# Campaign analytics

After a campaign sends, its report shows how it performed — delivery, clicks, conversions and revenue, per channel and per message. What each metric means and where to find it.

**Language:** en
**Audience:** platform
**Translation key:** platform.campaigns.campaign-analytics
**Search keywords:** campaign analytics, campaign report, campaign results, delivery rate, delivered, failed, expired, ctr, click rate, clicks, conversion rate, conversions, revenue, roas, epm, earnings per message, open rate, rcs open rate, opens, campaign cost, unsubscribes, message status, delivery status
**Related pages:** /platform/es/campaigns/campaign-analytics, /platform/en/campaigns, /platform/en/campaigns/audience-targeting, /platform/en/channels/rcs/sms-fallback, /platform/en/insights
**Docs index (every page):** https://docs.instasent.com/llms.txt
**This zone's index:** https://docs.instasent.com/platform/en/llms.txt
**This page:** https://docs.instasent.com/platform/en/campaigns/campaign-analytics/ (HTML) · https://docs.instasent.com/platform/en/campaigns/campaign-analytics.md (Markdown)
**Other language (es):** https://docs.instasent.com/platform/es/campaigns/campaign-analytics.md

Once a campaign has sent, its **report** tells you how it did — how many messages were
delivered, who clicked, what converted, and what it earned. Open it from the campaigns
list; it's organized into four tabs — **Overview**, **Audience**, **Conversions** and
**Activity** — that go from the headline numbers down to each contact.

## The headline metrics

The **Overview** tab leads with a row of KPIs:

| Metric              | What it means                                                                                                                                                                                                                                                                                                                                                             |
| ------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Messages Sent**   | Total messages sent — the base for everything else.                                                                                                                                                                                                                                                                                                                       |
| **Delivery rate**   | Delivered divided by sent. The secondary figure shows the % that failed.                                                                                                                                                                                                                                                                                                  |
| **CTR**             | Click-through rate — unique recipients who clicked a link, divided by delivered.                                                                                                                                                                                                                                                                                          |
| **Conversion rate** | Recipients who completed a tracked goal (an order), divided by delivered.                                                                                                                                                                                                                                                                                                 |
| **Revenue**         | Total value attributed to the campaign, with the average per order.                                                                                                                                                                                                                                                                                                       |
| **Campaign cost**   | Total spend — the sum of every message's cost, with the per-message average.                                                                                                                                                                                                                                                                                              |
| **ROAS**            | Return on ad spend — **profit** divided by cost, **not gross revenue**. *Profit* is the attributed sale minus taxes, fees and other costs configured in [Conversion attribution](/platform/en/project-settings/conversions-attribution). Its secondary figure is **EPM** (earnings per message) — profit ÷ messages sent, the average profit each sent message generated. |
| **Unsubscribes**    | Recipients who opted out after this campaign, divided by delivered.                                                                                                                                                                                                                                                                                                       |

Below the KPIs, the **Interactions per {interval}** chart plots **delivered**,
**undeliverable**, **opens**, **clicked**, **conversions** and **unsubscribes**
across the days after the send. Delivered, clicked and conversions are shown by
default; you can toggle the others on.

The chart has a **Minute · Hour · Day** granularity switch in the top-right
corner. Instasent picks the right one based on how old the campaign is — minute
when it's fresh, hour after a few hours, and day once it's several days old —
but you can change it at any time. The **Undeliverable** series rolls every
message that didn't get through (failed, rejected, errors and regulation blocks)
into a single line.

## Delivery statuses

Every message ends in a delivery status, shown per recipient in the **Audience** tab:

- **Delivered** — reached the recipient's device.
- **Sent** — handed to the operator, no delivery confirmation yet.
- **Failed** — couldn't be delivered (rejected by the operator, a regulation block, or
  an error).
- **Expired** — no confirmation arrived within the operator's window (around 48 hours).
- **Fallback** — an RCS message that couldn't be delivered and was sent as SMS instead.

For RCS, opens are tracked separately as an engagement metric (**Opens** in the
chart above) — a read message stays **Delivered**, it doesn't get its own status.

## RCS open rate

RCS reports when a message is read, so an RCS campaign has one metric SMS doesn't:
the **Open rate** — the percentage of *delivered* RCS messages that were opened,
counting each recipient once. It appears in the per-channel breakdown further down
(and per country), alongside delivery rate and CTR. There's no equivalent for SMS:
the operators don't report reads, so an SMS campaign shows no open rate. In a
campaign that used RCS with SMS fallback, the open rate reflects the RCS messages
only — the SMS fallback ones can't be measured for opens.

## Clicks and links

If your message contains links, Instasent tracks them and the **Link activity** section
shows **people clicked**, **total clicks** and the **click rate**, plus a **click
performance by URL** table breaking the numbers down per link. Tracking relies on
Instasent's tracked links — a plain, untracked URL pasted as text won't be measured.

## Conversions and revenue

When a recipient goes on to complete a tracked goal — typically an ecommerce order —
it's attributed back to the campaign as a **conversion**, feeding the conversion rate,
**revenue** and **ROAS**. A conversion is a tracked event (an order), so the **revenue**
and product figures count orders, while the **conversion rate** counts the recipients
(contacts) who converted, divided by delivered — one contact who ordered twice raises
revenue but counts once toward the rate. Conversions depend on ecommerce/conversion
tracking being set up for the project.

The **Conversions** tab breaks down what the campaign earned:

- **Conversion KPIs** — conversion rate, revenue attributed, average order value and
  revenue per recipient.
- **Top products** — the products that drove the most revenue, ranked by revenue, each
  with its image, units sold and revenue.
- **New vs returning** — how the converting customers split between first-time buyers
  and returning ones, by number and revenue, across the campaign's timeline.
- **Conversions over time** — the conversion curve over the days after the send.
- **Converting contacts** — a table of every contact who converted, with their channel,
  country, the event, order reference, amount and when it converted. You can search it,
  filter by event or channel, and export it.

## RCS and SMS fallback

A campaign's stats combine every channel it used, and the **Channels** breakdown shows a
row per channel with its metric columns: sent, delivery rate, **CTR**, **Open rate**,
**CVR** (conversion rate), revenue, campaign cost, ROAS and unsubscribes. For an RCS
campaign with SMS fallback, the RCS messages and the SMS fallback messages are reported
separately — each with its own delivery and cost — while the headline totals cover both.
See [SMS fallback](/platform/en/channels/rcs/sms-fallback).

The Overview also has a **Countries** breakdown — the same columns (delivery rate,
CTR, Open rate, CVR, revenue, ROAS…) split by destination country, so you can see
where the campaign performed best.

> **Note**: **Retarget who didn't get through.** To follow up on a campaign's failed recipients,
> build a segment in **Audience → Contacts**: filter by campaign delivery, pick the
> campaign, and set the delivery status to *Failed*. See
> [Audience & targeting](/platform/en/campaigns/audience-targeting).

> **Note**: This report is the deep view of **one** campaign. For a quick side-by-side of your
> campaigns — sent, delivery rate and CTR per campaign over a period — see the summary
> above the [campaigns list](/platform/en/campaigns/managing-campaigns); to compare and
> track performance across all of them over time, use [Insights](/platform/en/insights).

![The campaign report Overview tab with KPIs, interactions chart and channel breakdown](/platform/en/campaigns/images/campaign-analytics--1-report-overview.png)
*A sent campaign's report: delivery, clicks, conversions and revenue.*

The **Activity** tab drops from the aggregate numbers down to individual events: a
live feed of who clicked, who ordered and who unsubscribed after the send — each
entry naming the contact, the action and when it happened — alongside a preview of
the message they received.

![The campaign report Activity tab: a chronological feed of per-contact events — clicks, suppressions and orders — with a preview of the sent message](/platform/en/campaigns/images/campaign-analytics--2-activity-tab.png)
*The Activity tab: the campaign's engagement contact by contact, from the first click to each conversion.*

---

This is one page of the Instasent documentation. For the complete machine-readable index of every guide and API reference, fetch https://docs.instasent.com/llms.txt — start there for full context.