Overview 

Understanding the performance of your SMS and RCS campaigns is critical for optimizing their engagement and maximizing impact. SMS and RCS analytics provide visibility into key performance metrics directly within your dashboards, enabling data-driven decision-making.

By the end of this article, you will be able to:

• Understand how to interpret key performance metrics.
• Optimize your campaign for better delivery, engagement, and conversions.
• Use attribution models to measure the impact of your SMS and RCS campaigns.
• Analyze audience behavior based on locale and campaign variations.

Let’s get started!

Campaign Details

To get the most out of your SMS and RCS campaigns, you need a clear view of the key details that define your analytics. This section explains these details to help you analyze results effectively.

• Campaign type: Identifies the type of campaign. 
• Message type: Specifies whether the message is SMS or RCS.
• Campaign ID: A unique identifier for each campaign.
• Campaign creation and updation details: Specifies when the campaign was created and any changes made.  
• Team information: Lists the team members managing the campaign.
• Approver's list/ Approved by/ Rejected by (if CAF is enabled): Tracks who approved or rejected the campaign.
• Campaign status: A campaign can have various statuses, including Active, Expired, Not Sent, Paused, Scheduled, Sending, Sent, and Stopped. If the Campaign Approval Workflow (CAF) is enabled, additional statuses such as Under Review and Rejected will also be available.

Campaign Analytics 

To measure the success of your SMS and RCS campaigns, you need to track key metrics that indicate message delivery, engagement, and conversion rates.
Actions that can be performed in the stats section:

1. Choose the number view or the percentage view to see the stats as numbers or percentage values.
2. View the unique or total occurrences of stats by selecting Unique or Total in the drop-down list at the top of the section.
3. You can pin the metrics you want to see using the Pin metrics drop-down list in the upper-right corner. You can pin up to five metrics. The selected metric pins are available in the Pinned metrics section. Click Show all metrics to see all the metrics being tracked for the campaign and Hide unpinned metrics to see only the pinned metrics for the campaign.
   

Here are the metrics based on the message type you have selected:

RCS SMS RCS with SMS as fallback

The following are the Campaign performance stats for the RCS message type:

• Delivery metrics: These metrics help you understand whether your messages are successfully delivered and read.
  

  Metric	Description
  Attempted	The number of users who were eligible for the campaign and for whom MoEngage attempted RCS message delivery.
  Sent	The number of users for whom the RCS provider successfully accepted the message.
  Failed To Send	The number of users for whom the message could not be sent.
  Delivered	The number of users who successfully received the message on their device.
  Read	The number of users who have opened and read the message.

  
  Here are the percentage values for delivery metrics:
  

  Metric	Description
  Sent rate	This metric shows the percentage of messages sent out of the messages attempted to be sent by MoEngage. It is calculated as (Sent/Attempted)*100.
  Failure rate	This metric shows the percentage of failed campaigns out of those that were attempted to be sent by MoEngage. It is calculated as (Failed To Send/Attempted)*100.
  Delivery rate	This metric shows the percentage of messages successfully delivered out of the messages MoEngage sent. It is calculated as (Delivered/Sent)*100.
  Read rate	This metric shows the percentage of messages that users have read out of the messages successfully delivered. It is calculated as (Read/Delivered)*100.

• Engagement metrics: After a message is delivered, the next step is understanding how users interact with it.
  

  Metric	Description
  Clicks	The number of users who clicked on a link within the message. Clicks are tracked if link tracking is enabled. It is calculated as Click Through Rate (CTR) = (Total Clicked/Delivered)*100. Note: For campaigns sent using custom connectors where Delivery Tracking is not configured, CTR = (Total Clicked/Sent)*100.

• Conversion metrics: The goal of any campaign is to drive meaningful actions. The following metrics measure that impact.
  

  Metric	Description
  Converted Users	The number of unique users who completed a conversion action at least once within 36 hours.
  Event (Primary)	The total count of primary conversion events within 36 hours of sending the connector instance. You can also view the uplift percentage in the event (primary) card. For more information, refer to Uplift in Campaigns.
  Conversion Rate (CVR)	The percentage of users who completed a conversion action out of those who received the message. It is calculated as CVR = (Conversions/Delivered)*100.

The following are the Campaign performance stats for the SMS message type:

• Delivery metrics: These metrics help you understand whether your messages are successfully delivered and read. The following delivery metrics are tracked for SMS campaigns:
  

  Metric	Description
  Attempted	This metric shows the number of users who qualified for the campaign and for whom MoEngage tried sending the message.
  Sent	This metric represents the number of users for whom an SMS request was successfully accepted by the SMS provider for delivery. (When the SMS request is placed, the provider’s server returns a response code indicating the status of the request.)
  Failed To Send	This metric represents the count of users to whom the message was not sent.
  Delivered	This metric represents the count of users to whom the message is delivered successfully. After the SMS is sent, SMS providers send information about confirmed delivery receipts they received from mobile network operators to MoEngage. These numbers typically increase over time as deliveries might be delayed when a customer is unreachable because of network/battery issues. Note: This metric is captured for SMS sent via Custom Connectors only when Delivery Tracking is enabled. For more information, refer to Delivery Tracking.

  
  Here are the percentage values for delivery metrics:
  

  Metric	Description
  Sent rate	This metric shows the percentage of messages sent out of the messages attempted to be sent by MoEngage. It is calculated as (Sent/Attempted)*100.
  Failure rate	This metric shows the percentage of failed campaigns out of those that were attempted to be sent by MoEngage. It is calculated as (Failed To Send/Attempted)*100.
  Delivery rate	This metric shows the percentage of messages successfully delivered out of the messages MoEngage sent. It is calculated as (Delivered/Sent)*100.

• Engagement metrics: After a message is delivered, the next step is understanding how users interact with it. Clicked is the metric tracked for your SMS campaigns.
  

  Metric

  Description

  Clicks

  Clicked is the number of times the URL in your SMS was clicked by the users who received your message. MoEngage tracks the clicks only if you have enabled Click Tracking in your campaigns. It is calculated as CTR (Click Through Rate) = (Total Clicked/Delivered)*100. Note: For campaigns sent using custom connectors where Delivery Tracking is not configured, CTR = (Total Clicked/Sent)*100.   Disclaimer: All the URLs added to the SMS message body will expire within 15 days of the campaign/message sent date. Upon expiry, MoEngage will not track clicks on these URLs.

• Conversion metrics: The goal of any campaign is to drive meaningful actions. These metrics pertain to the conversion goals set for the campaign. The higher these metrics are, the more effective your campaign is. MoEngage attributes conversions only to customers for whom Delivery Receipts have been received.
  
  • In the case of Integrated SMS connectors, the conversions are attributed only to the customers for whom we have received Delivery Receipts.
  • In the case of custom SMS connectors, the conversions are attributed based on whether delivery tracking is enabled. When Delivery Tracking for custom SMS connectors is configured, the conversions are attributed only to customers for whom we have received Delivery Receipts
  • When Delivery Tracking is not configured, the conversions are attributed to the customers for whom the SMS is successfully sent from MoEngage.
  
  

  Metric	Description
  Converted Users	This metric shows the number of unique users who have executed the conversion event at least once within 36 hours, successfully sending the connector instance or SMS Delivered as applicable. Converted Users were previously called Conversions.
  Event (Primary)	This metric shows the total number of primary conversion goal events within 36 hours of successfully sending the connector instance or SMS Delivered as applicable.  You can also view the uplift percentage in the event (primary) card. For more information, refer to Uplift in Campaigns.
  Conversion Rate(CVR)	This metric shows the percentage ratio of users who have performed the conversion event. Higher conversion events indicate higher effectiveness of your campaign in driving the business goals. It is calculated as CVR = (Number of conversions/Delivered)*100. Note: For campaigns sent using custom connectors where Delivery Tracking is not configured, CVR = (Number of Conversions/Sent)*100.
  Revenue Metrics	While setting the conversion goal (in Step 3 of campaign creation), you can choose to track revenue. If Revenue Tracking is enabled, revenue metrics will be displayed in the campaign stats. The following are the revenue metrics for your campaign if they are enabled for the primary goal. Total Campaign Revenue: It is the sum of the total order value across conversion events attributed to the campaign. Average Order value: It is calculated as (Total Revenue/ Number of conversion events). Average Revenue Per Converted User: It is calculated as (Total Revenue/ Number of unique conversions). These revenue metrics are tracked for all attribution types: View through, Click through, and In-session attribution.

The following are the Consolidated Campaign stats for both SMS and RCS message types:

• Delivery metrics: These metrics help you understand whether your messages are successfully delivered and read.
  

  Metric	Description
  Attempted	This represents the total number of message delivery attempts made by MoEngage, including both RCS and SMS. RCS Attempted: The number of users who were eligible for the campaign and for whom MoEngage attempts RCS message delivery. SMS Attempted: The number of users who were eligible for the campaign and for whom MoEngage attempts SMS message delivery (wherever a fallback message is sent).
  Sent	This represents the total number of messages MoEngage successfully sent, whether via RCS or SMS. RCS Sent: The number of users for whom the RCS provider successfully accepted the message. SMS Sent: The number of users for whom the SMS provider successfully accepted the message when RCS delivery was not possible.
  Failed To Send	The number of users for whom the message could not be sent.
  Delivered	The number of users who successfully received the message on their device.
  Read	The number of users who have opened and read the message.

  
  Here are the percentage values for delivery metrics:
  

  Metric	Description
  Sent rate	This metric shows the percentage of messages sent out of the messages attempted to be sent by MoEngage. It is calculated as (Sent/Attempted)*100.
  Failure rate	This metric shows the percentage of campaigns that failed out of those that were attempted to be sent by MoEngage. It is calculated as (Failed To Send/Attempted)*100.
  Delivery rate	This metric shows the percentage of messages successfully delivered out of the messages MoEngage sent. It is calculated as (Delivered/Sent)*100.
  Read rate	This metric shows the percentage of messages that users have read out of the messages successfully delivered. It is calculated as (Read/Delivered)*100.

• Engagement metrics: After a message is delivered, the next step is understanding how users interact with it.
  

  Metric	Description
  Clicks	The number of users who clicked on a link within the message. Clicks are tracked if link tracking is enabled. It is calculated as Click Through Rate (CTR) = (Total Clicked/Delivered)*100. Note: For campaigns sent using custom connectors where Delivery Tracking is not configured, CTR = (Total Clicked/Sent)*100.

  info	Information In the Consolidated Campaign stats, you can hover over the cards to view a detailed split between RCS and SMS channels.

• Conversion metrics: The goal of any campaign is to drive meaningful actions. The following metrics measure that impact.
  

  Metric	Description
  Converted Users	The number of unique users who completed a conversion action at least once within 36 hours.
  Event (Primary)	The total count of primary conversion events within 36 hours of sending the connector instance. You can also view the uplift percentage in the event (primary) card. For more information, refer to Uplift in Campaigns.
  Conversion Rate (CVR)	The percentage of users who completed a conversion action out of those who received the message. It is calculated as CVR = (Conversions/Delivered)*100.

Global Filter

The SMS and RCS tabs act as a global filter. Clicking on each tab updates the view, providing key insights specific to the channel. These insights include Campaign performance timeline view, Locale and Variation performance, Campaign delivery stats, Conversion goal performance, Error breakdown, Best time for Sending (BTS), and Time zone based delivery, which are displayed independently for each channel. 

Campaign Performance Timeline View

This section provides a clear overview of how messages progress through different stages such as Attempted, Sent, Failed, Delivered, Clicked, and Read over time. This helps track engagement, spot delivery issues, and improve messaging. Filters are available to focus on relevant messages. The timeline chart makes it easy to see trends and performance changes at a glance. You can switch between a graph view for trends and a tabular view for detailed metrics. 

Locale/Variation Performance

Now that you have understood consolidated and individual  metrics for SMS or RCS, let’s examine performance across different locales and variations to view how the overall effectiveness is impacted. You can also check the uplift percentage in the tabular view of locale and variation performance. For more information, refer to Uplift in Campaigns.

Use the metrics list and filters to customize comparisons:

• Group by locale: View performance by locale with variations grouped under each locale. You can hover over the bar graph to see how each variation performed.
  
• Group by variation: View performance by variation with locales grouped under each variation. You can hover over the bar graph to see how each locale performed within a variation.
  

Campaign Delivery Stats

When reviewing campaign performance, it is essential to understand the user journey and identify potential drop-off points. The funnel stages include:

Click Performance

Now, let’s take a closer look at how users are interacting with your RCS messages. The following metrics are applicable only to RCS messages:

• Total clicks: The total number of times users clicked on RCS messages.
• Unique clicks: The number of individual users who clicked on unique links at least once.
• Event details
  • Suggestion clicks: This metric shows how often users engage with quick replies, links, or URLs in RCS messages.
  • URL clicks: This metric measures how many times users click a URL within an RCS message.

For more information on how to use these events to create an event-triggered campaign, refer to Create an Event-Triggered Campaign.

Conversion Goal Performance

This section appears when multiple conversion goals are set for a campaign. It allows you to compare the performance of the goals set by the marketer for the campaign.

• Total conversions: Displays all goal events, meaning if a user completes the same goal multiple times, each instance is counted.
• Unique conversions: Counts only one conversion per goal for each user in each campaign.
  For example, if a campaign has two conversion goals, Sign up and Purchase, and a user signs up twice and makes two purchases, only one Sign up and one Purchase will be counted as unique conversions for that campaign.

The uplift percentage is displayed in the tabular view of Conversion goals performance. For more information, refer to Uplift in Campaigns.

Attribution Details

Before diving into campaign-specific insights, you can use the following global filters that apply across all sections in the Analytics tab:

• • Date range: You can select the date range to view the performance stats.
  • Attribution type: You can select the attribution type (Click through, In-session, and View through) to view the analytics information for the specified attribution type. 
    

    info	Information Attribution types are only applicable when you have set a conversion goal for your campaign.

    
    The following are the types of attribution:
    • Click through conversion: When a user clicks your message and converts, it is attributed to click through conversion.
    • View through conversion: When a user sees your message and doesn't click it but converts afterward, it is attributed to view through conversion.
    • In-session conversion: When a user converts within 30 minutes of clicking on the message, it is attributed to in-session conversion.
      For example, consider the case where three customers, namely Users A, B, and C, received your message from campaign C1.
      • User A clicked the message and did the conversion event within 30 minutes (we assume it to be the same session) of clicking.
      • User B clicked the message and did the conversion event 2-3 hours after clicking.
      • User C saw your message, later launched the app directly, and made the conversion.

When you attribute this conversion to campaign C1, User A is direct attribution, while User B and C are indirect attributions.

Attribution window: The attribution window is the duration calculated from the time a user receives a campaign with specific conversion goals. For example, two campaigns with a conversion goal of a purchase are created: Campaign C1 at time H hours and Campaign C2 at H+12 hours. The customer achieves the conversion goal for purchase with the campaigns C1 and C2 at time H+15 hours. The conversion of customers is attributed both to C1 and C2. 

The maximum attribution window is 7 days for SMS and RCS campaigns in MoEngage. When you send more than one campaign with a difference of less than 7 days, then set the attribution window:

• Lesser than 7 days.
• With the duration difference in sending the campaigns.

For example, if you are sending campaigns with a difference of 12 hours, set the attribution window to 12 hours.

Error Breakdown

Knowing why messages fail to reach users is key to improving engagement. This section details the number of campaign delivery failures and their reasons. The failures are segregated into two parts:

• Failed to send: When MoEngage does not send messages to your SMS and RCS provider due to issues like personalization errors or problems at the SMS or RCS provider's end. 
• Failed to deliver: When your SMS and RCS provider does not deliver messages due to issues with the SMS and RCS provider, including delivery receipt failures or errors in transit while MoEngage awaits confirmation from the provider.

For more information on SMS and RCS errors, refer to Common Errors in SMS and RCS campaigns.

Best Time for Sending (BTS)

BTS campaigns use MoEngage's AI SHERPA to analyze past user engagement to determine the best time to send campaigns, ensuring messages reach users when they are most likely to engage. Here's how it works:

• BTS: AI-driven delivery that personalizes send times for maximum engagement
• Default time: The campaign is sent at a fixed, predefined time if BTS is not applied.
• App's most active time: Messages are scheduled when users are generally the most active on the app.

For more information, refer to Best time to send.

Time Zone Based Delivery

This section is the final step in analyzing your campaigns. It ensures that campaigns reach users at the right time, no matter where they are. Instead of sending messages at a single global time, this feature adjusts delivery based on each user’s local time zone. This helps maintain relevance, prevent delays, and increase engagement by ensuring users receive messages when they are most likely to interact. If a time zone match isn't possible, the system uses a default send time to maintain consistency. 
For more information, refer to Send campaign in recipient's time zone.