GH Journey Performance — Goal vs Control

CleverTap goal conversion vs control group — All running journeys, lifetime data (Apr 20 – May 11, 2026)

Key Findings

Winners: J10 Referral Post-Repay (+99.6%), J11 Referral Post-Disb (+38.1%), and J08 EasySave (+29.6%) show the strongest boost from journey nudges.
Underperformers: J04 Ineligible (-15.0%) and KYC-NI (-4.2%) perform worse than their control groups — the journey messaging may be counterproductive.
Flat: J01, J05, KYC-LV show near-zero boost, suggesting the journeys add no incremental value over organic behavior.

Core Journeys

Target Group Rate

Control Group Rate

Positive Boost

Negative Boost

Journey	ID	Entered	Goals Met	Goal Rate	Boost	Control Rate	CG Type	Goal Event	Start
J01 Reg → KYC	355	48,140	28,966	60.17%	+0.66%	59.77%	Journey	KYC Completion	Apr 22
J02 KYC → Survey	356	28,462	21,536	75.67%	+1.85%	74.29%	System	Survey + Eligibility	Apr 22
J03 Eligible → Loan	358	77,961	10,059	12.90%	-3.03%	13.31%	System	First Loan Disbursed	Apr 22
J04 Ineligible	357	30,061	791	2.63%	-14.99%	3.10%	System	Eligibility Achieved	Apr 23
J05 L0 → L1	361	10,558	1,597	15.13%	+0.04%	15.12%	System	L1 Conversion	Apr 23
J06 Reborrow	362	7,006	3,482	49.70%	+3.18%	48.17%	System	Re-Loan Disbursed	Apr 23
J08 EasySave	364	104,224	1,256	1.21%	+29.58%	0.93%	System	Savings Enrollment	Apr 23
J09 App Drop-off	365	11,396	8,030	70.46%	+3.08%	68.36%	System	Registration Complete	May 4
J10 Ref Post-Repay	366	32,663	704	2.16%	+99.61%	1.08%	System	Referral Link Copy/Share	Apr 29
J11 Ref Post-Disb	391	54,960	976	1.78%	+38.13%	1.29%	System	Referral Link Copy/Share	Apr 29
J12 Ref Banner	397	2,122	528	24.88%	+13.01%	22.02%	Journey	Referral Link Copy/Share	May 5

KYC Sub-Journeys

Journey	ID	Entered	Goals Met	Goal Rate	Boost	Control Rate	CG Type	Goal Event	Start
KYC-LV Liveness	379	53,298	34,356	64.46%	-0.04%	64.49%	Journey	KYC Submitted	Apr 23
KYC-PD Personal Details	384	34,356	32,310	94.04%	-0.74%	94.75%	Journey	KYC Submitted	Apr 23
KYC-NI National ID	382	39,485	23,024	58.31%	-4.21%	60.88%	Journey	KYC Submitted	Apr 23
KYC-SF Selfie	375	4,601	2,928	63.64%	-1.05%	64.31%	Journey	KYC Submitted	Apr 23