> ## Documentation Index
> Fetch the complete documentation index at: https://docs.reelevant.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Messaging and Mobile Measurement

> What Reelevant measures on RCS, WhatsApp, push, and in-app surfaces — and what it does not

## Overview

Reelevant measures the Content it serves. On messaging and mobile surfaces, part of the journey happens in the sending platform, which Reelevant never sees.

Reading a messaging or mobile campaign therefore always means combining two sources: Reelevant figures for content interaction, and platform figures for delivery and native actions.

## Availability by KPI

| KPI                                               | Available in Reelevant | Notes                                                                           |
| ------------------------------------------------- | ---------------------- | ------------------------------------------------------------------------------- |
| Delivery rate                                     | No                     | Owned by the messaging or push platform                                         |
| Open rate (RCS, rich SMS)                         | Not applicable         | The format has no reliable open signal                                          |
| Click rate                                        | Yes                    | Counts clicks on Reelevant Content only                                         |
| Conversion rate after a click                     | Yes                    | Uses the configured [Attribution Period](/advanced-guide/analytics/attribution) |
| Push opt-in rate                                  | Not tracked            | Technically possible, not part of the standard setup                            |
| App open rate after a lock screen push            | Yes                    | Requires the mobile browsing events to reach the DataHub                        |
| Conversion after a lock screen open               | No                     | The open is not attributable to a specific Content                              |
| Retention effect of a push                        | No                     | Not modelled                                                                    |
| Exposure rate (in-app scene, notification centre) | Estimated              | Above 95%, not an exact count                                                   |
| Click rate (in-app scene, notification centre)    | Yes                    |                                                                                 |
| Conversion after an in-app click                  | No                     |                                                                                 |

## Why RCS clicks are split

An RCS card carries two clickable areas: the Reelevant visual, and the button defined in the messaging platform. Reelevant counts clicks on the visual. The button belongs to the messaging platform, which counts its own.

Neither figure is wrong; they measure different areas. Reporting on RCS means summing both, and stating which part each source covers.

<Info>
  The same split applies to WhatsApp quick-reply buttons and to push notification action buttons. Any element added by the sending platform is measured by that platform.
</Info>

## Proving the value of personalisation

Because the click figures are split across two systems, an absolute click rate is a weak proof point on these channels. A comparison is stronger.

Split the target audience into two groups within the same send: one receives the personalised Content, the other receives the generic version. Compare click rate, conversion rate, and average order value between the groups. The difference is the [Uplift](/product-guide/analytics/dashboards/uplift) attributable to personalisation, measured with the same delivery conditions on both sides.

<Info>
  Keep the two groups inside the same send and the same day. Comparing a personalised send with a generic send from another week mixes personalisation with seasonality.
</Info>

## Dimensions to use

The Reelevant events produced by messaging and mobile campaigns carry the standard dimensions documented in [Measures and Dimensions](/product-guide/analytics/measures-and-dimensions).

Two are particularly useful here:

| Dimension              | Use                                                                                    |
| ---------------------- | -------------------------------------------------------------------------------------- |
| UTM Campaign Parameter | Isolate one send, especially on WhatsApp where the parameter must change on every send |
| Message (rlvt-m)       | Separate messages within the same campaign                                             |

Set them consistently through a Variable Profile so that every send is separable afterwards.