# SMS in Performance Analytics

Learn how to access SMS data in Performance Analytics.

Your SMS data is available within a few [Explores](https://www.airship.com/docs/reference/glossary/#pa_explore):

* Engagement
* SMS Mobile Originated
* Custom Events

After opening each explore, you can add SMS data to your query using the [Dimensions](https://www.airship.com/docs/reference/glossary/#pa_dimension) and [Measures](https://www.airship.com/docs/reference/glossary/#pa_measure) listed in each sections. For additional usage information, see [Exploring Performance Analytics data](https://www.airship.com/docs/guides/reports/analytics/exploring/exploring/).

## Engagement Explore

Use the Engagement Explore to analyze the performance of your campaigns. Data returned is at the user level.

First, open the Explore:

1. Go to **Reports**, then **Performance Analytics**.
1. Select the folder icon (
), then **Shared**.
1. Under **Looks**, select **Explore Glossary** (**Explore Glossary EUCS** for EU customers).
1. Select **Engagement**, then **Navigate to Explore**.

Next, add Dimensions and Measures to your query for the following information:

* [Delivery data](#delivery-data)
* [Short link clicks](#short-link-clicks)
* [Opt-in/out data](#opt-inout-data)

### Delivery data

Get raw counts and rates (as percentage of total SMS sends) of message delivery events. These can help you determine your real message audience by determining how many of your messages were `delivered` as opposed to `aborted`, etc.

After opening the Engagement Explore:

1. In the sidebar, select **Message Delivery**.
1. Under **Dimensions**, select **SMS Deliveries**, then select any of the following:
   * Delivery Address (MSISDN)
   * MMS Send (Yes / No)
   * Sender
   * Vendor
   * Is RCS (Yes / No)

### Short link clicks

Get counts of short link clicks. Use these to determine the number of unique recipients who engaged with your messages. You can use these counts as measures of how successful your sends are.

After opening the Engagement Explore:

1. In the sidebar, select **Message Metrics**.
1. Under **Measures** select **SMS Metrics**, then select any of the following:
   * SMS Short Link Click Count
   * SMS Short Link Click Named User Count
   * SMS Short Link Click User Count
   * RCS Read Count

### Opt-in/out data

Get raw counts and rates (as percentage of total SMS sends) of message delivery events. Use these Measures to see the changes in your audience over time. These metrics can help you determine audience retention levels and find out if your audience is growing or shrinking.

After opening the Engagement Explore:

1. In the sidebar, select **Response - Tag Changes**.
1. Under **Measures** select any of the following:
   * Opt In User Count
   * Opt In User Rate
   * Opt Out User Count
   * Opt Out User Rate

## SMS Mobile Originated Explore

The SMS Mobile Originated Explore provides information about the SMS messages that your audience sends you.

First, open the Explore:

1. Go to **Reports**, then **Performance Analytics**.
1. Select the folder icon (
), then **Shared**.
1. Under **Looks**, select **Explore Glossary** (**Explore Glossary EUCS** for EU customers).
1. Select **SMS Mobile Originated**, then **Navigate to Explore**.

Next, add Dimensions to your query:

1. In the sidebar, go to **Mobile Originated Messages**
1. Under **Dimensions**, select any of the following:

   | Dimension | Description |
   | --- | --- |
   | **Inbound Message** | The inbound message text sent from your audience. |
   | **Keyword Matched** | The keyword matched in incoming messages. In many cases, the keyword may be the same as the inbound message. If a keyword was not matched, this field is empty. |
   | **Outbound Message** | The message sent in response to a mobile originated message. |
   | **Sender** | The originated long code, short code, or alphanumeric sender of an outbound message (sent in response to an inbound message). |
   | **RCS Message (Yes / No)** | The message was or was not RCS. |

## Custom Events Explore

The [SMS Delivery Report](https://www.airship.com/docs/developer/rest-api/connect/schemas/custom-sms-events/#delivery-report) events are the only [Custom Event](https://www.airship.com/docs/reference/glossary/#custom_event) metrics for SMS. It provides Mobile Terminated Delivery events, which are Custom Events sent from our third-party SMS providers. These events report the status of your message between the provider and your audience up to, and including, delivery. This data can help you determine your real message audience by determining how many of your messages were `delivered` as opposed to `aborted`, etc., and check for failures. The report events also include an `is_rcs` boolean property.

Custom Events are often more complex than other data sets in Performance Analytics. Use the Custom Events Explore to access delivery report data.

First, open the Explore:

1. Go to **Reports**, then **Performance Analytics**.
1. Select the folder icon (
), then **Shared**.
1. Under **Looks**, select **Explore Glossary** (**Explore Glossary EUCS** for EU customers).
1. Select **Custom Events**, then **Navigate to Explore**.

Next, add filters and Dimensions:

1. In the sidebar, select **Custom Events Properties**.
1. Under **Filter-Only Fields**, select **User Defined Property 1 Filter**, then set the filter value as equal to `error_code` for SMS or `result_code` for MMS.

   This separates your Mobile Terminated events by the [error codes](https://www.airship.com/docs/developer/api-integrations/sms/sms-error-codes/) from third-party short message service centers. These codes represent the status of your messages.

1. In the sidebar, select **Custom Events**.
1. Under **Dimensions**, select the filter icon (
) next to **Custom Event Name**, then set the filter value as equal to the [SMS Delivery Report Event `name`](https://www.airship.com/docs/developer/rest-api/connect/schemas/custom-sms-events/#delivery-report) values you want to see.

   Possible values are  `dispatched`, `aborted`, `rejected`, `delivered`, `failed`, `expired`, `unknown`, and `undeliverable`.
   
1. Select **Run** to return results.
   > **Note:** A null `error_code` indicates an MMS message. MMS messages use a `result_code`. To check the statuses of MMS messages, set a **User Defined Property** filter to `result_code` and filter the Custom Event name for `dispatched`, `delivered`, and `failed`.


   ![The Custom Events Explore in Performance Analytics](https://www.airship.com/docs/images/insight/pa-sms-delivery_hu_cde75efe0a8d1128.webp)
   
   *The Custom Events Explore in Performance Analytics*