SMS marketing key performance indicators (KPIs) help measure campaign performance, understand outcomes, and optimize results. To deliver a return on investment (ROI), it's critical to select relevant metrics and apply best practices to leverage data. Six crucial SMS marketing metrics for measuring success include SMS delivery rate, click-through rate, conversion rate, unsubscribe rate, list growth rate, and campaign ROI. These metrics help determine whether messages reach recipients, what recipients do when they get them, and how campaigns affect the growth of your list and profit margins. To improve results, it's essential to calculate these metrics accurately, identify areas for improvement, and apply data-driven strategies to optimize campaigns. A five-step strategy to benchmark and evaluate campaign success involves defining goals, selecting relevant KPIs, benchmarking performance, analyzing data, and testing and optimizing. By tracking the right metrics and applying best practices, businesses can gain insight into what drives their performance and take action to improve their SMS marketing effectiveness.