RCS Campaign Benchmarks: Measurement Framework for India

Define the complete measurement chain

Google’s RCS agent analytics reports sent, delivered and read messages, while custom event capture can provide more detailed interaction and responsiveness data. Each stage answers a different question: submission reflects attempted volume, delivery reflects reach, read reflects observable attention and an action reflects customer behaviour.

The CRM must complete the story. A click may open a page but not create a lead; a suggested reply may express interest but still require qualification. Define responded, qualified, resolved and converted outcomes for the actual business before campaign launch.

• Submitted or sent
• Delivered
• Read where reported
• Suggested reply or action
• Website or call interaction
• Qualified response
• Verified transaction, visit or resolution

Use explicit formulas and denominators

Delivery rate may use delivered divided by submitted; read rate may use read divided by delivered; interaction rate may use clicks and postbacks divided by delivered or read. Different dashboards can choose different denominators, so percentages cannot be compared until the formula is visible.

Record the reporting window and late events. Google notes that console metrics refresh daily and that delivered and read events can be backfilled. A report taken immediately after sending may not match the final campaign view. Freeze a defined reconciliation date for stakeholder reporting.

Capture the context that explains performance

Store audience source, recency, geography, use case, agent, billing category, message format, card count, offer, send date and time, network scope, eligibility treatment, fallback and response window. Without this context, an impressive percentage cannot guide the next campaign.

Separate prospect acquisition from existing-customer service journeys. A utility reminder to known customers and a promotional campaign to a broad segment have different expectations. Compare like with like and document any material change in audience or creative.

What EASY SERVE’s documented campaigns show

The published Manesar real-estate case records 10 lakh delivered RCS messages and more than 800 customer responses. The response figure is not presented as bookings or revenue. Its value is the ability to distinguish reach from a defined customer action.

The published Pan-India fashion case records 8.79 million sent, 3.77 million delivered, 1.61 million reads and 13,730 clicks. These figures describe one campaign context; they are not promised benchmarks for another brand. A new programme should use them as measurement examples, then create its own controlled baseline.

Documented examples provide evidence of measurable stages, not guaranteed future rates. Audience, network, creative, offer and execution can materially change results.

Turn benchmarks into controlled improvement

Change one major variable at a time where practical: audience segment, first card, value proposition, action label, send window or follow-up path. Keep enough volume for a useful comparison and define the decision before reading the result.

A higher read rate is not automatically better if qualified response falls. Review downstream quality, response time and cost per outcome. Preserve campaign IDs in links, postbacks, call actions and CRM records so teams can attribute the final result to the correct version.

Build an executive and an operational dashboard

Executives need cost, qualified outcomes and trend against the agreed objective. Campaign teams need delivery, read, interaction, creative and audience comparisons. Operations need webhook failures, event delay, agent response time, unresolved conversations, opt-outs and complaints.

Keep metric definitions beside the dashboard and reconcile provider, link, CRM and sales data. When the systems disagree, investigate identity mapping, time zones, duplicate events, response windows and fallback before publishing a final conclusion.