55. Analityka SMS - metrics & reporting

Poziom: Średni | Czas: 10 min

Bez analityki nie wiesz, co działa. W tym tutorialu nauczysz się czytać metrics SMS, interpretować wyniki i podejmować data-driven decisions.

Key SMS Metrics

1. Delivery Metrics

SENT: 1,000 SMS
DELIVERED: 985 (98.5%) ✅
FAILED: 15 (1.5%)
  - Invalid number: 8
  - Network error: 5
  - Blocked: 2

BENCHMARK:
✅ Excellent: >98%
⚠️ Needs work: 95-98%
❌ Critical: <95%

2. Engagement Metrics

DELIVERED: 985
LINK CLICKS: 148 (15% CTR) ✅
REPLIES: 23 (2.3%)
OPT-OUTS: 5 (0.5%)

BENCHMARKS:
Click-through rate:
- Promotional: 10-20% (Good)
- Transactional: 20-30%
- Urgent: 30%+

Reply rate:
- General: 1-3%
- Question/survey: 5-15%
- Customer service: 20-40%

Opt-out rate:
- Healthy: <1%
- Warning: 1-2%
- Critical: >2% (too often/irrelevant)

3. Conversion Metrics

CLICKS: 148
LANDING PAGE VIEWS: 142 (96%)
ACTIONS (bookings/purchases): 28 (19% of clicks)
CONVERSION RATE: 2.8% (of delivered)

BENCHMARK:
0.5-1%: Decent
1-3%: Good ✅
3-5%: Excellent
5%+: Outstanding (optimize & scale!)

4. Financial Metrics

COSTS:
Campaign: $15 (1,000 × $0.015)
Replies: $0.23 (23 × $0.01)
Total: $15.23

REVENUE:
Conversions: 28 bookings
Avg value: $150
Total: $4,200

ROI: ($4,200 - $15.23) / $15.23 = 27,470% 🚀

Revenue per SMS: $4.20
Cost per conversion: $0.54

GHL SMS Dashboard

Location: Marketing → SMS → Analytics

Overview Card:

THIS MONTH:
Sent: 5,234 SMS
Delivered: 5,118 (97.8%)
Clicked: 812 (15.5% CTR)
Conversions: 94
Revenue: $12,800
Cost: $78.51
ROI: 16,200%

Campaign Breakdown:

Campaign Name       | Sent | CTR  | Conv | Revenue
-------------------|------|------|------|--------
Feb Flash Sale     | 2000 | 18%  | 3.2% | $6,400
Appointment Remind | 1500 | 22%  | N/A  | $0
Re-engagement      | 800  | 12%  | 1.8% | $1,440
Birthday Promo     | 500  | 25%  | 5.0% | $2,500
Newsletter         | 434  | 8%   | 0.9% | $390

Advanced Analytics

Time-Based Analysis

Best send time:

Hour    | Sent | CTR  | Conv
--------|------|------|-----
8-9 AM  | 200  | 12%  | 1.5%
9-10 AM | 350  | 16%  | 2.8% ✅ Winner
10-11AM | 400  | 18%  | 3.1% ✅ Best!
2-3 PM  | 300  | 14%  | 2.2%
7-8  PM | 250  | 10%  | 1.8%

INSIGHT: 10-11 AM Tuesday = optimal

Day of week:

Monday: 14% CTR
Tuesday: 19% CTR ✅
Wednesday: 17% CTR
Thursday: 18% CTR
Friday: 11% CTR
Weekend: 9% CTR

Avoid: Monday morning, Friday PM, weekends

Segment Performance

SEGMENT: VIP Customers (50 contacts)
Delivered: 50
CTR: 42% (!!)
Conversion: 12% (6 bookings)
Revenue: $1,800
ROI: Insane

SEGMENT: Cold Leads (500 contacts)
Delivered: 485
CTR: 8%
Conversion: 0.6%
Revenue: $450
ROI: Marginal

INSIGHT: Focus on VIP/engaged segments!

Content Analysis

Which messages work?

MESSAGE TYPE A (Straight offer):
"30% OFF coaching packages. Book: link.co/off"
CTR: 12%
Conv: 1.8%

MESSAGE TYPE B (Benefit-focused):
"Want 10X your business? Our proven system: link.co/sys"
CTR: 19% ✅
Conv: 3.2% ✅

MESSAGE TYPE C (Question):
"Struggling with lead generation? We can help: link.co/help"
CTR: 22% ✅ Best!
Conv: 2.9%

INSIGHT: Questions + benefits > direct offers

Cohort Analysis

Compare monthly performance:

JANUARY:
Sent: 3,200
CTR: 14%
Conv: 1.9%
Revenue: $6,080

FEBRUARY:
Sent: 5,234  
CTR: 15.5% (+10% improvement!)
Conv: 1.8% (-5% hmm)
Revenue: $12,800 (+110% wow!)

CHANGES MADE:
- Better segmentation
- Optimized send times (10-11 AM)
- Improved landing pages
- Shortened messages (<140 chars)

RESULT: 2x volume, maintained quality

Reporting Templates

Weekly SMS Report:

# SMS Marketing Report - Week 7

## Summary
- Campaigns sent: 3
- Total SMS: 2,500
- Delivery rate: 98.2% ✅
- CTR: 16.8% (+2% vs last week)
- Conversions: 47
- Revenue: $7,050
- Cost: $37.50
- ROI: 18,700%

## Top Performer
"Valentine Flash Sale" - 30% OFF
- Sent: 1,000
- CTR: 22%
- Conv: 4.1%
- Revenue: $4,100

WHY: Urgency (24h deadline) + strong offer

## Needs Improvement
"General Newsletter Update"
- Sent: 500
- CTR: 7%
- Conv: 0.4%

ACTION: Make more compelling, add clear CTA

## Next Week Plan
1. Repeat flash sale format (proven winner)
2. Test new segment: Inactive 60-90 days  
3. A/B test: Question vs statement subject

Monthly Executive Summary:

# SMS Channel Performance - February 2026

## Headline Numbers
📊 5,234 SMS sent (+63% MoM)
📈 15.5% average CTR (+1.5% MoM)
💰 $12,800 revenue (+110% MoM)
🎯 1.8% conversion rate
💵 $2.45 revenue per SMS

## Wins
✅ Scaled volume while maintaining quality
✅ Found optimal send time (Tue 10-11 AM)
✅ VIP segment outperforming (42% CTR!)

## Challenges
⚠️ Slight conversion rate decrease (1.9% → 1.8%)
⚠️ Landing page improvements needed

## March Goals
🎯 Maintain 15%+ CTR
🎯 Improve conversion to 2.5%
🎯 Scale to 8,000 SMS/month
🎯 Launch loyalty program SMS track

Exporting Data

GHL CSV Export:

Analytics → Export

Choose:
- Date range: Last 30 days
- Metrics: All
- Format: CSV

Open in Excel/Sheets for deeper analysis

Connect to Google Analytics:

SMS links with UTM parameters:
?utm_source=sms&utm_medium=campaign

Track in GA:
Acquisition → Campaigns → sms

See:
- User behavior post-click
- Time on site
- Pages viewed
- Conversion funnels
- Revenue attribution

Alerts & Monitoring

Set up alerts:

GHL → Notifications:

☑ Delivery rate drops below 95%
☑ Opt-out rate exceeds 1.5%
☑ Campaign CTR below 8%
☑ Daily spend exceeds $50

Email: your@email.com
SMS: +48 123 456 789

Daily Check (5 minutes):

Morning routine:
1. Check delivery rate (>98%?)
2. Yesterday's CTR (>12%?)
3. Any opt-outs (why?)
4. Revenue generated
5. Any failed messages (fix)

Optimization Based on Analytics

If low delivery rate:

DIAGNOSIS: Bad phone numbers

FIX:
1. Export failed numbers
2. Remove from list
3. Use phone validation service
4. Update forms (better validation)

If low CTR:

DIAGNOSIS: Weak messaging or timing

FIX:
1. A/B test subject lines
2. Try different send time
3. Improve offer
4. Add urgency
5. Better targeting (segment)

If low conversion:

DIAGNOSIS: Landing page or offer issue

FIX:
1. Check landing page load speed
2. Mobile optimization
3. Clearer CTA
4. Reduce friction (form fields)
5. Add trust signals

Benchmarks Cheat Sheet

METRIC          | Healthy | Warning | Critical
----------------|---------|---------|----------
Delivery rate   | >98%    | 95-98%  | <95%
CTR (promo)     | >12%    | 8-12%   | <8%
CTR (transact)  | >20%    | 15-20%  | <15%
Reply rate      | >2%     | 1-2%    | <1%
Opt-out rate    | <1%     | 1-2%    | >2%
Conversion rate | >1.5%   | 0.5-1.5%| <0.5%
ROI             | >500%   | 200-500%| <200%

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