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Advanced Analytics: Interpreting Dashboard Reports.

September 27, 2025

written by Maingi

Advanced Analytics: Interpreting Dashboard Reports.

Introduction

In Kenya’s fast-growing digital marketing landscape, sending bulk SMS or WhatsApp messages is only half the story. The real value lies in measuring results—knowing not just that your messages were delivered, but also how they impacted engagement, conversions, and long-term customer behavior.

That’s where SMSLeopard’s advanced analytics dashboard comes in. Designed for businesses, nonprofits, and institutions in Kenya, the dashboard goes beyond delivery stats to offer insights into conversion rates, UTM-tagged traffic, and cohort performance.

This blog takes a deep dive into how you can use SMSLeopard analytics to turn data into smarter campaigns.

Why Analytics Matter

  • Accountability – Justify SMS spend with measurable outcomes.

  • Optimization – Fine-tune campaigns based on real performance.

  • Segmentation – Understand which audiences respond best.

  • Forecasting – Predict future results using historical cohorts.

  • ROI Tracking – Directly link messaging campaigns to revenue or impact.

Key Metrics in the SMSLeopard Dashboard

1. Delivery & Bounce Rates

  • Green stats: Delivered successfully.

  • Red stats: Failed or bounced due to DND, invalid numbers, or network issues.

  • Action: Clean your contact lists, and respect DND guidelines.

2. Open & Engagement Rates

  • SMS has near-universal opens, but with UTM tags and ChatSasa replies, you can measure:

    • Click-throughs on links.

    • Responses to surveys or keywords.

    • Conversation depth on WhatsApp.

3. Conversion Rates

  • The most important metric for ROI.

  • Example: Out of 5,000 SMS sent, 500 clicked the link, and 50 purchased—giving you a 10% click-to-conversion rate.

  • Action: Improve CTAs, personalize templates, and test timing.

Using UTM Tags for Deeper Tracking

Adding UTM parameters to links lets you see exactly how SMS traffic performs in Google Analytics or CRM reports.

Example:

https://yourshop.co.ke/promo?utm_source=sms&utm_medium=leopard&utm_campaign=flash_sale

  • utm_source = sms

  • utm_medium = leopard

  • utm_campaign = flash_sale

This allows you to:

  • Compare SMS traffic with email, WhatsApp, or social media.

  • Track which campaigns bring the most revenue.

  • Attribute conversions properly in multi-channel strategies.

Cohort Insights: Looking Beyond One Campaign

Cohort analysis groups users by shared characteristics or time of first engagement.

Examples with SMSLeopard:

  • Onboarding cohorts: Customers who joined in January vs. March.

  • Regional cohorts: Nairobi vs. Kisumu response trends.

  • Behavioral cohorts: Engaged users who clicked vs. silent ones.

Benefits:

  • Understand customer lifecycle value.

  • Identify drop-off points and fix them.

  • Predict which cohorts are most likely to respond to future campaigns.

Pro Tips for Analytics in Kenya

  • Always include UTM tags in campaign links.

  • Compare performance by day and time—timing can double conversions.

  • Use A/B testing for different SMS templates.

  • Pair SMSLeopard analytics with ChatSasa conversation reports for 360° insights.

  • Export data regularly for deeper CRM analysis.

Real-Life Use Cases

  • E-commerce – Track how flash sales via SMS drive traffic compared to WhatsApp campaigns.

  • Healthcare – Measure how many appointment reminders convert into actual visits.

  • NGOs – Monitor donor engagement across campaigns by UTM-tagged links.

  • Banks & SACCOs – Track which cohorts engage more with financial literacy messages.

Why SMSLeopard Stands Out in Analytics

  • Clear dashboards that simplify complex data.

  • UTM-ready links built into campaigns.

  • Real-time delivery reports to fix issues instantly.

  • Cohort-friendly tracking for long-term engagement insights.

  • Local support to help Kenyan businesses interpret and act on data.

Conclusion

In Kenya, where every shilling spent on marketing must deliver value, analytics is no longer optional—it’s essential. By leveraging SMSLeopard’s advanced analytics, you can move beyond vanity metrics and unlock insights into conversion rates, UTM-tracked traffic, and cohort behaviors.

With these insights, your campaigns won’t just reach people—they’ll resonate, convert, and sustain growth.

Start making smarter data-driven decisions with SMSLeopard Analytics today.

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