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SMS Campaign Metrics

This article describes the various metrics Iterable surfaces to help you analyze the performance of your SMS campaigns.

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Metrics

Average order value

(Revenue) / (Total purchases)

Conversions / Unique SMS delivered

(Total number of custom conversion events attributed to the campaign) / (Unique SMS delivered)

Conversions / Unique SMS sends

(Total number of custom conversion events attributed to the campaign) / (Unique SMS sent)

Purchases / M (SMS)

(Total purchases) * 1000 / (Total SMS delivered)

Revenue

An aggregation of the total value of all purchase events attributed to the campaign.

TIP

To associate revenue with an SMS campaign, your server will need to send a campaignId to Iterable's API when creating a purchase event. To tell your server which campaignId to use, you can append it as a query parameter in an SMS link. For example:

https://example.com/products?campaign={{campaignId}}

Revenue / M (SMS)

(Revenue * 1000) / (Total SMS delivered)

SMS bounce rate

(Total SMS bounced) / (Total SMS sent)

SMS click rate

(Unique SMS clicks) / (Total SMS delivered)

SMS delivery rate

(Total SMS delivered) / (Total SMS sent)

Total purchases

The total number of purchase events attributed to the campaign.

Total SMS bounced

The total number of SMS messages that Iterable successfully sent to the SMS provider, but for some reason could not be delivered.

Bounces can happen for various reasons: invalid phone numbers, a malformed image URL, because the contact has previously unsubscribed, etc.

To learn more about how SMS bounces are handled by Iterable, read SMS Bounces.

Total SMS clicks

The total number of SMS click events associated with the campaign.

Total SMS delivered

(Total SMS sent) - (Total SMS bounced)

Total SMS holdout

The total number of SMS messages that Iterable did not attempt to send, because of a holdout group experiment.

Total SMS send skips

The total number of SMS messages that Iterable did not (or could not) send, for any reason.

TIP

If you are seeing SMS send skips, contact Iterable Support. See Working with Iterable Support.

Total SMS sent

The total number of SMS messages sent for the campaign. More specifically, the number of messages passed to your project's SMS carrier. For triggered campaigns, this can include multiple sends to the same number.

Unique purchases

The total number of purchase events attributed to the campaign, counting at most one purchase per Iterable contact.

Unique SMS bounced

The total number of SMS bounce events, counting at most one bounce per Iterable contact.

Unique SMS clicks

The total number of SMS click events captured for the campaign, counting at most one click per Iterable contact.

Unique SMS delivered

(Unique SMS sent) - (Unique SMS bounced)

Unique SMS sent

An approximation, not an exact count, of the number of SMS messages sent for the campaign.

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