Skip to main contentKey terms and concepts used in Trackly SMS.
Audience
A saved set of filter conditions defining which contacts should receive a message. Audiences can be dynamic (evaluated at send time) or static (fixed set).
Attribution
The process of linking conversions back to the messages that drove them. Trackly uses first-click attribution.
Attribution Window
The time period after a click during which conversions are attributed. Default is 7 days.
Blast Mode
A send mode where you manually select message variants and their percentage distribution.
Bot Detection
Filtering automated clicks (from security scanners, crawlers, etc.) to ensure accurate metrics.
Campaign
See Schedule.
Carrier
The mobile network operator (e.g., Verizon, AT&T, T-Mobile) that delivers messages to recipients.
Click Rate
The percentage of sent messages that resulted in a link click. Calculated as Clicks / Sends × 100.
A phone number in the system. Contacts can be subscribed to multiple lists.
Conversion
A tracked sale or action attributed to a message click.
Creative
A reusable message template with placeholders for links.
Delivery Rate
The percentage of sent messages successfully delivered to handsets.
Dynamic Audience
An audience that’s evaluated at send time, so its membership can change.
EPC (Earnings Per Click)
Revenue divided by clicks. Indicates traffic quality.
E.164
International phone number format: +[country code][number]. Example: +14155551234
Frequency Capping
Limiting how often a contact can receive messages within a time period.
Journey
An automated sequence of messages triggered by an event (like joining a list).
Journey Enrollment
A contact’s progress through a journey, tracked step by step.
The subscription relationship between a Contact and a SendingList.
Long Code
A standard 10-digit phone number used for SMS.
LTV (Lifetime Value)
Total revenue attributed to a contact or cohort over time.
MSISDN
Mobile Station International Subscriber Directory Number. Technical term for a phone number.
ML Selection
Machine learning-based automatic selection of the best creative for each contact.
Offer
An affiliate promotion with a tracking URL and payout information.
Opt-Out
When a contact unsubscribes by replying STOP or similar.
Postback
A server-to-server notification of a conversion from an affiliate platform.
Preview Page
An intermediate page shown before redirect to filter bot clicks.
RPS (Revenue Per Send)
Revenue divided by sends. Key efficiency metric.
Schedule
A campaign configuration specifying what to send, to whom, and when.
Segment
A unit of SMS billing. Standard SMS = 160 characters per segment.
Sending List
A phone number configuration including provider credentials and subscriber list.
Short Code
A 5-6 digit number used for high-volume SMS.
Short Link
A shortened, trackable URL (e.g., trk.ly/abc123).
Static Audience
An audience with fixed membership, not re-evaluated at send time.
TCPA
Telephone Consumer Protection Act. US regulation governing SMS marketing.
Toll-Free Number
An 1-800 style number that can be used for SMS.
Variant
A message version within a campaign, used for A/B testing.
Wait Step
A journey step that pauses for a specified duration.
Webhook
An HTTP callback that delivers event data in real-time.
Welcome Journey
An automated sequence that triggers when contacts join a list. 