The SMS Performance report provides aggregate data of all broadcast SMS campaigns sent in your account. This data lets you view campaign outcomes and success metrics at a glance.
Data in this report is pulled from sent individual SMS broadcast campaigns. Learn more about the Individual SMS Campaign Performance report.
Take note
- You must have the SMS add-on and permission to access Reports and Campaigns to view this data. Learn more about user permissions
- Metrics and replies regarding SMS messages sent from an automation are not included in this report
Access the SMS Campaign Performance report
You can access this report from two areas in your ActiveCampaign account:
Option 1: Click SMS > SMS Campaigns Performance report on the left menu.
Option 2: Click Reports > SMS > SMS Campaigns Performance report on the left menu.
Viewing the report
By default, the report lists metrics for all sent SMS campaigns to all lists within the last 30 days.
You can use the filters at the top of the report to filter data by List name, update the date range, or search for a specific campaign by name.
The aggregate metrics under the filters show the following data according to the selected filters:
| Metric name | Definition |
| Total campaigns | Total number of SMS campaigns sent. |
| Total sent | Total number of SMS messages we attempted to send. |
| Delivery rate | Percentage of outgoing SMS and MMS messages that are received by contacts. |
| Click rate | Percentage of contacts who clicked a link within your message. This is based on unique clicks by subscribers. |
| Reply rate | Percentage of contacts replying to your SMS campaign. |
| Fail rate | Percentage of SMS sends that were not received. |
| Opt out rate | Percentage of contacts who opted out of your SMS communications. |
Under the metrics is a table listing all SMS broadcast campaigns sent within the filters you set. Each campaign listed contains the following information:
| Column header | Definition |
| SMS Name | Name of the SMS campaign. |
| Sent date | Date the campaign was sent. |
| Total sends | Total number of SMS messages we attempted to send. |
| Delivered | Delivery rate and total number of messages delivered. |
| Clicks | Click rate and total number of unique clicks. |
| Replies | Reply rate and total number of replies. |
| Failed | Failed delivery rate and total number of messages that were not delivered. |
| Opt out | Opt-out rate and total number of unsubscribes. |
Clicking the “Report” button for any campaign in this table opens the individual performance report. You can view individual metrics, replies, and details about failed sends here.