What is SMS Attribution?

SMS Attribution is the practice of determining which text messages, campaigns, or automated flows generated specific conversions (typically purchases). It answers the question: "Which SMS drove this sale?"

Attribution in SMS marketing has historically relied on the same methods as other digital channels: click tracking (did they click the link?), UTM parameters (which campaign?), and attribution windows (did they buy within X hours of receiving the text?). These methods work but introduce ambiguity — especially when customers interact with multiple channels before purchasing.

Text-to-buy introduces a fundamentally cleaner attribution model. When a customer purchases by replying to a text, the attribution is direct and unambiguous: that message generated that order. There's no click to track, no attribution window to debate, no multi-touch modeling needed.

Link-based SMS attribution works through click tracking and attribution windows. The customer clicks a link in the SMS, and the platform tracks the click via a redirect URL. If the customer purchases within a defined window (typically 1–24 hours), the sale is attributed to the SMS. If they purchase through a different path, the attribution becomes ambiguous.

Text-to-buy attribution is direct. The customer replied to a specific message, and an order was created from that reply. The message ID and order are linked directly. There's no window, no modeling, no ambiguity. Revenue Per Message and conversion rate are calculated with certainty.

Attribution data feeds reporting and optimization. Brands can see exactly which campaigns, products, segments, and message types drive the most revenue — and allocate resources accordingly.

Attribution determines how you measure ROI and make decisions. If your attribution model overcounts SMS-driven revenue (by using long attribution windows or last-click models that favor SMS), you overinvest. If it undercounts (by not tracking click-to-purchase paths), you underinvest. Accurate attribution leads to accurate decisions.

Text-to-buy's direct attribution is one of its underappreciated advantages. When every dollar of revenue is tied to a specific message with certainty, the ROI calculation is straightforward and trustworthy. This clarity helps brands justify SMS commerce investment and allocate budgets effectively.

For brands running both link-based and text-to-buy SMS, the attribution difference is stark. Link-based campaigns require attribution modeling. Text-to-buy campaigns produce direct, auditable revenue figures.