In SMS, we track 4 metrics:
1. Sent: When the SMS request is placed with SMS provider, the receiving server will return a response code indicating what happened to that request. Sent is the number of users for whom the request was successfully accepted to be sent.
2. Delivered : Delivered is the count of users to whom the message is successfully delivered. Once the SMS is sent, SMS providers inform us back when they have confirmed delivery receipts from the Mobile Operators. These numbers are supposed to increase over time as deliveries might be delayed in events of customers' unreachability because of network/battery issue.
Note: This metric is not captured for SMS sent via Custom Connectors.
If you have attached a conversion goal to your SMS campaign, you should be able to see the Conversion events and Conversion for the campaign. We attribute conversions only for customers for whom we have received Delivery Receipts.
In case of custom SMS connectors, the conversions are attributed when the SMS is successfully sent from our side as we don't process Delivery Receipts.
3. Conversion Events: Number of conversion events executed by users with-in 36 hours of receiving the messages.
4. Conversions: Number of unique users who have executed the conversion event at-least once with-in 36 hours of successfully sending the connector instance.
Conversion Rate is calculated as :
There can be certain users for whom the response from the request URL returned any status other than 200 or the users for whom we fail to find any value against the user/event attributes used in SMS request.
|Response Code||Marked as successfully sent||Marked as failed||Retried?|
You will also be able to see the split of failures and their reasons as here:
Personalization Failed occurs when one or more of event/user attributes used in request are not found for the specific user.
Error Codes are shown as and what are received when request is made to SMS provider. The count shows the total aggregated number.