Monitoring SMS Performance with Messaging Analytics

Introduction to Messaging Analytics

The Messaging Analytics section within your CRM's Phone Settings provides comprehensive insights into your SMS campaign performance. This redesigned dashboard offers clear visualizations and detailed metrics to help you track message delivery, engagement, and compliance across your communications.

Enabling the New Analytics Experience

This enhanced Messaging Analytics feature is currently available through the Labs section. To activate it for your locations:

1. Navigate to Agency Settings
2. Select Labs
3. Enable Messaging Analytics V2 for the specific locations where you want to use the new interface

Once activated, the updated analytics will appear in the Phone Settings for your chosen locations. You can disable this feature at any time to revert to the previous view.

Accessing Messaging Analytics

To view your messaging analytics:

1. Go to Settings
2. Select Phone System
3. Click on the Messaging tab
4. Choose Messaging Analytics

Date Range and Filter Options

The dashboard automatically displays data from the last 30 days (expanded from the previous 7-day default). You can extend your analysis by selecting date ranges up to 90 days. Use the available filters to narrow your data focus and extract specific insights relevant to your needs.

Dashboard Overview

Key Performance Metrics

The top of the dashboard presents five essential metrics in summary cards:

• Sent: Total number of messages your system attempted to send
• Delivered: Messages that successfully reached recipients
• Failed: Messages that could not be delivered due to issues like invalid numbers, carrier filtering, opt-outs, or compliance problems
• Received: Inbound messages and replies from your contacts
• Opt-Out Rate: Percentage of contacts who unsubscribed by replying STOP or through other methods

Performance Comparisons

Each metric includes a comparison to the previous time period (such as versus the last 30 days). Color-coded indicators help you quickly assess trends:

• Green: Indicates improvement compared to the previous period
• Red: Signals a decline in performance

Detailed Message Logs

Each summary card is interactive. Click on any metric (Sent, Delivered, Failed, Received, or Opt-Out Rate) to open a detailed modal showing individual message records including contact names, phone numbers, status, activity dates, and error codes. This allows for precise troubleshooting and investigation.

Analytical Charts and Trends

Failure Rate Trend Chart

This chart displays how your message failure rate fluctuates over time, with each bar representing the percentage of failed messages for a specific day within your selected date range.

Key Insights:

• Monitor daily performance instead of relying on averages
• Identify sudden spikes that may indicate carrier filtering issues, invalid contact data, or compliance problems
• Track consistency - stable rates suggest reliable performance while fluctuations may signal underlying issues

Threshold Indicator: A 10% threshold line (displayed as a red dotted line) helps you maintain healthy messaging performance. Staying below this threshold indicates good sender reputation, while consistently exceeding it may lead to carrier restrictions.

Failure Reason Breakdown

This donut chart categorizes why your messages failed, showing the percentage contribution of each failure type. Common reasons include unverified toll-free numbers, invalid or non-mobile numbers, carrier filtering, and country mismatches.

How to Use This Information:

• Identify the most frequent causes of message failures
• Focus your improvement efforts on the highest-impact issues
• Track progress over time using period comparisons

Opt-Out Rate Trend

Monitor how many recipients are unsubscribing from your messages over time. This chart includes a 2% threshold marker to help you maintain healthy engagement levels and comply with messaging best practices.

Practical Applications

For Sub-Account Owners & Admins: Quickly assess messaging performance without digging through individual logs, identifying delivery issues and monitoring audience engagement.

For Agency Owners: Track performance across multiple sub-accounts with enhanced visibility into trends and detailed breakdowns.

Key Benefits:

• Early detection of delivery issues through trend monitoring
• Reduced failure rates by addressing specific error codes
• Improved customer engagement through opt-out trend analysis
• Better campaign optimization using period-over-period comparisons