SMS marketing gives you direct access to your target audience in real time. But to get the most out of this powerful channel, you need to measure its impact. SMS tracking sheds light on what your audience reads and responds to, helping you shape messages that truly connect.
When you use SMS for business, you can utilize robust tracking tools to see exactly when and how your texts are delivered, received, and engaged with. This data reveals which messages resonate and which may miss the mark—helping you fine-tune your marketing strategy and optimize audience engagement.
In this post, we explore how SMS tracking works and share actionable strategies for using it to elevate your campaigns and strengthen customer engagement.
Note: The brands and examples discussed below were found during our online research for this article.
What is SMS tracking?
SMS tracking monitors text message marketing campaigns by capturing metrics like delivery rates, open rates, click-through rates (CTRs), and overall customer engagement. With 66% of global consumers using mobile devices to interact with brands, SMS marketing has huge potential.
However, due to the constant stream of messages received—including two-factor authentication (2FA) texts, delivery alerts, promotions, and unsolicited political messages—customers are becoming desensitized to SMS marketing. In fact, 84% report they’ve received texts from companies they don’t remember signing up for. This saturation makes it challenging for brands to capture meaningful attention, underscoring the importance of targeted, relevant messaging.
By using SMS tracking, brands can cut through this noise and gain insights into what resonates. Bitly’s mobile links, for example, reveal certain engagement data metrics about the SMS link: engagements over time, referring sources, top-performing message links, and link engagements by location, providing a well-rounded view of SMS link engagement.
For an even more detailed view of SMS performance, additional tools may be needed to monitor delivery rates. Together, these details enable businesses to refine their messaging, reaching more customers effectively on their mobile phones.
How does SMS tracking work?
Most SMS tracking tools provide essential metrics to monitor campaign performance. Common tracking includes:
- SMS delivery and receipt times
- Open rates
- Reasons for non-delivery—such as phones being off, non-mobile phone numbers, carrier rules, or too many messages sent at once
These metrics provide a foundation for understanding message reach and, since they focus on SMS messages, tracking can apply across iPhone and Android devices without relying on app-based data. Some tools even allow you to track which messages receive replies, providing a closer look at direct engagement.
To gather even more detailed data, consider including short links in your marketing SMS. For example, Bitly provides valuable insights into how customers respond by offering detailed engagement metrics. With Bitly Analytics, you can monitor:
- When links are tapped, revealing engagement timing preferences by day.
- Location-based engagement for regional campaign strategies.
- Referral sources, helping you understand how recipients found your message.
- Top-performing messages, so you can replicate successful content.
- Total engagement counts, giving a clear view of audience interaction.
Together, these data points offer a comprehensive picture of your SMS campaign’s effectiveness, allowing you to identify which messages and links drive the most opens, interactions, and conversions.
Main benefits of SMS tracking
SMS tracking can enhance your marketing strategy in multiple ways, delivering better results and improving the customer experience.
Improved campaign optimization
Like optimizing an email newsletter or social media ad, SMS tracking gives you data insights to help you craft more effective messages.
For instance, you can run A/B tests with variations in message content, include calls to action, or use short links. Tracking metrics reveals which versions resonate most, allowing you to build a library of high-impact message templates and develop a deep understanding of what engages your audience over time.
Personalized user engagement
SMS tracking offers granular data, enabling you to identify specific customer segments and personalize your marketing for their interests and preferences.
For example, Bitly allows you to monitor engagement by location. If you notice regional variations in customer engagement, you can adjust your promotions to better align with local preferences.
When you integrate your SMS marketing platform with Bitly and your CRM system, you can seamlessly track and manage customer interactions at every stage, from initial contact to ongoing support. This comprehensive view of the customer journey allows you to send timely, customized SMS campaigns that connect with different audience segments.
Data-driven decision making
Attribution and engagement tracking can be challenging for any marketing team, but with the right data, you can continuously refine your strategy and maximize the ROI of your SMS marketing.
Just as Google Analytics tracks landing page performance or platforms like WhatsApp, Facebook, and Instagram provide in-app data, SMS analytics lets you assess campaign effectiveness. You’ll identify which messages and links perform best, allowing you to allocate your ad spend to what works. The same metrics can help with troubleshooting underperforming messages, turning them into opportunities for improved profitability.
How to get started with text message tracking
Getting started with SMS tracking involves a few straightforward steps. By following these SMS marketing tips, you can set up an effective tracking process that gives you a clear picture of customer engagement.
Choose an SMS platform with tracking capabilities
Selecting the right SMS marketing platform is crucial for effective campaign tracking. Look for a platform that offers comprehensive tracking features beyond basic open rates, such as delivery reports and location-based metrics. These diagnostic insights allow you to refine your strategy based on delivery success and audience engagement.
Good SMS marketing platforms will also offer a range of integrations. For example, if you choose one that integrates with Bitly, you’ll gain access to detailed link-tracking metrics, adding depth to your campaign analysis. Bitly’s API further allows you to integrate these engagement metrics into your existing systems, so you can access Bitly Analytics data directly within your own data environment, enabling a streamlined view of SMS performance.
Set up Bitly for tracking engagements
Once your SMS platform is ready, setting up Bitly to track customer interactions is simple. Start by creating a Bitly account if you haven’t already, then generate short links for SMS messages. You can also customize these links to include your domain name, UTM parameters, or even a call to action embedded in the link.
Customizing your links offers several advantages beyond branding. Some SMS providers may block messages that contain generic links, so a branded link could help improve delivery rates. Additionally, since the standard SMS character limit is 160 characters, short links allow you to maximize your message by concealing UTM trackers and other lengthy details. This leaves more room for your greeting and call to action.
Once your SMS is sent, the Bitly Dashboard will start displaying analytics, giving you insight into when, where, and how recipients engage with your links. These data points can inform your strategy, helping you optimize future campaigns for even better engagement.
Define your campaign goals
SMS marketing is a powerful tool, but it walks the line between useful personalization and intrusive messaging. That’s why having a clear campaign strategy is essential.
Every SMS you send should have a specific objective—whether that’s driving traffic to a landing page, gathering customer preferences, or making sales. Once you have a goal, set up a key performance indicator (KPI) to match, such as open rates, opt-out rates, conversion rates, or cost per message. Depending on which metric you want to track, different tools may be required—for instance, tools like Google Analytics can help monitor conversions and cost per message, while Bitly can track link engagement.
If you aim to understand more advanced metrics, such as customer lifetime value (CLV), you’ll need to rely on data from your CRM. By integrating SMS tracking with tools like Bitly and your CRM, you can better manage and analyze customer interactions, enhancing the effectiveness of your campaigns.
Analyze and monitor the results
SMS tracking isn’t a one-time task. As your strategy and audience evolve, you’ll need to continuously adjust your message frequency, timing, and content. Checking in on your SMS analytics will help you stay aligned with your goals.
Tracking KPIs over time is also useful to ensure you’re reaching the right audience segments. Let’s say your campaign aims to expand into a new city. Bitly Analytics can show you if the links within your SMS messages are generating engagement from that specific location, allowing you to gauge whether your campaign is gaining traction in the target market. If engagement from that city is low, you might consider tweaking your approach to better connect with that audience.
With tools like Bitly, you gain a granular view of customer interaction across regions, allowing you to adapt your SMS strategy based on real-time engagement data and maximize value at each stage of the marketing funnel.
Take your SMS campaigns to the next level with tracking
Enhancing your SMS campaigns with tracking provides a clearer understanding of customer preferences and behaviors, enabling you to tailor your messages to specific segments, user interests, and seasonal trends.
Bitly Analytics works with SMS marketing platforms to provide deeper, actionable insights. By creating short links with Bitly, you gain detailed engagement data, including when, where, and how recipients interact with your links. These analytics highlight top-performing messages and engagement patterns, empowering you to adjust content strategically and make informed decisions that boost your SMS campaigns.
Gain an edge in SMS marketing by leveraging Bitly’s trackable, customized links. Get started here to elevate your campaigns today.
