Advanced Analytics for Clearer SMS Insights

You use SMS because it works — it’s fast, direct, and consistently drives action.

Yes, about 72% make purchase decisions after receiving a text message.

But there’s a blind spot every SMS marketer hits: the moment you can’t go beyond basics and see what’s actually happening.

You’re sending flash-sale reminders to thousands of subscribers, but you don’t know how many bought it from your SMS outreach.

Introducing Advanced Analytics for your SMS marketing campaigns—a reporting experience built to eliminate guesswork and give you the full picture:

Did delivery dip compared to last month?

Why did a specific campaign underperform?

Did subscribers quietly churn before the promotion went out?

Did ROI fall even though engagement looked fine?

Say goodbye to scattered, isolated metrics and hello to a unified view that finally shows how every part of your SMS program works together.

Delivery. Engagement. Costs. Subscribers. Conversions. Trends. All connected. All contextualized.

TL;DR

• Dynamic line charts: Visualize any metric with flexible time controls
• Unified Performance Overview: See all critical SMS metrics in one consolidated dashboard (no report-hopping)
• Delivery Report: Track delivery status (Unreachable, Invalid Numbers, Carrier Rejected, queued, or unconfirmed) with geographical filters (area code, city, region, state, and Country)
• Engagement Report: Track replies, link clicks, and unsubscribes as a percentage of delivered messages; segment by message source(e.g., Platform, Inbox, API, iOS App, Android App, Workflows, Scheduled, Automated Replies)
• Conversion & ROI Tracking: Tie specific campaigns directly to conversion events, revenue, and ROI
• Subscriber Report: Monitor opt-ins, unsubscribes, and total subscriber count over time to spot growth or churn patterns
• Gated Messages Report: Tracks unique event metrics related to content access including code sent, message views, delivered messages and link clicks
• Billing & Cost Breakdown: See exactly where budget goes by message type (SMS/MMS), campaign, user, or segments
• Link Performance: Measure shortlink behavior like total links sent, clicks received, and click-through rate (CTR)

Check out our Help documentation.

Why Is Advanced Analytics Needed?

One of the most frequent requests we received from our users was simple but painful: “It didn't allow someone to measure conversions (e.g., webinar sign-ups) from an SMS campaign/blast and therefore they weren't able to measure effectiveness/ROI of a campaign.”

Our existing analytics provided teams with solid visibility into sends, deliveries, and basic engagement.

But as SMS marketing has matured and become more strategic, marketers need to go deeper to show ROI.

The new features save you from these pain points:

1. Losing sight of the insights

A lot of people don’t take SMS marketing seriously, primarily because they cannot tie it back to real money!

Let’s admit, when you don’t have visibility into what’s happening beneath the surface, “fine” quietly turns into expensive.

Your limited SMS budget drains — but without a clear cost breakdown, you can’t prove what is causing it. You might know your messages were delivered, but why the campaign did not work remains a guesswork.

You can’t pinpoint:

• Which exact segment drove the spike (or drop)
• Which message type performs best for conversions
• What cadence leads to the highest ROI
• Where the bottleneck occurred in the journey — delivery, clicks, or purchase

So the problem is…i f you don’t know what’s broken, you can’t really fix or optimize it.

Mobile Text Alert’s Advanced Analytics helps you do that with filterable charts and tables that show insights into engagement, delivery, billing, subscribers, and trackable links.

2. Difficulty in understanding engagement and conversion effectiveness

Analytics track opens, clicks, and which links were tapped. But you can’t pinpoint why engagement changed or which messages actually drove results.

And the gaps don’t stop at engagement. They extend to cost.

It’s hard to understand the relationship between performance and spend because these numbers don’t show:

• Which campaigns or users generated specific costs
• How spending was split across SMS, MMS, or international messages
• The real cost per click, per conversion, or per revenue dollar

So you see your total bill, but not which parts of your program were actually worth the investment.

With Advanced Analytics, you get an ‘Engagement report’ that tracks Responses and Link Clicks, displaying the total count and the percentage compared to messages delivered. Similarly, you also get a Billing report that displays Revenue and ROI.

3. Ambiguity in message delivery status

Delivery isn’t binary. It’s a chain of events, and when any link breaks, performance drops.

Without deep data, you miss seeing:

• Carrier-level filtering or throttling, where carriers silently slow or reject traffic during peak times, but all you see is a generic failed message
• Segment-specific delivery issues, like area codes, cities, or subscriber groups, that consistently fail. Without segmented breakdowns, you never notice the pattern
• Queue and timing delays with high-volume sends. A time-sensitive message delivered 10 minutes late may as well have never been delivered at all, but standard reporting marks it as “successful.”

The Advanced Analytics Delivery report goes deeper, allowing you to understand why delivery changed, not just what the number was.

4. Challenges in subscriber management and growth tracking

Your list isn’t static. People join, leave, churn, re-engage.

Basic subscriber reports tell you how many people you have. But you need to know:

• When your list grew or shrank, and the exact triggers behind it. Did a specific campaign drive a spike? Did a poorly timed message cause a dip?
• Which campaigns or funnels generate the most valuable opt-ins? Some messages attract long-term subscribers; others bring people who churn within days. What impacted your funnel?
• Which sources produce high-quality vs low-quality subscribers? Keywords, forms, workflows, and API opt-ins all perform differently — but you can’t see that without segmentation.
• What’s causing silent churn inside specific segments? A certain state, city, or interest group may be quietly opting out more than others, but the basic reports won’t reveal that pattern.
• Which growth tactics are actually delivering ROI? Without time-based tracking, you can’t tell whether your list-building strategies are working or wasting budget.

5. Lack of campaign comparison and trend analysis

Trying to manually evaluate last week’s results against last month’s billing cycle or last quarter’s performance is tedious and can be unreliable. And without clear trendlines, you miss:

• Multi-cycle comparisons: Which billing cycles or campaigns consistently outperform others
• Seasonality trends: When your audience naturally engages more (or less)
• Performance decay: Engagement drops over time; the real question is when
• Predictive patterns: Which campaign types reliably lead to repeat sales
• Historical benchmarks: Your own baseline for “good” vs. “concerning” performance

6. Limited cost visibility and optimization

Basic cost reports tell you the total amount spent. Without deeper cost visibility, you never know:

• The true cost split between SMS, MMS, and international messages
• Which users, segments, or workflows are the most expensive to reach
• Which campaigns generated the highest (or lowest) ROI
• Where the budget is being burned without delivering meaningful returns
• Where small optimizations could dramatically reduce cost

And when you can’t connect cost → performance → revenue, you cannot optimize it.

You may overpay for message types that don’t convert, can’t identify your most (or least) profitable message sources, or you can’t accurately forecast or justify future budget.

Not because the data isn’t there — but because it isn’t connected.

We have taken care of what truly matters to you in our new analytics features. See what they can do for you.

The Three Pillars of the Advanced Analytics Experience

Advanced Analytics are built around one goal: to help teams understand what’s happening, compare what changed, and act with confidence. And they stand on three critical pillars:

Pillar 1: Clarity

Replace guesswork with granular, contextual visibility into how your SMS marketing is performing.

What you can now see with precision:

• Delivery breakdowns: Identify carrier-related issues, like Unreachable, Invalid Numbers, and Carrier Rejected messages. Pinpoint what’s causing the delivery drops. You can fix deliverability issues at the source, recover lost reach, and ensure every message has the highest chance of being delivered.
• Engagement interactions: Track replies, clicks, opt-ins, and opt-outs with granular real-time depth. We’re talking about tracking by the minute when we say "going granular." You understand what your audience responds to, allowing you to optimize messaging, timing, and content for stronger engagement.
• Conversion activity: Attribute purchases and revenue to specific sends. You immediately see which campaigns drive revenue, helping you replicate what works and cut what doesn’t.
• Subscriber growth and churn: Understand who’s joining, who’s leaving, improve list health by identifying the messages, cadence, or offers that grow your audience—and the ones that trigger unsubscribes.
• Cost distribution: Know exactly where every dollar is spent across SMS/MMS/segments. Costs can also be broken down by Source, Campaign, User, and Pools, giving you the cost distribution across various segments and types.

You can truly eliminate invisible cost leaks now!

Pillar 2: Comparison

Reveal trends and contextual shifts so your teams can understand what changed and why.

What you can now compare with accuracy:

• Time-period controls: See performance across days, weeks, months, or custom ranges. Instantly understand short-term spikes vs long-term patterns, enabling smarter pacing, scheduling, and budget cycles.
• Billing-cycle comparisons: Compare this cycle to the last with automatically calculated deltas. You catch performance declines before they become costly and double down on what’s improving without manual analysis.
• Percentage change indicators: Every metric shows how much it grew or dropped. You can now also quantify improvements, diagnose declines, and justify decisions with clear evidence.
• Custom date ranges (up to 13 months): Analyze seasonality, recurring patterns, and historical performance. Plan more strategically by knowing when engagement peaks, when deliverability dips, and when conversions naturally rise.

Pillar 3: Confidence

Provide the financial and operational visibility required to make decisions that directly improve ROI — with data-backed confidence.

Make better decisions with:

• Cost per campaign, per user, per message type: Break down spending at every level and stop overspending on low-yield campaigns and focus your budget on the sends, segments, and message types that truly perform.
• True SMS vs MMS vs international spend: You can now see total costs, SMS costs, MMS costs, and international costs. Understand the exact cost distribution across message formats and choose the most efficient message type for each objective. Reduce cost without reducing impact.
• ROI and revenue attribution: Link spend to conversions, purchases, and earnings to confidently defend budget, scale high-performing automations, and treat SMS as a measurable revenue channel, not a cost center.
• Shortlink CTR performance: Track clickthrough performance across campaigns and segments and identify which links, CTAs, and offers drive action. Use our AI text message writer to refine your messaging for maximum conversions.

What’s Inside: A Quick Tour of the New Dashboard

It’s simple and effective.

You now have a dynamic line chart that visualizes events across the exact time range you choose, with flexible aggregation from minutes (for ultra-recent activity) to months and years (for long-term trends). You can select from pre-defined ranges, including Last 30 days, Last 60 days, Last 90 days, and Last 180 days.

Every metric you select appears as its own plotted line, making patterns like churn spikes or opt-in surges on your real-time analytics dashboard.

1. Unified Performance Overview

A single, consolidated view combining your most important SMS metrics into one dashboard. This gives you a quick snapshot of overall health and performance without switching between reports.

2. Contextual Comparison Deltas

You get an optional comparison time period where the data table automatically displays the difference in percentage between the selected time period and the comparison period for every metric This quantifies performance changes across all reports (Delivery, Engagement, Subscribers, etc.).

3. Delivery Report

This shows detailed delivery status breakdowns: Delivered, Unreachable, Invalid Numbers, Carrier Rejected, Sending, and Unconfirmed.

4. Engagement Report

Captures interactive metrics like replies, link clicks, and unsubscribes, relative to delivered messages.

5. Conversion & ROI Tracking

If conversion tracking is enabled, this part of the dashboard shows how many conversion events occurred, the associated revenue, and return on investment (ROI). You can directly tie your SMS campaigns to business outcomes, not just interactions.

Check this video to enable your conversion tracking

6. Subscriber Report

Tracks subscriber growth and churn: opt-ins, unsubscribes, and total subscriber count over time.

7. Gated Messages Report

Track unique metrics specific to content access, including Codes Sent (and their percentage compared to link clicks) and Message Views (and their percentage compared to codes sent) It also tracks associated delivered messages and link clicks.

8. Billing & Cost Breakdown

Breaks down cost by message type (SMS, MMS, etc.), by campaign, and by other dimensions.

9. Link Performance (Shortlinks)

Reports on the behavior of tracked links: how many messages contained links, how many clicks they received, and click-through rate (CTR).

How This Changes Your Workflow (Examples)

Advanced Analytics doesn’t just give you nicer charts; it changes how you operate. Here’s what that could look like in day-to-day decision making.

Example 1: How to stop wasting money on messages that never had a chance to convert

You see a campaign with high spend and disappointing conversions, but you have no idea why. Your Delivery Report breaks down exact failure points:

• A sudden spike in Invalid Numbers
• Carrier Rejected rates climbing on a segment
• A large group stuck in Sending (queue delays)

You immediately see that 22% of messages in one segment never actually reached recipients.

Action: Pause the campaign → clean that segment using number health data → re-send to a verified list.

Example 2: Attribute revenue to the messages that actually create revenue

You know SMS “works,” but you can’t prove which message drove which sign-ups, purchases, or revenue.

The Conversions & ROI Tracking report ties specific messages to measurable outcomes:

• Campaign X → $6,000 revenue → $500 spend → 1250% ROI
• Campaign Y → $1,200 revenue → $500 spend → 33% ROI

You now see exactly which messages deserve more investment.

Action: Increase spend and frequency for Campaign X’s format; reduce or restructure Campaign Y.

Example 3: Optimize message creative using hard engagement data

Two messages “perform the same” because their delivery counts look similar. You assume both are fine. But the Engagement Report shows a very different story:

• Campaign A: 0.7% CTR
• Campaign B: 2.4% CTR
• Replies to Campaign B are 4× higher
• Campaign A shows a subtle spike in opt-outs

You now know what actually resonates, not what looks similar on the surface.

Action: Adopt Campaign B’s CTA structure, link placement, and message timing as the creative baseline for future sends.

Example 4: Finally Understand Where Your SMS Budget Actually Goes

You know the total spend but not what drives it. The Billing & Cost Breakdown reveals:

• MMS messages cost 3X more but have the same CTR as SMS
• One user segment consumes 40% of the monthly spend
• International carriers are silently driving cost spikes
• One campaign alone accounts for 28% of the total usage cost

Action: Shift from MMS to SMS for specific campaigns → cap sends to high-cost segments → reallocate spend from low-ROI groups.

Why This Matters for Marketers, Admins, and SMS Teams

With Advanced Analytics, you get the full picture, join the dots and make sharper decisions that save your spending and increases your ROI.

You finally get to retire the “gut feeling” strategy and see the real movement in the subscriber space, conversions and revenue.

And SMS teams? They get the full story behind list health, churn trends, and subscriber behavior, so you can stop guessing and start textbook optimizing.

In short, this update turns your SMS marketing from “hope it works” into “of course it works.”

Every send gets smarter. Every trend gets clearer. And your strategy finally goes from shooting in the dark to hitting the mark.