Report what the campaign changed, not what it sent.
Opens measure the platform. Conversions measure the decision. Most reporting stops at the first.
“"Performance" collapses to opens and clicks because nobody defined what a conversion is worth. Conversions that would have happened anyway get credited.”
What you do on xNotify.
Define what counts.
ANALYTICSMark the events that are conversions and what each is worth, from a property on the event or a fixed amount.
Measure lift, not activity.
CAMPAIGNSEvery campaign compares outcomes to a baseline window using those definitions.
See it before and after.
ANALYTICSThe funnel that found the drop shows whether the intervention closed it.
Read failures by reason.
CAMPAIGNS"Phone number missing" is a data problem, "authentication" is a provider problem, and the report says which.
A journey you could ship in the pilot.
Agree the baseline in week one → Run one campaign or journey → Compare completed applications, recovered carts or verified transactions against it → Decide
Configurations you build in the pilot, not documented deployments.