Tracking Conversion With CIAM Systems

Heya,

For many customer identity and access management (CIAM) systems, conversion is important. This is especially true in the B2C use case, but even for B2B2E, you want to make sure folks can get in to your application.

Conversion is a percentage calculated by tracking the number of people who succeed at a task divided by the number of people who attempt that task. For example, if 20 people try to log in but only 15 succeed, you have a 75% conversion rate for login for that time period and that population.

Different kinds of conversion exist, but broadly speaking there are three kinds of conversion that matter. In the order they occur in the user lifecycle, they are:

• can the user register for your application

• can the user log in to your application

• does the user use your application

Now, the last one is the most critical one, but also the furthest from the CIAM topic and the most business specific. There are plenty of resources out there to help you understand conversion and ongoing usage of an application.

So I'm going to leave that important issue aside and talk about the first two measures, which are related to CIAM.