A conversion is defined as the end goal expected out of an engagement.
- For an email or SMS that links to a surveys or chatbot, as well as chatbot conversations over SMS, the conversion goal is a completion.
- For an email with any link other than to a survey or chatbot, the conversion goal is a click because you send that link with the intention of encouraging the recipient click on it.
- For email without any links, the conversion goal is an open because you send that as an "FYI" or notification with the intention that its content be viewed.
- For any SMS message, the conversion goal is receiving a reply.
For example, if your message links to a job posting, then the goal of the engagement you expect is that the recipient will read that job listing. In this case, the click on the link in your message is a conversion because it meets that goal. But if your message links to a survey about their qualifications for a job, then the goal of engagement you expect is that they will complete the survey by answering all of those qualifying questions. In this case, the click on the link to the survey is not a conversion because it doesn't meet that goal.
Delivered: The number of email or SMS messages that were successfully delivered, as reported by the email and SMS service providers.
Opened: After the email was successfully delivered, if the recipient views the content of the email, then in most cases that will cause an invisible "pixel" image to be requested from Sense servers. When Sense servers receive that request, we count that email as opened. SMS works with different technology, and SMS apps do not allow Sense to know whether or not the SMS message content was viewed.
Converted: This number is the sum total of the four types of conversions described below.
Surveys and chatbots conversion: This number only includes email or SMS messages that contain a link to a Sense survey or a chatbot, and chatbot conversations over SMS. These are from touchpoints with the goal of gathering information from recipients. For this type of email and SMS message only, a conversion is counted when the recipient completes the entire survey or chatbot.
Emails with links conversion: This number only includes emails that contain any link other than a link to a Sense survey or a chatbot. These are typically from touchpoints that have the goal of getting the recipient to tap a "call to action" link. For this type of email only, a conversion is counted when the recipient clicks on any of the links in the email and when Sense servers receive the request to load that linked URL.
Emails without links conversion: This number only includes emails that don't contain any link except the unsubscribe link. These are typically from touchpoints with the goal of sending the recipient an "FYI" or notification. For this type of email only, A conversion is counted when the email is "opened" (see above)
SMS replies conversion: This number only includes SMS messages, but includes all SMS messages regardless of their content. A conversion is counted when the recipient sends a reply to the sender of the SMS message.
Understanding the graph:
All of the numbers in the graph are impacted by your active filters (e.g. "Last 90 days").
- The number in the top-right corner is the total number of conversions of all types.
- The percentage on the bar graph is the conversion rate: the ratio of converted messages (both email & SMS) out of delivered messages (both email & SMS).
- There are four types of conversion, and the graph shows the weighted average of all four types.
Weighted averaging means that the conversion rate shown in the graph may be low even when one of the individual conversions rates is high.
For example: Let’s say you sent just 1 SMS message, and received 1 reply. Therefore, you would have 100% conversion for your SMS replies. Let's also say that you sent 1,000 email messages containing a link, but only 10 recipients tapped on that link. Therefore, you would have 1% conversion for your emails with links. In this case, the weighted average shown in the bar graph would be 1%, or 11 total converted divided by 1,001 total messages delivered. This happens because you sent many more lower-converting email messages than your higher-converting SMS messages.
Tap anywhere in the box to expand or collapse it. When expanded, the box shows the exact counts, each of the four types of conversion.
- The "converted" column shows the sum of the four types of conversion.
- All of these counts are shown separately for email and for SMS, as well as for the total of those two.
Check out these related articles for more details about Sense Metrics: