Analyzing overall campaign performance
This article guides you through accessing and interpreting the data on the Campaign Performance tab. Understanding the collective performance of your messaging campaigns is crucial for refining your strategy and maximizing engagement. The Campaign Performance tab provides a high-level, aggregated view of messaging metrics, allowing you to see the bigger picture beyond individual campaigns. By using these tools, you can move beyond single-campaign analysis and start making data-driven decisions based on the overall health of your customer engagement strategy.
Note: Due to data retention regulations, only the past 12 months of messaging and reporting history are stored.
Accessing the Campaign Performance tab
The Campaign Performance tab is located within the Campaign Metrics Dashboard.
- Navigate to the Campaign Reports page (now called the Campaign Metrics Dashboard).
- By default, you will see the Campaign List tab. Click on the Campaign Performance tab to switch views.
Note: Any filters you apply on the "Campaign List" tab (e.g., by date, channel, or campaign name) will also apply to the data displayed on the "Campaign Performance" tab.
Understanding the performance metrics
Unlike the analytics for a single campaign, this view combines the data from all campaigns that match your set filters. This allows you to get a holistic view of your messaging effectiveness over a specific period or across certain campaign types.
The key metrics available include:
| Metric | Description |
|---|---|
| Messages Sent | The total number of messages sent across all included campaigns. |
| Delivered* | The percentage and total number of messages successfully delivered to recipients across all campaigns. |
| Undelivered* | The percentage and total number of messages that failed to be delivered across all campaigns. |
Note: The tabs for Delivered and Undelivered messages can be clicked to show a more detailed breakdown of these messages.
You can customize the metrics displayed on the dashboard to focus on the data that matters most to you.
Visualizing performance
The Campaign Performance tab includes a bar chart showing the percentage split of In Progress, Delivered, Undelivered, and Rejected messages by campaign. It also shows a graph that visually represents the number of Delivered, Undelivered and Rejected messages over time. These visuals make it easy to spot trends, identify successful periods, and see the impact of your campaigns at a glance.
You can toggle the chart display between a Bar Chart and a Line Chart, depending on your preferred visualization style.
Understanding Engagement
In addition to message delivery, this view also enables you to understand the engagement received by your campaigns. You can customize the metrics displayed to focus on the data that matters most to you. You can also click into each of the metric tabs to see a breakdown by message type (SMS/ MMS/ RCS).
The engagement metrics available are:
| Metric | Description |
|---|---|
| Responses | The total number of reply messages received across all of your campaigns, excluding opt-outs. |
| Opt-outs | The total number of recipients who unsubscribed via an opt-out link or keyword across all campaigns. |
| RCS Read | The total number of RCS messages that were opened and read by recipients. Read receipts are only counted when supported by the recipient's device and enabled in their settings, so the actual number may be higher. |
Visualizing Engagement
A chart visualizing the engagements received by your campaigns over time is also displayed. This makes it easy to spot trends, identify successful periods, and see the impact of your campaigns at a glance.
You can toggle the chart display between a Bar Chart and a Line Chart, depending on your preferred visualization style.