Metrics reference
Message-level metrics
Report-level metrics
For metric definitions across all channels, see the Metrics glossary.
RCS engagement metrics
See how recipients engaged with RCS content: reads, button taps, and keyword reply taps. These metrics appear on message reports, template reports, and Journey message reports when your app has an RCS sender. RCS clicks and replies are recorded only when OneSignal receives replies for your sender. Go to Settings > Platforms > SMS Settings > Senders and check that each RCS sender shows Receiving Message Replies. If it shows Not Receiving Message Replies, open the sender’s menu and select Setup Replies. Delivered and read metrics do not depend on this setting.
Trackable links are not supported in RCS content. A
track_link tag in RCS text is delivered as the original, untracked URL. To measure link taps in RCS, use link buttons, which report as RCS clicks.
It’s important to note that keyword reply buttons count as replies, not clicks. Link and phone number buttons count as clicks. Likewise, replies the recipient types instead of tapping a button are not RCS replies, but typed replies that match a custom keyword do count toward Replied (keywords). A keyword reply button whose keyword matches a custom keyword counts as an RCS reply and toward Replied (keywords), and runs that keyword’s actions.
When RCS can’t be delivered and OneSignal sends the SMS fallback, each metric treats the fallback as follows:
Recipients can turn off read receipts in their messaging app. Those recipients can read your message without generating a read, so Total reads and both read rates can be lower than the number of people who actually read the message.
Click & reply activity
Use the Click & reply activity table to see which RCS buttons recipients tapped. The table lists every button that received at least one tap. It appears below the stat cards on message reports, template reports, and Journey message reports.Audience Activity for RCS
Audience Activity shows recipient-level RCS events. Filter by the Delivered, Read, Clicked, Reply, Suppressed, and Failed & rejected tabs. The Kind column shows whether each subscription received the message as RCS or SMS. The Clicked and Replied columns show when the recipient tapped a button of that type.Audience Activity CSV export
Export Audience Activity to analyze RCS taps per recipient in a spreadsheet or your own tools. The dashboard Export button and the Export audience activity CSV API return the same file. Each row is one subscription.
The
read column (after delivered) and the kind, clicked, replied, and element columns (after failure_message) appear only for apps with RCS access. Every row includes both the click and reply columns, whichever tab you export. For example, a Clicked export still shows the reply columns for a recipient who also replied.
Button names and types come from the message content. For template reports, OneSignal reads the template’s current content, so a button label edited after sending shows its new label, and a removed button leaves the name and type blank. On Journey message reports, the button name and type columns are currently blank. The click and reply times still appear.
Data retention
SMS messages and related report data are retained for approximately 30 days. Export message or audience data if you need long-term records. See Exporting data.Conversions
This report shows the conversions attributed to and influenced by this message. See Conversion metrics for the attribution model and setup instructions.
Understanding SMS failures
When troubleshooting deliverability, look at the exact error text in Audience Activity.
Other numeric codes can appear. Search the Twilio errors index for the code shown in Audience Activity. OneSignal SMS uses Twilio infrastructure, so these codes apply to both setups.
Messages with no error text
Some failures return no error text or an empty reason field when the carrier or provider does not supply a detailed code. In the dashboard, these often roll up under Failed to Send. Recommended steps:- Confirm the number is valid E.164 and the subscription is SMS-eligible and not opted out.
- Retry after a delay in case of transient provider or carrier issues.
- If the issue is widespread, collect example message or delivery SIDs and contact OneSignal support.
Billing
OneSignal SMS customers
View your usage under Settings > Usage > SMS > See breakdown. The breakdown shows segments (not messages) sent by message type, filterable by country. The breakdown is updated daily. The count includes all outbound segments, including auto-replies sent in response to consent keywords (STOP, HELP, START) or other custom keyword replies. Failed messages are not included in the segment count.Twilio integration customers
You pay Twilio directly. For billing questions, see your Twilio dashboard.FAQ
Why does my delivery rate show lower than expected?
Common causes include invalid phone numbers, opted-out subscribers (showing as Suppressed), carrier-side content filtering, or registration issues (showing as Rejected or Provider Errored). Check the error text in Audience Activity for the specific cause.What’s the difference between Failed and Rejected?
Failed means OneSignal could not send the message to the carrier at all. Rejected means the carrier received the message but did not deliver it, typically due to number blockage, velocity limits, or the recipient being on a block list.How long are message reports available?
SMS message reports and audience activity data are retained for approximately 30 days. Export your data if you need longer retention.Can I see which individual subscribers received a message?
Yes. The Audience Activity section of each message report shows recipient-level delivery and engagement details, including any error codes for failed messages.Why is my RCS read rate lower than expected?
Recipients can turn off read receipts in their messaging app. Those recipients can read your message without generating a read. Read rate also divides by all delivered messages, including SMS fallbacks that can’t report reads. Use RCS read rate to measure reads against RCS-delivered messages only.Does tapping a keyword reply button count as a click?
No. A keyword reply button tap counts as an RCS reply, under Total RCS replies and the reply rates. Link buttons and phone number buttons count as clicks. In the Click & reply activity table, reply taps appear in the Total clicks column for that button.How are SMS fallback messages counted in RCS reports?
A fallback SMS counts under SMS/MMS in Delivered, not under RCS. Sent, Failed, and Rejected are one combined count for RCS and SMS. Reads, RCS clicks, and RCS replies only come from messages delivered over RCS. See the fallback table in RCS engagement metrics.Do typed replies count as RCS replies?
No. Only taps on RCS keyword reply buttons count as RCS replies. A typed reply that matches a custom keyword counts toward Replied (keywords).Why do some messages have no error code?
Some carriers and providers do not return detailed error codes for failed deliveries. These show up as empty in Audience Activity. If you see widespread failures with no error detail, collect the message SIDs and contact OneSignal support.Related pages
Composing messages
Encoding, segment math, MMS limits, and how content affects billing.
SMS opt-in and collection
Audience validation and phone number format requirements.
Exporting data
Export delivery and engagement data for long-term retention.
Links
How OneSignal tracks clicks in SMS, MMS, and RCS messages.
Rich Communication Services (RCS)
RCS content types, action buttons, and SMS fallback.
Journey analytics
How RCS metrics appear in Journey message reports.