Messaging Analytics (New Experience) in Phone Settings
Overview The Messaging Analytics section in Phone Settings has been redesigned to give you a clearer, more actionable view of your SMS performance. With improved visuals, trend tracking, and detailed message insights, you can now quickly understand how your messages are performing, and take action to improve delivery, engagement, and compliance. Messaging Analytics helps you monitor:
- Message delivery performance
- Failure rates and reasons
- Incoming message activity
- Subscriber opt-out trends The redesigned experience introduces interactive charts, period comparisons, and clickable metrics, making it easier to move from insights to action.
Availability
The new Messaging Analytics experience is currently available via Labs.
To enable it: 1. Go to Agency Settings
- Open Labs
- Activate Messaging Analytics V2 for the locations you want to enable it for > Once enabled, the new Messaging Analytics will be available inside Phone Settings for the selected locations. **
** > You can switch the feature off anytime to return to the previous view.
Where to Find It 1. Go to Settings
- Click Phone System
- Open the Messaging tab
- Select Messaging Analytics
Date Range & Filters - The default view shows last 30 days (previously 7 days)
- You can select up to 90 days for a broader analysis
- Use filters to refine your data and focus on specific insights
Dashboard Overview
Performance Summary Cards
The top of the dashboard displays five key metrics:
| Metric | Description |
|---|---|
| Sent | Total messages your system attempted to send |
| Delivered | Messages that successfully reached the recipient |
| Failed | Messages that could not be delivered (invalid numbers, carrier filtering, opt-outs, compliance issues) |
| Received | Inbound messages and replies from contacts |
| Opt-Out Rate | Percentage of contacts who replied STOP or otherwise unsubscribed |
Period-Over-Period Comparisons Each metric includes a comparison to the previous time period (e.g., vs last 30 days), along with visual indicators:
- Green = Improvement
- Red = Decline This helps you quickly identify trends without manual analysis.
Drill Down into Message Details
Every summary card is now clickable. Click on Sent, Delivered, Failed, Received, or Opt-Out Rate to open a detailed logs modal showing:
- Name
- Phone number
- Status
- Activity Date
- Error codes This allows you to quickly investigate individual messages and troubleshoot issues with precision.
Charts & Trend Views
1. Failure Rate Trend
The Failure Rate Trend chart shows how your message failure rate changes over time, helping you quickly spot patterns and potential issues in your messaging performance. Each bar represents the percentage of messages that failed on a given day within your selected date range.
What This Tells You
- Daily performance visibility See exactly when failures occurred instead of relying on overall averages.
- Identify spikes and patterns Sudden increases in failure rate may indicate issues like carrier filtering, invalid contact data, or compliance problems.
- Monitor consistency A steady failure rate suggests stable performance, while fluctuations may signal underlying issues that need attention.
Threshold Indicator The chart includes a 10% threshold line (shown as a dotted red line).
- Staying below 10% → Healthy messaging performance
- Going above 10% → Increased risk of carrier restrictions or account limitations > Repeatedly exceeding this threshold can negatively impact your sender reputation and may lead to messaging suspension.
2. Failure Reason Breakdown
3. Opt-Out Rate Trend
Monitor how many recipients are opting out of your messages over time.
- Includes a 2% threshold marker
- Helps you maintain healthy engagement
- Supports better messaging practices and compliance
How to Use Messaging Analytics
| Goal | What to Do |
|---|---|
| Spot delivery problems early | Review the Failure Rate Trend for spikes |
| Fix delivery issues | Use error codes and failure reasons to identify root causes |
| Monitor audience health | Track opt-out trends over time |
| Optimize campaigns | Compare period-over-period performance to refine messaging strategy |
Who It’s For 1. Sub-Account Owners & Admins
Get a clear, high-level view of your messaging performance — quickly identify delivery issues, monitor opt-outs, and understand failure reasons without digging into individual message logs. 2. Agency Owners Track messaging performance across sub-accounts with better visibility into trends, making it easier to identify issues and take action using detailed breakdowns.
Why Messaging Analytics Matters
Your messaging performance directly impacts:
- Customer engagement
- Deliverability
- Compliance with carrier regulations
- Revenue from campaigns and workflows Previously, analytics only showed raw numbers without context—you could see that messages failed, but not why, and it was difficult to track performance trends over time. The redesigned Messaging Analytics helps you:
- Catch delivery issues early using trend charts and threshold indicators,before they lead to account-level restrictions
- Reduce failed messages by identifying the exact error codes and root causes
- Protect your sender reputation by monitoring opt-out trends and staying within carrier thresholds
- Make data-driven decisions by understanding which messaging sources (campaigns, workflows, bulk sends) perform best
Switching Back to the Old View
If needed, you can disable the new experience:
- Go to Labs
- Turn off Messaging Analytics V2
Frequently Asked Questions Why am I seeing a high failure rate?
This could be due to invalid numbers, carrier filtering, or compliance issues. Check the Failure Reason Breakdown for details. What happens if I exceed thresholds? Consistently high failure rates (above 10%) or opt-out rates (above 2%) may increase the risk of messaging restrictions. Can I filter messaging analytics by source? Yes, you can filter your analytics based on the messaging source to better understand performance. Click on Filters and choose from:
- All – View data across all messaging sources
- Campaign – Messages sent via campaigns
- Workflow – Messages triggered through automations
- Bulk Request – Messages sent in bulk
