The specificity of the SMS tracking means that it uses impressions. For P2P Tech, the most important metric is iCTR or impression click-through rate. It describes the ratio of people who saw an ad to people that clicked it.
This all boils down to the need of having a robust and versatile tracking system that can handle this much traffic and record multiple data points.
The challenges of tracking SMS traffic
Knowing who opened your link and who converted is essential for campaign optimization. How many of them might consider getting a good deal on insurance but simply don’t want to do that via a link in a SMS message? Would a younger and more tech-savvy person respond better to this messaging or rather an older generation? City folks on the go using mobile connection?
There are answers to these questions. They simply need to be found inside recorded data. Voluum’s reporting engine allows you to cross-reference all data points with each other and, for example, drill down into up to 7 layers of data to see the performance of a given lander, in a given city, on a given device type, etc.
There’s also an auto-optimization feature called Traffic Distribution AI. The way it works is that Voluum algorithms learn which offer (or a lander, or a whole path) brings the best results. After a learning period, it drives the most traffic towards the winning element but still tests the other one in case performance changes.
Auto-optimization is a lifesaver when you want to quickly A/B test an offer and don’t want to analyze the numbers by yourself.
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