RBM Key Metrics Uncovered

RBM enables businesses to track a range of metrics that provide greater insights into messaging campaign effectiveness:

• Send rate: Number of messages sent to users in a campaign.
• Delivery rate: Number of RBM messages delivered successfully to users’ devices. This metric also shows the SMS fallback rate (i.e. the number of messages that were delivered via SMS instead of RBM (usually due to user’s devices not being RCS enabled) and the message failed rate (due to incorrectly formatted mobile numbers).
• Read rate: Indicator that the user has opened and read the message.
• Click-through Rate (CTR): The number of users who clicked through on a link or call to action in a message.
• Conversion Rate: The proportion of users who performed a desired action, for example, for a purchase or sign-up for a service.

There are all actionable metrics by which marketers can make real-time changes to their communication strategies and optimize their messaging ROI.

Deeper Engagement Insights with RBM

RBM also enables you to track the way users interact with your message content, for example:

• Video views,
• Carousel interactions,
• Quick replies, and
• Link taps.

We are finding that businesses using RCS Business Messaging report a better understanding of their customer behaviour because of RBM’s richer messaging metrics.

Beyond the Click

RBM isn’t just a glimpse of what happened in a messaging campaign, it can help determine what rich messaging media your customers want to consume. Do your customers have a stronger relationship with video or image galleries? Do quick reply buttons accelerate action? With metrics like these, marketers can maximize campaigns, adapt future content, and refine targeting with more precision.

Smarter Campaigns with Kero 

The Kero platform provides brands with easy-to-use analytics tools to see how their RBM campaigns are performing. With a simple, graphical dashboard, you can:

• Monitor message delivery, reads, and other interactions in real-time,
• Observe what kind of content and formats engage your audience, and
• Develop user behaviour insights to guide future messaging campaigns.

With Kero, you are not simply watching data, you are using it to make smarter more effective messaging decisions.

Ready to take your RBM campaigns to the next level? Reach out to the Kero Team to find out more about our rich messaging metrics.