Once you’ve launched your first text message campaigns, it’s time to measure your results. Knowing how your campaigns are performing helps you improve your messaging strategy, drive more donations, and build stronger relationships with your supporters.
In this article, you’ll learn where to find your reports and which key metrics to monitor.
Why Metrics Matter
Tracking your campaign performance is essential to understanding what’s working—and what can be improved. When you know how your audience is responding, you can make data-driven decisions that increase engagement and fundraising results.'
Where to Find Your Reports
You can access campaign performance data directly in your Tatango account. Here’s an overview of the reports available:
Account Reports:
Autoresponders Report: Track the autoresponder keywords that have been used to send one-off text messages to your audience.
List Reports:
Subscriber Report: Export a detailed view of your subscribers.
Subscriber Count Report: Track the total number of subscribers, how many subscribers opt in, opt out, change per day.
Keywords Report: Track the mobile opt-in keywords that have been used by new subscribers to join your text messaging program.
Message Reports:
SMS/MMS Message Report: Get a detailed report that breaks down the cost.
Recurring Messages Report: Get a detailed report of statistics for your recurring messages.
Message Replies Report: Export message replies.
Sent Messages Report: Ability to view sent messages from a specific List and date range.
Sent Transactional Messages Report: Ability to view sent transactional messages from a specific date range.
How to Filter Your Reports
Tatango reports include flexible filter options, so you can view specific data based on the criteria that matter most to your organization.
When viewing any report, you’ll see filter options at the top of the page. These filters help you narrow down your results based on different parameters, including:
Available Filters (examples):
List: Choose which subscriber list you want to review (e.g., Main List, Donor List).
Subscriber Status: Filter by subscriber status (e.g., Subscribed, Unsubscribed, Bounced).
Date Range: Select the time period you want to analyze (e.g., Today, Last 30 Days, All Time).
Subscriber Tags: Filter based on specific tags assigned to subscribers (e.g., Donor, Volunteer).
Message Filter: In message reports, you can filter by specific messages or campaigns to focus on performance data for individual sends.
Keyword Filter: In keyword reports, you can filter results based on specific keywords used for opt-ins (e.g., JOIN, DONATE).
Once you’ve selected your filters, click Run Report to refresh your results.
Key Metrics Breakdown
When you view an individual message report in Tatango, you’ll see important performance metrics that help you understand how your message performed. Here’s what each metric means:
1. Message Delivery Status
Successful Messages: Total number of messages successfully delivered to subscribers.
Bounced Messages: Messages that were not delivered (due to invalid numbers, carrier errors, etc.).
Waiting for Carrier Confirmation: Messages still pending delivery status.
2. Unsubscribes
The number and percentage of subscribers who opted out after receiving this message.
(Example: 146 unsubscribes, 1.4% rate)
3. Link Tracking If your message included a clickable link, Tatango tracks:
Total Clicks: Number of times the link was clicked.
Click-Through Rate (CTR): Percentage of delivered messages that resulted in a click.
Unique Clicks: Number of unique subscribers who clicked the link.
Unique CTR: Percentage of unique subscribers who clicked.
4. Donations (If Integrated) If you have donation tracking connected, you’ll also see:
Number of Donations: How many donations were made after clicking the message link.
Total Donation Amount: Total dollar amount raised from this message.
5. Send Cost The total cost of sending this message.
6. Additional Message Details You’ll also see:
Message Name
Send Date & Time
Recipient Count
Estimated Message Parts (how many SMS segments were used)
Coupon Codes (if applicable)
Custom Domain status (if enabled)
Evaluating Performance:
These metrics help you evaluate the effectiveness of your message:
High delivery & click rates show strong engagement.
Low unsubscribe rates suggest your content is relevant.
Donation data helps you measure the direct fundraising impact of your campaign.
Send cost helps you calculate ROI and budget effectively.
What’s Next
Now that you know how to measure success, see how other leading organizations are using Tatango to drive real results.
Continue to Step 5 → See How Others Succeed with Tatango