SMS reporting

This reference article covers SMS metrics used at Braze, as well as how to view them in your SMS campaigns.

Campaign analytics

Once you’ve launched your campaign, you can return to the details page for that campaign to view key metrics. Navigate to the Campaigns page and select your campaign to open the details page. For SMS messages sent in Canvas, refer to Canvas analytics.

From the Campaign Analytics tab, you can view your reports in a series of panels. You may see more or less than those listed in the sections below, but each has its own useful purpose.

Campaign Details

The Campaign Details panel shows a high-level overview of the entire performance for your SMS.

Review this panel to see overall metrics such as the number of messages sent to the number of recipients, the primary conversion rate, and the total revenue generated by this message. You can also review delivery, audience, and conversion settings from this page.

Control groups

To measure the impact of an individual SMS message, you can add a control group to an A/B test. The top-level Campaign Details panel doesn’t include metrics from the Control Group variant.

Changes Since Last Viewed

The number of updates to the campaign from other members of your team is tracked by the Changes Since Last Viewed metric on the campaign overview page. Select Changes Since Last Viewed to view a changelog of updates to the campaign’s name, schedule, tags, message, audience, approval status, or team access configuration. For each update, you can see who performed the update and when. You can use this changelog to audit changes to your campaign.

SMS Performance

The SMS Performance panel outlines how well your message has performed across various dimensions. The metrics in this panel vary depending on your chosen messaging channel, and whether or not you are running a multivariate test. You can click on the Preview icon to view your message for each variant or channel.

If you want to simplify your view, click Add/Remove Columns and clear any metrics as desired. By default, all metrics are displayed.

SMS metrics

Here is a breakdown of some key metrics you may see while reviewing your message performance. For the full definitions of all SMS metrics, refer to the Report Metrics Glossary and filter by SMS.

Metric	Definition
Sent	Sent is every time a campaign or Canvas step has been launched or triggered, and an SMS has been sent from Braze. It's possible that the SMS didn't reach a user's device due to errors.
Sends to Carrier	Sends to Carrier is deprecated, but will continue to be supported for users that already have it. It's the sum of Confirmed Deliveries, Rejections, and Sends where delivery or rejection wasn’t confirmed by the carrier. This includes instances where carriers don’t provide delivery or rejected confirmation, as some carriers don’t provide this confirmation or can’t do so at the time of send.
Delivery Failures	Delivery Failures are when the SMS couldn't be sent because of queues overflowing (sending SMS at a rate higher than your long or short codes can handle).
Confirmed Delivery	Confirmed Deliveries are when the carrier has confirmed the message was delivered to the target phone number.
Rejections	Rejections are when the SMS has been rejected by the carrier. This can happen for several reasons, including carrier content filtering, availability of the destination device, the phone number is no longer in service, and similar.
Opt-Out	Opt-Out is when a user replied to your message with an opt-out keyword and was unsubscribed from your SMS program.
Help	Help is when a user replied to your message with a HELP keyword and was dispatched a HELP auto-response.
Total Clicks	Total Clicks is the total number (and percentage) of users who clicked within the delivered message, regardless of whether the same user clicks multiple times.

Historical performance

The Historical Performance panel allows you to view the metrics from the Message Performance panel as a graph over time. Use the filters at the top of the panel to modify the stats and channels shown in the graph. The time range of this graph will always mirror the time range specified at the top of the page.

To get a day-by-day breakdown, click the hamburger menu and select Download CSV to receive a CSV export of the report.

Keyword responses

The Keyword Responses panel shows you a timeline of the inbound keywords users replied with after receiving your message.

Here, you can also view the response distribution of each keyword category to determine next steps for retargeting and to conveniently create a segment.

Conversion event details

The Conversion Event Details panel shows you the performance of your conversion events for your campaign. For more information, refer to Conversion Events.

Conversion correlation

The Conversion Correlation panel gives you insight into what user attributes and behaviors help or hurt the outcomes you set for campaigns. For more information, refer to Conversion correlation.

SMS Currents events

Like email, Braze receives user-level events related to an SMS message as it makes its journey to a user. Any inbound SMS event will also be sent as a Currents event through the SMS InboundReceived event. This allows you to perform additional actions or reporting on the messages your users are texting in outside of the Braze platform.

Retention report

Retention reports show you the rates at which your users have performed a selected retention event over time periods in a specific campaign or Canvas. For more information, refer to Retention reports.

Funnel report

Funnel reporting offers a visual report that allows you to analyze the journeys your customers take after receiving a campaign or Canvas. If your campaign or Canvas uses a control group or multiple variants, you will be able to understand how the different variants have impacted the conversion funnel at a more granular level and optimize based on this data.

For more information, refer to Funnel reports.