SMS campaigns analytics 

SMS campaigns analytics

Track your SMS marketing results over time, including delivery rate, click rate, influenced sales, and more.

Choose your analytics timeframe

By default, analytics displays your lifetime results in Marsello. To view results for a specific timeframe, use the date picker.

You can also choose how data is displayed on the graphs by selecting Daily, Weekly, or Monthly.

📝 Note: Analytics update approximately every 8 hours. Marsello only reports data collected after your account is installed, so historical data from before installation is not included.

SMS campaigns analytics explained

The SMS Campaigns dashboard helps you understand how your SMS campaigns are performing so you can improve future campaigns and measure sales impact.

Statistic definitions

Note: All statistics are measured against the selected timeframe and include campaign, automated, and transactional SMS unless noted.

• Total credits used: The number of SMS credits used to send messages.
• Campaign sends (previously SMS campaigns sent): Total number of one-off SMS campaigns sent. 
• SMS sends (previously SMS sent): Total number of SMS messages sent, including bounces. 
• Delivery rate: The percentage of SMS that reached inboxes. Delivery rate = deliveries ÷ sends.
• Clicks (previously Unique clicks): The number of customers who clicked at least one SMS link. Counted once per message.
• Click rate: The average percentage of delivered SMS campaigns that received a click. Click rate = clicks ÷ deliveries. 
• Influenced sales (previously SMS campaigns): Sales where an SMS campaign was received or clicked within 10 days before the purchase. Excludes SMS automations.
• Last-influenced sales (previously Last-touch revenue): Sales where an SMS campaign was the last marketing touchpoint the customer received or clicked within 10 days before making a purchase. Excludes SMS automations.
• Influenced orders (previously New orders generated): The number of orders placed where an SMS campaign was received or clicked within 10 days before the purchase. 
• Last-influenced orders (previously Last-touch orders): The number of orders where an SMS campaign was the last marketing touchpoint the customer received or clicked within 10 days before making a purchase. Excludes SMS automations.

📝 Note:

• Click rate and clicks only populate when your SMS campaign includes a link. Paste the full URL into your SMS campaign and Marsello will automatically shorten the URL and add tracking.

• Sales are displayed in your local currency. The $ symbol is used to represent a monetary value.

Key takeaways from graphs

Graph 1: SMS subscribers added

This graph shows the number of customers added to Marsello who have opted in to SMS marketing, grouped by the country of their mobile provider, for the selected timeframe. Use this graph to understand where your SMS subscribers are based and estimate how many credits you may need for future SMS campaigns.

Graph 2: SMS Last-influenced orders and sales
This graph tracks sales and orders generated by SMS campaigns over time. You can view this by day, week, or month.

Use this graph to compare SMS campaign performance and identify which time periods or campaigns generated the most sales.

Graph 3: SMS sends and deliveries

This graph tracks SMS campaign activity over time, including how many messages were sent and delivered.

Use this graph to monitor delivery performance and spot changes in campaign reach.

📝 Note: Customers can complete multiple actions, so they may appear across multiple lines on the graph.

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