Data & Analytics

This guide describes how to view data and analytics including campaign performance, list building subscriber metrics and more on the Voyage app.


All times or date ranges in your Voyage app are based on your browsers local time zone. All metrics in Voyage have a ~1.5hr delay.

DASHBOARD:

Screen Shot 2021-03-04 at 11.51.36 AMDefinitions:

  • New Subscribers: number of unique phone subscribers
  • Purchases: number of purchases from subscribers that clicked on an SMS link and purchased (attribution window is infinite)
  • Revenue: revenue from subscribers that clicked on an SMS link
  • ROAS (Return On Ad Spend): total revenue generated in selected time period / (total SMS + total MMS) cost in selected time period
  • Segments Sent: number of SMS or MMS segments sent from your account to subscribers. An SMS or MMS message can be made up of multiple segments (depending on character length). More details on character lengths and how they impact messages and segments here

Export Data to CSV

On the Voyage dashboard, you can export data to CSV (located right under the bar graph in grey). This data file contains subscribes, unsubscribes, re-subscribes, purchases, and attributable revenue generated for the specified time period.

LIST BUILDING:

Screen Shot 2021-03-04 at 11.52.34 AM

Definitions:

  • Clicks: total number of clicks on welcome flow SMS links from all modals (not_unique)
    • CTR: total number of clicks / total number of impressions
  • Active Subscribers: total number of active, unique subscribers from all modals
    • CVR: total number of active subscribers / total number of impressions
  • Revenue generated: total revenue from subscribers that clicked on welcome flow SMS link (attribution window is last click. So if subscriber clicks on a one time campaign and then purchases, revenue will be counted for one time campaign, not list building)
    • CVR: total number of purchases / total number of active subscribers
  • ROAS (Return On Ad Spend): total revenue generated in selected time period / (total SMS + total MMS) cost in selected time period
  • Impressions: number of users that saw that list building campaign
  • Modal Clicks: number of clicks on modal
  • Subscribers: number of subscribers from that specific campaign
  • Purchases: number of purchases (not unique) for subscribers that clicked welcome flow SMS link and purchased (attribution window is last click. So if subscriber clicks on a one time campaign and then purchases, revenue will be counted for one time campaign, not list building)

CAMPAIGNS:

Screen Shot 2020-11-09 at 2.36.18 PM

Definitions:

  • Sends: number of messages sent
    • Unique Clicks: number of subscribers that clicked on text link
  • Clicks: number of clicks on one time campaign texts (not unique)
    • CTR (under Clicks module): number of clicks / number of sends 
  • Revenue: revenue from subscribers that clicked on one time campaign text (attribution window is last click. So if subscriber clicks on a automated campaign and then purchases, revenue will be counted for automated campaign, not one time campaigns shown here)
    • CVR (under Revenue module): number of purchases / number of new subscribers
  • ROAS (Return On Ad Spend): total revenue generated in selected time period / total SMS + total MMS cost in selected time period
  • Unsubscribes: number of subscribers that unsubscribed after receiving message (from that specific campaign)
  • Purchases: number of purchases (not unique) for subscribers that clicked one time campaign text and purchased (attribution window is last click. So if subscriber clicks on a automated campaign and then purchases, purchase will be counted for automated campaign, not one time campaigns shown here)

DRIPS:

Screen Shot 2020-11-09 at 2.52.12 PM

Definitions:

  • All are the same as "Campaign" section above

SHORT LINKS AND UTMS:

We convert any URLs in messages to short links for tracking and attribution purposes (e.g., clicks and purchases). These are unique to the individual consumer.

https://res.cloudinary.com/developerhub/image/upload/v1584038110/26637/niduh8e1dlxdcnnx4ov3.jpg

We also append default UTMs as shown below to these links so that you can track inbound traffic from these short links in Google Analytics, Mixpanel and/or other analytics tools. You can modify these UTM values and/or add additional UTM parameters, as desired, in your Settings panel in the Voyage app.

https://res.cloudinary.com/developerhub/image/upload/v1584038318/26637/x2kvjvzmqsto5wwjnaxr.jpg