Profile Completion

This journey makes sense when funnel reports show a task, say an order or an application, stalling at the step that asks for a missing profile field. Before building, write down which task requires which field; per user you need the field's state, task start and completion, and session end, plus email subscription for the follow-up. If the field can be derived from another source or is not truly required, stop asking for it; if the field rejects valid values, fix the form first, because a reminder does not cure a validation error.

Incremental valid field completion vs control

Success is the field filled with a valid value; seeing the message, opening the field or entering filler does not count.

How it is counted: The denominator is every user assigned at entry to either group; the numerator is those who fill the field with a valid value within the same follow-up window after assignment, and the difference between the two groups is the journey's effect. Message impressions or email delivery do not alter the denominator.

Also track

• Related task completion rateCompleting the task that needed the field is what counts, so track the share of assigned users who do; a filled field that did not help the task is worth little on its own.
• In-session vs post-email completionTrack fields completed before the session ends apart from those completed after the email 7 days later; this is where the email's contribution shows.
• Invalid or corrected value shareWatch the share of entries that fail validation or are later corrected; a rise suggests the message is not explaining the reason well.
• Unsubscribes and data objectionsTrack email unsubscribes and support contacts asking why the data is needed; an increase means the field's reason is not landing.

• Trigger and entryThe trigger is a task the user is trying to do that requires a profile field missing at that moment. Divide entrants at random: the journey group gets the explanation, the opened field and the email, the control group sees the product's own flow without them.
• Who must not enterOnly a field the current task genuinely requires triggers the journey; personal data unrelated to the task is never requested through it. One instance follows one field for one task: no second flow for the same field, and nobody who has filled it or abandoned the task is targeted again.
• Timing and channelsWithin the same session, an in-app message first explains why the field is needed, then a second one opens the exact field. The field is checked when the session ends; if still empty, one email deep-linking to the field goes out 7 days later, after confirming the field is still missing and still required.
• Exit and handoffIf the field is complete at the end-of-session check, the journey ends in the Profile field completed exit and no email is sent. After the email there is no further reminder; the journey ends there whether or not the field gets filled, and there is no handoff.
• Frequency and consentPer field, the cap is two in-app messages and one email. Only users with email subscription get the email; the in-app messages appear while the user is doing the related task and are not run as a separate campaign to raise profile completeness.

1. 1When valid field completion in the journey group matches the control group, users were already filling the field in the product's own flow; opened fields or clicked emails do not justify the journey. Base the decision on the field gap together with related task completion.
2. 2Any gap you see belongs to the two in-app messages in one session, the end-of-session check and the single email 7 days later. Completion is credited to this journey alone, since nothing is handed off; when one user is missing different fields for different tasks, measure each field in its own flow and do not pile the requests into one session.
3. 3When the task that needs a given field reaches few users, the gap stays unclear for a long time. Work out the users needed per group with the sample size calculator, from the field's current completion rate, the smallest gap worth detecting, power and confidence; divide that number by your daily eligible entries per group to see how many days the run takes.
4. 4If field completeness rose but the related task did not get completed, the data was collected for a profile score; revisit the message that explains why the field is needed and whether the field is truly required for that task.