Your reports

Reports shows how your texts did: how many went out and were delivered, why some weren’t, what they cost, who clicked, and who joined and left. This guide covers the screen and its Overview. The other guides in this section cover delivery, failures and costs, link clicks, your consent record, client reports and exports.

The screen#

Open Reports from the sidebar.

The line under the title says what you’re looking at: the business, the dates, and the dates it’s compared with, the same number of days just before. Every up or down arrow on the page is against those days.

Under that line, a small clock says whose days these are. With All businesses, each day runs midnight to midnight in your time: Days in your time: Eastern (ET). With one business picked, the days are the business’s: Days in Pacific Time (PT), with how far that is from your time when it’s different. Your time zone is set in Account › Preferences; see Your time zone.

Control	What it does
Business	All businesses adds them up, or pick one. A paused business is there too, marked paused.
7 days, 30 days, 90 days	The last 7, 30 or 90 days, today included.
Custom	Any dates up to a year long, up to today. Pick them and press Apply.
All carriers	Or only the texts that went out through Twilio, or through Vonage.
SMS and MMS	Or only text messages (SMS), or only picture messages (MMS).

Three tabs sit under the controls: Overview (below), Links once you’ve sent a tracked link (see Link clicks), and Consent (see Your consent record). Print client report and Export are at the top right.

The numbers#

A sentence sums up the dates in words. Under it, a tile for each number, with its change and a small line of how it went day by day:

Tile	What it counts
Messages sent	Every text that went out: campaigns, welcome texts and tests. How many were SMS and MMS is under it.
Delivery rate	Of the texts the carriers reported on, the share that reached the phone.
Failed	Texts a carrier couldn’t deliver, and their share of what was sent.
Opt-out rate	People who opted out, as a share of the texts delivered.
Click rate	Only once you’ve sent a tracked link: people who clicked, as a share of the texts delivered with a link.
Carrier spend	What your carrier charged for these texts, and the average per text.

How these are counted, and what to do when they’re off, is in Delivery, failures and costs.

With a carrier or a type picked#

Picking Twilio, Vonage, SMS only or MMS only narrows the texts. Opt-outs can’t be narrowed that way: someone who replies STOP leaves the business, not one kind of text. So the Opt-out rate tile becomes Opt-outs, the count for the business, with no rate.

Over time and Sending health#

Over time charts the dates day by day, or week by week for longer ranges. Switch it between Messages (delivered and failed), Delivery rate and Spend. Hover over a day, or tap it, for its numbers. Beside the key, Each day runs midnight to midnight names the same clock.

Texts are counted by the hour. So in a time zone that’s half an hour or a quarter hour off, like India or Nepal, a day’s last texts count on the next day, and a line under the chart says from when: after 11:30 PM in India, after 11:45 PM in Nepal. Contacts and clicks use exact days.

Sending health checks what keeps texts getting through. The line under its title says All checks healthy, or how many need a look.

Check	Healthy when
Can send texts	The business’s number and carrier are ready. When one can’t send, it says why, with Open Messaging Setup. With all businesses, it names each one that can’t and why. While your account is locked, it says No, with the button to choose a plan or update your card.
Blocked campaigns	Only when campaigns in these dates didn’t go out: how many, with Open Campaigns. See When a campaign doesn’t go out.
Delivery rate	95% or more. Between 90% and 95% is worth watching.
Opt-out rate	Under 1% of the texts delivered. From 2% it needs attention. Under 100 texts delivered, there are too few to judge, so it shows the rate with no verdict.
Spam filtering	Under 0.5% of the texts sent were blocked as spam.
Unverified sending	No texts were blocked because the number isn’t registered or verified yet.

By business#

With All businesses, a row for each business: texts sent, delivery rate, who joined, opt-outs, spend and its health. Click one to see its own numbers.

Health	Means
Healthy	Delivery, opt-outs and spam filtering are all fine.
Watch or Needs attention	One of them is off. Pick the business to see which.
Can't send	Its carrier or number has a problem. Fix it in Messaging Setup.
Can't send yet	It’s waiting on something, like its number’s approval. Nothing to do but wait.
Number not verified	Texts were blocked because its number isn’t registered or verified.
Paused	You paused it. Its numbers from before are still here.
No texts	It sent nothing in these dates.

Recent campaigns, Top links and Audience#

Recent campaigns lists the latest campaigns in these dates: each one’s delivery rate, how many it was sent to, clicks if it had a link, and its state. A campaign that was blocked is there too, marked Blocked. Click one to open it in Campaigns; All campaigns opens the list.

Top links shows the links the most people opened, once you’ve sent a tracked link. All links opens the Links tab.

Audience counts the people:

Number	What it counts
Active	Subscribers who can be texted today.
New	Everyone who joined in these dates, including anyone who has opted out since. Contacts added already opted out, from an opt-outs import say, never joined, so they aren’t counted.
Opted out	People who opted out in these dates.
Net	New, plus people who came back, minus opt-outs.

A paused business#

A paused business keeps its reports. Pick it to see its numbers, print its client report or open its consent record. A note says it’s paused: nothing sends and it takes no new sign-ups until you resume it in Businesses. Sending health says so too.