Campaign analytics

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. 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 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.

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.

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.