Volume Metrics
Sends
Definition: Messages sent, excluding those the SMS provider rejected Calculation: Every message that has not been rejected by the provider. This includes messages still queued or awaiting a provider response, so totals for an in-progress send can still move. Use: Overall activity measurementDelivered
Definition: Messages confirmed delivered to handset Calculation: Messages the carrier confirmed as delivered. Use: Actual reach measurementFailed
Definition: Messages that failed to deliver Calculation: Messages the provider rejected or failed to send. Use: Quality monitoringEngagement Metrics
Clicks
Definition: Link clicks (unique per contact per message) Calculation: Unique first clicks (one per contact per message). Use: Engagement measurementClick Rate
Definition: Percentage of sends that resulted in a click Calculation:Clicks / Sends × 100
Benchmark: 8-15% is typical for marketing
Total Clicks
Definition: A contact’s or a list’s first clicks, summed across messages — shown as Total Clicks in Contact Lookup and as the clicks count on a list’s detail page Calculation: One click per message (the first), summed across every message sent to the contact or list. Repeat clicks on the same message are not counted; the raw click log, which includes repeats, is available only through click exports. Use: Engagement volume per contact or listRevenue Metrics
Revenue
Definition: Total attributed revenue Calculation: Sum of conversion payouts within attribution window Use: ROI measurementConversions
Definition: Attributed sales/conversions Calculation: Count of conversions linked to clicks Use: Campaign effectivenessConversion Rate
Definition: Percentage of clicks that converted Calculation: Not provided directly — in the Performance report, turn on the Sales column (the conversions metric) with the Metrics column picker, then divide Sales by Clicks and multiply by 100 (Conversions / Clicks × 100).
Benchmark: Varies widely by offer (1-10%)
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 automated creative selection optimizes for.
The API returns this metric as
epm. There is no separate “RPS” metric in the API — EPM serves this purpose with the per-mille scaling.Earnings per Click (EPC)
Definition: Average revenue per click Calculation:Revenue / Clicks
Use: Traffic quality indicator
Cost
Definition: Total cost of sending messages Calculation: Sum of actual billed cost (platform + carrier) per segment, billed at your account’s current tier — see Billing for the tier rates. Use: Budget tracking and ROI calculationProfit
Definition: Net revenue after costs Calculation:Revenue + Blast Revenue - Cost
Use: True campaign profitability
Average Offers per Message
Definition: Average number of offers included per message Calculation:Total Offer Impressions / Sends
Use: Message composition analysis
Advanced Engagement Metrics
Click 1h Count
Definition: Clicks that occurred within 1 hour of message delivery Calculation: Count of clicks whereclick_time - sent_time <= 1 hour
Use: Measures immediate engagement; higher values indicate strong relevance
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
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)Delivery Metrics
Delivery Rate
Definition: Percentage of sends successfully delivered Calculation:Delivered / Sends × 100
Benchmark: 95%+ is healthy
Failure Rate
Definition: Percentage of sends that failed Calculation:Failed / Sends × 100
Benchmark: Under 5% is normal
List Health Metrics
Opt-outs
Definition: Contacts who unsubscribed Calculation: Count of unsubscribe events Use: List health monitoringOpt-out Rate
Definition: Percentage of sends resulting in opt-out Calculation:Opt-outs / Sends × 100
Benchmark: Under 1% is healthy
LTV Metrics
7-Day Revenue
Definition: Revenue from cohort within 7 days of signup Use: Early value indication14-Day Revenue
Definition: Revenue from cohort within 14 days of signup Use: Short-term value indicator30-Day Revenue
Definition: Revenue from cohort within 30 days Use: Standard LTV comparison60-Day Revenue
Definition: Revenue from cohort within 60 days of signup Use: Medium-term value assessmentLifetime Revenue
Definition: Total revenue from cohort (all time) Use: True customer valueMetric Availability
Delivery Rate is also available on the Deliverability tab of the Performance Report.
Interpreting Metrics
Low click rate
Low click rate
Possible causes:
- Irrelevant content
- Wrong audience
- Poor timing
- Message fatigue
High opt-out rate
High opt-out rate
Possible causes:
- Over-messaging
- Irrelevant offers
- Poor targeting
- Compliance issues
Low delivery rate
Low delivery rate
Possible causes:
- Invalid numbers
- Carrier blocks
- Spam filtering
- List quality
Next Steps
Dimensions
Break down metrics
Exports
Export data