Architect Journey: SMS Channel Analytics

Suggested readings: Architect Channel SMS, Using SMS, Architect SMS Analytics

When you are at the SMS element on the canvas, you can click the Go to SMS Analytics button on the element to see the analytics of this channel.

To filter the SMS metrics, you can:

Select a goal to evaluate your SMS metrics using the dropdown on the top left corner of the page,

your title goes here

Purchase is the default goal set on your account. You can set goals on the top bar of the canvas when creating your journey. Read more on Journey Goals.

Select a time range using the date picker on the top right corner of the page.

You can also click the Export button to export your report in Excel format.

You can also use the Architect Channel Analytics API to export your results.

Narrowing down your results, you can see the following metrics:

You can see the incremental or decremental changes in sent, click-through rate, conversion rate, and revenue based on the selected date range. For example, when you select "last month," it will compare the last month to the previous month. When you select 7 days on the date picker, it will compare the selected 7 days to the previous 7 days.

Your title goes here

You can select a period of up to 6 months, as only data from the past 6 months is available for comparison.

Sent: The number of messages addressed to the users via SMS.
- Queued: The number of messages waiting to be transferred to the recipients by the service provider.
- Delivered: The number of messages delivered to the users via SMS. Note that if you send SMS text of more than 160 characters, the delivered counts each SMS more than once.
- Delivery Rate: The percentage of the Delivered to the Sent SMS messages.
- Delivery Pending: The number of Sent messages with no delivery reports received yet from the service provider.

Your title goes here

Note that if an SMS exceeds 160 characters, it will be counted as multiple messages upon delivery.

Clicks: The number of times that the users click on the URL in the message.
- Click-Through Rate: The percentage of times that the users click on the URL in the message to the delivered messages via SMS.
Conversions: The number of successful goal accomplishments via SMS. Conversion changes according to the Conversion Goal selection on the dropdown.
- Conversion Rate: The percentage of the successful goal accomplishments to the delivered messages via SMS.

your title goes here

Conversion goal duration settings affect the conversion and revenue metrics of your campaigns. For example, the conversion goal duration of your campaign is 1 hour. You see this campaign, but do not purchase within the next hour. In this case, no conversion or revenue is displayed on the stats for this campaign.

Revenue: The total value of the purchases made via SMS.
- Average Order Value: The division of revenue by the number of purchases made via SMS.

The trend charts section displays daily, weekly, or monthly data in a line chart based on your selected time range and the metric chosen from the dropdown menu in the top-left corner. Available metrics include Sent, Total Clicks, Conversions, Delivered, Delivery Rate, Click-Through Rate, Unsubscriber Rate, Unsubscribers, and Conversion Rate.

Unsuccessful Messages

Various factors can cause messages to be unsuccessful. In the Unsuccessful Messages section, you can view and analyze the primary reasons behind Dropped and Undelivered messages.

Dropped Messages

Dropped messages are the total number of SMS messages that weren’t transferred to the service provider to be addressed to the recipients.

Frequency Capped: The percentage (and the number) of the Dropped messages due to the Channel Frequency Capping settings.
Duplicates: The percentage (and the number) of Dropped messages due to duplicate recipients in the audience.
Internal Errors: The percentage (and the number) of Dropped messages due to various internal system issues(bugs, server problems, technical malfunctions).
Country Code Drops: The percentage (and the number) of the Dropped messages due to the phone numbers with country codes other than the specified in your contract.
Invalid Phone Numbers: The percentage (and the number) of Dropped messages due to the phone numbers being in a non-standard format.
Coupon List Drops: The percentage (and the number) of the Dropped messages due to insufficiently dedicated coupons in the selected coupon lists.
Silent Hours: The percentage (and the number) of Dropped messages due to preventing the delivery of messages for a period of time by enabling Silent Hours.

Undelivered Messages

Undelivered Messages are the total number of SMS messages that weren’t addressed to the recipients by the service provider.

Carrier Violation: The percentage (and the number) of Undelivered messages due to content or spam filtering by the service provider.
Hard Bounces: The percentage (and the number) of the Undelivered messages since the recipients’ phone numbers are not in use. You can find below possible reasons for Hard Bounce;
- Unknown Number: The destination number you are trying to reach is unknown and might no longer exist.
- Message Blocked: The destination number you are trying to reach is blocked from receiving this message due to blacklisting.
- Landline or Unreachable Carrier: The destination number is unable to receive this message, trying to reach a landline or an unreachable carrier.
Soft Bounces: The percentage (and the number) of the Undelivered messages since the recipients are not reachable at that moment.
Unreachable Phone: The destination phone you are trying to reach is switched off or unavailable at the moment
Roaming: You are trying to reach the number that is roaming at the moment and cannot accept the message right now.
Delivery Failures: The percentage (and the number) of Undelivered messages due to technical issues at the service provider side.
Delivery Report Missing: The percentage (and the number) of Undelivered messages due to no delivery reports received from the service provider

Next, you can see the SMS Message Parts, Unsubscriber Rate, and Unsubscribers metrics.

SMS Message Parts: The total number of SMS message parts allocated to send all the content in the SMS messages.
Unsubscriber Rate: The percentage of the Unsubscribers to the number of Delivered messages.
Unsubscribers: The number of recipients who opted out from your messages.

Link Click Activity

You can use the link click activity section to see and track the performance of your links allocated in your SMS campaigns.