SMS metrics

Overview

Drip’s SMS users lacked an aggregated view of performance across campaigns. Reporting was fragmented — limited to individual broadcasts or raw data tables — leaving marketers unable to see how their SMS efforts performed over time or in comparison to email.

The SMS Metrics Page was designed to close this gap: a unified view of engagement, deliverability, and revenue metrics that gives users the clarity and confidence to measure ROI, identify issues, and understand SMS as a growth channel — not a guessing game.

Problem

Without aggregated SMS reporting, users were “flying blind.”

• Performance data existed only per campaign, not across timeframes.

• There was no visibility into delivery health or carrier-level issues.

• SMS ROI and revenue attribution were difficult to quantify.

• Compared to email reporting, SMS analytics felt incomplete and immature.

The lack of clear performance insights was one of the top objections from potential customers evaluating Drip’s SMS product. This feature directly addressed that gap.

UX Goals

• Create an aggregated, SMS-focused analytics view that matched the depth and usability of Drip’s email reporting.

• Provide clarity and comparability — helping users easily understand ROI, engagement, and deliverability in one view.

• Introduce visual hierarchy and data confidence through simplified cards, trend indicators, and consistent system styling.

• Support quick exploration through familiar filtering, date ranges, and campaign-type segmentation.

Design Approach

• Added top-level performance cards for Revenue, Revenue per Person, and ROI, including visual trend indicators.

• Grouped key metrics under Deliverability (delivery rate, sends, failures, spam complaints) and Engagement (CTR, orders, AOV, unsubscribes).

• Consolidated campaign-level performance into a sortable table with inline metrics and pagination for scale.

• Introduced a “Failed to Deliver” breakdown, surfacing carrier codes and deliverability reasons previously hidden in logs.

• Added a “Split by SMS Type” chart for quick campaign-type comparison (Broadcast vs. Automation).

Consistency with Drip’s design system ensured that the SMS Metrics Page felt immediately familiar — not a new feature, but an extension of the product’s language.