Twilio's Messaging Insights is a collection of real-time dashboards ranging from messaging delivery and errors to responses and OTP (one-time password) conversions.
Use Messaging Insights to analyze your application's messaging, identify and debug issues, optimize delivery, and find areas to boost engagement with your end users.
You may come to Messaging Insights, which lives in the Twilio Console, to answer questions such as:
This guide walks you through the basic functionality of the dashboards that you'll find in Messaging Insights along with common usage examples.
You can use filters to narrow down your data across different dimensions throughout all of the Messaging Insights dashboards. These filters include:
Use these filters to narrow down the range of messages to the one you care about for a given task.
Messaging Insights' dashboards give you specific insight into the aspects of message delivery and engagement:
When should I use it? Analyze delivery health in your messaging application with this view of incoming vs. outgoing messages. Use case, carrier filtering, and geography all affect message deliverability, so we recommend regularly monitoring the Overview dashboard to establish a baseline.
In this dashboard, the following tiles give you a high-level understanding of delivery rates:
Outgoing Messages
Incoming Messages
When should I use it? Use the three views in this dashboard to identify patterns in delivery status, error code, and message rates of undelivered or failed messages. Once you've identified the patterns that affect message deliverability, you can find the most prevalent error codes, look at individual messages to see what is happening at a granular level, and go straight to the related API Error or Warning documentation.
For example, you could visit the Delivery & Errors dashboard to identify the following patterns:
The three views break down your deliverability data into different buckets, making it easy to find patterns in delivery status, error codes, and total messaging volume:
Selecting one of the three breakdown views changes the view of the data in the six charts below. Additionally, you can filter all of the charts by time range, carrier, and the to/from country.
Say that you notice a rise in the number of failed outgoing messages. Let's use the Delivery & Errors dashboard to debug.
to
phone numbers.
When should I use it? This dashboard gives you a picture of how your end users are engaging with your messages. Catch spikes in rates of opt-outs or "help" messages to find places where your users are disengaging or need more information.
The Responses dashboard displays all of the different responses that you receive from your end users:
If you notice a sharp increase in the number of opt-out responses in the Responses dashboard of Messaging Insights, hover over the chart to see the trend for a given day. From there, you can view the message list for these opt-out responses and determine if the spike is related to the content of messages that you sent during that time frame.
When should I use it? If you are using the Feedback API, use the OTP Conversion dashboard to see how effective the funnel is when someone uses Two Factor Authentication ("2FA"). This is a crucial business outcome for customers.
Many Twilio customers send verification code messages using Twilio. These messages are also called OTP, 2FA, MFA, Verification Code, Pin Code, etc. with a 4-6 digit passcode that a user uses to authenticate.
In the OTP Conversion dashboard, you can get a high-level view of your OTP delivery with the following tiles:
provide_feedback
field set to True
provide_feedback
field set to true that has a delivery status of "OK"
You can add the provideFeedback
parameter on an API request to create a message. When your end user correctly inputs the OTP and authenticates, you send message feedback to Twilio. Your messages will be delivered more consistently if you use the Feedback resource to send Twilio a confirmation when you know one of your end users has successfully received your message.
This feedback on message delivery provides more accurate and complete information than what is often provided by carriers. Twilio uses AI-based routing systems to monitor the conversion signal that we receive and improve our messaging traffic. If our systems detect a drop in OTP conversion rates, for example, Twilio will quickly change the routing accordingly.
You must be using Twilio's Feedback API to activate the OTP Conversion dashboard.
We recommend using the provideFeedback
parameter on only OTP messages to ensure a clean set of OTP-related data in the OTP Conversion dashboard.
Let's say that you have used the provideFeedback
parameter and submitted feedback information via the Feedback Resource. In the OTP Conversion dashboard, Twilio aggregates all of the data streams to show you:
First, calculate the cost of total messages attempted ("OTP Messages Sent"). Dividing this number by the number of total successful conversions ("OTP Messages with Status OK") yields the average cost per conversion. Knowing this metric indicates whether your systems are using user authentication in a cost-effective way.
Additionally, you can visualize your per-country data in the OTP Message Volume chart. Clicking on any of the countries listed will filter down to that specific country so that you can track delivery and conversion on a per-country basis.
When should I use it? This dashboard shows metrics related to the volume of messages that will be sent using Message Scheduling. You can use it to view the amount of upcoming scheduled messages by day or hour so you can make informed decisions about your future throughput.
The Total scheduled messages tile shows you how many messages are currently scheduled and the amount of schedulable messages remaining on your account.
The Scheduled Messages graph visually displays the volume and distribution of scheduled messages over the selected date and duration ranges.
When should I use it? This dashboard shows success metrics for messages sent using Link Shortening, a feature that shortens long links within message bodies. You can use the information provided such as deliverability and click through rates to assess the effectiveness of messages sent using shortened links.
The Messages with Shortened Links tile shows you how many messages you sent with Link Shortening enabled, how many links were resolved (clicked) and the overall click through rate (CTR) percentage.
The Shortened Link Click Tracking graph displays the lifecycle view of messages sent with and without Link Shortening so you can compare their deliverability rates.
The Click through rate over time graph shows the amount of messages delivered with Link Shortening and how many of those links were clicked.
Visit Messaging Insights in the Console to explore the different dashboards and learn more about the factors influencing your message delivery rates.
You can also learn more about Twilio's Messaging Services and factors that can affect global messaging.