To help evaluate your overall performance as well as your campaign level performance, Emotive provides a total ROI and ROI for each Experience and Broadcast. Each ROI calculation takes slightly different costs into account, which we'll describe in more detail below.
Overall ROI
Your overall SMS ROI can be found on your Emotive homepage, and the Analytics Dashboard. It includes 4 components:
The ROI displayed on the Analytics dashboard consists of four components:
- Attributed Revenue: the revenue generated from orders attributable to Emotive. (See more about how Emotive attributes revenue)
- Messaging Cost: cost of all SMS and MMS sent and received through Emotive
- Carrier Fees: sum of all carrier surcharges applied to your messages
- Platform Fee: fee billed for use of the Emotive site and service
Attributed Revenue
ROI = ———————————————————————
Messaging Cost + Carrier Fees + Platform Fee
Amortized Platform Fee
In order to accurately calculate ROI for a given time period, the Platform Fee should be accounted for whether or not it was billed in that time period. Emotive uses an Amortized Platform Fee to ensure you have the most accurate reflection of your ROI regardless of the time period selected.
For example, if you view your ROI over a 7-day period and your platform fee is $1000 per quarter, here is how we would calculate the platform fee for your overall ROI.
Quarterly Platform Fee: $1000
$1000 x 4 Quarters = $4000 Annual Platform Fee
$4000 / 365 Days = $10.96 Daily Platform Fee
$10.96 * 7 Days = $76.72 Platform Fee for ROI in 7 Days.
Broadcast ROI (In Beta)
The ROI for individual broadcasts will be displayed for each broadcast in the table on the Sent Tab of the Broadcast Page.
Unlike the ROI calculation in the Analytics Dashboard, which is providing a holistic view of your ROI with Emotive, the broadcast ROI is calculated against only your messaging cost for that specific broadcast.
Please note, the message cost used in this calculation is an estimate for each broadcast calculated using the broadcast draft. Any variables, such as Name, or links used in the broadcast may vary in length in each message which can alter the final cost of the broadcast.
Because carrier fees are not always known at the time of calculation and platform fees cover more than any single broadcast, the Broadcast ROI does not consider carrier fees or platform fees.
Revenue Attributed to Broadcast
ROI = —————————————————
Broadcast Messaging Cost Estimate
Experiences ROI
The ROI for individual experiences is displayed in the table of the Experiences Page.
Because carrier fees are not always known at the time of calculation and platform fees cover more than any single Experience, Experiences ROI only considers the messaging cost for that experience and does not include carrier fees nor platform fees.
Revenue Attributed to Experience
ROI = —————————————————————
Experience Messaging Cost