We use calculations, in combination with your SMS campaign activity, to create the percentage metrics you see in your SMS reports. These metrics help you understand delivery performance, engagement, and revenue outcomes for each campaign.
Learn where each value comes from and how we calculate each section of the report, so you can confidently interpret your results and compare performance across campaigns.
All equations are written as:
X / Y x 100 = %
If there’s no data available for the Y value, 0 is used.
Understand the percentages in your SMS reports
To view your SMS report percentages, go to Analytics > Reports, then select SMS/MMS and choose a campaign.
At a glance
This is how we calculate the At a glance percentages:
Metric | Formula |
Delivered | Number of messages delivered / number of messages sent x 100 |
Unique clickers | Number of unique clickers / number of messages delivered x 100 |
Bounces | Number of bounces / number of messages sent x 100 |
Unsubscribes | Number of unsubscribes / number of messages delivered x 100 |
Interaction
SMS engagement is measured using clicks and conversions, as SMS does not track opens.
This is how we calculate the Interaction percentage:
Metric | Formula |
Conversion rate | Number of unique contacts who ordered / number of messages delivered x 100 |