
Targeting hits	Number of non-unique customers who matched the form’s targeting conditions during the selected period.
Impressions	Number of times the form was shown.
Share of impressions	Impressions divided by targeting hits over the selected period.
Clicks	Number of clicks on the form.
CTR	Clicks divided by impressions over the selected period.
Conversion orders	Orders attributed to clicks on the form within the project’s attribution window.
Conversion revenue	Total revenue across all orders attributed to clicks made during the selected period.
Conversion average order value	Average order value calculated from conversion orders.
Order conversion	Orders attributed to the form divided by impressions over the selected period.

Anonymous impressions and clicks are counted in the report even if your project doesn’t send anonymous customers to Maestra.

Push subscription forms report

This report shows how push opt-in forms perform. Use it to see which forms get the most permissions granted and how impressions convert into opt-ins.

Metrics

Metric	Definition
Targeting hits	Number of non-unique customers who matched the form’s targeting conditions during the selected period.
Impressions	Number of times the form was shown.
Share of impressions	Impressions divided by targeting hits over the selected period.
Clicks	Number of clicks on the form.
CTR	Clicks divided by impressions over the selected period.
Push permissions granted	Number of non-unique push opt-ins attributed to clicks on the form within the project’s attribution window.
Share of push permitters	Non-unique push opt-ins divided by clicks on the form over the selected period.

Permissions granted by anonymous customers are not counted in the Push permissions granted metric.

If your apps use separate contact points, a push opt-in granted in one app won’t be attributed to an in-app click that happened in a different app.

How attribution works

Orders and push opt-ins are attributed to a form using your project’s attribution window. A click on the form starts the attribution clock — any order placed (or push permission granted) by that customer within the window is counted toward the form.

Revenue, orders, and conversion metrics all rely on this attribution window. Targeting hits, impressions, clicks, and CTR don’t — they reflect raw activity during the selected date range.

Data persistence

Automatic and manual deletion of customer actions or customers themselves does not affect the report — historical data is preserved.

After deletions, results returned by filters elsewhere in Maestra may diverge from the totals shown in this report. The report keeps the original numbers.

CSV export

You can export either report to CSV. The export includes the following fields:

Field	Description
date	Start date of the time slice (dynamics export only).
campaignName	Form name.
campaignLink	Link to the form in Maestra.
campaignID	Form identifier.
category	Form type — Modal Standard, Snackbar Standard, Snackbar Subscribe to push, or Modal Subscribe to push.
status	Form status — Active, Draft, Stopped, or Deleted.
applications	Mobile applications the form belongs to.
folder	Folder the form is stored in.
startDate	Form start date.
endDate	Form end date.
targeting	Number of targeting hits.
shows	Number of impressions.
showsRate	Share of impressions.
clicks	Number of clicks.
CTR	Clicks-to-impressions ratio.
orders	Number of orders.
revenue	Revenue (in $).
averageOrderValue	Average order value (in $).
orderConversion	Order conversion rate.
conversionOrders	Orders attributed to clicks.
conversionRevenue	Revenue from attributed orders (in $).
conversionAverageOrderValue	Average order value from attributed orders (in $).
pushSubscriptions	Push permissions granted (push subscription report only).
pushSubscriptionsRate	Share of push permitters (push subscription report only).