Overview

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

You can analyze each RCS campaign by navigating to  Engage > Campaigns > Click 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 page that appears:

• Campaign Details: contains information about the campaign and its status. For more information, refer to Campaign Details.
• Analytics: contains information about the various metrics that are tracked for the campaign and has the following sections:
  • Campaign performance stats
  • Locale and variation performance
  • Conversion goal performance
  • Campaign delivery stats
  • Click Performance
  • Error Breakdown
  • Time Zone Based Delivery

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 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.

The following are the actions that can be performed in the Campaign Details section:

Campaign Analytics 

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

Global Analytics Filters

These filters are applied to all the sections in the Analytics tab.

• Date Range: Select the date range for which you want to view the performance stats.
• Attribution Type: Select the attribution type to view the analytics information for the specified attribution type. You can track your conversion using the following attribution type:
  
  • View through attribution
  • Click-through attribution
  • In-session attribution
    For more information, refer to Attribution Details.

Campaign Performance Stats

Campaign performance provides the impact of your RCS campaigns. The following are the actions that can be performed in this section:

• Select between the number view or the percentage view to see the stats as numbers or percentage values.
• View the unique or total occurrences of stats by selecting Unique or Total in the dropdown at the top of the section.
•  Pin the metrics you want to view using the Pin metrics list 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 view all the metrics being tracked for the campaign, and hide unpinned metrics to see only the pinned metrics for the campaign.

The following campaign performance stats are available:

RCS RCS with SMS as fallback

The following are the Campaign performance stats for the RCS campaign:

• 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.

• 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.

The following are the Consolidated Campaign stats for RCS with SMS fallback campaigns:

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.

• 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 attempted RCS message delivery. SMS Attempted: The number of users who were eligible for the campaign and for whom MoEngage attempted 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.

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 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 view the uplift percentage on the tabular view of Locale/Variation performance. For more information, refer to Uplift in Campaigns.

You can choose the metrics for which you wish to see the comparison in the metrics dropdown and filter using the following mechanisms:

• Group by locale: Lists the 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. Note that delivery metrics are only available in the All Locales view and are not available while viewing analytics for individual locales.
  
• Group by variation: Lists the 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. 
  

Conversion Goal Performance

You can view 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 shows all the goal events for the respective goals. If a user made a purchase twice, the events are displayed twice. This is the equivalent of conversion events covered in the sections above.
• Unique Conversions: Goals are unique across the users converted per campaign instance. This is the equivalent of the Conversions metric covered in the sections above.
  You can view the uplift percentage in the tabular view of Conversion Goals performance. For more information, refer to Uplift in Campaigns.
  
  

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

This metric helps you understand how users are interacting with your RCS messages. The following metrics apply 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.

Attribution Details

You can select the attribution type (Click through, In-session, and View through) to view the analytics information for the specified attribution type. 

The following are the types of attribution:

• • View through attribution: If a user saw your message and didn't click it but converted afterwards, it would be attributed to a view-through conversion.
  • Click-through attribution: If a user has clicked your message and converted, it would be attributed to a click-through conversion.
  • In-session attribution: If a user conversion is made within 30 minutes after clicking the message, it would be attributed to an 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 to both C1 and C2. 

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

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

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

Time Zone Based Delivery

This section showcases information about the time zone in which the campaign was sent to the users. For more information, refer to Send campaign in recipient's time zone. 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 is due to a time lapse

Next Step

RCS Campaign Info