• By Charlie Davies
  • imgSMS Marketing

Essential SMS Marketing Metrics You Must Track in 2025

You can't improve what you don't measure. SMS marketing generates impressive results, but only when you track the right metrics and optimize accordingly. Understanding which KPIs matter most allows you to refine campaigns, increase ROI, and demonstrate the value of SMS to stakeholders. Here are the essential SMS marketing metrics every marketer must track.

Delivery Rate

Delivery rate measures the percentage of messages successfully delivered to recipients. Industry standard is 95%+ for SMS. Low delivery rates indicate issues with number validity, carrier blocking, or technical problems. Monitor this closely and regularly clean your contact list of invalid numbers.

Click-Through Rate (CTR)

CTR measures how many recipients clicked on links in your messages. Average SMS CTR ranges from 15-30%, significantly higher than email. Track CTR by campaign type to understand which messages and offers resonate most. Use UTM parameters to track clicks in your analytics platform.

"The right metrics transform SMS from a broadcast channel into a precision marketing tool."

Conversion Rate

Conversion rate tracks how many SMS recipients completed your desired action—making a purchase, booking an appointment, or signing up for an event. This is your ultimate success metric. Average SMS conversion rates range from 8-20%, depending on your industry and offer quality.

Opt-Out Rate

Opt-out rate measures the percentage of subscribers who unsubscribe after a campaign. Industry benchmark is below 2-3% per campaign. High opt-out rates signal messaging frequency issues, irrelevant content, or poor targeting. If opt-outs spike, immediately review your messaging strategy.

List Growth Rate

Track how quickly your SMS subscriber list grows month-over-month. Calculate by subtracting opt-outs from new subscribers, divided by total list size. Healthy growth indicates effective acquisition strategies. Stagnant growth suggests you need to optimize opt-in opportunities and incentives.

Response Rate

For two-way SMS campaigns, response rate measures how many recipients reply to your messages. Strong response rates indicate high engagement and message relevance. Use this metric to gauge customer interest and identify opportunities for deeper conversation.

Return on Investment (ROI)

Calculate SMS ROI by dividing revenue generated from campaigns by total campaign costs. Industry averages show $71 return for every dollar spent on SMS marketing. Track ROI by campaign type to identify your most profitable messaging strategies and allocate budget accordingly.

Cost Per Acquisition (CPA)

CPA measures how much you spend to acquire each customer through SMS. Calculate by dividing total campaign costs by number of new customers acquired. Compare your SMS CPA against other channels to understand relative performance and optimize budget allocation.

Key Metrics Dashboard Checklist

  • • Delivery rate (target: 95%+)
  • • Click-through rate (target: 15-30%)
  • • Conversion rate (target: 8-20%)
  • • Opt-out rate (target: <3%)
  • • List growth rate (month-over-month)
  • • Response rate for two-way campaigns
  • • ROI (revenue divided by costs)
  • • Cost per acquisition

Frequently Asked Questions

How often should I review SMS metrics?
Review campaign-level metrics immediately after each send. Conduct weekly reviews of overall trends and monthly deep dives into ROI and strategic performance.

What's a good conversion rate for SMS?
8-20% is typical, but this varies by industry. E-commerce often sees higher rates, while B2B may be lower but with higher transaction values. Focus on improving your own baseline rather than industry averages.

Which metric matters most?
ROI is ultimately the most important metric, but it's influenced by all others. Start by ensuring high delivery rates, then optimize CTR and conversion rates to improve overall ROI.

Conclusion

Tracking the right SMS marketing metrics transforms your campaigns from guesswork into data-driven strategy. By monitoring delivery, engagement, conversion, and ROI metrics, you'll identify what works, eliminate what doesn't, and continuously improve results. Remember—measurement is the foundation of optimization.

Ready to track your SMS success? Start measuring these essential metrics and watch your performance improve.

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