One of the features native to campaigns is the ability to include a link within your message. And when you use our in-app URL shortener with your link, you do a lot more than just shrink down your characters.
You actually create the opportunity to track who is (and isn't) clicking on your links. With this info, you can then calculate click-through rate (CTR).
The CTR is a metric you can use to gauge your campaign's performance. It can give you a clear indication of whether or not the content you're delivering is relevant to your audience, enough so that they're willing to interact with it!
Calculating your click-through rate is simple, just requires a little bit of mental math! We'll break it down in a few simple steps.
- Click campaign on the left-hand side, then select the campaign with the link you'd like to track.
- Head to the bottom of the page under "Analytics."
- Take your number under total sent, and subtract the number of SMS messages that went undelivered to find your total number of delivered messages. (The most common reason for a message showing up as undelivered is that the number it was sent to was a landline.)
Let's look at the example below. There were 101 messages sent, and 1 went undelivered. This means that the total number delivered is 100.
4. At the bottom of the page, in the grey bar, you'll see the URLs included in your message. At the far right side of the bar, you'll see the number of clicks.
5. Take your number of clicks and divide it by the number of delivered messages. Once multiplied by 100, that final sum will be your click-through percentage.
So, following with the example above, take 72 (clicks) / 100 (messages delivered) = a clickthrough rate of .72 or 72%!
A "good" clickthrough rate is a little like beauty: it's in the eye of the beholder. Your number is ultimately impacted by the content of your message and the industry that you operate in. So be your own judge when it comes to performance, there's no gold standard to speak of otherwise!
The follow-up question now is—what can you do with this information? One of the most popular options is to create a segment for the people who clicked on your link, and delivering them supplementary messages (like rewards) for their participation! You can read about how the Amazon marketing team responsible for NYC's Marvelous Miss Maisel pop up did just that with their campaigns.
Like most of the tools here at SimpleTexting, you can build them like blocks. Learn more about what you can do with your data by exploring the rest of our help center articles!