Viewing Text Campaign Analytics

Understanding how your SMS campaigns perform helps you improve over time. Track delivery rates, responses, and conversions to optimize your texting strategy.

The Text Analytics dashboard with key performance metrics

What you'll learn

• Key SMS metrics to track

• Understanding delivery and engagement

• Using analytics to improve campaigns

Accessing Analytics

Go to Text Bank → Analytics to view your SMS performance dashboard.

Key Metrics

Delivery Metrics

Metric

Definition

Target

Sent

Messages attempted

Delivered

Messages that reached phones

95%+

Failed

Messages that couldn't be delivered

<5%

Delivery Rate

Delivered ÷ Sent

95%+

Engagement Metrics

Metric

Definition

Benchmark

Replies

Incoming responses

10-30%

Reply Rate

Replies ÷ Delivered

10-30%

Click Rate

Link clicks ÷ Delivered

5-15%

Opt-Out Rate

STOP requests ÷ Delivered

<2%

Track delivery, engagement, and conversion metrics with trend indicators

Conversion Metrics

Metric

Definition

Donations Attributed

Donations from text links

Signups Attributed

Volunteer signups from texts

RSVPs Attributed

Event RSVPs from texts

UTM Tracking

Pulsar automatically adds UTM parameters to links so you can track text-driven conversions in your analytics tools.

Campaign-Level Analytics

Click on any campaign to see detailed performance:

Delivery Timeline

See when messages were sent and delivered over time.

Response Analysis

Breakdown of reply types:

• Positive (support, interest)

• Negative (opposition)

• Questions

• Opt-outs

A/B Test Results

If you ran message variants, compare their performance:

• Which message got more replies?

• Which had better click rates?

• Which had fewer opt-outs?

Using Analytics to Improve

High Failure Rate?

If delivery is below 95%:

• Clean your phone list (remove landlines, invalid numbers)

• Check carrier filtering (message content may be flagged)

• Verify phone number formatting

Low Response Rate?

If replies are below 10%:

• Include a clear question or call-to-action

• Make it easy to reply (yes/no questions)

• Personalize the message

• Send at better times

High Opt-Out Rate?

If opt-outs exceed 2%:

• Reduce message frequency

• Improve targeting (right message, right audience)

• Check message tone (too pushy?)

• Ensure you have proper consent

Monitor Continuously

Check analytics during campaigns, not just after. If something's wrong, you want to know immediately.