Measuring Link conversion
Learn how to measure Link conversion
Measuring Link conversion
For almost every action your user takes within the Link flow, the
onEvent callback will fire, allowing you to track their progress through Link. The most important events are
HANDOFF, which indicates that the user has linked an Item, and
EXIT, which indicates that the user has exited without linking an account. Your overall conversion rate is measured as the number of
HANDOFF events divided by the sum total of
EXIT events. This metric can be used to evaluate A/B tests around conversion or to measure the conversion impact of changes you implement. You can also obtain insight into at what point a user abandoned Link by tracking the
metadata.status field within
As of July 2022, Link no longer issues the
SUBMIT_CREDENTIALS event when a user authenticates with an institution that requires OAuth. Link issues the
OPEN_OAUTH event when a user chooses to be redirected to the institution’s OAuth portal. It is recommended to track this event instead of
1OPEN (view_name = CONSENT)2TRANSITION_VIEW (view_name = SELECT_INSTITUTION)3SELECT_INSTITUTION4TRANSITION_VIEW (view_name = OAUTH)5OPEN_OAUTH6...7(The user completes the OAuth flow at their bank)8...9TRANSITION_VIEW (view_name = CONNECTED)10HANDOFF
Though users can go through multiple authentication flow types, you can track user conversion in one funnel by joining the
1OPEN2TRANSITION_VIEW (view_name = SELECT_INSTITUTION)3SELECT_INSTITUTION (view_name = OAUTH <or> CREDENTIAL)4SUBMIT_CREDENTIALS <or> OPEN_OAUTH5TRANSITION_VIEW (view_name = CONNECTED)6HANDOFF
To measure conversion through the OAuth and credentials-based flows separately, filter institutions based on the
TRANSITION_VIEW event after the
1...2SELECT_INSTITUTION3TRANSITION_VIEW (view_name = OAUTH)4OPEN_OAUTH5TRANSITION_VIEW (view_name = CONNECTED)6HANDOFF
1...2SELECT_INSTITUTION3TRANSITION_VIEW (view_name = CREDENTIAL)4SUBMIT_CREDENTIALS5TRANSITION_VIEW (view_name = MFA, mfa_type = code)6SUBMIT_MFA (mfa_type = code)7TRANSITION_VIEW (view_name = CONNECTED)8HANDOFF
You can also capture the
institution_name field, provided by the
onEvent callback, to track which institutions your users are attempting to link.
Analyzing conversion data
Many customers use third-party analytics platforms to analyze conversion data, which can allow you to easily view data by platform or institution. Lower conversion on a specific platform or institution may indicate an implementation problem. For example, lower conversion on mobile for OAuth-supporting institutions may indicate an issue with the handling of OAuth redirects or failure to implement app-to-app.
We recommend tracking conversion data over time to measure the impact of changes to your Link integration.
Once you're measuring Link conversion, make sure you're maximizing it. For tips, see Optimizing Link conversion.