Pre-vetting QA worksheet and KPIs

Pre-vetting QA worksheet

Every row should pass before you submit the campaign.

Field	What "good" looks like
Brand name	Matches website, DBA, messages, privacy policy, and terms.
Website	Live, secure, branded, no disallowed content.
Support contact	Branded email or clear contact page.
Use case	Selected accurately for the actual content (marketing, customer care, account notification, etc.).
Description	Names sender, audience, message type, and reason for sending.
CTA / message flow	Every opt-in method described from the user's perspective.
Opt-in proof	Direct opt-in URL or screenshots available.
Disclosure	Brand, message type, frequency, rates, STOP, HELP, privacy, terms.
Privacy policy	Includes no-sharing / no-selling SMS opt-in language.
Terms	Includes SMS program terms and STOP / HELP information.
Sample messages	Brand name, accurate use case, branded links, STOP language.
Links	Full branded URL or branded short domain; no public URL shortener.
Opt-out	STOP confirmation includes brand and no-further-messages statement.
HELP	Includes brand and usable customer-care contact.
Attributes	Embedded link / phone, age gate, lending, number pool, terms match reality.

KPI	Why it matters
Opt-in conversion rate	Measures whether the SMS value proposition is clear at the point of capture.
Consent-source quality	Identifies which forms or flows produce engaged subscribers vs. churn.
Delivery rate	Shows whether messages are reaching phones.
Filtering / error rate	Flags compliance, sender, or content problems before carriers escalate.
Click-through rate	Measures engagement with offers and links.
Conversion / revenue per send	Connects SMS activity to outcomes for promotional programs.
Opt-out rate	Early warning for frequency, targeting, or expectation mismatch.
Complaint / support ticket rate	Identifies trust or clarity problems with copy, opt-in, or sender identity.
Time-to-approval	Measures campaign-registration readiness; rising values point to weak applications.
Rejection-reason count	Tracks preventable quality issues in campaign filings.