Transition insights and reports

Important

The outbound marketing module will be removed from Customer Insights - Journeys on June 30, 2025. To avoid interruptions, transition to real-time journeys before this date. For more information, see Transition overview

Comparison of outbound marketing and real-time journeys insights and reports

Outbound marketing and real-time journeys both have in-app reporting capabilities, including KPIs for email sending at a contact, email, or journey level. Real-time journeys additionally provides an aggregate set of dashboards for journey and channel analytics, as well as individual SMS, push notification, custom channel, and form insights. You can find more information about Real-time journeys analytics capabilities in the Analytics overview and in Access and interpret analytics.

Additionally, advanced bot protection for real-time journeys safeguards your business processes, ensuring that the data you collect is accurate and represents real human interactions. For more information, see Improve reliability of insights with advanced bot protection.

How to transition

For out-of-the-box insights, we’re automatically migrating outbound marketing interactions to real-time journeys storage and updating the outbound insights to align with real-time journeys widgets. As a result, and to comply with the real-time journeys retention policy, you’ll only be able to display outbound marketing interactions for the last 12 months in the out-of-the-box insights. Past data is still available in data storage.

Note

If you’re a customer in the EU, NAM, OCE, or GBR region, only interactions created after January 1, 2024, are migrated by default. You can request additional data to be transferred by filling in this form.

Email insights

When you import outbound emails to real-time journeys, you can't view past outbound marketing email data in the real-time journeys email insights after the migration date. Outbound marketing emails are recreated in real-time journeys and retain their data history separately. However, historical outbound marketing data remains in Customer Insights - Journeys storage.

Custom reporting and data export

Sometimes users need to consume marketing interaction data outside of the in-app experiences. This could mean creating reports or integration with other systems. Outbound marketing provides a mechanism to export this data to an Azure Blob storage and sample Power BI reports. This allows users to also build their own custom reports or integration pipelines.

For custom reporting in real-time journeys, you can create custom Power BI reports tailored to your business needs without data movement. For more information, see Build custom reports using Microsoft Fabric integration. Integrating Customer Insights – Journeys with Microsoft Fabric is the recommended and most seamless way to access and work with interaction data. Fabric abstracts the complexity of the underlying data format, allowing you to focus on building insights and reports quickly and efficiently.

With this capability, you have even more options to consume data with more data sources in your reports. Real-time journeys storage contains real-time journeys as well as outbound marketing interaction data. While the data models are the same between outbound marketing and real-time journeys, you must reconfigure existing custom reports and pipelines to use the new data sources in Microsoft Fabric. Here's the data schema: Overview of Customer Insights - Journeys interaction data schema. The SourceSystem attribute refers to the source system (outbound marketing or real-time journeys) that generated the interaction.

You can also export your data using Microsoft Fabric capabilities and its native connectors. Alternatively, if you wish to use a third-party system to store and process Customer Insights - Journey data you can access and export interaction data into your own storage by following these steps: Leveraging Customer Inishgts - Journeys interaction data without Fabric.