Outbound reporting on campaigns can be a valuable tool for your business as it provides information such as message delivery and opt-out metrics, as well as open and click-through rates on any short trackable links you include in your message content. This data can help you adjust future campaigns so you get the most value for your business. This article describes how you can view and customise campaign reports in the Vodafone Business Messaging hub.
Viewing campaign reports
To view a list of campaigns reports, navigate to Messaging > Campaign reports. The table displays information about your campaigns under the following column headings:
- Message name: The name of the campaign - click on this to view the campaign analytics page.
- Recipients: The total number of recipients for that campaign.
- Content: A preview of the campaign's message content.
- Sent: The date and time the campaign was sent.
- Send from: The sender ID used for the campaign.
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Status: The campaign status:
Held - some campaigns are subject to review and verification to prevent spam and fraudulent activity. During this process, the campaign is in Held status until the message content is approved by our compliance team.
Sent - when a campaign sends successfully, the status will change to Sent. You can review the details by clicking on the campaign name.
Rejected - if the message verification process deems the campaign to be spam or fraud, the campaign will be Rejected and the messages won't send. - Actions: At the end of each row there is a more options icon (⋮) under the Actions heading, clicking on here presents a couple of additional actions you can perform from this page:
- Edit name - A modal will pop up where you can update the name of the campaign.
- Forward - You will be redirected to the New message page where you can forward the same message content to a different set of contacts. Please note that the sender ID will default to the same one used in the original campaign however this can be changed if required.
On this page here is also a search bar that can be used to lookup specific campaigns, and there is a + New Message button which takes you to the New Message page where you can compose a new campaign.
Campaign analytics page
Note: The new version of the campaign analytics page described below is currently in Beta, if you would like information about the old view you can follow this article instead. If you see the old view and would like to try the new experience, you can simply click on the button at the top of the page to switch. For now you are free to switch between both, however we will soon switch all customers permanently to the new page view.
After clicking on the name of the campaign you wish to review in the Campaign reports page, you will be taken to a page that has analytical information about your campaign.
You will see the following:
- The latest status update of your campaign in a banner at the top.
- The name of the campaign
- The name of the person who created the campaign and the date and time it was sent
- A refresh button that can be used to update the page, this is useful as we rely on status information being sent back to us by carriers and this can sometimes be delayed.
There are two pages that can be switched between that contain different sets of information about your campaign, Analytics and Message Details.
Analytics
Within the Analytics page there are 3 sections:
Delivery
The Delivery section by default will show the below metrics:
The metrics displayed can be customised by clicking the parameters icon. This customisation will be saved meaning that each time you visit this page the information will be displayed in this way, until you change it again.
Engagement
The Engagement section contains more detailed information about how recipients interacted with your message. Directly under the main section heading there is a graph that shows the number of responses and opt-outs received over the last week. You can customise this to only show one of these metrics, or both.
There are two sub headings below the graph that contain more engagement data from your campaign.
Engagement Path
Under this sub heading you will find data that reflects how recipients engaged with your message overall.
Sent - The total number of messages in your campaign that have been sent. Messages that haven't been sent may be pending review, or may have been rejected, more information on this can be found under point 6 of the Viewing campaign reports heading.
Delivered - The proportion of your sent messages that have been confirmed as delivered. More information about delivery status' can be found in this article.
Clicked (if the message contained short trackable links) - This shows the number of unique clicks, meaning the number of individual recipients who have clicked a link at least once, regardless of how many times they click it.
Responded - The total number of responses received to your campaign.
Click activity
This sub heading contains a breakdown of the number of recipients who clicked on short trackable links in your messages. It lists each short trackable link contained in your message content and is broken down by total clicks and unique clicks, unique being the number of individual recipients who have clicked a link at least once, regardless of how many times they click it. There is also a link you can follow to the Message Details page where you can find a more granular breakdown of this data.
Overview
The overview section shows some key information about your campaign:
Status: The status of the campaign - definitions of each status can be found under point 6 of the Viewing campaign reports heading.
Audience: This shows the source of the audience (CSV file, contact segment, contact list, etc.)
Sent at: The date and time of the campaign.
Send from: The sender ID used to send the campaign.
Channels: The channel the message was sent from (SMS/ MMS)
Below this information you will find a preview of how the campaign displays on a recipients handset.
There are also buttons to view a Detailed Report of the campaign, and to Duplicate it.
Duplicating the campaign presents you with a modal where you can choose the name of the new campaign and adjust which information you want to duplicate (Sender ID, Audience, Message content). When you click Duplicate campaign you are taken to the New message page, with all fields pre-populated with the information you selected in the pop up modal, as well as any MMS attachments - these can still be edited if required.
Message activity
The Message activity page, located in the Campaign Analytics section, shows the delivery status of your messages to each recipient. The page is displayed as a table with several tabs that can be exported as individual reports.
Follow-up Actions
When you navigate to this page, you will see checkboxes next to each recipient in the table. Selecting one or more recipients will display buttons for follow-up actions. This functionality is available across all tabs of the Message Activity table ("Outbound", "Inbound", "No Response", etc.), but your selection of recipients will not be preserved if you switch between tabs.
The primary follow-up action is:
- Send follow-up message: Clicking this button will take you to the New Message page where you can compose and send a new message to the exact set of recipients you selected.
Next to the "Send follow-up message" button, you will find an action menu with the following alternative actions:
| Action | Description |
|---|---|
| Unsubscribe | Adds the selected recipients to your account’s opt-out list. |
| Delete Contacts | Deletes the selected recipients from your account’s contacts. |
| Add to list | Adds the selected recipients to a chosen Contact List in your account’s contacts. You can also create a new list with this option. |
| Export CSV | Exports a detailed report of messages in the campaign to the selected recipients. |
When you select one of these actions, you will be taken through a flow relevant to that action (e.g., opening a modal to select the appropriate contact list, triggering a CSV download of a report, etc.).
Outbound tab
The outbound tab is the main overview of the campaign report as you can easily see:
The sender ID that each message in the campaign was sent from
The name (or phone number) of each recipient included in this campaign.
The Channel used to send the message (SMS/ MMS)
A part preview of the outbound message.
The message delivery status for each recipient - these are also color coded.
The date & time the campaign was sent.
Inbound tab
You can view any replies associated with the campaign under the Inbound tab.
To send an easy reply, the Quick reply button opens the quick message panel with the recipient's contact number pre-populated:
Opt-outs tab
The Opt-outs tab will display if any campaign recipients have chosen to opt-out of future SMS marketing:
Undelivered tab
You can filter for Failed messages by selecting the Undelivered tab.
Link Clicks tab
If your campaign included short trackable links, the Link clicks tab will report on the total number of visits to the link since the message was sent.
No response tab
You can view and download a list of all the recipients of your campaign that did not engage with it by selecting the No Response tab.