Messaging Analytics (New Experience) in Phone Settings

Modified on: Tue, 31 Mar, 2026 at 11:28 AM

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:

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

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

The Failure Reason Breakdown donut chart shows why your messages failed, giving you a clear view of the most common issues affecting delivery.

Each segment of the donut represents a specific failure reason along with its percentage contribution.

What You’ll See

Common failure reasons include:

Unverified toll-free numbers
Invalid or non-mobile numbers
Carrier filtering or safeguards
Country mismatches or routing issues

You’ll also see how each reason has changed compared to the previous period.

How to Use It

Identify the top causes of failures
Focus on fixing the highest-impact issues first
Track improvements over time with period comparisons

This helps you move from guesswork to precise fixes, improving deliverability faster.

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