SMS Campaign Analytics and Info
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Information

  1. All the metrics are calculated and displayed in the App's Timezone.
  2. SMS Campaigns created in the older UI will have the analytics and info sections shown as per the older campaign analytics and info UI. For more information on the older UI, refer to SMS Campaign Analytics.
  3. We have revamped the SMS Settings UI on the dashboard. Connectors are referred to as Service Providers in the new UI. For more information, refer to Summary of Changes - SMS Settings Revamp.

Overview

Navigation: Engage -> Campaigns -> Click on the row that displays the information about the campaign for which you wish to see the analytics information.

The following sections are available on the screen that opens up:

  1. Campaign Details - contains information about the campaign and its status. For more information, refer to Campaign Details.
  2. Analytics - contains information about the various metrics that are tracked for the campaign and has the following sections:

    Choose the platform type (All, Android, iOS, Web) in the platform dropdown to view the analytics information for the specified platform. Choose the attribution type (Click through, In-session and View through) to view the analytics information for the specified attribution type. The default attribution type is View through attribution. For more information, refer to Attribution Types.

  3. Info - contains information about the campaign's target segment, channel-specific information, content, preview, and delivery schedule. For more information, refer to Campaign Info.

Campaign Details

This section contains the following information:

  • Campaign type
  • Campaign ID
  • Campaign creation and updation details
  • Team information
  • Approver's list/ Approved by/ Rejected by (if CAF is enabled),
  • Campaign status - A campaign can have the following states: Active, Expired, Not Sent, Paused, Scheduled, Sending, Sent, and Stopped. If Campaign Approval Workflow (CAF) is enabled, two more states are possible for campaign status: Under Review and Rejected.

Actions allowed in the Campaign Details section

Action Description
Refresh This action loads the page afresh with the campaign's details as of the moment.
Edit This action lets you edit the campaign and opens the campaign editor page.
Duplicate This action lets you duplicate the campaign and opens the campaign editor page with all the details of the current campaign. 'Duplicate -' is appended to the duplicate campaign's name.

Approve

This action lets you approve a campaign under review if CAF is enabled. This action is available only for users who are added to the list of reviewers for the campaign. For more information, refer to Campaign Approval Workflow.

Reject

This action lets you reject a campaign under review if CAF is enabled. This action is available only for users who are added to the list of reviewers for the campaign. For more information, refer to Campaign Approval Workflow.

Stop

This action is allowed when the campaign is in the 'Sending' state and lets you stop the campaign.

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Campaign Analytics

The analytics section contains information about the performance stats and revenue metrics.

Global Analytics Filters

There are two global filters - Date Range and Attribution Type, and they are applied to all the sections in the Analytics tab.

SMS_GlobalFilters (3).png

Date Range- Select the date range for which you want to view the performance stats.

Attribution Type- Select the attribution type (Click through, In-session, and View through) to view the analytics information for the specified attribution type. The default attribution type is View through attribution. Refer to the paragraph below for information on attribution types. For more information, refer to the paragraph below.

Attribution Types

You can track your conversion via three methods: View through, Click through, and In-Session. Conversion tracking helps marketers understand which of their campaigns have led to achieving the business goals (conversion goals set in the campaigns).

Click-through conversion - If a customer has clicked your message and converted, they would be attributed to click-through conversion.

View-through conversion - If a customer saw your SMS and didn't click it but converted afterward, they would be attributed to view-through conversion.

In-session conversion - If a customer conversion is made within 30 minutes after clicking on the message, they would be 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 on the message and did the conversion event within 30 minutes (we assume it to be the same session) of clicking.
  • User B clicked on 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 Type Description Example
View through

View-through attribution is the total number of conversion goals executed by users who received your communication within the configured attribution window from the time of receiving the campaign. This appears as a default filter in your Campaign Performance.

If the user received your message at 7 am and your Attribution window was 12 hours, the user conversion events till 7 pm will be attributed to this campaign using View-Through Attribution.

Click through

Click-through attribution is click-based tracking. Click-through attribution is the number of conversion goals executed by users who clicked the notification within the configured attribution window from the time of click.

If the user receives your message at 7 am, clicks it at 8 am, and your Attribution window is 12 hours, the user conversion events till 8 pm are attributed to this campaign in Click-Through Attribution.

In-session

The in-session attribution is based on In-session tracking. The in-session attribution is the number of conversion goals executed by users within 30 minutes after clicking your communication.

If the user receives your message at 7 am, clicks it at 8 am, and your Attribution window is 12 hours, the user conversion events till 8:30 am (within 30 minutes of starting the session) will be attributed to this campaign in In-Session Attribution.

Attribution Window - Attribution Window is the duration calculated from the time a user receives a campaign having specific conversion goals. For example, two campaigns with a conversion goal as 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 windows is 7 days for SMS campaigns in MoEngage. When you send more than one campaign with a difference lesser 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 at a difference of 12 hours, then set the attribution window as 12 hours.

Campaign Performance Stats

Campaign performance provides the impact of the SMS campaigns.

SMS_Stats.png

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 dropdown at the top of the section.
  3. Pin metrics - you can pin the metrics you want to see using the Pin metrics dropdown at the top 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.

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The following campaign performance stats are available:

  1. Conversion Metrics - These metrics pertain to the conversion goals set for the campaign. The higher these metrics, the more effective your campaign! 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 the delivery tracking for the custom SMS connector 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.
    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.

    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 the Revenue. If Revenue Tracking is enabled, you will see revenue metrics displayed in the campaign stats.

    There are three revenue metrics for your campaign if they are enabled for the primary goal.

    • Total Campaign Revenue is the sum of the total order value across conversion events attributed to the campaign.
    • Average Order value = (Total Revenue/ Number of conversion events)
    • Average Revenue per user = (Total Revenue/ Number of unique conversions)

    These revenue metrics are tracked for all attribution types- View through, Click Through, and In-session attribution.

  2. Delivery Metrics - Four delivery metrics are tracked for sms campaigns. They are:
    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 the request to send the SMS request placed with the SMS provider was successfully accepted to be sent. (When the SMS request is placed with the provider, the receiving server will return a response code indicating what happened to that request.) Sent rate is a metric that shows the percentage of messages sent out of the messages attempted to be sent by MoEngage. The Sent rate is calculated as (Sent/Attempted)*100.
    Delivered

    This metric represents the count of users to whom the message has been delivered successfully. Once the SMS is sent, SMS providers send information about confirmed delivery receipts received by them from Mobile Operators to MoEngage. These numbers typically increase over time as deliveries might be delayed when a customer is unreachable because of network/battery issues. The Delivered rate is a metric that shows the percentage of messages successfully delivered out of the messages MoEngage sent. The Delivered rate is calculated as (Delivered/Sent)*100.

    Note: This metric is captured for SMS sent via Custom Connectors only when Delivery Tracking is enabled. For more information, refer to Delivery Tracking.

    Failed To Send This metric represents the count of users to whom the message was not sent. Failed rate is a metric that shows the percentage of campaigns that failed out of those attempted to be sent by MoEngage. The Failed rate is calculated as (Failed To Send/Attempted)*100.
  3. Engagement Metrics - Clicked is the metric tracked for your SMS campaigns.
    Metric Description
    Clicked

    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.

    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. 

Locale and Variation Performance

You can see the breakdown of performance metrics (Clicked, Delivered, Conversions, Conversion Goals) across each locale (including the default locale) and variation, allowing you to assess and compare the effectiveness of the various locale and variation combinations. You can choose the metrics for which you wish to see the comparison in the metrics dropdown and filter using the following mechanisms:

  1. Group by locale - Lists performance of the metrics selected for each variation grouped by the locale. Hover over the bar graph to understand how each variation has performed for the specified metric in a locale. Delivery metrics are only available in the 'All Locales' view and are not available while viewing analytics for individual locales.

    SMS_GroupByLocale (1).png

  2. Group by variation - Lists performance of each metric in all locales grouped by the variation. Hover over the bar chart to understand how each locale has performed for the specific metric in a variation. SMS_GroupByVariation.png

Conversion Goals Performance

You will be able to see this section when you have set more than one conversion goal for your campaigns. The section compares the performance of goals set by the marketer for the campaign.

Total Conversions: This will show all the goal events for the respective goals i.e., if a user made a purchase twice, it will be shown twice. It is the equivalent of conversion events covered in the sections above.

Unique Conversions: Goals are unique across the users converted per campaign instance. It is the equivalent of the Conversions metric covered in the sections above.

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Campaign Delivery

The delivery metrics can be viewed as numbers with the percentages shown above them.

SMS_DeliveryStats (1).png

Funnel Stage What it represents
Users with valid mobile numbers Represents the total number of users who have a valid mobile number
After FC Removal Represents the number of users who have a valid mobile number and do not breach Frequency Capping (FC) criteria.
Duplicate Mobile numbers removed Represents the number of users who have satisfied the above funnels after the removal of duplicate mobile numbers
Sent Represents the number of users for whom the message was sent successfully to the SMS Provider. 
Delivered Represents the number of users for whom the SMS Provider has sent information about having received a delivery confirmation receipt from the Mobile Operator.

Error breakdown

This section details the number of campaign delivery failures and their reasons. The failures are segregated into two parts:

  • Failed to Send - This section shows the reasons why some of the messages were not sent by MoEngage to your SMS provider. These could happen due to multiple reasons, such as personalization failure and errors at the SMS provider's end.
      • Personalization failure occurs when one or more of the event/user attributes present in the request are not found for a specific user. For more details, refer to Personalization Errors.
      • Error on the SMS Provider's end: For such errors, the error codes and the aggregated count of requests for which they were received from the SMS Provider are shown in the UI, as illustrated in the image. You can learn about these errors from the documentation of your SMS provider.
  • Failed to Deliver - This section shows the reasons why messages were not delivered by your SMS provider. SMS Delivery is marked based on the delivery receipt of the SMS provider. Apart from the errors that come directly from the SMS provider, you can also see errors in transit when MoEngage awaits the delivery receipt from your SMS provider.

SMS_ErrorBreakdown (1).png

Personalization Errors

You can see personalization errors in the Failed to send error category in the Error Breakdown Table. Click See breakdown in the Name column for Personalization errors to get a detailed view of the number of users for whom personalization has failed and their reasons.

Personalization Failed.png

Personalization errors can be classified into the following categories:

Error Category Description

User Attribute

This denotes the unavailability of the user attribute used in personalization either because it is not available in the system (for example, copy-paste errors) or it is not available for the specific user. For example, if the first_name user attribute is used in personalization and it is not available for a user, this will result in a User Attribute error.

Event Attribute

This denotes the unavailability of the user attribute used in personalization either because it is not available in the system (for example, copy-paste errors) or it is not available for the specific user. For example, if the product_name event attribute is used in personalization and it is not available for a user, this will result in an Event Attribute error.

Campaign Attribute

This denotes an unavailability of campaign-specific information used in personalization. For example, if campaign tags have been used for personalization and the campaign tag attribute is missing, this will result in a Campaign Attribute error.

Undefined

This denotes errors that happen when MoEngage is unable to fetch the value for the attribute used in personalization. For example, if the image attribute is unavailable for a specific product in a product set, this will result in an Undefined error.

Unknown

This denotes any error that does not fall into any of the categories mentioned above.

Note: The number of failures listed in the Personalization Failed category under Failed to Send denotes the unique number of users for whom personalization has failed. In some cases, this might differ from the count shown in the Personalization failure analysis UI as multiple failures can happen for the same user, and they might be counted under each of the failure categories shown in the UI. For example, if a user were to have a user attribute and event attribute failure, they would be counted for the number of failures in both these sections in the analysis screen while they would be counted as one in the Personalization Failed section.

Personalization Failure Analysis.png

Content API Analysis

In the case of a response other than 2xx, you will see the error code or the response of your Content API in the Content API analysis section below the error breakdown table, as shown below.

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Note

If the Content API being used in the campaign does not provide a 2xx/successful response, campaigns might still be delivered if the empty response has been handled in your JINJA code added in Step 2 of Campaign Creation (the content/message creation step).

Best Time to Send

BTS campaigns use MoEngage's AI SHERPA to estimate the best time to deliver a campaign to a specific user based on their past engagement trends. For more information, refer to BTS.

This section showcases the stats for users for whom the campaign was delivered at the following times:

  • BTS
  • Default time
  • App's most active time

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Time Zone Based Delivery

This section showcases information about the timezone in which the campaign was sent to the users. The following information is available:

  • The number of users for whom the campaign was sent in their app's timezone
  • The number of users for whom the campaign's default time zone due to time lapse

SMS_TimeZone.png

Campaign Info

You can view the information about the campaign sent using the Campaign Info tab.

Timeline Audience Trigger criteria Scheduling Conversion Goals

Timeline indicates the time taken for various stages in publishing the campaign and gives a view of the current state of the campaign. This section is available for One Time and Periodic campaigns and contains information about the following:

  • Segmentation Query - contains information about when the segmentation query was started and when it was completed.
  • Campaign ready - contains information about when the campaign was ready to be sent out from MoEngage post the required internal processing. For ASAP campaigns, this time will represent the campaign sending time. For scheduled campaigns with Pre-compute selected, this will differ from the campaign scheduled campaigns.
  • First sent - contains information about when the first batch of messages was sent from MoEngage and when the first message was sent.
  • Last sent - contains information about when the last message was sent for the campaign.

SMS_Timeline.png

Preview and Content

This section contains information about the sender, the message being sent, and a preview of how the message would appear on the user's mobile device.

  • Sender
  • Connector
  • Message
  • URL Tracking
  • Preview

You can view all the different variations and locale combinations configured for the SMS here.

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