In Flowcode 2, we have the ability to tailor campaigns and interactions to individual users through two primary mechanisms: Data Properties with Unique Codes and Unique Conversion Flows. Each approach has its own use cases and advantages depending on the campaign's scalability, management needs, and personalization requirements.
Data Properties allow for dynamic personalization by attaching unique identifiers to each code, enabling customized interactions and tracking within a single flow. This tailored experience can drive higher engagement and conversion rates by ensuring users receive relevant and personalized content without needing multiple separate flows.
For a majority of cases we recommend using Data Properties with Unique Codes as it allows for better data management and deeper analytics.
This document outlines the guidelines for determining when to leverage Data Properties and Unique Codes versus creating Unique Conversion Flows for scaled use cases.
1. Using Data Properties with Unique Codes
Definition:
Data Properties allow for the customization of user experiences within a single Conversion Flow by attaching unique identifiers (such as seat numbers, locations, or user attributes) to each code or variations in URL query strings when scanning to external destinations. This enables personalized interaction or tracking without the need to duplicate Conversion Flows.
When to Use:
Large-scale, uniform interactions: When a campaign involves large volumes of similar interactions that do not require significantly different user experiences, Data Properties can effectively handle variations
Consistency across experiences: When the core content or flow remains the same for all users but needs minor adjustments, such as different tracking mechanisms or personalized elements (e.g., dynamic links, custom greetings)
Using UTM parameters or passing data to external websites: Data properties allow you to template code-specific data to UTM parameters, or allow you to pass data via URL segments. This can be useful when linking to your own website and need code-level analytics or other dynamic data in your website from specific codes.
Smart Rule Support: Conversion flows support smart rules, which allow you to route traffic to different experiences or URLs. You can only use smart rules within a single conversion flow.
Ease of Management: When managing multiple unique flows would be too complex or redundant, using Data Properties ensures that all variations are controlled through a single Flow
Example Use Cases:Seatback QR Codes in Venues or Stadiums: For campaigns where codes are placed on individual seatbacks, Data Properties can be used to track interactions per seat while keeping the overall experience (e.g., entering a contest, accessing venue information) consistent across the venue
Product Packaging: Unique codes on individual product packages that track engagement or provide product-specific information while following the same user journey for all codes
Benefits:
Simplified workflow with minimal flow duplication
Personalized experience via dynamic content without creating multiple flows
Scalability with centralized management of large code volumes
2. Creating Unique Conversion Flows
Definition:
Unique Conversion Flows involve creating separate flows for each code or campaign, allowing for distinct content and interactions to be customized on a per-flow basis.
When to Use:
High customization needs: When each flow requires significant customization that cannot be easily achieved through Data Properties. For example, individual users need to be able to modify their content or settings independently
Independent management: When each flow is intended to be individually managed and edited by different users or teams, such as cases where access permissions or specific content varies per flow
Distinct use case experiences: When each interaction or user journey needs to differ significantly, creating unique flows ensures that each interaction is tailored specifically to that use case
Example Use Cases:Digital Business Cards: Each user needs their own business card flow, which can be independently edited to reflect their personalized information (name, contact details, branding). In this case, creating a unique flow for each user is more practical than managing it through data properties
Custom Marketing Campaigns: For campaigns where individual users or clients require different landing pages, content, or conversion goals (e.g., different messaging or CTAs), using unique flows is necessary to meet those custom requirements
Benefits:
Complete customization at the flow level, allowing each user to personalize their interaction
Granular control over content and permissions for individual users
Distinct reporting for each flow, making it easier to track performance at a detailed level
3. Key Decision Factors
The recommendation is to use Data Properties with Unique Codes unless the use cases are so different they cannot be handled in a single flow.
Scalability: If the number of unique interactions scales into the thousands or millions Data Properties with Unique Codes are ideal for managing this volume efficiently.
Personalization: If you require personalization of your scan experience, Data Properties with Unique Codes allow you to dynamically render content based on the scanned code.
Fine-Grained Analytics: If you need to compare which channels are most effective for a campaign, use Data Properties with Unique Codes
Differing Use Cases: If you different use cases for your codes (say, purchasing vs contact collection)Unique Conversion Flows allow you to independently control content and the design of flows.
Management Complexity: If managing multiple flows would create unnecessary complexity or duplication, Data Properties provide a streamlined alternative. Conversely, if flows require individual updates, permissions, or configurations, Unique Conversion Flows are more suitable