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.
Filtering your campaign performance data
Any filters you apply on the Campaign list tab automatically carry over to the Campaign performance tab. This allows you to drill down into high-level performance across specific segments of your outbound messaging history.
Available filters include:
- Date range: Select presets (e.g., Last 30 days) or define a custom date window.
- Channels & Message type: Filter by specific messaging types (SMS, MMS, or RCS).
- Status: Filter by campaign dispatch status (e.g., Sent, Scheduled, or Draft).
- Sender ID: Filter your campaign metrics by the specific sending number or alphanumeric Sender ID used (such as a shared number pool or a dedicated CRM-linked phone number).
- Created By: Filter campaigns initiated by a specific team member or automated integration.
Tip for Multi-User & Dedicated Number teams: If your account manages conversation ownership via dedicated phone numbers or has multiple teammates launching campaigns, you can combine the Sender ID and Created By filters to evaluate the exact volume, delivery rate, and engagement generated by a specific teammate or number pool.
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 delivery performance
The Campaign Performance tab visualizes your delivery data to help you evaluate trends at a glance:
- Delivery Status Split: A horizontal bar chart displaying the percentage distribution of messages across In progress, Delivered, Undelivered, and Rejected states.
- Delivery Over Time: An interactive trend line or bar graph showing delivery volume patterns across days or weeks.
Display Options: You can toggle between a Bar Chart and a Line Chart using the chart toggle icons in the top right of the graph card.
Understanding Engagement
Beyond message transmission and carrier delivery, the dashboard measures how recipients interact with your outbound campaigns. You can filter and review aggregated engagement across SMS, MMS, and RCS channels.
Key engagement metrics include:
| Metric | Description |
|---|---|
| Responses | The total volume of incoming reply messages received across all included campaigns (excluding automated opt-outs). |
| Opt-outs | The total number of recipients who unsubscribed via an opt-out keyword (e.g., STOP) or unsubscribe link. |
| 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 trends
The Engagement over time chart displays response and opt-out velocity across your selected reporting window. This visualization makes it easy to identify high-engagement dispatches, evaluate opt-out spikes, and measure overall audience interaction.
As with delivery visualization, you can toggle the view between a Bar Chart and a Line Chart depending on your reporting preferences.