Digital marketing teams, SMEs, enterprises, NGOs, SACCOs, schools, and county departments across Kenya rely on SMS to communicate fast, reliably, and cost-effectively. But here’s a truth many miss:

Sending messages is not enough. Measuring outcomes is everything.

If you’re not tracking your most important SMS KPIs, you’re essentially running campaigns blind. That’s why SMSLeopard provides real-time analytics, campaign dashboards, delivery insights, link tracking, segmentation performance, and conversion metrics—all in one place.

This guide breaks down the exact KPIs you should be measuring every month to understand what’s working, what’s not, and where to optimize.

Why Tracking SMS KPIs Matters

Each SMS campaign creates patterns—your job is to read them. By monitoring these KPIs monthly, you gain:

Better targeting Higher delivery rates Lower costs More conversions Smart decision-making Predictable campaign performance

And with SMSLeopard’s intelligent dashboards, you don’t need spreadsheets or manual analysis—the platform does the heavy lifting for you.

1. Delivery Rate (The Foundation KPI)

What It Means

The percentage of messages that successfully reached mobile handsets.

Why It Matters

A low delivery rate signals problems like:

• Invalid numbers

• Switched-off devices

• SIM card changes

• Blacklisting

• Carrier filters

• Incorrect sender IDs

How SMSLeopard Helps

Real-time delivery reports Breakdown by Safaricom, Airtel, Telkom Instant alerts when delivery dips Auto-cleaning of invalid contacts Sender ID compliance tools

Monthly Target: Above 95% for high-quality lists.

2. Open Rate (Measured Indirectly)

SMS doesn’t have a traditional “open tracking,” but delivery + click-through + reply rates help infer engagement.

Why It Matters

Shows whether your message content is relevant and strong.

SMSLeopard Insight Tools

Link click tracking Reply rate monitoring A/B testing of content Time-of-day analytics

Monthly Target: Increasing positive interactions over time.

3. Click-Through Rate (CTR)

If your campaign includes links—THIS is your power metric.

Why CTR Is Critical

It shows whether your audience is taking action.

Examples:

• Visiting a website

• Opening a menu

• Checking an offer

• Completing a form

SMSLeopard’s Link Shortener + UTM Tracking

SMSLeopard generates branded short links and tracks: Total clicks Unique clicks Device type Location Peak click times

Monthly Target: 8–20% CTR for well-targeted campaigns.

4. Response Rate (Replies or Keyword Engagement)

This is crucial for:

• Two-way SMS

• ChatSasa flows

• Surveys

• Confirmations

• Customer support

• Event RSVPs

Why It Matters

High response = high relevance.

SMSLeopard Tools Supporting This

Keyword tracking Auto-reply flows ChatSasa inbox + agent assignment Conversation transcripts Late-response alerts

Monthly Target: 10–40% depending on campaign type.

5. Conversion Rate (The Ultimate KPI)

Conversions depend on your goal:

• Payments made

• Registrations completed

• Leads converted

• Sales generated

• Attendance confirmed

• Deliveries scheduled

• Renewals paid

SMSLeopard’s Strengths Here

Webhooks to update your CRM UTM tagging for end-to-end tracking API integrations for payment systems Real-time conversion dashboards

Monthly Target: Should grow as segmentation improves.

6. Segment Performance (Who Responds Best?)

With SMSLeopard’s Dynamic Segmentation, you can compare:

• Age groups

• Regions

• Branches

• Customer types

• Loyalty tiers

• Interests

• Gender

• Purchase history

Why It Matters

Instead of sending to everyone, focus on segments that convert best. Optimize or drop underperforming segments.

Monthly Target: Identify top 3 performing segments.

7. Timing Performance (Best Hours & Days)

Using SMSLeopard’s timeline analytics, track:

• Peak delivery times

• Peak click times

• Peak response times

• Campaign fatigue periods

Why It Matters

Your timing determines whether your message is seen or ignored.

Kenya’s Winning Patterns (Typical): 8:00–10:00 AM 1:00–3:00 PM 6:00–7:30 PM

But each industry differs—monthly analysis gives the real picture.

8. Cost per Conversion (Efficiency KPI)

Measure how much you spent vs. how much you earned.

Why It Matters

Shows ROI clearly and guides budget planning.

SMSLeopard Helps You Track

Cost per SMS Segment performance Conversion attribution Campaign-level breakdown

Monthly Target: Lower cost per conversion every quarter.

9. Growth KPIs (List Health & Expansion)

Key list-health metrics include:

• New subscribers

• Unsubscribes

• Number of invalid numbers removed

• Contact list growth

• Contact attribute completeness

Why It Matters

Healthy, enriched lists improve targeting and reduce wasted spend.

SMSLeopard Tools

Automatic list cleaning Contact attribute management API syncing Data completeness scoring

10. A/B Test Results (Continuous Optimization)

Test variations of:

• Message length

• Tone

• Offer type

• Link format

• Sender ID

• Call-to-action

• Sending time

Why It Matters

What worked last month may not work this month.

SMSLeopard provides side-by-side results so teams always make data-backed decisions.

How to Review Your Monthly Performance Using SMSLeopard

Here’s a simple workflow:

Step 1: Open your Campaign Dashboard

Check delivery, CTR, responses, and conversions.

Step 2: Compare with previous months

Identify growth, declines, and anomalies.

Step 3: Review segment analytics

Spot high and low performers.

Step 4: Adjust targeting & message tone

Optimize based on data—not guesswork.

Step 5: Document insights

Use monthly reports for strategic planning.

Why SMSLeopard Is the Best Platform for KPI Tracking in Kenya

🔹 Fast delivery routes tuned for Safaricom, Airtel & Telkom 🔹 Real-time dashboards with exportable reports 🔹 Link tracking + UTM attribution 🔹 Dynamic segmentation for targeted messaging 🔹 ChatSasa for replies, surveys & two-way flows 🔹 API integration with CRMs & ERPs 🔹 Kenyan-first support team 🔹 Enterprise-grade reliability at SME-friendly pricing

SMSLeopard is more than a messaging tool—it’s a full communication intelligence platform.

Final Word: What Gets Measured, Grows

If SMS is a meaningful part of your customer communication, tracking KPIs monthly is non-negotiable.

Data-driven teams don’t guess—they observe, measure, optimize, and scale.

By using SMSLeopard’s powerful analytics engine, your business will continuously improve delivery rates, engagement levels, and conversion performance.