# Performance

The Performance dashboard measures how your messaging is delivered, clicked and unsubscribed across every channel — campaigns, automations and transactional together. This page explains its metrics and breakdowns.

**Language:** en
**Audience:** platform
**Translation key:** platform.insights.messaging-performance
**Search keywords:** performance, messaging performance, messages sent, delivered, failed, delivery rate, clicks, ctr, unsubscribes, investment, spend, carrier, operator, per channel, sms rcs performance
**Related pages:** /platform/es/insights/messaging-performance, /platform/en/insights, /platform/en/campaigns/campaign-analytics, /platform/en/insights/conversions, /platform/en/channels/rcs/sms-fallback
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The **Performance** dashboard tells you what happened to your messages after you sent them: how many were delivered, how many got clicked and how many unsubscribes they triggered. The useful part is that it's **cross-cutting**: rather than splitting by source, it adds up your campaigns, your automations and your transactional messages in one place, then lets you read it per channel — SMS, RCS or email.

This is the project-wide view. For the figures of a single campaign, see [Campaign analytics](/platform/en/campaigns/campaign-analytics) — the numbers match, this dashboard just sums everything over a period.

It shares the [Insights filters](/platform/en/insights#shared-filters) and adds one of its own: the **message type** — view everything together, or focus on campaigns, automations or direct (transactional) sends.

![The Performance dashboard: five cards at the top (Messages, Delivered, Failed, Clicks, Unsubscribes) with the messages-per-day time-series chart below](/platform/en/insights/images/messaging-performance--1-performance-dashboard.png)
*The Performance dashboard — the delivery cards on top and the per-day charts below.*

## Delivery totals

Five cards summarise delivery over the selected period. Each shows a count and a relevant ratio.

| Card             | What it counts                                                                                                      |
| ---------------- | ------------------------------------------------------------------------------------------------------------------- |
| **Messages**     | Messages sent over the period. A secondary figure shows the spend.                                                  |
| **Delivered**    | Messages confirmed delivered, and the delivery rate (delivered / sent).                                             |
| **Failed**       | Messages that didn't get through — rejected, failed, expired, errored, of unknown status, or blocked by regulation. |
| **Clicks**       | Contacts who clicked a link in your message, and the click-through rate (clicks / sent).                            |
| **Unsubscribes** | Contacts who unsubscribed, and the rate against messages sent.                                                      |

> **Note**: The five delivery cards require a plan with **enhanced analytics**. On plans without it, the cards show as unavailable with an upgrade prompt. The time-series charts below are available on every plan.

## Over time

Three time-series charts plot the same data across the period. These are **not** gated — they're available on every plan.

- **Messages by date** — messages sent per interval, split by delivery status.
- **Interactions by date** — clicks and unsubscribes per interval.
- **Investment by date** — spend per interval, split by channel and totalled.

## Breakdowns

Below the charts, several breakdowns split the totals by different dimensions.

- **Attribution** — what your messaging breaks down into: message type, top channels, and content / campaign. Available on every plan.
- **Audience breakdown** — by tag and by **carrier** (the contact's mobile operator). *Requires enhanced analytics.*
- **Geo breakdown** — by city, country, language, age and gender. *Requires enhanced analytics.*

## How channels and fallback are counted

Each message is counted under the channel it was actually sent on, read from its delivery channel. When an RCS message can't be delivered and [falls back to SMS](/platform/en/channels/rcs/sms-fallback), the resulting SMS is counted as an **SMS** — it was sent over SMS. The dashboard doesn't recombine a fallback SMS back into its original RCS campaign. {/* VERIFY: confirm the backend does not re-attribute fallback SMS to the original RCS channel */}

## Next step

To see how this messaging turns into orders and revenue (online stores), see [Conversions](/platform/en/insights/conversions).

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