ascott-demo-mcp - UpStride

J2 Journey Review

Ascott Star Rewards

J2 app download journey · Braze review · data to Oct 27, 2026

All 4 [J2] campaigns went live on Oct 26 and reached about 76 guests in their first 36 hours, recording 5 conversions. The in-app message is doing the heavy lifting with 3 App Store clicks and 3 conversions, while the booking email has 0 clicks from 9 openers. The conversion goal is “starts a session”, so none of these numbers yet prove an app download.

Conversions

Starts Session within 3 days

Impressions

63 views and 16 email opens

Clicks

8 logged, 2 were “Maybe later”

In-app store click rate

10%

3 App Store clicks on 29 views

Email open rate

69%

9 unique opens on 13 delivered

Users in control

Across all 4 campaigns

Funnel by campaign

Oct 27 is a partial day · control groups excluded

Sent Viewed Clicked Converted

Viewed means unique email opens, banner and card unique impressions, and in-app message impressions. Banners have no send step. In-app clicks exclude “Maybe later”.

Campaigns to watch

Ranked by how much each issue distorts results

Conversion goal does not measure downloads

Fix now

All 4 campaigns count a conversion when the user starts a session on any app, web included, within 3 days. Banner, card and in-app users are already in a session, so they convert almost by default.

Do: Limit the goal to the ASR iOS and Android apps, or fire a first_app_open event on install and use that. Until then, the 5 conversions are not app downloads.

Control groups are empty or tiny

Fix now

Every campaign has a control variant, but only 4 users landed in one: Email 3, Banner 1, In-app 0, Content Card 0.

Do: Set the control to 10–20% on each campaign, and check why the in-app and card controls enrolled nobody.

[J2] Booking confirmation email

Review

15 sent, 13 delivered, 9 unique opens and 0 clicks on either store button. 2 of the first 10 sends were not delivered.

Do: Check the 2 undelivered sends, then test the app block higher up or a subject line that mentions the app. It currently sends from a teamupstride test domain. Move to the Ascott sending domain before scaling.

[J2] Download App Today (in-app)

Review

29 views, 5 logged clicks. 2 of those are the “Maybe later” button, so Braze’s click rate (17%) overstates real intent (10%). No Google Play clicks yet.

Do: Report on the ios_app_store and google_play button IDs only. Check the Android button renders on Android devices.

[J2] Message Center card re-sends

Review

22 cards sent to 11 users: about 2 sends per user. Half the sends were never viewed. 2 clicks, 0 conversions.

Do: Turn off re-eligibility or add a card expiry so one guest holds one card. Repeated cards make the Message Center feel noisy.

Duplicate download prompt still live

Clean up

The untagged Session Start Download App Today in-app message showed 4 times on Oct 26, the same day the [J2] version launched.

Do: Stop or archive it, or tag it J2. Two download prompts can reach the same guest in one session.

Creative hot-links ASR site images

Clean up

The in-app, banner and email images load from discoverasr.com and Apple’s CDN. The in-app code itself notes these should be swapped before launch.

Do: Upload hero, logo and app icon to the Braze Media Library and point all 3 messages at them.

Too early to read results

Watch

About 36 hours of data and fewer than 30 people per campaign. One extra click moves a rate by 3–10 points.

Do: Re-run this review after 14 days, once the fixes above are in place, before changing creative.

What to optimise towards

In priority order

Make app installs the conversion goal

J2 exists to move booked guests into the app, so the goal must be an app-only first session or an install event. Use the same goal on all 4 campaigns so results add up across channels.

Lean on the in-app message

It has the most views (29), the only App Store clicks and 3 of the 5 conversions. Trigger it on high-intent moments such as viewing a booking, not only session start.

Get the email to earn clicks

A 69% open rate shows guests read the confirmation. The app block isn’t converting that attention, so test placement and copy first.

Give every campaign a real control group

10–20% of each audience, with about 100 people in the control before calling a winner. At today’s volume that takes several weeks.

Coordinate the four touchpoints

One guest can get the email, card, banner and in-app message within a day. Cap J2 frequency and stop the other prompts once the app is installed.

Lift against control

Conversion rate, variant vs control · directional only

VariantControl

Recipients are summed per day from Braze’s data series, so they slightly overstate unique users. With 0–3 people per control group, no campaign can show lift yet.

Setup checks

From Braze campaign settings, as of Oct 27

Campaign	Delivery	Conversion goal	Control	Click tracking	Assets
[J2] Booking confirmation email	Action-based	Any session, 3 days	3 users	0 clicks logged	Test sending domain
[J2] Download App Today	Action-based	Any session, 3 days	0 users	Dismiss counted as click	Hot-linked images
[J2] Banner for Free F&B Credits	Scheduled	Any session, 3 days	1 user	Per-button IDs	Hot-linked icon
[J2] Message Center Download App Today	Action-based	Any session, 3 days	0 users	Clicks logged	Re-sends to same user

Every [J2] campaign and canvas

Oct 26 launch to Oct 27 · 4 campaigns, 0 canvases

Campaign	Channel	Sent	Impressions	Clicks	Click rate	Conversions	Last active	Flag
[J2] Download App Today	In-app message	–	29	3	10%	3	Oct 27	Dismiss logged as click
[J2] Banner for Free F&B Credits	Banner	–	23	1	4%	1	Oct 27	OK
[J2] Booking confirmation email	Email	15	16	0	0%	1	Oct 27	No clicks
[J2] Message Center Download App Today	Content Card	22	11	2	18%	0	Oct 27	2 sends per user

Email impressions are total opens (9 unique) and its click rate is on delivered. Other click rates are on views. No canvas name contains [J2]. The related [J11] Previous-booking re-sell canvas is out of scope.