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

# Metrics Reference

> Understand each metric in your reports

This reference explains all metrics available in Trackly SMS reports.

## Volume Metrics

### Sends

**Definition**: Messages accepted by the SMS provider

**Calculation**: Count of MessageSent where `submitted != False`

**Use**: Overall activity measurement

### Delivered

**Definition**: Messages confirmed delivered to handset

**Calculation**: Count of MessageSent where `delivered = True` (boolean field)

**Use**: Actual reach measurement

### Failed

**Definition**: Messages that failed to deliver

**Calculation**: Count of MessageSent where `submitted = False`

**Use**: Quality monitoring

## Engagement Metrics

### Clicks

**Definition**: Link clicks (unique per contact per message)

**Calculation**: Count of first clicks (MessageClick records)

**Use**: Engagement measurement

### Click Rate

**Definition**: Percentage of sends that resulted in a click

**Calculation**: `Clicks / Sends × 100`

**Benchmark**: 8-15% is typical for marketing

### Total Clicks

**Definition**: All clicks including repeat clicks

**Calculation**: Count of all MessageShortLinkClick records

**Use**: Total engagement volume

## Revenue Metrics

### Revenue

**Definition**: Total attributed revenue

**Calculation**: Sum of conversion payouts within attribution window

**Use**: ROI measurement

### Conversions

**Definition**: Attributed sales/conversions

**Calculation**: Count of conversions linked to clicks

**Use**: Campaign effectiveness

### Conversion Rate

**Definition**: Percentage of clicks that converted

**Calculation**: `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 Thompson Sampling optimizes for in automated selection.

<Note>
  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.
</Note>

### Earnings per Click (EPC)

**Definition**: Average revenue per click

**Calculation**: `Revenue / Clicks`

**Use**: Traffic quality indicator

### 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

### Profit

**Definition**: Net revenue after costs

**Calculation**: `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 where `click_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 monitoring

### Opt-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 indication

### 14-Day Revenue

**Definition**: Revenue from cohort within 14 days of signup

**Use**: Short-term value indicator

### 30-Day Revenue

**Definition**: Revenue from cohort within 30 days

**Use**: Standard LTV comparison

### 60-Day Revenue

**Definition**: Revenue from cohort within 60 days of signup

**Use**: Medium-term value assessment

### Lifetime Revenue

**Definition**: Total revenue from cohort (all time)

**Use**: True customer value

## Metric Availability

| Metric        | Dashboard | Performance | LTV |
| ------------- | --------- | ----------- | --- |
| Sends         | ✅         | ✅           | ✅   |
| Clicks        | ✅         | ✅           | ❌   |
| Revenue       | ✅         | ✅           | ✅   |
| Click Rate    | ✅         | ✅           | ❌   |
| Conv Rate     | ❌         | ✅           | ❌   |
| Delivery Rate | ✅         | ✅           | ❌   |

## Interpreting Metrics

<AccordionGroup>
  <Accordion title="Low click rate">
    Possible causes:

    * Irrelevant content
    * Wrong audience
    * Poor timing
    * Message fatigue
  </Accordion>

  <Accordion title="High opt-out rate">
    Possible causes:

    * Over-messaging
    * Irrelevant offers
    * Poor targeting
    * Compliance issues
  </Accordion>

  <Accordion title="Low delivery rate">
    Possible causes:

    * Invalid numbers
    * Carrier blocks
    * Spam filtering
    * List quality
  </Accordion>
</AccordionGroup>

## Next Steps

<CardGroup cols={2}>
  <Card title="Dimensions" icon="table-cells" href="/guides/reporting/dimensions">
    Break down metrics
  </Card>

  <Card title="Exports" icon="download" href="/guides/reporting/exports">
    Export data
  </Card>
</CardGroup>