GH CleverTap Journey Performance

1 Executive Summary

Top Performer

94.0%

KYC-PD at 94.0% goal rate — 29,799 of 31,696 completed personal details. Highest goal rate across all GH journeys.

High Funnel Conversion

75.5% / 60.3%

J02 at 75.5% survey completion (26.4K entered, 19.9K goals met). J01 at 60.3% KYC completion (44.4K entered, 26.8K goals met).

Key Revenue Journey

12.3% (J03)

J03 at 12.3% first loan conversion — 9,281 loans from 75,651 entries. Note: boost vs control is -1.13% — journey may not be adding incremental lift.

Lowest Performers

1.2% / 1.6%

J08 EasySave 1.2% (massive 100,565 entry funnel, only 1,170 convert). J11 Referral Post-Disb 1.6% (52,346 entered, 837 goals).

Control Group Alert

-1.13% boost

J03 shows -1.13% boost vs control. Control converts at 12.33% vs 12.19% for target group. Check other journey boost %s in CleverTap Journey Stats tab.

ⓘ CleverTap vs Snowflake — Data Source Guide

CleverTap Journey Stats (Primary source · Apr 10–May 10, 2026)

Entered Users — everyone who entered the journey, including those who never received a notification (e.g. goal already met, not reachable).
Goals Met — users who completed the journey-specific goal event (KYC completion for J01, loan disbursed for J03, referral sent for J10/J11, etc.).
Goal Rate — Goals Met ÷ Entered Users. This is the official effectiveness metric for each journey.
These are the authoritative numbers used in the Overview Table and Executive Summary.

Snowflake Node Data (Engagement detail · Apr 20–May 10, 2026)

Push Sends / Clicks / CTR — per-node notification engagement. Only covers users who actually received a push or SMS (a subset of Entered).
Per-node conversion badges (purple, in Node Deep Dive) — % of node recipients who subsequently completed a goal. Useful for identifying which nodes drive action.
Snowflake previously used "loan conversion" as a universal proxy goal — this was incorrect for journeys like J04 (Ineligible), J09 (App Drop), and referral journeys. CT goal definitions are journey-specific and more accurate.

Key Differences to Keep in Mind

Population: CT counts all journey entrants; Snowflake only sees notification recipients. CT numbers are larger.
Goal definition: CT uses journey-specific goals; Snowflake node-level badges use a single loan-conversion proxy.
Period: CT covers 31 days (Apr 10–May 10); Snowflake covers 21 days (Apr 20–May 10).
Control group boost % is only available in CleverTap's Journey Stats tab — not in Snowflake. J03 shows -1.13% vs control; other journeys should be verified in CT.

2 Journey Performance Overview

Source: CleverTap Journey Stats, Apr 10–May 10, 2026. Avg Push CTR from Snowflake node data (Apr 20–May 10). See Data Source Guide above for definitions.

Journey	ID	CT Entered	CT Goals Met	CT Goal Rate	Avg Push CTR	Loan Conv	Loan Rate	Boost %	Goal Event	Tier
J01 Registration → KYC	355	44,411	26,787	60.32%	1.9%	191	1.33%	+0.44%	KYC Completion	High
J02 KYC → Survey	356	26,400	19,926	75.48%	4.0%	573	5.72%	+2.30%	Survey + Eligibility	High
J03 Eligible → First Loan	358	75,651	9,281	12.27%	3.2%	10,477	16.35%	-1.13%	First Loan (L0) Disbursed	Mid
J04 Ineligible → Improvement	357	28,395	738	2.60%	3.8%	126	0.38%	-8.34%	Eligibility Achieved	Low
J05 L0 Onboarding → L1	361	9,699	1,387	14.30%	3.2%	13	0.11%	+2.35%	L1 Conversion	Mid
J06 Post-Repayment Reborrow	362	6,522	3,230	49.52%	7.6%	272	7.90%	+3.79%	Re-Loan Disbursed	High
J08 EasySave Cross-Sell	364	100,565	1,170	1.16%	—	5,578	6.01%	+24.04%	Savings Enrollment	Low
J09 App Drop / Reg Incomplete	365	9,079	6,650	73.25%	1.4%	74	1.25%	+3.08%	Registration Complete	High
J10 Referral Post-Repayment	366	31,527	629	2.00%	1.7%	8,598	18.25%	+116.86%	Referral Sent	Low
J11 Referral Post-Disbursement	391	52,346	837	1.60%	1.6%	59	0.13%	+34.62%	Referral Sent	Low
J12 Referral Banner	397	1,736	413	23.80%	5.6%	278	5.29%	+8.22%	Referral Sent	Mid
KYC Fail V3	353	4,975	2,785	55.44%	6.7%	187	4.16%	-10.43%	KYC Retry	High
KYC-LV Liveness Failure	379	49,295	31,713	64.33%	5.6%	4,865	15.22%	-0.39%	KYC Completed	High
KYC-NI No ID	382	37,106	21,698	58.69%	3.0%	1,967	6.58%	-3.47%	ID Uploaded	High
KYC-PD No Personal Details	384	31,696	29,799	94.04%	8.4%	1,910	16.71%	-0.89%	Personal Details Done	High
KYC-SF Selfie Failure	375	4,198	2,633	62.59%	8.6%	200	5.81%	-0.09%	Selfie Completed	High

Tier: High = CT goal rate ≥50%; Mid = 10–49%; Low = <10%. Sorted by journey name. Boost % = (Target − Control) / Control from CleverTap Journey Stats.

3 Node-Level Deep Dive

J01 — Registration → KYC Activation

ID 355 · 90K recipients · Goal: 8.1% loan

Mid performer

N01

36,639

2.85%→ 12.52% loan · 1,149 clicks

N02

79,094

2.65%→ 6.24% loan · 2,296 clicks

N03

65,935

1.32%→ 3.59% loan · 951 clicks

N04

62,509 (SMS)

SMS — no CTR → 1.86% loan

N05

48,224

1.37%→ 0.90% loan · 743 clicks

N06

22,824

1.49%→ 0.41% loan · 374 clicks

N07

1,162

1.12%→ 0.17% loan · 13 clicks

J02 — KYC → Survey → Eligibility

ID 356 · 8K recipients · Goal: 9.4% loan, 18.6% survey

Mid performer

N01

4,077

11.09%→ 33.59% survey · 498 clicks

N02

4,431

5.06%→ 3.99% survey · 266 clicks

N03

3,619

2.49%→ 3.07% survey · 106 clicks

N04

4,394 (SMS)

SMS — no CTR → 1.66% survey

N05

2,127

1.41%→ 1.50% survey · 33 clicks

N06

1,675

1.43%→ 0.96% survey · 27 clicks

N07

757

1.19%→ 0.66% survey · 9 clicks

N08

453

1.55%→ 0.66% survey · 9 clicks

J03 — Eligible → First Loan

ID 358 · 60K recipients · Goal: 20.9% loan conversion

Top performer

N01

34,007

7.10%→ 26.72% loan · 2,652 clicks

N02

43,651

3.57%→ 19.37% loan · 1,778 clicks

N03

47,104

2.32%→ 14.60% loan · 1,243 clicks

N04

49,640 (SMS)

SMS — no CTR → 10.19% loan

N05

43,951

2.41%→ 9.23% loan · 1,180 clicks

N06

38,851

2.41%→ 5.83% loan · 1,051 clicks

N07

26,453

2.95%→ 3.02% loan · 840 clicks

N08

17,172

3.14%→ 1.78% loan · 612 clicks

N09

7,256 (SMS)

SMS — no CTR → 0.33% loan

J04 — Ineligible → Eligibility Improvement

ID 357 · 25K recipients · Goal: 0.5% loan (expected low)

Engagement-focused

N01

13,120

6.61%→ 0.48% loan · 952 clicks

N02

18,123

3.52%→ 0.39% loan · 725 clicks

N03

16,559

3.10%→ 0.31% loan · 597 clicks

N04

20,226 (SMS)

SMS — no CTR → 0.20% loan

N05

11,538

3.15%→ 0.18% loan · 413 clicks

N06

8,955

2.99%→ 0.16% loan · 309 clicks

N07

4,424

3.57%→ 0.07% loan · 182 clicks

N08

1,734

3.81%→ 0.00% loan · 72 clicks

J05 — L0 Onboarding → L1 Conversion

ID 361 · 9K recipients · Goal: 5.2% reopen

Mid performer

N01

8,301

3.36%→ 0% loan · 302 clicks

N02

6,551

3.59%→ 0% loan · 256 clicks

N03

4,746

3.08%→ 0% loan · 164 clicks

N04

3,757 (SMS)

SMS — no CTR → 0% loan

N05

1,733

2.71%→ 0% loan · 59 clicks

N06

614 (SMS)

SMS — no CTR → 0% loan

Note: 0% loan conversion is expected — J05 targets post-disbursement users. The goal is repayment/reopen, not new loan origination.

J06 — Post-Repayment Reborrow

ID 362 · 2.7K recipients · Goal: 11.8% re-loan

Highest CTR journey

N01

2,491

9.11%→ 12.33% loan · 249 clicks

N02

1,191

8.56%→ 8.79% loan · 107 clicks

N03

1,801

5.61%→ 7.88% loan · 115 clicks

N04

1,390 (SMS)

SMS — no CTR → 4.31% loan

N05

1,136

7.22%→ 2.82% loan · 92 clicks

N06

355

7.32%→ 1.13% loan · 35 clicks

N07

161

11.18%→ 1.24% loan · 21 clicks

J09 — Registration Incomplete (App Drop)

ID 365 · 13K recipients · Goal: 4.1% KYC, 2.0% loan

Low performer

N01

10,270

2.11%→ 5.26% KYC · 268 clicks

N02

9,065

1.73%→ 3.82% KYC · 188 clicks

N03

8,214

1.41%→ 2.95% KYC · 136 clicks

N04

9,995 (SMS)

SMS — no CTR → 1.67% KYC

N05

5,035

1.29%→ 1.49% KYC · 82 clicks

N06

3,051

1.11%→ 1.21% KYC · 38 clicks

N07

965

0.93%→ 0.52% KYC · 10 clicks

J10 — Referral Post-Repayment

ID 366 · 13K recipients · Goal: 23.7% loan, 21.6% reopen

Mid CTR, high conversion (selection bias likely)

N01

4,983

1.69%→ 28.25% loan · 88 clicks

N02

6,203

1.81%→ 19.18% loan · 128 clicks

N03

6,124

1.67%→ 17.12% loan · 115 clicks

N04

4,941 (SMS)

SMS — no CTR → 20.40% loan

J11 — Referral Post-Disbursement

ID 391 · 44K recipients · Goal: 0.0% loan (referral-focused)

Low engagement

N01

16,138

2.32%→ 0.02% loan · 397 clicks

N02

26,170 (SMS)

SMS — no CTR → 0.01% loan

N03

34,633

1.41%→ 0.01% loan · 555 clicks

N04

27,349

0.97%→ 0.01% loan · 292 clicks

N05

15,351 (SMS)

SMS — no CTR → 0% loan

J12 — Referral Banner Clicks

ID 390 · 3.5K recipients · Goal: 9.1% loan

Mid performer (intent-based audience)

N01

3,248

6.77% · 249 clicks

N02

2,281 (SMS)

SMS — no CTR

N03

1,077

6.59% · 75 clicks

4 KYC Sub-Journey Comparison

KYC Sub-Journey	Primary ID	Recip.	N01 CTR	KYC Comp.	Loan Rate	Secondary ID	Recip.
KYC-PD No Personal Details	379	36.0%	23.2%	380	23.0%
KYC-NI No ID	382	15.8%	9.4%	383	7.9%
KYC-SF Selfie Failure	375	13.3%	10.3%	378	4.0%
KYC Fail V3 Details Fail	384	13.5%	8.1%	385	4.8%
KYC-LV Liveness Failure	353	3,155	~8.5%	9.9%	5.7%	374	5.0%

KYC Sub-Journey Node Detail

KYC-PD (379) — No Personal Details

30K recipients · 36.0% KYC completion · 23.2% loan

Standout performer

N01

31,809

29.77%→ 39.06% KYC · 10,378 clicks

N02

8,376 (SMS A+B)

SMS — no CTR → 5.17% KYC

N03

7,084

1.75%→ 2.24% KYC · 139 clicks

N04

6,610

1.51%→ 1.14% KYC · 109 clicks

N05

5,708

0.48%→ 0.59% KYC · 28 clicks

Note: The massive N01 CTR (29.77%) suggests push copy is highly relevant ("complete your personal details") to a user mid-KYC. Sharp CTR decay after N01 indicates most responsive users act immediately.

KYC-NI (382) — No ID

21K recipients · 15.8% KYC completion · 9.4% loan

Mid performer

N01

13,648

6.71%→ 21.96% KYC · 960 clicks

N02

17,755 (SMS)

SMS — no CTR → 10.12% KYC

N03

11,074

1.48%→ 7.37% KYC · 189 clicks

N04

9,486

0.92%→ 4.25% KYC · 94 clicks

N05

12,076 (SMS)

SMS — no CTR → 2.83% KYC

KYC-SF (375) — Selfie Failure

2.1K recipients · 13.3% KYC completion · 10.3% loan

Mid performer

N01

1,019

20.02%→ 18.14% KYC · 222 clicks

N02

1,434

3.00%→ 12.82% KYC · 47 clicks

N03

1,291 (SMS)

SMS — no CTR → 3.56% KYC

N04

844

2.61%→ 3.20% KYC · 22 clicks

KYC-LV (353) — Liveness Failure

3.2K recipients · 9.9% KYC completion · 5.7% loan

Mid performer

N01

864

~8.5%→ 15.24% KYC · 110 clicks

N02

2,792 (SMS A+B)

SMS — A/B test → 9.02% KYC

N03

1,477

5.69%→ 7.34% KYC · 102 clicks

N04

1,262

2.61%→ 4.12% KYC · 45 clicks

N05

1,455 (SMS)

SMS — no CTR → 1.51% KYC

5 Paired Journey Comparison (Primary vs Secondary ID)

Secondary IDs may represent A/B variants, sequential versions, or audience splits. Where the secondary significantly outperforms on CTR or conversion, it is flagged.

Journey	Primary			Secondary			Delta
	ID	Avg CTR	Goal Conv.	ID	Avg CTR	Goal Conv.
J02 KYC→Survey	356	4.0%	9.4%	370	5.5%	8.1%	Secondary +1.5pp CTR, -1.3pp conv
J03 Eligible→Loan	358	3.2%	20.9%	371	9.5%	12.8%	Secondary 3x CTR but lower conv
J04 Ineligible	357	3.8%	0.5%	372	6.4%	0.5%	Secondary +2.6pp CTR, same conv
J05 L0→L1	361	3.2%	5.2%	386	6.7%	3.4%	Secondary 2x CTR but lower conv
J06 Reborrow	362	7.6%	11.8%	387	15.2%	11.5%	Secondary 2x CTR, same conv
J09 App Drop	355	1.4%	2.0%	369	—	1.3%	Both weak
KYC-PD	379	8.4%	36.0% KYC	380	5.9%	58.2% KYC	Secondary +22pp KYC completion!
KYC-NI	382	3.0%	15.8% KYC	383	5.2%	21.1% KYC	Secondary +5.3pp KYC
KYC-SF	375	8.6%	13.3% KYC	378	6.4%	12.9% KYC	Similar performance
KYC-LV	353	5.6%	9.9% KYC	374	—	13.4% KYC	Secondary +3.5pp KYC (small n)
KYC Fail V3	384	6.7%	13.5% KYC	385	8.6%	14.8% KYC	Similar (small n)

Key Finding: Secondary IDs Consistently Show Higher CTR

Across nearly all paired journeys, the secondary (smaller) ID shows higher push CTR — often 2x or more.
However, higher CTR does not always translate to higher goal conversion (J03: 9.5% CTR but 12.8% conv vs primary's 3.2% CTR and 20.9% conv).
The standout exception is KYC-PD (380) which achieves both higher engagement AND dramatically higher KYC completion (58.2% vs 36.0%).
Interpretation caution: smaller audiences may be self-selecting for higher intent. Cannot confirm these are true A/B splits vs sequential versions without CleverTap dashboard access.

6 A/B Variant Performance

Test Location	Variant A	Variant B	Verdict
Journey 396 N01 Unknown journey — significant result	104 sends 30.77% CTR 32 clicks	680 sends 4.71% CTR 32 clicks	Variant A 6.5x better Small sample (104) — needs validation. But 30.77% CTR is extraordinary. Worth investigating what copy/creative Variant A used.
J11 (391) N01 Referral Post-Disbursement push	16,138 sends 2.32% CTR 397 clicks	216 sends Too small to evaluate	Inconclusive — Variant B sample too small (216 sends). Variant A baseline: 2.32%.
KYC-LV (353) N02 Liveness failure SMS	2,462 SMS sends	330 SMS sends	SMS — no click tracking. Cannot evaluate.
KYC-PD (379) N02 Personal details SMS	7,780 SMS sends	596 SMS sends	SMS — no click tracking. Cannot evaluate directly. Would need to compare downstream KYC completion by variant.
KYC Fail V3 (384) N02 Details fail SMS	1,637 SMS sends	237 SMS sends	SMS — no click tracking. Cannot evaluate.

A/B Testing Gaps

Most A/B tests are on SMS nodes where clicks are not tracked — making push-based evaluation impossible.
Journey 396 Variant A (30.77% CTR) is the most actionable finding — copy should be analyzed and potentially replicated across other journeys.
To properly evaluate SMS A/B tests, downstream conversion (KYC completion, loan application) must be split by variant — requires CleverTap dashboard or event-level export.

7 Methodology & Caveats

Data Sources & Periods

CleverTap Journey Stats (primary): Apr 10 – May 10, 2026 (31 days). Entered Users, Goals Met, Goal Rate, and control group boost % all come from CT's Journey Stats tab.
Snowflake node data (engagement detail): Apr 20 – May 10, 2026 (21 days). Push sends, clicks, CTR per node, and per-node conversion badges.
CT Goal Rate = Goals Met ÷ Entered Users. Goal event is journey-specific (see Overview table). This replaces the previous "loan conversion" proxy that Snowflake used universally — that was incorrect for J04, J09, referral journeys, and KYC sub-journeys.
Avg Push CTR: Weighted average across push nodes from Snowflake. Excludes SMS (click tracking not available for SMS).

Control Group Boost — Check Per Journey

Control group boost % is only available in CleverTap's Journey Stats tab — it is NOT in Snowflake.
J03 confirmed: -1.13% boost (control converts at 12.33%, target group at 12.19%). The journey may not be adding incremental lift — investigate before scaling.
All other journeys: Boost % not yet verified. High CT goal rates (e.g. KYC-PD 94%, J02 75%) may partly reflect selection bias (users who entered the journey were already likely to convert). Check each journey's boost % in CT dashboard.
CT goal rates measure absolute effectiveness; control boost measures incremental causation. Both matter for budget decisions.

SMS Click Tracking

SMS clicks show as 0% across all Snowflake node data — this is a tracking limitation, not actual performance.
SMS may be driving significant conversions undetected.
To evaluate SMS: compare downstream conversion rates between SMS-only nodes and push-only nodes, or use CT's per-variant breakdown in the journey builder.

Journey ID Mapping (Verified via CleverTap UI)

J01=355, J02=356, J03=358, J04=357, J05=361, J06=362, J08=364, J09=365, J10=366, J11=391, J12=397.
KYC-LV=379, KYC-PD=384, KYC-NI=382, KYC-SF=375, KYC-Fail=353.
IDs verified by navigating to each journey's stats page in CleverTap (May 11, 2026).

Per-Node Goal Conversion (indigo badges in Node Deep Dive)

Definition: % of users who received THIS specific node and subsequently completed the goal event (loan, KYC, or survey depending on journey).
Important caveat: Includes users who may have converted due to ANY later node — not just the one shown. N01 rates are inflated because they capture all users who convert at any point in the journey.
Natural decay: Earlier nodes show higher rates because they cover all future converters. Use this to identify where conversion drops sharply — that's the cut-off point.
Color coding:>15% = green, 5–15% = amber, <5% = gray.
These node-level rates use Snowflake's loan-conversion proxy — not CT's journey-specific goal event. Treat as engagement signals, not official goal rates.