The Conversion dashboard tracks how effectively your messaging campaigns drive the actions you care about. It shows conversion rates and conversion times so you can measure campaign performance and compare results across channels, countries, and time periods.
Beta notice: Message Analytics is currently in beta. Features and data presentation may change before general availability.
Explanations
What is a "conversion" in the context of Message Analytics?
A conversion is a defined action taken by a message recipient that indicates a successful outcome — for example, clicking a link, completing a purchase, or responding to a message. What counts as a conversion depends on how your messaging campaigns are configured and tracked within the CM.com platform.
If you are unsure how conversions are being tracked for your account or campaigns, contact your CM.com account manager.
What metrics does the Conversion dashboard display?
The Conversion dashboard shows:
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Conversion rate — the percentage of delivered messages that resulted in a conversion within the measurement window
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Conversion time — the average time between message delivery and the conversion event, showing how quickly recipients act after receiving a message
What can I use conversion data for?
Conversion data helps you answer questions like:
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Which channel drives the highest conversion rate for a given campaign type?
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Is conversion rate improving or declining month-over-month?
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How quickly do recipients in different countries act after receiving a message?
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Which campaigns are under performing relative to your benchmarks?
Does the Conversion dashboard work for all channels?
Conversion tracking availability depends on channel and campaign configuration. Not all channels or campaign types support conversion tracking out of the box. If the Conversion dashboard shows no data for a specific channel or period, conversion tracking may not be enabled for those sends.
Configurations
How do I compare conversion rates across channels?
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Open Message Insights and navigate to the Conversion dashboard.
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Set your time period using the time period filter.
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In the breakdown selector, choose Channel.
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The chart shows a separate series per channel, allowing direct comparison of conversion rates over the selected period.
How do I measure conversion performance for a specific campaign period?
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On the Conversion dashboard, set the time period filter to match your campaign's run dates.
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Apply any relevant filters — for example, a specific channel or country.
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Set granularity to daily or weekly to see how conversion rate evolved during the campaign.
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Switch to table view for precise values per time interval.
Examples
Example 1: Comparing SMS vs. WhatsApp Business conversion rates for a retail campaign
You ran a promotional campaign in March 2026 across SMS and WhatsApp Business in the Netherlands. You open the Conversion dashboard, set the time period to March 2026, filter by country: Netherlands, and set breakdown: channel. The spline chart shows WhatsApp Business achieved a conversion rate of roughly 2× SMS during the same period. You use this to inform budget allocation for the next campaign.
Example 2: Tracking conversion time across markets
You want to know how quickly customers in the UK, Germany, and France act after receiving a WhatsApp Business message. You filter by channel: WhatsApp Business, set breakdown: country, and set the time period to Q1 2026. The table view shows that UK recipients convert on average within 4 hours, while French recipients average 11 hours — data you use to adjust message send timing for the French market.
Example 3: Identifying a conversion rate drop mid-campaign
Your team notices campaign performance feels weaker in week 3 of a 4-week SMS campaign. You open the Conversion dashboard, filter by the campaign's channel and country, set granularity: daily, and confirm that conversion rate dropped on 18 April 2026. Cross-referencing with the Traffic dashboard, you see that send volume was unchanged — indicating the drop is in recipient behaviour, not a delivery issue. You escalate the finding to the campaign team for creative review.