Metrics Reference

This reference explains all metrics available in Trackly SMS reports.

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Volume Metrics

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Sends

Definition: Messages accepted by the SMS provider Calculation: Count of MessageSent where submitted != False Use: Overall activity measurement

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Delivered

Definition: Messages confirmed delivered to handset Calculation: Count of MessageSent where delivered = True (boolean field) Use: Actual reach measurement

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Failed

Definition: Messages that failed to deliver Calculation: Count of MessageSent where submitted = False Use: Quality monitoring

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Engagement Metrics

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Clicks

Definition: Link clicks (unique per contact per message) Calculation: Count of first clicks (MessageClick records) Use: Engagement measurement

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Click Rate

Definition: Percentage of sends that resulted in a click Calculation: Clicks / Sends × 100 Benchmark: 8-15% is typical for marketing

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Total Clicks

Definition: All clicks including repeat clicks Calculation: Count of all MessageShortLinkClick records Use: Total engagement volume

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Revenue Metrics

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Revenue

Definition: Total attributed revenue Calculation: Sum of conversion payouts within attribution window Use: ROI measurement

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Conversions

Definition: Attributed sales/conversions Calculation: Count of conversions linked to clicks Use: Campaign effectiveness

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Conversion Rate

Definition: Percentage of clicks that converted Calculation: Conversions / Clicks × 100 Benchmark: Varies widely by offer (1-10%)

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EPM (Earnings per Mille)

Definition: Revenue per thousand messages sent Calculation: (Revenue / Sends) × 1000 Use: Primary efficiency metric for comparing creative and campaign performance. This is the metric Thompson Sampling optimizes for in automated selection.

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Earnings per Click (EPC)

Definition: Average revenue per click Calculation: Revenue / Clicks Use: Traffic quality indicator

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Cost

Definition: Total cost of sending messages Calculation: Sends × rate_per_segment (your account’s tiered billing rate: $0.0045 or$0.0030 per segment) Use: Budget tracking and ROI calculation

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Profit

Definition: Net revenue after costs Calculation: Revenue - Cost Use: True campaign profitability

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Average Offers per Message

Definition: Average number of offers included per message Calculation: Total Offer Impressions / Sends Use: Message composition analysis

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Advanced Engagement Metrics

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Click 1h Count

Definition: Clicks that occurred within 1 hour of message delivery Calculation: Count of clicks where click_time - sent_time <= 1 hour Use: Measures immediate engagement; higher values indicate strong relevance

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CTR 1h (Click-Through Rate within 1 Hour)

Definition: Percentage of sends that resulted in a click within 1 hour Calculation: Click 1h Count / Sends × 100 Use: Early engagement indicator for time-sensitive campaigns

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Unique Clickers

Definition: Distinct contacts who clicked at least once Calculation: Count of unique contact IDs with at least one click Use: True reach of engagement (deduplicated)

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Delivery Metrics

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Delivery Rate

Definition: Percentage of sends successfully delivered Calculation: Delivered / Sends × 100 Benchmark: 95%+ is healthy

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Failure Rate

Definition: Percentage of sends that failed Calculation: Failed / Sends × 100 Benchmark: Under 5% is normal

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List Health Metrics

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Opt-outs

Definition: Contacts who unsubscribed Calculation: Count of unsubscribe events Use: List health monitoring

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Opt-out Rate

Definition: Percentage of sends resulting in opt-out Calculation: Opt-outs / Sends × 100 Benchmark: Under 1% is healthy

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LTV Metrics

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7-Day Revenue

Definition: Revenue from cohort within 7 days of signup Use: Early value indication

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14-Day Revenue

Definition: Revenue from cohort within 14 days of signup Use: Short-term value indicator

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30-Day Revenue

Definition: Revenue from cohort within 30 days Use: Standard LTV comparison

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60-Day Revenue

Definition: Revenue from cohort within 60 days of signup Use: Medium-term value assessment

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Lifetime Revenue

Definition: Total revenue from cohort (all time) Use: True customer value

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Metric Availability

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Interpreting Metrics

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Next Steps