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Analyzing SMS Overview

How to analyze the collective impact of all your SMS campaigns to gain valuable insights into user-channel interactions

Once you have launched a few SMS campaigns through the channel or journeys, you will be able to analyze their collective impact on user engagement, conversions, and revenue through SMS Overview.

How to Access

As shown below, this section can be accessed from the central hub of SMS by selecting Overview from the navigation bar.

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So without much ado, let's dig in!

Define the Scope of Analysis

By default, SMS Overview shows you the overall impact of all the SMS campaigns sent over the Last 7 days against key performance indicators like Clicks, Conversions, Revenue, Deliveries, Failures and so on.

You can alter this by selecting a Time Frame and Data View as per your analytical needs. Here's how you can go about it:

Step 1: Select a Time Frame

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As shown above, using the filter placed on the top right, you can choose to analyze the channel's performance for a specific time frame.

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The following time periods can be selected here:

  • Yesterday

  • Last 7 Days

  • Last 30 Days

Step 2: Select a Data View

As discussed under Campaign and Channel Performance Indicators, you can choose to analyze campaign events in two ways:

  • Funnel View: Helps you analyze the channel's performance only on the basis of the campaign events (deliveries, clicks, failures) tracked for the campaigns sent within the selected time frame.

  • Events View: Helps you analyze the channel's performance on the basis of the campaign events (deliveries, clicks, failures) tracked within the selected time frame, even if the campaigns were sent before the selected period.

By default, a Funnel View is shown for the stats shown across the various sections. You can select an Events View using the overflow menu highlighted below:

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How to Analyze

Now, let's show you how you can analyze SMS Overview to gain valuable insights into the channel's impact on user engagement, conversions, and revenue.

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In addition to analyzing SMS Overview, you can schedule reports for analyzing the collective impact of your SMS campaigns, for all your team members through the Scheduled Reports, nested under Settings in your dashboard.

Overview

This section provides a comprehensive overview of the channel's performance against broad metrics like Channel Reachability, New Subscribers, Users Engaged and Total Revenue generated.

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Let's go over each card:

Reachability

Reachability is a measure of whether or not a user can be reached through the various channels of engagement. Thus, this card indicates the number of users that can be engaged via SMS Notifications, at present.

  • Reachability Percentage: As highlighted in the visual above, the SMS reachability of your entire user base is also indicated as a percentage value, helping you gauge the viability of leveraging this channel to engage all your users.

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Please Note

Channel reachability is calculated over the entire lifetime of your users and is updated daily to factor in the reachability of new users and the changing channel preferences of existing users. For the same reason, Reachability cannot be analyzed for a particular time frame.

Detailed Read

New Subscribers

All users who have shared a phone number on your app or website within the selected time frame, are considered towards the total number of New Subscribes.

Users Engaged

Indicates unique users that have received at least one SMS campaign within the selected time frame. If a user receives multiple SMS messages, then they will be counted towards the total number of Users Engaged only once to avoid double counting.

Revenue

Indicates a sum of the revenue generated by the Total Conversions tracked for all the SMS campaigns within the selected time frame, as per the chosen data view.

Revenue numbers are always shown in the currency selected by you while setting up Revenue Mapping.

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Please Note

If you have not specified a Conversion Event for a campaign while creating it, or if the specified Conversion Event is not mapped as a Revenue Event, then Revenue will not be tracked for it. Detailed read on how Revenue Tracking works.

Campaign Comparison

The most insightful section of SMS Overview, Campaign Comparison helps you analyze the collective impact of all your campaigns and identify trends of user-channel interactions against key metrics, split by campaign types.

As highlighted below, this section has been divided into two subsections to facilitate multi-dimensional analysis:

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By default, Campaign Comparison shows you the overall performance of all SMS campaigns for the selected data view and time frame. You can further customize the data by selecting a campaign type.

Here's how you can go about it:

Select a Campaign Type

As discussed under Campaigns and Its Types, messages sent through the various channels of engagement are called campaigns and can be of the following types: One-Time, Triggered, Recurring, Transactional, Journey, and Relay.

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Using the navigation bar highlighted above, you can select a campaign type to narrow down the scope of analysis.

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The following options can be selected here:

  • All: The default option selected here, it helps you analyze the channel's performance on the basis of all types of campaigns sent through it.

  • One-time: Helps you analyze the channel's performance only on the basis of its one-time campaigns.

  • Triggered: Helps you analyze the channel's performance only on the basis of its triggered campaigns.

  • Recurring: Helps you analyze the channel's performance only on the basis of its recurring campaigns.

  • Transactional: Helps you analyze the channel's performance only on the basis of its transactional campaigns.

  • Journey: Helps you analyze the channel's performance only on the basis of its journey campaigns.

  • Relay: Helps you analyze the channel's performance only the basis of its relay campaigns.

Now let's get you acquainted with each subsection:

Top Panel

Here you can analyze the performance of SMS as a channel against broad metrics and collect valuable insights.

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Analyzing Channel Performance

In the visual above, we have analyzed all Journey campaigns sent through the channel over the Last 30 Days. We can see that 272 Campaigns were sent to all users out of which 3,890 users converted (Unique Conversions), contributing Rs. 3.5M in Revenue.

This means that:

  • Each campaign contributed Rs. 130K, on an average

  • Each user spent Rs. 9K, on an average

Such insights not only help you gauge ROI but also help determine the viability of engaging users through the channel in the long run.

Let's quickly go over the performance indicator shown here:

Campaigns: Indicates the total number of campaigns sent within the selected time frame, for the chosen campaign type and data view.

Users Engaged: Indicates unique users that received at least one SMS campaign within the selected time frame, for the chosen campaign type and data view.

Delivered: Indicates the total number of campaigns delivered to all users within the selected time frame, for the chosen campaign type and data view. It includes multiple campaign deliveries to a user, and is thus, significantly higher than the number of Users Engaged.

Unique Clicks: Calculated against Delivered messages, it indicates the percentage of users that have clicked on a link included in an SMS campaign within the selected time frame, for the chosen campaign type and data view.

Unique Conversions: Calculated against Delivered messages, it indicates the percentage of users that have performed the Conversion Event of an SMS campaign within its Conversion Deadline, in the selected time frame, for the chosen campaign type and data view.

Revenue: Indicates a sum of the revenue generated by the Total Conversions tracked for all the SMS campaigns within the selected time frame, for the chosen campaign type and data view. Detailed read on how revenue tracking works.

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Related Read

Please refer to Campaign and Channel Performance Indicators for a comprehensive list of all the metrics tracked for SMS campaigns.

Select a Data Format (Optional)

Using the overflow menu highlighted below, you can choose to analyze Clicks and Conversions as a numerical value (by selecting #), or as a percentage value (by selecting %).

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Graph

Here you can analyze the correlation between (Campaign) Deliveries, (Unique) Clicks and (Unique) Conversions as trend graphs, split by days, for the selected time frame and campaign type.

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Analyzing SMS Impression, Click and Conversion Trends

In the visual above, we have analyzed the performance of Journey SMS campaigns over the Last 30 Days.

It reveals that;

  • The highest number of SMS campaigns were delivered on April 14, followed by April 17.

  • The highest number of Clicks occurred on April 17, followed by March 20.

    • This indicates that campaigns sent on April 17 enjoyed a healthy engagement rate.
  • However, the highest number of Conversions occurred on April 7 and March 24.

So, why did such high Clicks and Conversions occur on April 17 and April 7?

And why is the engagement rate for campaigns sent on April 14, so low?

We will need to dig deeper into the following aspects to find our answers:

  • How many SMS campaigns were sent on these days?

  • Who was the target audience of each campaign?

  • What were the campaigns about? (message, layout, links, campaign type and so on)

  • Did all these campaigns have a link included in the message? (If not, then no Clicks will be tracked for the SMS campaign. This is an important factor that could skew your insights.)

  • Did all these campaigns have a Conversion Event attached to them? (If a Conversion Event was not specified while creating the campaign, then conversions will not be tracked for it. This too, is an important factor that could skew your insights.)

Similarly, you can analyze the performance of all your One-time, Recurring, Triggered and Journey* campaigns, individually, to assess what works the best for your users.

Select the Format of Visualization (Optional)

Lastly, while the default format of visualization is a Line Graph, using the overflow menu highlighted below, you can choose to analyze data as a Bar Graph.

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Why do I see 'No Data to Display' in this section?

The message indicates that campaigns of the selected type do not exist. This usually occurs if:

  • The campaigns were deleted
  • No campaigns were sent within the selected time frame
  • No data was tracked for the selected campaign type within the chosen time frame

For example, let's say that you select One-time as the campaign type and choose to analyze the user-channel interactions that occurred Yesterday (time frame), as Events (data view).

However, instead of data, you are shown No Data to Display. This means that no data was collected for One-time SMS campaigns within the selected time frame.

Delivery Failure Trends

This section helps you analyze campaign failure trends for the selected duration against days, the number of devices and the reasons for failure.

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For example, in the visual above, we have analyzed SMS failure trends for the Last 7 days. It reveals that:

  • The highest number of campaigns failed on April 7 and April 8.
  • Maximum campaigns failed due to an invalid phone number shared by the users, indicated by the reason - Mobile No. Invalid.
  • Once we detect that a phone number registered to a user is invalid, the user is deemed unreachable through the channel. The same is reflected in the Reachability card shown on the top of this section.

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Related Read

Here's a complete list of all the reasons due to which an SMS campaign could fail to get delivered to your users.

Engagement Trends

This section helps you analyze user engagement trends for all SMS campaigns as per the selected time frame and data view, against the most crucial performance indicators - Clicks and Conversions.

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Analyzing SMS Engagement Trends

In the visual above, we have analyzed Click and Conversion trends for the Last 30 Days.

It reveals that:

  • The highest number of Clicks occurred on Sundays and Wednesdays between 8 am to 12 pm and 12 pm to 4 pm, respectively.

  • The highest number of Conversions also occurred on Sundays and Wednesdays, making these the best days to engage users with SMS messages.

  • While Conversions are evenly spread across the various time slots on Sunday, highest Conversions occurred between 12 pm to 4 pm on Wednesday, indicating the ideal time to send mid-week SMS campaigns.

  • As per convention, Mobile remains the most preferred device to interact with SMS campaigns.

We will need to dig deeper into all the SMS campaigns sent on Sundays and Wednesdays to fully understand all the factors contributing to the high Clicks and Conversions.

Now, let's get you acquainted with the various metrics shown here:

Clicks Against Days and Time: Indicates Unique Click trends for each day of the week against the following durations, for the selected time frame and data view:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

Clicks against Device Type: Indicates Unique Click trends for the selected time frame and data view, as per the devices (mobile, tablet, desktop) on which the users received your SMS campaign.

Conversions Against Days and Time: Indicates Unique Conversion trends for each day of the week against the following durations, for the selected time frame and data view:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

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Related Read

Please refer to Campaign and Channel Performance Indicators for a complete list of all the metrics tracked for SMS campaigns.

We hope this gives you a good idea of how you can analyze the collective impact of all your SMS campaigns on user engagement and revenue. Please feel free to drop in a few lines at support(AT)webengage.com in case you have any further queries or related feedback. We're always just an email away!

Updated 8 months ago

Analyzing SMS Overview


How to analyze the collective impact of all your SMS campaigns to gain valuable insights into user-channel interactions

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