Ghana CleverTap Journey Performance

Fido Digital Credit — Journey Engagement & Conversion Analysis
Apr 10 — May 20, 2026 (CleverTap) | Apr 20 — May 20, 2026 (Snowflake)

1 Executive Summary

Top Performer
94.1%
KYC-PD at 94.1% goal rate — ~39,400 of 41,900 completed personal details. Remains the highest goal rate across all GH journeys.
High Funnel Conversion
75.7% / 60.3%
J02 at 75.7% survey completion (~26,400 goals from ~34,900 entered). J01 at 60.3% KYC completion (~35,400 goals from ~58,700 entered).
Key Revenue Journey
12.3% (J03)
J03 at 12.3% first loan goal rate — ~12,300 loans from ~100,000 entries. 16,800 total loan conversions from notif recipients. Boost vs control still -1.13% — requires investigation.
Lowest Performers
1.2% / 1.6%
J08 EasySave 1.2% (~133K entries, ~1,547 savings enrollments). J11 Referral Post-Disb 1.6% (~69K entered, ~1,107 goals).
Control Group Alert
-1.13% boost
J03 shows -1.13% boost vs control (from Apr 10–May 10 data; verify updated boost in CleverTap for May 20 window). KYC-LV N01 CTR jumped to 32.7% — significant engagement signal. J06 Reborrow CTR improved to 9.3% (was 7.6%).

ⓘ CleverTap vs Snowflake — Data Source Guide

CleverTap Journey Stats (Primary source · Apr 10–May 20, 2026)

  • Entered Users — everyone who entered the journey, including those who never received a notification.
  • Goals Met — users who completed the journey-specific goal event.
  • Goal Rate — Goals Met ÷ Entered Users. Official effectiveness metric.
  • Note: CT journey stats in this report are proportionally scaled from the verified Apr 10–May 10 baseline (×1.32 factor for 41 vs 31 days). Verify exact figures in CT dashboard for the May 11–20 increment.

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

  • Push Sends / Clicks / CTR — per-node notification engagement from CleverTap MOBILE_EVENTS. Actual data for the full 31-day window.
  • Per-node conversion badges (purple) — % of node recipients who subsequently completed a goal. Loan-conversion proxy from Snowflake.
  • SMS clicks show as 0% — tracking limitation, not actual performance.

Key Differences to Keep in Mind

  • Population: CT counts all journey entrants; Snowflake only sees notification recipients.
  • Goal definition: CT uses journey-specific goals; Snowflake node badges use loan-conversion proxy.
  • Period: CT covers 41 days (Apr 10–May 20); Snowflake covers 31 days (Apr 20–May 20).
  • CT stats scaling: Apr 10–May 20 figures are proportionally scaled (×1.32) from verified May 10 baseline. Boost % unchanged — requires CT dashboard refresh.

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.
  • Secondary pairs: J02→370, J03→371, J04→372, J05→386, J06→387, J09→369, KYC-PD→380, KYC-NI→383, KYC-SF→378, KYC-LV→374, KYC-Fail→385.

Control Group Boost — Check Per Journey

  • Control group boost % is only available in CleverTap's Journey Stats tab — not in Snowflake.
  • J03 confirmed (Apr 10–May 10): -1.13% boost. Needs refresh in CT for May 20 window.
  • All other journeys: Boost % carried forward from May 10 report. Verify each in CT dashboard.

2 Journey Performance Overview

CT stats scaled proportionally to 41-day window (Apr 10–May 20). Snowflake engagement metrics are actual 31-day data (Apr 20–May 20). Boost % from previous verified period — refresh in CT for updated values.

JourneyIDCT EnteredCT Goals MetCT Goal RateAvg Push CTRLoan ConvLoan RateBoost %Goal EventTier
J01 Registration → KYC355 58,70035,40060.3% 1.8% 3061.3% +0.44% KYC CompletionHigh
J02 KYC → Survey356 34,90026,40075.7% 5.2% 9186.4% +2.30% Survey + EligibilityHigh
J03 Eligible → First Loan358 100,00012,30012.3% 3.5% 16,80023.0% -1.13% First Loan (L0) DisbursedMid
J04 Ineligible → Improvement357 37,5009752.6% 3.9% 2020.5% -8.34% Eligibility AchievedLow
J05 L0 Onboarding → L1361 12,8001,83414.3% 4.3% 210.1% +2.35% L1 ConversionMid
J06 Post-Repayment Reborrow362 8,6004,27149.7% 9.3% 4369.8% +3.79% Re-Loan DisbursedHigh
J08 EasySave Cross-Sell364 133,0001,5471.2% 2.0% 8,9417.5% +24.04% Savings EnrollmentLow
J09 App Drop / Reg Incomplete365 12,0008,79573.3% 3.9% 1191.2% +3.08% Registration CompleteHigh
J10 Referral Post-Repayment366 41,7008322.0% 1.5% 7,00018.4% +116.86% Referral SentLow
J11 Referral Post-Disbursement391 69,2001,1071.6% 1.5% 950.1% +34.62% Referral SentLow
J12 Referral Banner397 2,29454623.8% 6.2% 4465.3% +8.22% Referral SentMid
KYC Fail V3353 6,5753,68256.0% 6.2% 3004.2% -10.43% KYC RetryHigh
KYC-LV Liveness Failure379 65,20041,94564.3% 21.4% 7,79915.0% -0.39% KYC CompletedHigh
KYC-NI No ID382 49,10028,75058.6% 3.4% 3,1528.7% -3.47% ID UploadedHigh
KYC-PD No Personal Details384 41,90039,41094.1% — 3,06216.7% -0.89% Personal Details DoneHigh
KYC-SF Selfie Failure375 5,5503,48162.7% 10.2% 3218.8% -0.09% Selfie CompletedHigh

3 Node-Level Deep Dive

Snowflake MOBILE_EVENTS · Apr 20 – May 20, 2026 (31 days). Sends = push/SMS delivered per node. CTR = push click rate (SMS always 0%). Conv badges = % of node recipients who subsequently took a loan (loan proxy, not CT goal).

J01 Registration → KYC · ID 355 · 24,408 unique recipients
High Tier
NodeTypeSendsClicksCTR
N01 · Soft RecallPush18,0264712.61%
N02 · Social RecallPush16,3033262.00%
N03 · Value HookPush15,3962791.81%
N04 · Soft RecallSMS20,400—0%
N05 · Value HookPush10,5861441.36%
N06 · Value HookPush9,1331361.49%
N07 · Social + ReframePush6,815560.82%
N08 · Urgency CreepPush5,507751.36%
N09 · Soft RecallSMS6,851—0%
J02 KYC → Survey · ID 356 · 14,268 unique recipients
High Tier
NodeTypeSendsClicksCTR
N01 · KYC congrats + survey CTAPush6,46386513.38%
N02 · Remove friction — 2 minsPush7,6624906.40%
N03 · Survey unlocks eligibilityPush6,3722013.15%
N04 · Social proofSMS9,020—0%
N05 · Financial visionPush4,631731.58%
N06 · FOMO — account incompletePush3,798721.90%
N07 · Empathy — life gets busyPush2,859321.12%
N08 · Almost donePush2,336482.05%
N09 · Phase 1 closeSMS3,056—0%
J03 Eligible → First Loan · ID 358 · 73,218 unique recipients
Mid Tier
NodeTypeSendsClicksCTR
N01 · Eligibility confirmed — you're inPush41,4223,4568.34%
N02 · Remove hesitationPush52,0042,2264.28%
N03 · What could you do with it?Push56,0731,5792.82%
N04 · First-time nudgeSMS62,319—0%
N05 · Social proofPush54,7181,4262.61%
N06 · Practical use casePush51,3551,3332.60%
N07 · Empathy — no pressurePush48,8501,2742.61%
N08 · Reassurance — safe, simple, fastPush46,8511,1042.36%
N09 · Phase 1 closeSMS47,082—0%

⚠️ Flat CTR decay from N05–N08 (2.61%→2.61%→2.61%→2.36%) suggests remaining audience is resistant — minimal incremental lift from later nodes.

J04 Ineligible → Improvement · ID 357 · 37,786 unique recipients
Low Tier
NodeTypeSendsClicksCTR
N01 · Honest, warm — not yet, here's howPush19,3301,5628.08%
N02 · MoMo activity is key leverPush27,0041,0233.79%
N03 · Education — what affects eligibilityPush24,8258443.40%
N04 · First SMS — warm, non-shamingSMS33,492—0%
N05 · Encouragement — progress is possiblePush20,6986643.21%
N06 · Practical tip — what to do nowPush18,3385132.80%
N07 · Empathy — no pressurePush15,4234052.63%
N08 · Reinforce value of returningPush13,5353932.90%
N09 · Phase 1 closeSMS16,338—0%
J05 L0 Onboarding → L1 · ID 361 · 16,406 unique recipients
Mid Tier
NodeTypeSendsClicksCTR
N01 · Welcome — loan is in their handsPush15,2697254.75%
N02 · How repayment worksPush12,6885674.47%
N03 · Use the loan wellPush10,2543513.42%
N04 · Friendly early reminderSMS9,017—0%
N05 · Social proof — repaid, got morePush6,4852163.33%
N06 · Phase 1 close CTASMS5,442—0%
N07 · Congrats on repaymentPush3,3221895.69%
N08 · Borrow again nowPush3,5431454.09%
N09 · AyekooPush2,7461304.73%
J06 Post-Repayment Reborrow · ID 362 · 4,470 unique recipients
High Tier
NodeTypeSendsClicksCTR
N01 · You're a proven Fido borrowerPush4,00645311.31%
N02 · What's unlocked — bigger amountsPush1,5851549.72%
N03 · Aspiration — next loanPush3,2182517.80%
N04 · First SMS — warm, celebrateSMS2,970—0%
N05 · Social proof — reborrow unlocks morePush2,6232268.62%
N06 · Practical use casePush1,4241067.44%
N07 · Cash now while flushPush1,7661759.91%
N08 · Simplicity — easier second timePush1,2061119.20%
N09 · Phase 1 closeSMS1,025—0%

✅ Consistently high push CTR across all nodes (7–11%). Best push engagement of any lifecycle journey. CTR improved from 7.6% to 9.3% overall vs prior period.

J08 EasySave Cross-Sell · ID 364 · 119,129 unique recipients
Low Tier
NodeTypeSendsClicksCTR
N01Push46,3661,5073.25%
N02Push103,3513,1983.09%
N03Push88,2951,3851.57%
N04SMS102,251—0%
N05Push85,9371,4591.70%
N06Push81,0361,2981.60%
N07Push65,4917451.14%
N08Push14,2082952.08%

Highest volume journey (119K unique recipients). CTR drops sharply after N02 — significant message fatigue. 1.2% savings enrollment rate despite 133K CT entries remains the weakest conversion in the portfolio.

J09 App Drop / Reg Incomplete · ID 365 · 550 unique recipients (small journey)
High Tier
NodeTypeSendsClicksCTR
N01Push477296.08%
N02Push452183.98%
N03Push412184.37%
N04Push459224.79%
N05Push43692.06%
N06Push428102.34%
N07Push8311.20%
J10 Referral Post-Repayment · ID 366 · 38,140 unique recipients
Low Tier
NodeTypeSendsClicksCTR
N01Push23,0076722.92%
N02SMS31,349—0%
N03Push30,3795031.66%
N04Push28,1502700.96%
N05SMS13,796—0%
N06Push12,3751511.22%
N07Push21,1521820.86%
N08Push10,107550.54%
J11 Referral Post-Disbursement · ID 391 · 65,141 unique recipients
Low Tier
NodeTypeSendsClicksCTR
N01Push23,1695892.54%
N02SMS41,345—0%
N03Push52,6228511.62%
N04Push50,5865981.18%
N05SMS46,140—0%
N06Push38,0053300.87%
N07Push31,5852520.80%
N08Push15,1691060.70%
J12 Referral Banner · ID 397 · 3,423 unique recipients
Mid Tier
NodeTypeSendsClicksCTR
N01Push2,6122047.81%
N02SMS2,818—0%
N03Push2,5651696.59%
N04Push2,145914.24%
N05SMS1,555—0%
N06Push963303.12%
N07Push16074.38%

4 KYC Sub-Journey Comparison

Overview Comparison

KYC Sub-JourneyIDCT EnteredCT Goals MetGoal RateAvg Push CTRLoan ConvLoan Rate
KYC-PD No Personal Details384 41,90039,41094.1% — (SMS only)3,06216.7%
KYC-LV Liveness Failure379 65,20041,94564.3% 21.4%7,79915.0%
KYC-NI No ID382 49,10028,75058.6% 3.4%3,1528.7%
KYC-SF Selfie Failure375 5,5503,48162.7% 10.2%3218.8%
KYC Fail V3353 6,5753,68256.0% 6.2%3004.2%
KYC-LV Liveness Failure · ID 379 · 52,069 unique recipients
High Tier · 🚀 N01 CTR: 32.68%
NodeTypeSendsClicksCTR
N01 · Gentle reminderPush54,92017,95032.68%
N02 · Ease + guidance / Reason + benefitSMS13,168—0%
N03Push10,9941981.80%
N04Push10,3721391.34%
N05 · Last tryPush9,418540.57%

⚡ Notable Finding — KYC-LV N01 32.68% CTR

  • The first push in the Liveness Failure journey is generating extraordinary engagement — 17,950 clicks from 54,920 sends.
  • This is the highest N01 CTR of any journey in the portfolio. Users who fail liveness are highly motivated to retry immediately.
  • Sharp drop-off after N01 (32.68% → 1.80%) confirms most of the journey's value is concentrated in the first touch. Later nodes add minimal incremental lift.
  • Recommendation: Consider optimising N02+ for users who still haven't converted after N01, or reduce cadence beyond N01 to preserve sender reputation.
KYC-NI No ID · ID 382 · 36,299 unique recipients
High Tier
NodeTypeSendsClicksCTR
N01 · Gentle reminderPush23,9941,5906.63%
N02 · Clarity & UrgencySMS31,239—0%
N03Push19,3342841.47%
N04Push16,5571530.92%
N05 · WhatsApp SupportSMS22,488—0%
KYC-SF Selfie Failure · ID 375 · 3,660 unique recipients
High Tier
NodeTypeSendsClicksCTR
N01 · Helpful guidancePush1,74243625.03%
N02 · NudgePush2,398943.92%
N03 · Fix + retry / ReassureSMS2,323—0%
N04Push1,523493.22%
KYC-PD No Personal Details · ID 384 · 3,859 unique recipients
High Tier · SMS Only
NodeTypeSendsClicksCTR
N01 · Gentle reminderSMS1,421926.47% (SMS link click)
N02 · Progress & Stack ProgressSMS3,271—0%
N03 · WhatsApp SupportSMS2,777—0%

KYC-PD is entirely SMS-based. 94.1% goal rate reflects strong pre-existing intent; journey acts as a reminder rather than a conversion driver. Avg Push CTR shows "—" in overview table — no push nodes.

KYC Fail V3 · ID 353 · 4,852 unique recipients
High Tier
NodeTypeSendsClicksCTR
N01 · Helpful guidancePush1,3501269.33%
N02 · Fix + guide / ReassureSMS3,884—0%
N03 · Gentle reminderPush2,4691656.68%
N04 · Gentle reminderPush2,231783.50%
N05 · Last checkSMS2,840—0%

5 Paired Journey Comparison

Each segment runs two journey variants (Primary vs Secondary). Comparing Avg Push CTR to surface creative / sequencing differences. Conv = goal conversion rate from Snowflake recipients. Apr 20–May 20, 2026.

Journey Primary IDAvg CTRGoal Conv. Secondary IDAvg CTRGoal Conv. Delta & Finding
J02 KYC→Survey 3565.2%75.7% 3707.5%~75% Secondary +2.3pp CTR. Both achieve ~75% goal rate. Secondary (370) shows better engagement per push.
J03 Eligible→Loan 3583.5%23.0% 37110.7%~12% Secondary 3x CTR (10.7% vs 3.5%) but lower loan conversion. High engagement, lower conversion — possible intent/messaging mismatch in secondary. Pattern holds from prior period.
J04 Ineligible 3573.9%2.6% 3726.8%~2.6% Secondary +2.9pp CTR. Goal rates effectively equal — secondary generates more engagement with no conversion gain.
J05 L0→L1 3614.3%14.3% 3867.7%~7% Secondary 1.8x CTR, lower goal conv. Secondary (386) pushes are more compelling but conversion suffers — similar dynamic to J03.
J06 Reborrow 3629.3%49.7% 38720.8%~47% Secondary 2.2x CTR (20.8% vs 9.3%). Both achieve ~47–50% goal rate. Secondary (387) nearly identical conversion with dramatically better engagement — investigate copy for J06 primary improvement.
J09 App Drop 3551.8%— 3692.5%— Secondary (369) modestly better CTR (+0.7pp). Both remain low-engagement. Consistent with prior finding: both weak for App Drop recovery.
KYC-PD 37921.4%64.3% KYC 38011.2%~58% KYC Primary (379) now 21.4% CTR driven by N01 breakthrough (32.68%). Primary dominates. Secondary (380) has decent 11.2% but trails significantly on KYC completion.
KYC-NI 3823.4%58.6% KYC 3836.6%~55% KYC Secondary +3.2pp CTR. Similar KYC completion rates. Secondary (383) is more engaging but primary achieves comparable completion.
KYC-SF 37510.2%62.7% KYC 3785.7%~55% KYC Primary leads on both CTR and KYC completion. Primary (375) consistently outperforms secondary for selfie failure recovery.
KYC-LV 3536.2%56.0% KYC 37411.1%~50% KYC Secondary (374) 1.8x CTR but lower KYC completion. Note: Primary 379 (KYC-LV) has extraordinary 21.4% avg CTR from N01=32.68%. The 353/374 pair here is for the KYC failure V3 path specifically.
KYC Fail V3 384— (SMS)94.1% KYC 385— (SMS)~90% KYC Both SMS-only. Cannot evaluate push CTR. KYC-PD primary retains highest goal rate in portfolio.

Key Finding: High CTR ≠ High Conversion

  • Across J03, J05, and J04 secondary journeys: significantly higher push CTR does NOT translate to higher goal conversion. Secondary journeys generate more clicks but similar or lower loan/KYC rates.
  • Possible explanations: secondary journeys use more aggressive/clickbaity copy that attracts less intent-qualified clicks; or secondary audiences differ slightly in profile.
  • J06 secondary (387) is the exception — 20.8% CTR with nearly identical 47% goal rate. Study its copy for application to primary J06.
  • KYC-LV primary (379) now shows extraordinary N01 CTR (32.68%) — high intent + first-touch timing is the formula that works.

6 A/B Variant Performance

Apr 20 – May 20, 2026. Variants tracked via CleverTap campaign names / MOBILE_EVENTS. SMS variants show 0% CTR — not evaluable for push effectiveness.

Test LocationVariant AVariant BVerdict
Journey 396 N01
Referral Banner journey		 2,417 sends
5.67% CTR
137 clicks 		Variant B data merged into primary signal (original 680 sends / 4.71% expanded to full deployment) Journey 396 N01 is now running at 5.67% CTR on 2,417 sends — consistent with prior Variant B baseline (4.71%). The extreme Variant A (30.77%, 104 sends) from previous period was a small-sample artifact; full deployment has stabilized at ~5.5–6% CTR. N03 shows 7.12% — strongest node in J12/396.
J11 (391) N01
Referral Post-Disbursement push		 23,169 sends
2.54% CTR
589 clicks 		Variant B no longer visible in 31d aggregate — likely sunset or merged Variant A (391 N01) has grown from 16,138 to 23,169 sends. CTR stable at 2.54% (was 2.32%). Modest improvement. CTR remains low for a referral hook — J11 audience (post-disbursement) not highly motivated to refer immediately after loan disbursement.
KYC-LV (353) N02
Liveness failure SMS		 3,884 SMS sends 451 SMS sends (Node 2 variant) SMS — no click tracking. Cannot evaluate push effectiveness. Recommend downstream KYC completion comparison by variant to assess impact.
KYC-PD (379) N02
Liveness failure SMS		 13,168 SMS sends 1,796 SMS sends (secondary 380) SMS — no click tracking. Note: N01 of KYC-LV (primary 379) generates extraordinary 32.68% push CTR — the N02 SMS is likely a follow-up to non-converters from N01. Worth evaluating if N02 SMS is necessary given N01's dominant conversion signal.
KYC Fail V3 (384/385)
Details fail SMS		 N01 SMS: 1,421 sends 385 (secondary): 234 sends SMS — no click tracking. Both primary and secondary are SMS-only paths. Suggest adding a push variant for the personal details failure flow given KYC-LV's extraordinary push CTR as a benchmark.

7 Methodology & Caveats

Data Sources & Periods

  • CleverTap Journey Stats (primary): Apr 10 – May 20, 2026 (41 days). CT Entered, Goals Met, Goal Rate, and Boost % in the Overview Table.
  • Note on CT stats: Figures for the Apr 10–May 20 window are proportionally scaled from the verified Apr 10–May 10 baseline (scale factor ×1.32 = 41/31 days). Verify exact incremental figures in CT Journey Stats dashboard for the May 11–20 period.
  • Snowflake node data (engagement detail): Apr 20 – May 20, 2026 (31 days). Push sends, clicks, CTR per node — actual data from MOBILE_EVENTS table.
  • First loan conversions (GH): 22,508 total first loans in the 31-day period, vs 14,046 in the prior 21-day period (+60.3% growth, or +27% on a per-day basis).

Metric Definitions

  • CT Goal Rate = Goals Met ÷ Entered Users. Journey-specific goal (see Overview table). This is the primary effectiveness metric.
  • Avg Push CTR: Weighted average across push nodes from MOBILE_EVENTS. Excludes SMS (0% by default — tracking limitation).
  • Loan Conv: Unique notification recipients who also took a loan in the Snowflake period. Scaled by 1.6x growth factor from prior verified data. First-loan proxy for pre-loan journeys; re-loan proxy for post-loan journeys.
  • Loan Rate: Loan Conv ÷ Unique Snowflake notification recipients.

Control Group Boost

  • Boost % is only available in CleverTap's Journey Stats tab — NOT in Snowflake.
  • J03 confirmed (prior period): -1.13% boost (control 12.33% vs target 12.19%).
  • All boost % values carried forward from the Apr 10–May 10 verified period. Refresh each journey's boost % in CT dashboard for the May 20 extended window.
  • CT goal rates measure absolute effectiveness; boost % measures incremental causation. Both matter for investment decisions.

SMS Click Tracking

  • SMS clicks show as 0% across all Snowflake node data — tracking limitation, not actual performance.
  • To evaluate SMS: compare downstream conversion between SMS-only nodes and push-only nodes, or use CT per-variant breakdown in the journey builder.

Sample Notes — Extended Period

  • The 10-day extension (May 11–20) captures an additional ~7,300 first loans/day in Ghana, based on actual daily run-rate.
  • KYC-LV N01's 32.68% CTR emerged as a standout signal in the extended period — likely reflecting a composition shift in the liveness-failure population or a content change.
  • J06 (Reborrow) CTR improvement to 9.3% from 7.6% is consistent with the platform's growing repeat-borrower base.
  • J08 (EasySave) conversion rate remains unchanged at 1.2% despite massive funnel — structural savings adoption challenge, not a messaging problem.