Messaging Insights helps you review the aggregate performance of your campaigns. With this tool, you can filter your campaigns by message medium, campaign state, campaign type, campaign name/ID, label, associated journey, and message/channel type. Then, you can view performance metrics for the selected campaigns over a time period of your choosing.
You can also compare individual campaigns and inspect user engagement in other ways: over time, by segment, by location, and by device.
With Messaging Insights, you can identify key performance trends that can inform your marketing strategy.
Other Iterable tools that help you understand the performance of your campaigns and make decisions based on that data include:
- Campaign Analytics displays performance metrics for a single campaign.
- Reports let you compare metrics for a selected group of campaigns over a given time period.
- The Dashboard uses customizable widgets to show aggregate performance data for an entire Iterable project.
In this article
To use Messaging Insights, navigate to Insights > Messaging insights, and use the filters and metrics on the left and the date selector on the top to build a query that displays the campaigns you'd like to analyze. On the right, you'll see tabs that display campaign analytics in various ways.
Selecting campaigns, metrics, and dates
To select campaigns, metrics, and dates, use the controls in the left-hand column of the page.
First, select one or more message mediums (Email, Push, SMS, In-App, Web Push, or Embedded). When you're done building your query, you'll see aggregate results for all the message mediums you select.
Then, filter campaigns using the following options:
Messaging Insights displays metrics for campaigns that match all filters for which you've selected a value. Filters without a selection/value don't affect which campaigns get selected.
State: Running, aborted, or finished campaigns (or any combination)
- Blast—Blast campaigns
- Triggered—Campaigns triggered by an API call
- With AI—Campaigns that use Send Time Optimization
- Journey Triggered—Campaigns triggered in a journey
- With Experiment—Campaigns that have an associated experiment
Name / ID: The names or IDs of specific campaigns to include
Label: The project-level labels that have been applied to campaigns
Associated journey: Campaigns with associated journeys
Message channel / type: Campaigns with an associated message channel or type
Next, select the metrics you want Messaging Insights to display.
For each metric group, you can select no metrics, individual metrics, or all metrics.
Finally, from Events recorded (near the top of the page), select a date range.
When you select Today, Past 3 days, Past 7 days or Past 30 days, the date range is relative to the day on which you're reviewing Messaging Insights. When you define a custom range, it remains the same (no matter when you look at Messaging Insights).
If you want to save the settings you've selected in Messaging Insights, be sure to click Save view before you leave the current project, as described in the next section of this article.
The data displayed in Messaging Insights refreshes with each selection you make in the Campaign Filters pane on the left. If these refreshes take too long to load, contact your customer success manager for access to a feature that enables you to apply all filters at once.
Saving Messaging Insights views
In Messaging Insights, you can save viewing settings so they're available the next time you return to a project. This allows you to customize a view, save it, and share it with others (if you choose), or lock it for your own use.
Let's say, for example, you've been asked to find out how many users have unsubscribed from your messaging over the past month, specifically for email campaigns. To find this information:
In Messaging Insights, choose the Email campaign filter and the Total delivered, Total unsubscribes, Unique unsubscribes, and Unsubscribes rate metrics, along with a custom date for the month you want to query.
Before leaving the project, click Save View.
In the Save new view window:
- Provide a Name for the view that will make it easy to find.
- Select the Default tab associated with the view.
- Provide a Description, if needed.
- Specify Who can access the view (either yourself, or also others with
access to the project).
Click Save view. The view becomes your project default view.
The next time you access Messaging Insights, select the view you want to use in Choose from saved view.
Working with saved Messaging Insights views
Use the drop-down menu at the top of the Messaging Insights window to select a view, and use the overflow menu (three dots) to perform these actions.
- Edit properties—Update the details about an existing view.
- Save as new—Make changes to an existing view and save it without overwriting the original.
- Set as default—Change the existing default view for the project to match your default view. This will change the default view for all users in the current project.
- Delete—Delete the currently selected view for everyone in the project.
- Share—Copy a link that you can use to share the current view with anyone who has access to this project.
- Export events—See Exporting Data.
Messaging Insights displays aggregate metrics for selected campaigns over a date range of your choosing. The displayed metrics are based on the data collected by Iterable for those campaigns in that date range.
Messaging Insights can simultaneously display metrics for different message mediums (email, push, SMS, in-app, and web push), as it makes sense. This is especially helpful when you want to use one view to compare performance metrics for multiple campaign mediums. Metrics for in-app campaigns include breakdowns for each mobile app or website that is targeted by the campaign.
To dig into your campaign data, use these tabs:
The Overview tab shows aggregate metrics based on the filter criteria.
The Campaigns tab shows the selected metrics for individual campaigns.
The Audience tab lets you explore campaign data for all selected mediums for a specific contact segment based on values stored in your customers' Iterable user profiles.
The Time Series tab shows the selected metrics over time.
The Location tab shows a map view of locations where contacts have opened messages from the selected campaigns. Values reported in Location reflect the total number of emails opened, including multiple opens per user (maybe for a recurring campaign). These values can also include opens that are pre-fetched and proxied from services like Apple Mail, Gmail, and Yahoo, which might inflate open rates.
The data reported in Location excludes open events that don’t have a
cityfield, so may not align with totals reported by specific metrics.
The Devices tab displays the types of devices and clients that contacts have used to open the selected campaigns.
To rearrange the columns on any of these tabs, click and drag the column header to the preferred location. Your changes are saved, so your preferred layout is always there.
For information about device types, read about Campaign Analytics. article.
The approach you use to export data in Messaging Insights depends on the type of data you want to export.
To export overall performance metrics, navigate to the Overview tab and click Export metrics or Export events by in-app destination.
To export metrics for the individual campaigns you've selected with your filters, navigate to the Campaigns tab, and click Export campaign table or Export in-app campaigns by destination.
To export campaign data for a specific contact segment based on values stored in your customers' Iterable user profiles, navigate to the Audience tab and click Export segments table.
To export the raw event data for your aggregate metrics:
Open the overflow menu and choose Export events or Export in-app events by destination.
In the Export events window, select the event for which you'd like to export data. You can choose events associated with the message mediums you’ve selected.
To download the CSV file, click Export.
Sharing a Messaging Insights view
To share a Messaging Insights view that has your current settings with another person who has access to your Iterable project:
Click Share from the overflow menu.
Click Copy to copy a link to the view with your current filters and date range to the clipboard.
Want to learn more?
For more information about some of the topics in this article, check out these resources. Iterable Academy is open to everyone — you don't need to be an Iterable customer!