Net SMS Subscribers
Whether the audience you can text grew or shrank.
What it means
Net SMS Subscribers is new SMS sign-ups minus SMS unsubscribes, shown for each date in the range. It's a direction, not a size — positive means the text list grew, and it can go negative. Email is counted in its own separate table, so nothing here tells you anything about the size of your email list.
Show the math
Formula and a worked example
New sign-ups is the SMS SubscribersSMS SubscribersHigher is better; it shows list-growth momentum. column: the people who joined the text list that day. Unsubscribes is SMS UnsubscribesSMS UnsubscribesLower is better; a high value suggests audience fatigue or list-hygiene issues. for the same day.
Worked example. A week brings 640 sign-ups and 190 unsubscribes. Net SMS Subscribers = 640 − 190 = +450.
The next week runs three campaigns: 210 sign-ups against 380 unsubscribes, so −170. SMS revenue was higher in the second week. The list paid for it, and nothing on the revenue row says so.
It answers the question
Is the audience you can text getting bigger or smaller? Positive means next month has more people to send to. Negative means this month's SMS revenue came out of next month's list.
Why it matters
A text send reaches the people on this list and nobody else, so the list is the ceiling on % SMS Revenue% SMS RevenueWhat texting contributes to your sales.8% or more is healthy. A shrinking one hides under a strong revenue month for a while — you send harder to fewer people and the total holds, right up until it doesn't.
It's also the clearest read you get on whether the sending is welcome. SMS has no Open Rate in this app; the two SMS tables leave that column out entirely, so unsubscribes and Click RateClick RateHigher is better; it shows stronger engagement. are what you have. A stretch that turns negative while sign-ups held steady is a frequency problem, not a demand one.
What good looks like
There's no universal target — this is a count, so a shop taking 500 orders a month and one taking 50,000 can't share a number. The line that matters is zero. One negative day is noise; a fortnight of them is something you did. Judge the size against your own recent periods and against the sends you ran in the same window.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Ask for the number where you already ask for the email | Add a phone step to the sign-up unit that already converts, rather than building a new one | SMS sign-ups start arriving without new traffic | 1–2 weeks | Every extra field is somewhere to drop out. Watch the email sign-up count on the same unit before you keep the change. |
| Fast Retire the send that produced the unsubscribes | Find the SMS campaign with the worst unsubscribe count and stop repeating that format | The net figure improves without touching capture | 2–4 weeks | That campaign was earning Attributed Revenue. You're trading a known revenue row for list health you can't see yet. |
| Slow Capture where the number is already being typed | Offer the opt-in during checkout and again in the post-purchase message | Steady net additions from people who have already bought once | 6–8 weeks | One more thing in the checkout flow. Watch conversion on the step you add it to before you keep it. |
| Slow Send less, and send for a reason | Cut the calendar back to the sends that earn, and give every remaining one a reason to exist | Unsubscribes fall and the net figure turns positive | 1 quarter | Fewer sends means less SMS revenue this month, and the list-health gain lands in a quarter you haven't reported yet. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
The net figure is a subtraction, so the same number can come from two very different weeks. Put it beside the unsubscribes and you can see which one you had.
Growing through the churn
More people left than before and the list still grew, which means capture outran them. Worth knowing what drove the exits before the next heavy send.
Quieter on both sides
Fewer people leaving lifts the net on its own. The list can improve here while capture quietly slows, so read the sign-up column beside it.
The sends are costing you the list
More exits than before, and sign-ups didn't cover them. This is the shape a heavy sending week leaves behind.
Capture stopped
Fewer people left and the net still fell, so sign-ups fell further. A broken form or a removed pop-up looks exactly like this.
The count says how many people left; the rate says whether that was a lot for the size of the send. 200 unsubscribes off a 40,000-person send is 0.5% and normal. The same 200 off a 4,000-person send is 5%, and that's a different event entirely. The count on its own can't separate the two.
Two lists, counted in two tables. Email growing while SMS shrinks tells you the problem is specific to the text channel rather than to the shop — the same traffic is still willing to hand over an address. Both falling together points further upstream, at the sign-up unit or at traffic itself.
Common misreads
That column counts the people who joined on that date. Nothing on this table shows the total number of people you can text — it's a growth table, not a headcount.
It's a count with no quality in it. A number collected by a discount code adds the same 1 as a number given at checkout, and only SMS Rev. / RecipientSMS Rev. / RecipientThe value you get from each subscriber. tells them apart once you start sending.
The app counts them in two separate tables because they're two separate lists. Growing one says nothing about the size of the other, and an email address is not a phone number.
Also called
Net SMS list growth · net new text subscribers · SMS net adds
See yoursSign-ups against unsubscribes on your text list, day by day, so you can see which send moved it.
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