Tracking an SMS campaign

Learn to track customer engagement of your SMS campaigns using shortened, trackable links and Google UTM tags.


Recipients read a massive 98% of text messages sent. This makes SMS totally unique to other forms of communication in terms of open-rate. But with its lack of customisation and 160-character limit, it can be tricky to track how your campaigns perform after your select send.

By including a link in your SMS, you can direct recipients to specific online content and get detailed reports of who and how many people are interacting with your campaign and visiting your website.

Using link shortening to track an SMS

To ensure you use as few characters as possible and can track engagement with your SMS campaigns, you can turn on link shortening and tracking. To start saving on your character limit:

  1. In the SMS editor, create and name a new SMS campaign
  2. Drop in the link you want to shorten. Please ensure this link begins with either https:// or http://. Links that don't begin with a protocol will not be shortened or tracked.
  3. Click the Turn on link shortening prompt that appears or click on the link shortening icon on the right-hand side of the SMS editor

  4. Click Shorten, and either select for ‘This and all future campaigns’ or ‘This campaign only'. If you click on ‘This and all future campaigns’, link shortening and tracking will remain on until you open the sidebar again and turn it off.
  5. Once you’ve made your selection, click Save

When you turn on link shortening, you'll notice that the link in the message editor stays the same length. The reason for this is because we generate unique shortened links behind the scenes after you click the send button – this is how we track who's clicking. 

We calculate every shortened link as exactly twenty-two characters. So even though the link doesn't look shorter in the SMS editor, with link shortening turned on, your character count always shows the length of the final message. It's as if we have already generated the shortened link.

If you'd like to see an example of your shortened link while editing, click preview. But remember, this is just an example and you mustn't copy this demo link into the editor.

Tracking with UTM tags

If you use Google Analytics, you can add UTM tags to your SMS links to help you better understand your customers. It’s also more convenient, as you won’t have to create a new UTM tag each time you send a new link. This only works if you have link shortening and tracking turned on.

To enable UTM tags for your SMS message links:

  1. Go to the SMS area.
  2. Go to Campaigns > Advanced features.
  3. Go to Google Analytics tracking > Continue.

To change any default values, click the pencil icon under the Edit heading.

To disable UTM tags for your SMS message links:

  1. Go to the SMS area.
  2. Go to Campaigns > Advanced features.
  3. Click Disable Google Analytics tracking.
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