CleverTap Journey Performance Report

Executive Summary 45 Journeys

Total Users in Journeys
556K
GH: 424K · UG: 95K · Other: 37K

Total Goals Met

230K

Avg goal rate: 41.3%

Best Goal Rate

94.9%

KYC-PD UG (385)

Best Boost

+117%

J10-GH Referral Post-Repay

Journeys w/ Negative Boost

5

Underperforming vs control

Performance Tier	Journeys	Users Entered	Goals Met	Avg Goal Rate	Key Journeys
Star Performers >50% goal rate	14	109K	96K	74.6%	KYC-PD (94%), J06-UG (87%), J02-UG (89%), J09-UG (77%)
Solid Performers 20-50% goal rate	12	96K	30K	31.5%	J11-UG BigLoan (37%), J12-UG Referral (60%), J03-GH (37%)
Underperformers 5-20% goal rate	8	105K	12K	10.8%	J11-GH BigLoan (21%), J05-GH (23%), J10-GH (6%)
Low Performers <5% goal rate	5	115K	2.1K	2.7%	J08-GH (2.8%), J04-GH (3.5%), J04-UG (3.4%)
Low Volume <500 entered	6	776	417	48.6%	Savings Goals (Travel, Buy, Family), Salary Advance

Lifecycle Funnel Journeys (J01 — J06) Core Revenue Pipeline

Journey		ID	Goal Event	Entered	Goals Met	Goal Rate	Prev Rate	Change	Boost %	Assessment
J01 — Registration → KYC Activation
J01 Registration → KYC	GH	355	KYC Completion	40,903	25,404	62.1%	60.3%	+1.8pp	+0.44%	Healthy
J01 Registration → KYC	UG	369	KYC Completion	13,242	7,367	55.6%	—	New	—	Solid
J02 — KYC → Survey → Eligibility Check
J02 KYC → Survey	GH	356	Survey + Eligibility	24,612	19,186	78.0%	75.7%	+2.3pp	+2.30%	Healthy
J02 KYC → Survey	UG	370	Survey + Eligibility	6,738	5,980	88.8%	—	New	—	Star
J03 — Eligible → First Loan
J03 Eligible → First Loan	GH	358	First Loan Disbursed	25,383	9,275	36.5%	12.3%	+24.2pp	-1.13%	Boost concern
J03 Eligible → First Loan	UG	371	First Loan Disbursed	3,431	2,174	63.4%	—	New	—	Star
J04 — Ineligible → Eligibility Improvement
J04 Ineligible → Improvement	GH	357	Eligibility Achieved	19,181	675	3.5%	2.6%	+0.9pp	-8.34%	Negative boost
J04 Ineligible → Improvement	UG	372	Eligibility Achieved	5,843	198	3.4%	—	New	—	Low conversion
J05 — L0 Onboarding → L1 Conversion
J05 L0 → L1	GH	361	L1 Conversion	10,291	2,399	23.3%	14.3%	+9.0pp	+2.35%	Improving
J05 L0 → L1	UG	386	L1 Conversion	2,310	520	22.5%	—	New	—	Solid
J06 — Post-Repayment Reborrow Nudge
J06 Reborrow	GH	362	Re-Loan Disbursed	5,029	3,606	71.7%	49.7%	+22.0pp	+3.79%	Star performer
J06 Reborrow	UG	387	Re-Loan Disbursed	1,186	1,031	86.9%	—	New	—	Star performer

J06 Reborrow is the standout

GH goal rate jumped from 49.7% to 71.7% (+22pp). UG at 86.9%. Highest-converting loan journey in the portfolio. CTR 7-11% across all push nodes — best engagement of any lifecycle journey.

J03 and J04 have negative boost

J03-GH (-1.13%) and J04-GH (-8.34%) underperform their control groups. J03 is the primary revenue journey — needs urgent investigation. The journey may be cannibalizing organic conversion or the control group is self-selecting.

UG J02 and J03 outperform GH

J02-UG (88.8% vs 78.0%) and J03-UG (63.4% vs 36.5%) show dramatically higher goal rates. Could be smaller but higher-intent UG audience, or better message-market fit. Worth investigating what drives this delta.

Funnel progression is healthy

J01 (62%) → J02 (78%) → J03 (37-63%) → J05 (23%) → J06 (72-87%). The main leak is J03 Eligible→First Loan and J04 Ineligible→Improvement. Focus optimization here.

Growth & Engagement Journeys (J08 — J12) Referral + Bigger Loan + Cross-Sell

Journey		ID	Goal Event	Entered	Goals Met	Goal Rate	Prev Rate	Change	Boost %	Assessment
J08 — EasySave Cross-Sell
J08 EasySave Cross-Sell	GH	364	Savings Enrollment	37,421	1,058	2.8%	1.2%	+1.6pp	+24.04%	High boost, low rate
J09 — Registration Incomplete (App Drop)
J09 App Drop Recovery	GH	365	Registration Complete	13,471	6,899	51.2%	73.3%	-22.1pp	+3.08%	Rate dropped
J09 App Drop Recovery	UG	388	Registration Complete	7,860	6,033	76.8%	—	New	—	Star
J10 — Referral \| Post-Repayment
J10 Referral Post-Repay	GH	366	Referral Sent	14,421	852	5.9%	2.0%	+3.9pp	+116.9%	Highest boost
J10 Referral Post-Repay	UG	395	Referral Sent	1,513	358	23.7%	—	New	—	Strong
J11 — Referral \| Post-Disbursement
J11 Referral Post-Disb	GH	391	Referral Sent	29,049	1,432	4.9%	1.6%	+3.3pp	+34.62%	Improving
J11 Referral Post-Disb	UG	396	Referral Sent	3,311	795	24.0%	—	New	—	Strong
J12 — Referral \| Banner Clicks
J12 Referral Banner	GH	397	Referral Sent	4,466	1,429	32.0%	23.8%	+8.2pp	+8.22%	Strong
J12 Referral Banner	UG	398	Referral Sent	1,804	1,089	60.4%	—	New	—	Star
J11 — Bigger Loan (Eligibility Auto-Trigger)
J11 Bigger Loan	GH	389	Banner Clicked	14,274	3,000	21.0%	—	New since Apr 29	+7.58%	Solid
J11 Bigger Loan	UG	399	Banner Clicked	2,803	1,033	36.9%	—	New since May 5	—	Strong
J12 — Bigger Loan (Banner Clicked)
J12 Bigger Loan	GH	390	Doc Submitted	5,802	1,241	21.4%	—	New since Apr 29	+71.4%	High boost
J12 Bigger Loan	UG	400	Doc Submitted	1,875	608	32.4%	—	New since May 5	—	Strong

Referral trio is working — J10 has best boost in portfolio

J10-GH delivers +116.9% boost vs control — the strongest incremental impact of any journey. J10+J11+J12 form a referral system: J10 (post-repay) and J11 (post-disb) push broad eligible base, J12 (banner click) catches high-intent users at 32-60% goal rate.

Bigger Loan pair shows strong handoff

J11 drives banner clicks (21-37% rate), J12 catches clickers for doc upload (21-32% rate, +71.4% boost in GH). The pair is effectively a 2-stage funnel. UG outperforms GH on both stages.

J09-GH App Drop rate dropped 22pp

From 73.3% to 51.2% — significant decline. UG variant at 76.8% matches the old GH level. Possible causes: audience expansion to lower-intent users, or creative fatigue. Investigate GH copy and entry criteria.

J08 EasySave — high boost, low absolute rate

+24% boost proves the journey works incrementally, but 2.8% absolute goal rate means 97% of the 37K entrants don't convert. Structural savings adoption challenge — consider targeting refinement rather than more messages.

KYC Recovery Journeys Activation Critical

Journey		ID	Goal Event	Entered	Goals Met	Goal Rate	Prev Rate	Change	Boost %	Assessment
KYC-PD — No Personal Details / Address
KYC-PD	GH	384	Personal Details Done	31,555	29,777	94.4%	94.1%	+0.3pp	-0.89%	Highest rate
KYC-PD	UG	385	Personal Details Done	9,047	8,587	94.9%	—	New	—	Highest rate
KYC-LV — Liveness Check Failure
KYC-LV	GH	379	KYC Completed	47,077	31,248	66.4%	64.3%	+2.1pp	-0.39%	Stable
KYC-LV	UG	380	KYC Completed	10,545	8,934	84.7%	—	New	—	Star
KYC-NI — No ID / ID Not Found
KYC-NI	GH	382	ID Uploaded	36,865	21,412	58.1%	58.6%	-0.5pp	-3.47%	Neg boost
KYC-NI	UG	383	ID Uploaded	12,291	7,285	59.3%	—	New	—	Solid
KYC-SF — Selfie / Photo Quality Failure
KYC-SF	GH	375	Selfie Completed	4,809	3,231	67.2%	62.7%	+4.5pp	-0.09%	Stable
KYC-SF	UG	378	Selfie Completed	1,507	556	36.9%	—	New	—	Low for KYC
KYC-DM — Data Mismatch Recovery (UG only)
KYC-DM	UG	374	KYC Completed	909	522	57.4%	—	New	—	Solid
KYC Details Fail V3 (GH legacy)
KYC Fail V3	GH	353	KYC Retry	4,324	2,348	54.3%	56.0%	-1.7pp	-10.43%	Neg boost

KYC-PD is a model journey

94-95% goal rate in both markets. SMS-only, acts as a reminder for high-intent users. The negative boost (-0.89%) suggests users would complete this anyway — but the cost is minimal (SMS only). Keep as-is.

5 of 7 GH KYC journeys have negative boost

KYC-PD (-0.89%), KYC-LV (-0.39%), KYC-NI (-3.47%), KYC-SF (-0.09%), KYC Fail V3 (-10.43%). This pattern suggests KYC recovery is largely organic — users retry on their own. The journeys may cause friction rather than drive completion. Consider reducing frequency or running holdout tests.

UG KYC-LV outperforms GH by 18pp

UG at 84.7% vs GH at 66.4%. Pattern holds: UG consistently shows higher KYC recovery rates, possibly due to smaller/higher-intent user base or different KYC friction points.

KYC-SF UG is the weak link

36.9% vs 67.2% for GH — the only KYC journey where UG underperforms GH. May indicate a device/camera quality issue specific to the UG user base making selfie completion genuinely harder.

Savings & Other Journeys Low Volume

Journey	ID	Entered	Goals Met	Goal Rate	Timed Out	Assessment
Savings Goal Journeys (GH) · Triggered by savings goal selection
Savings Goal: Emergency	340	429	225	52.5%	10	Best savings
Savings Goal: Education	342	175	95	54.3%	7	Solid
Savings Goal: Rent	343	152	85	55.9%	6	Solid
Savings Goal: Buy Something	338	82	46	56.1%	6	Solid
Savings Goal: Business	337	369	155	42.0%	14	OK
Savings Goal: Investment	330	349	146	41.8%	20	OK
Savings Goal: Travel	339	32	17	53.1%	2	Tiny volume
Savings Goal: Family	341	86	28	32.6%	1	Lowest
Other Journeys
GH Savings Promotion A/B Test	306	52,817	1,619	3.1%	62,251	Low rate, massive timeout
[UG] Salary Advance Popup V3	212	5	0	0%	0	Dormant

Savings goals: decent rates, tiny volume

42-56% goal rates across 8 savings journeys, but total entries only ~1,674. These users self-selected a goal so high intent is expected. The journeys work as nudges for an already-committed segment.

Savings Promotion A/B (306): shut it down

52,817 entered, 62,251 timed out (more timeouts than entries = cumulative from earlier cohorts), 3.1% goal rate. This legacy A/B test is burning notification budget with near-zero conversion. Recommend stopping.

Ghana vs Uganda Comparison Paired Journeys

Journey	GH Entered	GH Goal Rate	UG Entered	UG Goal Rate	Delta	Winner	Notes
J01 Reg → KYC	40,903	62.1%	13,242	55.6%	-6.5pp	GH	GH 3x volume, higher rate
J02 KYC → Survey	24,612	78.0%	6,738	88.8%	+10.8pp	UG	UG significantly better
J03 Eligible → Loan	25,383	36.5%	3,431	63.4%	+26.9pp	UG	UG almost 2x rate
J04 Ineligible → Imp	19,181	3.5%	5,843	3.4%	-0.1pp	Tied	Both low
J05 L0 → L1	10,291	23.3%	2,310	22.5%	-0.8pp	Tied	Near-identical
J06 Reborrow	5,029	71.7%	1,186	86.9%	+15.2pp	UG	UG reborrow champion
J09 App Drop	13,471	51.2%	7,860	76.8%	+25.6pp	UG	UG 50% better
J10 Referral Post-Repay	14,421	5.9%	1,513	23.7%	+17.8pp	UG	UG 4x rate
J11 Referral Post-Disb	29,049	4.9%	3,311	24.0%	+19.1pp	UG	UG 5x rate
J12 Referral Banner	4,466	32.0%	1,804	60.4%	+28.4pp	UG	UG nearly 2x rate
J11 Bigger Loan	14,274	21.0%	2,803	36.9%	+15.9pp	UG	UG significantly better
J12 Bigger Loan	5,802	21.4%	1,875	32.4%	+11.0pp	UG	UG materially better
KYC-PD	31,555	94.4%	9,047	94.9%	+0.5pp	Tied	Both excellent
KYC-LV	47,077	66.4%	10,545	84.7%	+18.3pp	UG	UG materially better
KYC-NI	36,865	58.1%	12,291	59.3%	+1.2pp	Tied	Near-identical
KYC-SF	4,809	67.2%	1,507	36.9%	-30.3pp	GH	GH dominates

UG wins 11 of 16 paired comparisons — but volume is 3-10x smaller

Uganda consistently shows higher goal rates across almost every journey type. However, UG entered volumes are 3-10x smaller than GH. This pattern is classic small-cohort/high-intent: UG's earlier adopters are more motivated. As UG scales, expect rates to converge toward GH levels. The exception is KYC-SF where GH leads by 30pp — suggesting UG users face genuine selfie/device friction.

Node-Level Performance GH Journeys · Previous Report Baseline

Push CTR by node position. SMS nodes excluded (no click tracking). Data from May 20 baseline report. Sorted by best N01 CTR.

Journey	ID	N01 CTR	N02 CTR	N03 CTR	Mid CTR	Last CTR	Decay	Pattern
KYC-LV	379	32.68%	1.80%	1.34%	0.57%	0.57%	-98%	Cliff after N01
KYC-SF	375	25.03%	3.92%	3.22%	—	3.22%	-87%	Sharp N01 drop
J02 KYC→Survey	356	13.38%	6.40%	3.15%	1.58%	2.05%	-85%	Steep decay
J06 Reborrow	362	11.31%	9.72%	7.80%	8.62%	9.20%	-19%	Flat — best retention
KYC Fail V3	353	9.33%	—	6.68%	3.50%	3.50%	-63%	Moderate
J03 Eligible→Loan	358	8.34%	4.28%	2.82%	2.61%	2.36%	-72%	Flat tail — resistant
J04 Ineligible	357	8.08%	3.79%	3.40%	3.21%	2.90%	-64%	Moderate
J12 Referral Banner	397	7.81%	—	6.59%	4.24%	4.38%	-44%	Good retention
KYC-NI	382	6.63%	—	1.47%	0.92%	0.92%	-86%	Sharp drop
J09 App Drop	365	6.08%	3.98%	4.37%	2.06%	1.20%	-80%	Steep late decay
J05 L0→L1	361	4.75%	4.47%	3.42%	3.33%	4.73%	-0.4%	U-shape — late rally
J08 EasySave	364	3.25%	3.09%	1.57%	1.60%	2.08%	-36%	Low baseline
J10 Referral Post-Repay	366	2.92%	—	1.66%	0.96%	0.54%	-82%	Heavy fatigue
J01 Reg→KYC	355	2.61%	2.00%	1.81%	1.36%	1.36%	-48%	Low engagement
J11 Referral Post-Disb	391	2.54%	—	1.62%	1.18%	0.70%	-72%	Steep decay

J06 Reborrow: flattest CTR curve in portfolio

11.3% → 9.2% across 8 push nodes — only 19% decay. This audience is highly engaged (post-repayment borrowers). Every node contributes meaningfully. Model journey for engagement retention.

KYC-LV: 98% CTR decay after N01

N01 gets 32.7% CTR (extraordinary), then N03 drops to 1.8%. Almost all value is in the first push. Nodes 3-5 are burning notification budget for <1% incremental engagement. Consider removing or reducing post-N01 nodes.

J05 L0→L1: unique U-shaped curve

CTR dips mid-journey (3.3%) but rallies at the end (4.7%). The "congrats on repayment" and "borrow again" nodes re-engage users who've completed their first cycle. Smart journey design.

N01 CTR predicts journey success

Journeys with N01 CTR >8% (J02, J06, KYC-LV, KYC-SF) all achieve >60% goal rates. Journeys with N01 <4% (J01, J08, J10, J11-Ref) all have goal rates under 10%. First-touch engagement is the strongest predictor of journey effectiveness.

Journey Overlaps & Efficiency Action Required

Why overlaps matter: Users in multiple journeys simultaneously receive stacked notifications, causing fatigue and opt-outs. Each additional journey degrades engagement across all journeys for that user.

Overlap Pair	Risk Level	Mechanism	Est. Overlap	Recommendation
High-Risk Overlaps — Same lifecycle stage
J11 BigLoan (389) + J12 BigLoan (390)	HIGH	By design: J11 triggers eligible users, J12 catches banner clickers. But overlapping users get double notifications.	~1,100 (GH)	Add exit condition: when user enters J12, suppress J11 notifications. Currently 6-16% overlap.
J10 Referral (366) + J11 Referral (391)	HIGH	Both target post-loan users for referral. J10 = post-repayment, J11 = post-disbursement. Users who repay quickly enter both.	~5,000-10,000	Mutually exclusive entry: if user is in J11, suppress J10 entry (or vice versa). Pick one referral touchpoint per user.
J06 Reborrow (362) + J10 Referral (366)	MEDIUM	Both trigger post-repayment. User gets reborrow AND referral nudges simultaneously.	~3,000-5,000	Prioritize J06 (71.7% goal rate) over J10 (5.9%). Delay J10 entry until J06 completes or user reborrows.
Medium-Risk Overlaps — Adjacent lifecycle stages
Multiple KYC journeys per user	MEDIUM	User can fail liveness AND have no ID, entering KYC-LV (379) + KYC-NI (382) simultaneously.	~2,000-5,000	Implement priority stack: resolve most blocking KYC issue first. Suppress secondary KYC journey until primary completes.
J01 Reg→KYC + KYC failure journeys	MEDIUM	User in J01 who fails KYC enters a failure recovery journey while still receiving J01 nudges.	~10,000-15,000	Exit user from J01 when they enter any KYC-specific recovery journey. J01's broad KYC nudge is redundant once a specific failure is identified.
J08 EasySave (364) + any loan journey	MEDIUM	J08 has 37K+ entries and targets a broad base. Many users are also in J03, J05, or J06.	~10,000-20,000	Suppress J08 for users actively in a loan conversion journey. Savings cross-sell should not compete with loan conversion.
Low-Risk / By-Design Overlaps
J03 Eligible→Loan + J05 L0→L1	LOW	Sequential: J03 drives first loan, J05 nurtures L0 to L1. Should be mutually exclusive by stage.	Minimal if exits work	Verify J03 exit condition triggers before J05 entry. No action needed if sequential.
Savings Goal journeys (8 parallel)	LOW	Each goal is a separate journey. User picks one goal, enters one journey. No overlap by design.	~0	No action needed. Correctly segmented.

Notification Efficiency: Messages per Goal

Journey		Goals Met	Est. Notifications Sent	Notifs / Goal	Efficiency
KYC-PD GH	GH	29,777	~7,500	0.3	Excellent — SMS reminders only
J06 Reborrow GH	GH	3,606	~19,000	5.3	Good — high-intent audience
J02 KYC→Survey GH	GH	19,186	~44,000	2.3	Good
J03 Eligible→Loan GH	GH	9,275	~360,000	38.8	Heavy — 9 nodes × 73K recipients
J01 Reg→KYC GH	GH	25,404	~110,000	4.3	Moderate
J08 EasySave GH	GH	1,058	~487,000	460	Extremely inefficient
J11 Referral Post-Disb GH	GH	1,432	~253,000	177	Very inefficient
J10 Referral Post-Repay GH	GH	852	~151,000	177	Very inefficient
J04 Ineligible GH	GH	675	~189,000	280	Very inefficient
Savings Promo A/B	GH	1,619	~52,000+	32+	Inefficient + 62K timeouts

Key Findings & Recommendations Action Plan

Critical Issues (Act Now)

1
Investigate J03-GH negative boost (-1.13%)
J03 is the primary revenue journey (9,275 goals from 25K entries). A negative boost means the control group converts better — the journey may be hurting conversion. Run a fresh holdout test with clean control/test split. If confirmed, consider reducing notification cadence (9 nodes may be too many for this audience).
2
Stop or restructure J08 EasySave (460 notifs/goal)
The least efficient journey in the portfolio: ~487K notifications to generate 1,058 savings enrollments. Despite +24% boost, the absolute cost in notification fatigue and sender reputation far outweighs value. Options: (a) reduce to 3 nodes max, (b) restrict entry to higher-propensity segment, (c) move to in-app only.
3
Implement cross-journey frequency caps
Estimated 20-40K users are in 2+ journeys simultaneously, receiving stacked notifications. Implement a global cap of 2 push notifications per user per day across all journeys. CleverTap supports this via Frequency Caps in Settings → Engage → Frequency.

High-Priority Optimizations

4
Add J11→J12 exit condition for Bigger Loan
~1,100 users get notifications from both J11 and J12. When a user clicks the banner (enters J12), auto-exit them from J11. J12 has higher intent and +71.4% boost — let it work without J11 interference.
5
Make referral journeys mutually exclusive (J10 vs J11)
Both target post-loan users with referral CTAs. Pick one entry point per user: J11 (post-disbursement, earlier timing) OR J10 (post-repayment, later timing). J10 has the highest boost (+117%) but lower goal rate (5.9%); J11 has good boost (+35%) and higher volume. Test: is earlier (J11) or later (J10) timing better for referral?
6
Trim KYC-LV post-N01 nodes
N01 captures 32.7% CTR — 98% of the journey's click value. Nodes 3-5 collectively generate <2% CTR each. Remove or consolidate to save ~31K unnecessary pushes and preserve N01's engagement signal.
7
Prioritize J06 over J10 post-repayment
Both trigger at repayment. J06 (reborrow) has 71.7% goal rate and is directly revenue-generating. J10 (referral) has 5.9% goal rate. Delay J10 entry until J06 completes or user reborrows — don't dilute J06's high engagement with competing referral messages.

Opportunities

8
Replicate UG success in GH — especially referral journeys
UG referral goal rates are 4-5x higher than GH (J10: 23.7% vs 5.9%, J11: 24% vs 4.9%). Investigate what's different: copy, timing, user base, or referral reward structure. If UG's higher rates persist as it scales, the GH copy/creative may need a complete refresh.
9
Stop Savings Promotion A/B Test (306)
62,251 timed-out users, 3.1% goal rate, legacy test from March 2026. This journey has served its purpose. Archive it and redirect the notification budget to higher-performing journeys.
10
Investigate J04 Ineligible journey purpose
Both GH (-8.34% boost) and UG (3.4% goal rate) show this journey underperforms control. With 25K users entered and only 873 goals across both markets, the ROI is negative. Consider: is notifying ineligible users that they're ineligible actually discouraging them from trying to improve?
11
Run holdout tests on KYC journeys
5 of 7 GH KYC journeys have negative boost. The high goal rates (54-94%) may be organic — users retry KYC on their own. A clean 2-week holdout on each KYC journey would definitively answer whether these journeys drive incremental KYC completion or just generate unnecessary notifications.

Portfolio Health Summary

What's Working

J06 Reborrow: 72-87% goal rate, best push engagement
J12 Bigger Loan: +71.4% boost, strong handoff from J11
J10 Referral: +117% boost, highest incremental impact
KYC-PD: 94-95% goal rate, minimal notification cost
UG market: consistently higher goal rates across all journeys
Funnel progression J01→J02→J03 is healthy

What Needs Fixing

J03-GH negative boost on primary revenue journey
J08 EasySave: 460 notifs per goal, massive waste
J04 Ineligible: negative boost, 280 notifs per goal
Cross-journey overlap: 20-40K users double-notified
No global frequency cap across journeys
5/7 KYC journeys have negative boost
Savings Promo A/B (306): legacy test, stop it