Knowing whether your messages are reaching prospects, and how they're responding, is critical to improving your outreach. The Analytics Dashboards in Bonzo give you visibility into message deliverability, campaign performance, loan officer activity, and prospect pipeline status, so you can identify issues quickly and make informed decisions about your messaging strategy.
Where to Find Analytics Dashboards
From your Bonzo account, navigate to the "Analytics" tab. At the top of the page, you will see a prompt to access the dashboards. Click the link to open them.
Once inside, you will see a list of available dashboards: Message Deliverability, Campaign Performance, Vitals, Loan Officer Performance, and Prospect Pipeline. Select any dashboard to begin exploring your data.
How Analytics Dashboards Work
The dashboards pull together your messaging data and display it across several views. Each dashboard focuses on a different area (deliverability, token usage, campaign engagement, loan officer activity, or pipeline status) so you can drill into the details that matter most.
- Vitals — A single-page snapshot of outreach activity, engagement, deliverability, and campaign performance.
- Loan Officer Performance — Detailed messaging and call activity broken down by individual loan officer.
- Campaign Performance — Deliverability and engagement metrics by campaign and message sequence.
- Prospect Pipeline — Prospect counts by pipeline stage and team member assignment.
- Message Deliverability — Delivery rates, failure types, and carrier-level breakdowns by user, broadcast, and campaign.
- Token Usage — Track and analyze token usage across campaigns, broadcasts, and pipeline triggers in a single dashboard to monitor costs, optimize messaging efficiency, and identify usage trends over time.
Data Visibility by Role
The data you see depends on your role:
- SuperUsers see statistics for the entire organization across all teams.
- Team Leads see data for their full team.
- Individual Team Members see only their own data.
Dashboard Breakdown
1. Message Deliverability Dashboard
This dashboard shows how successfully your messages are being delivered. It starts with a general overview chart for your organization or team, then breaks the data down in several ways.
The overview chart displays two lines: a blue line representing total attempted messages sent, and a green line representing total delivered messages. The gap between the two reflects your overall delivery loss.
How the Delivery Rate Is Calculated
The Delivery Rate % focuses specifically on carrier-related failures against total attempts. It intentionally excludes token outages, landline or invalid number errors, T-Mobile daily cap issues, and recipient opt-outs. The reason: many of those errors are outside your control (for example, a prospect's number turning out to be a landline), and including them would make your delivery rate appear lower than it should be. By focusing on carrier failures, the rate reflects the quality of your message content, which is the thing you can actually fix.
Deliverability by User
This view lists each member on your team along with their delivery metrics. It is helpful for quickly identifying members whose phone numbers may have been blocked (you would see a significantly lower delivery rate than others), members with a high number of landline errors (which may indicate a data source providing bad numbers), or members running into token outages.
Error categories are broken out individually, so you can see at a glance whether a member's issues are related to carrier filtering, landline errors, T-Mobile caps, recipient opt-outs, Bonzo number configuration problems, or token outages.
Deliverability by Broadcast
This view shows delivery rates for each broadcast message. If a broadcast has a noticeably low delivery rate compared to others, you can click the link next to that broadcast to go directly to it in your account and review or edit the message content.
A high rate of carrier filtering on a broadcast typically indicates a content issue, meaning something in the message triggered carrier filters. Refer to Bonzo's messaging best practices for guidance on avoiding filtered content.
The table also includes two opt-out columns. Opt-Outs shows the count of distinct prospects who opted out as a result of each broadcast batch. Opt-Out % is calculated against delivered messages only — not total send attempts — so the rate reflects the share of prospects who actually received the message and then opted out. Broadcasts with zero opt-outs display 0.
Deliverability by Campaign
This view shows delivery rates at the campaign level. You can click on any campaign to navigate directly to it. Because campaigns are made up of multiple individual messages sent over multiple days, the overall campaign deliverability may not tell the full story. To see which specific message in a campaign is causing issues, use the Deliverability by Sequence view on the Campaign Performance dashboard (described below).
The table also includes two opt-out columns. Opt-Outs shows the count of distinct prospects who opted out as a result of each broadcast batch. Opt-Out % is calculated against delivered messages only — not total send attempts — so the rate reflects the share of prospects who actually received the message and then opted out. Broadcasts with zero opt-outs display 0.
Opt-Out Rate Trend
A trend graph shows your daily opt-out rate over time. Each day's rate is calculated as the number of unique prospects who opted out divided by the number of unique prospects contacted that day. For example, if 500 prospects received a message and 5 replied with a stop keyword, the opt-out rate for that day is 1.00%. Days with no sends or no opt-outs appear in the chart at 0% so the trend line has no gaps.
Failure Breakdown
This section displays all text message failure reasons across your account, along with the error disposition subcategory for each. This gives you a complete picture of what is driving delivery failures visible in the tables above. For example, errors grouped under "Bonzo Number Issue" break down into their specific subcategories, making it easier to identify patterns and take corrective action.
2. Campaign Performance Dashboard
This dashboard focuses on how your campaigns are performing in terms of both deliverability and engagement.
Campaign Comparison
This view compares campaigns side by side and shows: how many messages were sent, how many unique prospects were contacted, how many responded on the same day they received the message, and how many total responses were received. It also displays the same-day response percentage and overall response percentage.
Response rates reflect genuine prospect engagement only. Opt-out replies — messages like STOP, UNSUBSCRIBE, CANCEL, and similar keywords — are excluded from response counts, so Same Day % and All In % represent only meaningful replies from prospects. When filtering by a specific loan officer, the table accurately scopes all data to that user.
All of these numbers reflect the time period you have selected. If a campaign has been running for a long time and you expand the filter to 30 days, the counts will change accordingly.
One thing to keep in mind: if you edit a message within a campaign, you will want to set the time filter to "Today" to see how the updated content is performing. Otherwise, the deliverability and engagement data will reflect the average across the full time period selected, which includes performance from the previous version of the message.
Daily Activity by Channel
This section shows your messaging volume broken down by channel (texts, emails, and calls) so you can understand the mix of outreach your team is producing over time.
Deliverability by Sequence
At the bottom of this dashboard, you can see the delivery rate for each individual message within a campaign's sequence. This is one of the most useful views for pinpointing problems. If a campaign has three messages and only the second one is performing poorly, you can identify that here and focus your edits on that specific message rather than reworking the entire campaign.
Each message in the sequence displays its own deliverability rate alongside the message template, making it easy to compare performance across the sequence.
3. Vitals Dashboard
The Vitals dashboard is a single-page overview that brings together highlights from the other dashboards. It shows your messaging activity across channels (texts, emails, voicemails, calls), your overall deliverability rate, engagement metrics, and a campaign performance summary.
The Campaign Performance Table and Loan Officer Detail Table both calculate response rates using the same methodology described above for the Campaign Performance Dashboard: opt-out replies are excluded from counts, and the loan officer filter correctly scopes data to the selected user or the full organization depending on the selection made.
If you want a quick snapshot of your team's health without diving into each dashboard individually, Vitals is the place to start.
4. Loan Officer Performance Dashboard
This dashboard provides a detailed breakdown of each loan officer's activity and engagement. It contains two tables.
Messaging Activity Table
The first table focuses on messaging: total messages sent, how many were texts, emails, or calls, how many unique prospects were contacted, how many of those prospects responded, and the member's overall response rate.
The table also includes response time metrics. Avg. First Response (min) shows how long it takes, on average, for a loan officer to send their first reply to a prospect — only manual replies are counted, so automated messages from campaigns, broadcasts, and pipelines are excluded. Avg. Response (min) covers all inbound-to-reply pairs, not just the first exchange. Both metrics cap at 24 wall-clock hours, meaning exchanges where no reply was sent within 24 hours are excluded from the average entirely.
Response times are calculated using business hours only (9am to 8pm ET), so overnight gaps and hours outside that window are not counted. For example, if a prospect texts at 6pm and the loan officer replies at 10am the next morning, the response time is counted as 3 hours — 2 hours from 6pm to 8pm on day one, plus 1 hour from 9am to 10am the next day.
The PCT Replied Within 24H column shows the percentage of responding prospects where the loan officer sent at least one reply within 24 wall-clock hours of the prospect's inbound message.
Opt-out replies are excluded from response counts and response time calculations, so a prospect sending STOP is not counted as engagement, and a loan officer's reply to a STOP message does not factor into their response time average. The responders count is scoped to the selected loan officer rather than the full organization.
Detailed Activity Table
The second table provides a broader view of loan officer productivity, broken into three sections:
Calling: Total outbound calls, connected calls, calls per minute, total talk time, inbound calls, answered inbound calls, inbound call time, and total talk time.
SMS: Manual text messages sent (individual, non-campaign texts), campaign text messages sent, and incoming texts received.
Email: Emails sent and incoming emails received.
This dashboard is particularly useful for Team Leads and SuperUsers who want to understand how their team members are utilizing the platform, including who is making calls, who is responding to inbound messages, and where there may be opportunities to improve.
5. Token Usage Dashboard
The Token Usage Dashboard provides a comprehensive view of how messaging tokens are being consumed across your organization, helping you monitor usage, understand cost drivers, and optimize messaging activity.
At a high level, the dashboard includes a time-based view of overall token usage, allowing you to track trends and changes in activity over your selected date range. This view reflects total token usage across all account activity—not just messaging. Token usage is displayed as a blue line against the left axis, while tokens added are shown as green bars against the right axis, making it easy to compare consumption against replenishment over time.
Messaging Token Usage by User
This dashboard then gives you the ability to drill in further to see where those tokens are being used, first the dashboard breaks down token consumption by user and by automated messaging channel (broadcast, campaign, and pipeline triggers). This makes it easy to compare activity levels and identify high-usage contributors and how they're using their tokens in Bonzo.
Token Usage per Campaign
You can also analyze token usage at the campaign level to see how each of your campaigns are consuming tokens, in the time period you have set in the filters. Token usage is broken out per campaign by SMS, MMS, and voicemail drops, reflecting the different token consumption rates for each channel.
For SMS specifically, the dashboard includes additional detail such as total messages sent, total segments, and average segments per message. This is important because SMS token usage is based on segments, which are determined by message length. These insights make it easy to spot campaigns that are using more segments per message than expected, giving you the opportunity to refine message content and improve efficiency.
Token Usage per Broadcast
Building on the campaign view above, the broadcast section provides a more granular look at one-time sends, allowing you to evaluate performance and token consumption at the individual broadcast level. This helps you quickly identify which sends are driving the most usage and where costs may be concentrated.
As with campaigns, usage is broken out across SMS, MMS, and voicemail drops to reflect differences in how each channel consumes tokens. For SMS, you’ll also see message counts, total segments, and average segments per message. Because SMS costs are driven by segment length, this view makes it easy to spot broadcasts with higher-than-expected segment usage and optimize message content for greater efficiency.
6. Prospect Pipeline Dashboard
This dashboard provides an overview of your prospects across different pipeline stages. It shows counts of prospects at each stage, as well as how many prospects are assigned to each individual team member. This can help teams manage workload distribution and see where prospects are in the sales process at a glance.
Data Refresh Schedule
Dashboard data refreshes every 2 hours between 9:00 AM and 9:00 PM Eastern Time. Each update takes approximately 10 minutes to complete. For example, if the data refreshes at 9:00 AM, you should see updated numbers by around 9:10 AM. This schedule is noted on each dashboard page.
If you just sent a message or made a call and do not see it reflected yet, this is expected: the data will appear after the next refresh cycle.
Filters and Controls
You can filter data by time period (including custom date ranges), team, channel, and campaign. You can also switch the x-axis on charts between "per day" and "per hour" to see how your activity and deliverability change throughout the day.
All tables and charts within the dashboards can be exported or copied.
Key Metrics and Definitions
The dashboards display a number of metrics. Tooltips with definitions are available by hovering over column headers and field labels within the dashboards. Here is a reference of what each metric means:
- Delivery Rate %: The percentage of messages successfully delivered, excluding token issues, T-Mobile limits, landlines, invalid numbers, and opt-outs. This rate focuses on carrier failures against total attempts.
- Total Sent: Count of every attempted message sent.
- Delivered: Messages successfully delivered to the recipient.
- Customer Number Issue: Phone numbers that cannot receive texts (landline, invalid, or opted out).
- Carrier Failure: Messages filtered by the carrier due to message content.
- Non Carrier Failure: Messaging errors excluding carrier filtering (includes invalid phones, daily limits, opt-outs, and token issues).
- Token Outage: Messages that failed due to a token-related issue.
- Bonzo Number Issue: Errors caused by a misconfiguration of your Bonzo numbers.
- Recipient Opt Out: Messages that failed because the consumer previously opted out of text messaging. This does not represent opt-outs received during the selected period. It reflects attempted messages to contacts who had already opted out, which were then suppressed.
- T-Mobile Daily Cap: Failed messages due to exceeding the T-Mobile daily carrier throughput limit.
- Landline Invalid: Messages that failed because the number was a landline or invalid phone number.
- Customer Responded: Indicates if the customer responded to the message.
- Broadcasts Sent: Total number of broadcast messages attempted.
- Texts Sent: Total text messages sent in the selected period.
- Emails Sent: Total emails sent in the selected period.
- Voicemails Sent: Total voicemail drops sent in the selected period.
- Calls Made: Total outbound calls made in the selected period.
- Prospects Contacted: Unique prospects who received at least one message or call in the selected period.
- Prospects Responded: Unique prospects who replied to at least one message in the selected period. Opt-out replies are excluded from this count.
- Same-Day Response Rate: Percentage of prospects who responded on the same day they were contacted. Opt-out replies are excluded.
- Total Response Rate: Percentage of all messages sent that received a response. Opt-out replies are excluded.
- Prospect Response Rate: Percentage of contacted prospects who responded at any point. Opt-out replies are excluded.
- Sequence Order: The step number of a message within its campaign.
- Opt-Out Rate: The number of unique prospects who opted out on a given day divided by the number of unique prospects contacted that day. Expressed as a percentage.
- Opt-Outs: The count of distinct prospects who opted out in connection with a specific broadcast batch or campaign.
- Opt-Out % (Broadcast): The share of delivered messages where the recipient opted out. Calculated against delivered messages only, not total send attempts.
- Opt-Out % (Campaign): The share of distinct prospects contacted by the campaign who opted out. Filtered by the selected date range.
- Avg. First Response (min): The average time, in minutes, it takes a loan officer to send their first manual reply to a prospect. Automated campaign, broadcast, and pipeline messages are excluded. Capped at 24 wall-clock hours; exchanges without a reply within that window are not counted. Calculated using business hours (9am–8pm ET).
- Avg. Response (min): The average time, in minutes, across all inbound-to-reply pairs for a loan officer — not just first responses. Same 24-hour cap and business hours calculation apply.
- PCT Replied Within 24H: The percentage of responding prospects where the loan officer sent at least one reply within 24 wall-clock hours of the prospect's inbound message.
Tips for Using Analytics Dashboards
- Track deliverability by hour. Set your time filter to "Today" and change the x-axis to "Hour" to monitor delivery rates throughout the day.
- Investigate low delivery rates. If a member or broadcast shows a delivery rate significantly below others, check for blocked numbers, content filtering, or token outages.
- Review per-message performance in campaigns. Use the Deliverability by Sequence view on the Campaign Performance dashboard to find the specific message in a campaign that may need editing.
- Use filters to focus your view. Filter by team, channel, or campaign to narrow in on the data that matters most to you.
- Check after editing a campaign message. Set the time filter to "Today" to see how an updated message is performing without the older data pulling the average.
- Use the Loan Officer Performance dashboard to manage your team. Identify members who may need coaching based on their response rates, call activity, or messaging volume.
- Monitor opt-out trends. Use the Opt-Out Rate Trend graph in the Message Deliverability dashboard to watch for spikes that may indicate a message content issue driving higher-than-normal opt-out rates.
FAQ
Why does my data sometimes show a lag? Dashboard data updates every two hours during the day. If activity is not yet reflected, it will appear after the next scheduled refresh. The refresh timestamp is visible on each dashboard.
Can I see data for other users or organizations? Your dashboard view is scoped to your own organization and role. You will see your team’s data based on your access level. You cannot view data outside your organization’s boundaries from the customer-facing dashboards.
What kinds of questions can I ask in ChatMMI? You can ask about deliverability rates, campaign performance, carrier failures, user activity, opt-out trends, and more. If you are unsure what to ask, use the suggested questions shown when the chat panel first opens.
Summary
The Analytics Dashboards give you the visibility you need to monitor your team's messaging health, identify delivery issues, understand which campaigns and loan officers are driving engagement, and track your prospect pipeline. Check your dashboards regularly to stay on top of your outreach performance and make the most of your messaging investment.