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SMS campaign metrics

This guide describes metrics related to SMS campaigns.

Sends

SMS sends include any time Iterable passes the message content to the SMS carrier, Twilio. If the content is accepted, Iterable receives a success code and marks that as a send.

Delivered

Equal to: SMS sends - SMS bounces

Bounces

If an SMS is sent to a malformatted or invalid phone number, if a misformed URL in used the Image URL field, if the user you're sending to has replied "STOP" in the past, or a variety of other reasons, the SMS send will bounce.

Users will not automatically be unsubscribed if the SMS bounces.

NOTES

  • To check if a phone number is valid, use Twilio's free lookup tool.
  • Read SMS overview for more information about setting up SMS.
  • Where can I see the error code of the bounce?
    • On the user's profile. Under the SMS bounce event, expand the smsProviderResponse object.
    • You can then use that error code and search to find out what that Twilio error code responds to.

Unsubscribes

If a user texts back one of the opt-out words, such as:

  • STOP
  • BLOCK
  • CANCEL
  • STOPALL
  • UNSUBSCRIBE
  • QUIT
  • END

Two things happen as a result:

  • Twilio will put that user on a list that will prevent you from sending to that number again.
  • Iterable will unsubscribe the user from the Sending Channel (the SMS channel)

NOTE

Re-subscribing the user to the SMS channel manually in Iterable will not allow the user to receive SMS messages from you, because Twilio also keeps that user on a blocklist. The user will also have to respond with START, YES, or UNSTOP to begin receiving messages again.

If a user responds with one of the opt-out words, that unsubscribe will not automatically be attributed to a campaign.

Revenue Metrics

Metrics related to purchases or custom conversion metrics work the same way they do in an email campaign, except for the method of grabbing the campaignId or templateId.

If a purchase event of a custom event is sent to Iterable and includes the campaignId or templateId field, Iterable will attribute the purchase or Custom Event to the appropriate campaign.

Email links work by adding a cookie to the user's browser that allow your website to look at the cookie and grab the included data (email, campaignId, and templateId).

SMS links aren't rewritten, however; in order to get the campaignId or templateIdyou would need to include those as a merge parameter when building the SMS template. For example, you might include a link that looks like:

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

Then, your website would need to be set up to expect that parameter and use it when any purchase events or custom events are sent back to Iterable.

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