This guide describes the various metrics Iterable surfaces to help you analyze the performance of your SMS campaigns.
Table of contents
-
Metrics
- Average order value
- Conversions / Unique SMS delivered
- Conversions / Unique SMS sends
- Purchases / M (SMS)
- Revenue
- Revenue / M (SMS)
- SMS bounce rate
- SMS click rate
- SMS delivery rate
- Total purchases
- Total SMS bounced
- Total SMS clicks
- Total SMS delivered
- Total SMS holdout
- Total SMS send skips
- Total SMS sent
- Unique purchases
- Unique SMS bounced
- Unique SMS clicks
- Unique SMS delivered
- Unique SMS sent
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 passed to Twilio, but that Twilio could not send.
Bounces can happen for various reasons: invalid phone numbers, a malformed image URL, because the contact has previously unsubscribed, etc.
NOTES
- When an SMS bounces, contacts are not automatically unsubscribed.
- To see the error code of associated with an SMS bounce, find the SMS bounce
event on the contact's Iterable profile and locate the
errorCodefield. To understand what the code means, use Twilio's documentation to look it up.
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 to Twilio, because of a holdout group experiment.
Total SMS send skips
The total number of SMS messages that Iterable did not (or could not) send to Twilio, for any reason.
TIP
If you are seeing SMS send skips, talk to your customer success manager.
Total SMS sent
The total number of SMS messages sent for the campaign. More specifically, the number of messages passsed to Twilio (the SMS carrier).
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
Same as Total SMS sent.
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