Calculating cost per outcome
Include the cost categories relevant to the comparison: usage, carrier charges, fixed sender costs, creative, and staff when appropriate. A usage-only figure should be labeled that way.
Putting the guide into practice
For an example $400 cost and 80 verified responses, cost per response is $5. If the outcome count is zero, report the metric as undefined rather than dividing by zero.
- Cost scope
- Outcome unit
- Reporting period
- Zero handling
Limits and review decisions
Do not mix delivered messages in one denominator with unique responders in another without naming the difference. Use the same period and campaign scope.