Regularly monitoring your SMS campaign reports will help you evaluate the success of your SMS campaigns or, on the contrary, understand what made them unsuccessful. When monitoring your SMS campaign reports, you can maximize ROI (Return On Investment), maintain high customer engagement rates, and avoid mobile carrier filters.

For each SMS campaign, Brevo offers a comprehensive campaign report that provides relevant metrics to help you understand your audience engagement and optimize your content for future communications. Using Brevo's SMS campaign reports, you can track everything from who received and replied to your campaigns, to how many credits you consumed for this campaign and how many recipients unsubscribed!

Good to know

• Ensure you have read our Best practices for SMS deliverability.
• Bot interactions are included in your SMS campaigns' statistics and reports. Although not from real users, these interactions may affect your statistics, such as clicks and engagement rates. Take this into account when analyzing your campaigns' performance and adjust your marketing strategies accordingly for accurate targeting and effectiveness.
• Since SMS statistics can vary greatly across industries due to factors like target audience, relevance of content, and SMS frequency, it's important to benchmark your SMS performance against industry-specific standards for accurate assessment. 
• Ensure you cross-reference all your metrics results to get a complete analysis of your SMS report and make informed decisions for your future communications.

➡️ Access your SMS campaign report

After sending an SMS campaign, access its report to check how it performed:

1. Go to Campaigns > SMS.
2. Next to the name of the SMS campaign for which you want to access the report:
   1. For Sent campaigns, click the report icon .
   2. For Suspended, Running, or Archived campaigns, click More action > Report.
      

👁️ Overview of your SMS campaign report

Your SMS campaign report is composed of different parts, tabs, and sections: 

• Your SMS campaign details, at the top of the report.
• An Overview tab with key results and information on your SMS campaign. 
• Tabs for each metric in the Overview tab with more precise and in-depth data.
  (Deliverability, Clicks, Replies, Credits, Unsubscribes)

Details of your SMS campaign

At the top of your SMS campaign report, you will find all the details on the SMS campaign concerned by this report, such as: 

1. Campaign preview. Click the text to open a full-page preview of your SMS campaign. 
2. Campaign name, ID, and delivery date and time.
3. Share and Export report buttons. From there, you will be able to send your SMS campaign report to anyone or obtain a CSV or PDF version of it. You will also have the possibility to individually export some specific sections of your SMS campaign report. To learn more, check our dedicated section Share and export your SMS campaign report in this article.

Overview of your campaign's performance and settings

Below your SMS campaign details, you will find tabs for each key metric of your SMS campaign report. The Overview tab is opened by default and concisely summarizes your SMS campaign’s performance.

1. Performance
   Gathers key metrics such as delivery, click rates, and unsubscribe rates. It allows you to identify at a glance your campaign's performance. Click Details next to the metric for which you want to obtain more precise and in-depth data.
   ➡️ To learn more, check our dedicated section Understand and analyze your SMS campaign report in this article.
2. Audience
   Gathers all the segments and lists of contacts, as well as conditions you have set as recipients of your SMS campaign. 
3. Timeline
   Chronological list of all actions performed on the SMS campaign from its creation to its edits and sending. 

🔍 Understand and analyze your SMS campaign report

Explore the different tabs of your SMS report to obtain more precise and in-depth data on each of the metrics presented in the Overview tab. Check our dedicated sections to learn how to understand and analyze each tab's data:

In each tab, if you see the following icons next to a data item or section, you can: 

• View contacts
  Access the preset segment of contacts concerned by this specific metric powered by our segmentation tool. For example, view the contacts who opened your campaigns, or those who have unsubscribed after receiving this specific campaign. This will allow you to perform actions on these segments to better target your audience for your future communications.
•  Export
  Receive a CSV or PDF version of a specific section of your SMS campaign report on your account email or download it from Notifications. For example, you can download the reasons for soft bounces section from the Deliverability tab or the credits consumed per country list from the Credits tab.

📬 Deliverability

The Deliverability tab details the success rate of your SMS delivery and highlights any issues encountered in sending and receiving your SMS campaign.

In this tab, you will find the key metrics to help you analyze the deliverability of your SMS:

• Sent - Contacts to whom your SMS campaign was sent.
• Delivered - Number of messages actually delivered to your recipients' phones. It means that your recipients received a notification on their phone that lets them know that you sent them a message. It doesn't mean they opened it, but only that they received it.
• Skipped - Number of SMS campaigns that were not sent to recipients in the USA or other +1 countries because you haven't registered for a toll-free number or it was not approved yet. Skipped SMS not deducted from your SMS credits count. This information can be found in the History tab of the contact details page of the contacts that have been skipped. 
• Processing - Number of SMS that are still to be delivered. 
• Delivery rate - Percentage of SMS that successfully reach your recipients' mobile device. 
• Soft bounces - Number and percentage of messages not delivered to your recipients' phones due to a temporary error. Check the reasons for soft bounces in the Reasons for section. 
• Hard bounces - Number and percentage of messages not delivered to your recipients' phones due to a permanent error. You can check the reasons for hard bounces in the Reasons for section.

Below those metrics, you will also find: 

• Deliverability breakdown by lists
  Check the deliverability rate by your recipients' contact list, as well as the number of contacts skipped, still processing, or that generated a bounce.

❓How can I analyze the Deliverability tab data to improve my marketing strategy? 

A high number of delivered SMS messages reflects a successful campaign and contributes to a positive ROI. Even if it cannot be calculated on Brevo, the opening rate for SMS campaigns is estimated to be around 98%.

Unlike email campaigns, SMS campaigns are charged based on the number of messages sent, not delivered, so minimizing soft and hard bounces is essential to avoid unnecessary expenses.

Regularly monitoring your deliverability metrics helps maintain clean and updated contact lists, which is critical for preserving your sender reputation and controlling your expenses. For example, monitor the Reasons for bounces section to understand their cause. Click   View to check which contacts generated bounces. 

Track delivery rates, bounces and skips by lists to spot delivery issues. Low delivery rates for specific contact lists may indicate that you need to clean your contact lists to remove invalid or unengaged contacts. 

➡️ To maximize the chances of your SMS reaching your recipient's phones, check our dedicated article Best practices for SMS deliverability.

🖱️ Clicks 

The Clicks tab shows how well the content of your SMS engages the recipients and prompts them to take action by clicking on links.

In this tab, you will find the key metrics to help you analyze the clicks of your SMS campaign:

• Click-through rate (CTR) - Percentage of recipients who clicked at least one time on a link in your SMS campaign. 
• Total clicks - Total number of clicks on the links in the SMS. For example, if a recipient clicks on a link in the SMS 3 times, it will be counted as 3 clicks.
• Unique clicks - Unique number of clicks on the links in the SMS. For example, if a recipient clicks on a link in the SMS 3 times, it will be counted as 1 unique click on that link.

Below those metrics, you will also find different sections:

• Clicks by hour
  Check the times at which the links in your SMS was clicked within 24 hours of being sent. You can either check these times on a chart or in a  table. 
• Clicks per link
  Check the total number, percentage, and unique clicks registered for each link in your SMS campaign. 
• Distribution
  Check the number of clicks for each country where your SMS was sent. You can either check the number of clicks per country in a  map or  table. Hover over the countries on the map to check how many links were clicked in each country. The darker the country is, the more clicks it registered.  
• Clicks breakdown
  Check the number of clicks and click rate by your recipients' contact list, device, or browser on which the link was opened. Click the Lists drop-down to select the filter criteria for your results.

❓How can I analyze the Clicks tab data to improve my marketing strategy? 

Understand click engagement

A low Click-Through-Rate (CTR) suggests weak engagement from your recipients, which can be improved by refining your content or call-to-action text.

You can also compare Total Clicks to Unique Clicks to value your recipients' interest and clarity of your offer.

Timing makes the difference

The Average Time to Click metric is also helpful in assessing the immediacy of engagement to adjust sending times or content to drive faster actions. The Clicks Over Time metric reveals peak engagement periods, guiding future timing strategies.

Learn more about your clickers

Analyze Clicks Geography to tailor campaigns for underperforming regions by optimizing language and relevance. Lastly, use the Clicks Breakdown to identify poorly performing contact lists, clean outdated contacts, and enhance segmentation for better targeting and results. You can also test the link you added to your SMS campaign on different browsers on mobiles to ensure its content displays correctly. 

➡️ To maximize recipient engagement, deliver personalized, relevant, and valuable content to nurture engaged recipients and maintain a profitable contact database.

💬 Replies

The Replies tab provides information about the replies you receive from your recipients for this specific SMS campaign. You can receive and reply to your customers by email. To learn more, check our dedicated article Receive and reply to SMS responses.

In this tab, you will find the key metrics to help you analyze the conversions of your SMS campaign:

• Replies and Reply rate - Number and percentage of answers from your recipients for this message.

Below those metrics, you will also find the Replies breakdown to check the number of replies and reply rate by your recipients' contact list.

❓How can I analyze the Replies tab data to improve my marketing strategy? 

No replies equals no interest?

Reply rate can help gauge overall engagement trends across different campaigns. A high reply rate can indicate strong engagement and that your message resonated with your audience. Conversely, a low reply rate can suggest that the call-to-action (CTA) text may not be compelling, the message lacks clarity, or the audience isn’t interested in the offer. 

Analyze replies content

Positive replies confirm alignment with audience expectations, while negative or unclear replies indicate potential messaging issues. Repeated questions or confusion can signal the need for more explicit message content. Patterns across campaigns highlight what types of messages, offers, or timings generate the most engagement.

Overall, low reply rates or negative replies highlight the need to refine your messaging, targeting, or offer.

💸 Credits

The Credits tab tracks the cost generated for sending this SMS campaign.

In this tab, you will find the key metrics to help you analyze the cost of your SMS campaign:

• Credits used - Total number of credits consumed for the sending of this SMS.
• Average per sms - Average amount of credits spent per recipient for this SMS campaign.

Below those metrics, you will also find the Credits breakdown by country to check how many credits were used for each country in which your SMS campaign was sent.

❓How can I analyze the Credits tab data to improve my marketing strategy? 

Evaluate the cost-effectiveness of your SMS campaign. Monitor Credits spent to assess overall investment and Average credit per recipient to measure the cost of engaging each contact. High costs may indicate a need to optimize message length, as longer messages consume more credits. In addition to this, segmenting your audience or optimizing your targeting strategy could reduce costs while improving relevance. Regularly monitor these metrics to refine your campaigns, maximize ROI, and craft more cost-effective marketing strategies over time.

🚫 Unsubscribes

The Unsubscribes tab helps you understand the reasons behind unsubscribes and assess overall contact lists and segments' health. 

In this tab, you will find the key metrics to help you analyze the unsubscribes of your SMS campaign:

• Unsubscribe rate and Unsubscribes - Number and percentage of recipients who unsubscribed from your SMS campaigns after receiving this specific campaign. 
• Last unsubscribe - Last date and time at which we registered an unsubscription to your SMS campaigns following receipt of this SMS campaign. 

Below those metrics, you will also find the Unsubscribes breakdown to check the unsubscribe rate by your recipients' contact list.

❓How can I analyze the Unsubscribes tab data to improve my marketing strategy? 

If you have a high unsubscription rate, it can mean that the consent collection for your SMS campaigns has not been done properly and needs to be reviewed because your recipients did not expect to receive updates from you. It can also mean that your content is irrelevant to your recipients and that you must segment your recipient lists according to their interests or specific database information. To learn more about segments, check our dedicated section in the Help Center. 

📄 Share and export your SMS campaign report

Brevo allows you to share your SMS report with anyone or obtain it in CSV or PDF version to share or print. Access your SMS campaign report to be able to share or export it:

⏭️ What's next?

• Receive and reply to SMS messages
• What is a soft bounce and a hard bounce in SMS?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo expert partner.