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Goliath Data

Campaign Analytics

About

Section titled “About”

There are two analytics views, and it’s worth knowing which is which. The Analytics tab (top level) shows performance across all your campaigns over a chosen window. Each campaign also has its own Analytics tab — a lifetime deep-dive into that one campaign.

Cross-campaign Analytics

Section titled “Cross-campaign Analytics”

The top-level Analytics tab opens with a scope line (for example, All campaigns · Lone Star Homes LLC) and a period toggle — 7 days · 30 days · 90 days. Below it, five headline numbers, each with a trend delta versus the prior window, then a daily volume chart, an intent breakdown, and a per-brand scorecard.

Cross-campaign analytics: five KPIs with trend deltas, a messages-by-day chart, an intent breakdown, and a per-brand scorecard

What each KPI means

Section titled “What each KPI means”
  • Messages sent — total texts that went out in the window. Your raw activity, and the denominator for everything else.
  • Delivery rate — delivered ÷ sent. Your deliverability health. A dip here often means a registration or number-reputation issue worth investigating before you scale up.
  • Reply rate — replies ÷ sent. The clearest read on whether your list and opening message are resonating.
  • Interested replies — the count of replies scored as positive — the ones actually worth a call. This, not raw reply rate, is the number tied to revenue.
  • Opt-out rate — opt-outs ÷ sent. The one metric where down is good — a falling opt-out rate is shown in green. Climbing opt-outs mean your list or message is rubbing people the wrong way.

Below the KPIs:

  • Messages sent by day shows volume and momentum for the period.
  • Intent breakdown scores every reply as Positive, Neutral, Negative, or Opt-out.
  • By brand gives each sending identity a 0–100 score with its sent and reply figures, so you can see which identity is carrying its weight.

Per-campaign Analytics — the delivery funnel

Section titled “Per-campaign Analytics — the delivery funnel”

Inside a single campaign, the Analytics tab reframes the same data as a funnel: “From carrier queue to a scored, interested reply.” It walks each stage — Sent → Delivered → Replied → Interested — with the conversion rate between them, alongside a reply-intent breakdown, the sending brand’s deliverability, a sequence summary, and recent responses (with a jump to the inbox).