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List adds are not net growth
SMS list adds look like growth until keyword opt-outs land in the same window. Type adds and opt-outs. Net growth % = ((adds - opt-outs) / adds) x 100.
Pair: List growth vs opt-out on Subscriptions. Rebill cohort: opt-out vs rebill. Keyword != cancel: STOP vs MIT.
What you type
Adds - new list joins in the window (platform export).
Opt-outs - keyword / STOP opt-outs in the same window (do not invent a rate).
Net adds = adds - opt-outs. Net growth % = (net adds / adds) x 100. Opt-out % of adds = (opt-outs / adds) x 100. Fix the keyword path or the join offer when net growth is weak - do not invent a growth chip.
What not to do
Do not invent a growth percent. Do not mix CRM cancels into SMS opt-outs. Do not treat gross adds as net reach. Do not fold rebill-cohort unreachable into this list window without splitting.
Related: Subscriptions, opt-out vs rebill, STOP vs MIT, SMS cap vs rebill cohort.
Procedure
- Type list adds and keyword opt-outs.
- Read net growth % and opt-out % of adds.
- Fix the keyword path or join offer when net growth is weak.
Failure modes
- Inventing a growth percent.
- Mixing CRM cancels into SMS opt-outs.
- Treating gross adds as net reach.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- List net growth %
- ((adds − opt-outs) ÷ adds) × 100. Gross joins after keyword opt-outs in the same window.
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FAQ
- Is this keyword opt-out vs rebill?
- Related SMS. [Opt-out vs rebill](/manuals/attentive-keyword-optout-vs-rebill) is unreachable share inside a rebill cohort. This page is list adds vs opt-outs for net growth %.
- Is this STOP vs MIT?
- Related words. [STOP vs MIT](/manuals/sms-stop-vs-mit) is keyword != cancel. This page prices list growth after those opt-outs.
- What growth % should I invent?
- None. Type adds and opt-outs from the SMS platform export.