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How to analyze the statistics of an SMS campaign?

If you have selected multiple SMS campaigns, such as email campaigns or automatic campaigns, you will have access to global statistics for selected SMS campaigns (not just one campaign).

To analyze the statistics of a single SMS campaign, you must first identify the campaign you want to study.

First, select the type "SMS" at the top left of the "Statistics" page.

If you have sent a large number of SMS campaigns, manually searching your campaign in the displayed list can be tedious.

Also, several tools allow you to refine your selection to search for the campaign that interests you.

Search by date, tags, or just by name.

Your campaign selection is refined in the left pane of the page according to the selected search criteria.

Once you have found the campaign you want to analyze, click on it: you will trigger the display of the statistics specific to the campaign in question.

You may notice that several tabs appear to the right of the ""Summary"" tab (which allows you to return to global statistics).

You have been automatically redirected to the ""Results"" tab, which gives you the key performance indicators of your campaign.

Browse the different tabs to discover the statistics of your SMS campaign:

Results | Behavioral monitoring | Geolocation | Links | Technologies

Results

 

This tab presents the main performance indicators of your SMS campaign, namely:

  • Delivery rate = (number of SMS delivered / number of SMS sent) x100
  • Click rate = (number of clicks on a link in your SMS / number of SMS delivered) x 100
  • Bounce rate = (number of SMS not delivered / number of SMS sent) x 100
  • Churn rate = (number of unsubscriptions / number of SMS delivered) x 100
  • System = Applies to SMS including a link. Lets you know which operating system the recipients clicked on the link were using.

Click rate and system won't show if the campaign doesn't have links.

In front of some statistics, a button "Details" allows you to reach the list of your contacts concerned by this statistic.

Behavioral tracking

The "Behavior tracking" tab is displayed when a link is followed in the content of your SMS campaign.

If your campaign does not contain a link, or your links are not tracked, the behavioral tracking analysis is not relevant and the "Behavioral monitoring" tab does not display.

In case your campaign has a tracking link, this tab allows you to analyze the behavior of your recipients: in contrast to an email campaign, it is not possible to indicate which recipient opened your SMS. However, if a link has been clicked, you will find this information in this tab.

Note that these statistics are not fixed and can evolve over time.

If you check your statistics in a very short time after sending your campaign, consider revisiting them a few hours or even days later to rely on reliable data before drawing any conclusions.

At the top right of this screen, a button allows you to export your behavioral tracking statistics. This can be useful if you want to reprocess statistical data as you wish.

Targeting

A button "Add an advanced filter" (above the contact grid) allows you to refine the contacts displayed in this grid.

A filter will thus modify the data displayed in the table by displaying only the recipients answering this specific profile: this is what is called "The active view".

It is possible to do a retarget on your active view, i.e. on the contacts displayed in your table after targeting.

Retargeting

An "Action" button (located at the top right of the "Behavioral Tracking" screen) allows you to create a new list or launch a campaign based on your results.

The "On active view" option allows you to create a list or restart a campaign on the recipients displayed in the table after creating an advanced filter (or targeting).

Be aware that when you choose to retarget a campaign from the ""Behavioral tracking"" screen, regardless of the sample of recipients selected, this will duplicate your campaign with the prefix "Retarget J + XX - Target group: Name of the initial campaign".

Geolocation

The "Geolocation" tab is displayed when a link is followed in the content of your SMS campaign.

If your campaign does not contain a link, or your links are not tracked, the analysis of the geolocation is not possible and the tab "Geolocation" won't be displayed.

The ""Geolocation"" tab allows you to geographically locate the position of the recipients who clicked on the link included in your SMS campaign.

Blue circles indicate the geographical areas where your recipients clicked on the link of your SMS. The number inside this balloon tells you how many recipients were in the defined geographic area.

You can zoom in on the map for a more detailed view.

You can also click on the blue circles, to display the details of your contacts included in this scope. This allows you to know your recipients better, and to better target them.

A "Targeting" button allows you to refine your search by geographical area (among others).

For example, you can target people who have clicked on your link from France.

 

The multi-criteria targeting engine allows you to go even further, combining the geolocation of your recipients with other criteria.

Example: display only the recipients of the region "Greater London" having clicked the CTA link.

Once you've created your filtering, you can start a targeted campaign.

You can also, export the geolocation statistics by clicking on the "Export" button.

Note: These statistics are provided using a technology of geolocation, the IP address locates each recipient as soon as it clicks on the link of the SMS. Geotracking from the point of access to the Internet of the recipients is to put into perspective because it is not an exact science. However, the tests carried out lead us to an accuracy rate close to 85%.

Links

The "links" tab is displayed when a link is followed in the content of your SMS campaign.

If your campaign does not contain a link, or your links are not followed (or "tracked"), the link analysis is not possible and the "Links" tab is not not display.

The "Links" tab allows you to see exactly which link was clicked the most, how many times it was clicked in total, and by how many different people.

  • Cumulative clicks: this allows you to know which link has been clicked the most times in all and for all (the same recipient can click several times on the same link).
  • Unique Clicks: This lets you see which link has been clicked the most. Multiple clicks on the same link by the same recipient are not counted. In other words, this statistic tells you how many people clicked on a link.

You can sort each of these statistics by odre ascending or descending, by clicking on the column headings.

You can at any time export the statistical data of this tab by clicking on the button ""Export"" at the top right of this tab

You can also start a campaign on the sample of your choice from the "Action" drop-down menu located at the top right of ths tab.

Technologies

The "Technology" tab allows you to better understand the habits of your recipients, including how they view their SMS.

This tab is only visible if your SMS has a tracked link.

It gives you data about the type of operating system used to view the link in your SMS.

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