{"id":8521,"date":"2026-03-26T06:22:35","date_gmt":"2026-03-26T06:22:35","guid":{"rendered":"https:\/\/www.wizbrand.com\/tutorials\/sms-roas\/"},"modified":"2026-03-26T06:22:35","modified_gmt":"2026-03-26T06:22:35","slug":"sms-roas","status":"publish","type":"post","link":"https:\/\/www.wizbrand.com\/tutorials\/sms-roas\/","title":{"rendered":"SMS ROAS: What It Is, Key Features, Benefits, Use Cases, and How It Fits in SMS Marketing"},"content":{"rendered":"\n

SMS ROAS (return on ad spend for text messaging) is a performance metric that shows how much revenue your SMS program generates for every dollar you spend on sending and running text campaigns. In Direct & Retention Marketing<\/strong>, where the goal is to drive repeat purchases, recover carts, and increase lifetime value, SMS ROAS helps teams decide what to scale, what to fix, and what to stop. <\/p>\n\n\n\n

In SMS Marketing<\/strong>, the channel\u2019s speed and high visibility can make results look impressive\u2014until you account for discounts, attribution windows, list growth costs, and overlapping impact from email or paid media. Tracking SMS ROAS with clear rules turns \u201ctexts that feel like they work\u201d into an accountable growth engine.<\/p>\n\n\n\n

What Is SMS ROAS?<\/h2>\n\n\n\n

SMS ROAS<\/strong> is the ratio of revenue attributed to SMS messages divided by the costs required to generate that revenue. A simple version looks like this:<\/p>\n\n\n\n

    \n
  • SMS ROAS = SMS-attributed revenue \u00f7 SMS spend<\/strong><\/li>\n<\/ul>\n\n\n\n

    The core concept is straightforward: if you spend $1 on your SMS program and can credibly attribute $5 in revenue to it, your SMS ROAS is 5.0. The business meaning is even more important: SMS ROAS translates channel activity into financial efficiency so leaders can compare SMS against other Direct & Retention Marketing<\/strong> investments.<\/p>\n\n\n\n

    Where it fits:\n– In Direct & Retention Marketing<\/strong>, SMS ROAS is often used to evaluate lifecycle flows (welcome, browse abandon, cart abandon, winback) and campaigns (promos, product drops, back-in-stock).\n– In SMS Marketing<\/strong>, it becomes the scoreboard for list quality, targeting, cadence, deliverability, and offer strategy.<\/p>\n\n\n\n

    Why SMS ROAS Matters in Direct & Retention Marketing<\/h2>\n\n\n\n

    SMS ROAS<\/strong> matters because retention channels can appear \u201cfree\u201d compared to paid acquisition, but they still have real costs and opportunity tradeoffs. In Direct & Retention Marketing<\/strong>, strong SMS ROAS supports smarter budgeting decisions across email, loyalty, customer support, and paid remarketing.<\/p>\n\n\n\n

    Key reasons it\u2019s strategically important:\n– Budget clarity:<\/strong> SMS spend grows with list size and frequency. SMS ROAS tells you if incremental sends are still worth it.\n– Focus on profitable growth:<\/strong> Revenue alone can be misleading if driven by heavy discounting. SMS ROAS encourages margin-aware decisions.\n– Improved forecasting:<\/strong> If you understand SMS ROAS by segment and message type, you can predict revenue impact from planned sends.\n– Competitive advantage:<\/strong> Teams that measure well can iterate faster\u2014optimizing offers, timing, and segmentation in SMS Marketing<\/strong> before competitors do.<\/p>\n\n\n\n

    How SMS ROAS Works<\/h2>\n\n\n\n

    In practice, SMS ROAS<\/strong> is the outcome of a measurement workflow that connects message activity to revenue:<\/p>\n\n\n\n

      \n
    1. \n

      Input \/ trigger<\/strong>\n A subscriber joins your list, consents, and receives a message\u2014either a one-off campaign or an automated flow triggered by behavior (signup, cart activity, inactivity).<\/p>\n<\/li>\n

    2. \n

      Analysis \/ attribution setup<\/strong>\n You establish how SMS gets credit. Common approaches include tracked links with campaign parameters, unique promo codes, or platform-side attribution windows (for example, X hours\/days after click or view).<\/p>\n<\/li>\n

    3. \n

      Execution \/ customer action<\/strong>\n The subscriber clicks, visits, and purchases (or purchases later without clicking). A portion of revenue is attributed to SMS based on your rules.<\/p>\n<\/li>\n

    4. \n

      Output \/ outcome<\/strong>\n You sum attributed revenue and divide by SMS costs to produce SMS ROAS<\/strong>\u2014then compare results across campaigns, segments, and time periods within your Direct & Retention Marketing<\/strong> reporting.<\/p>\n<\/li>\n<\/ol>\n\n\n\n

      The \u201chow\u201d is less about a single formula and more about consistent attribution definitions. Without clear rules, SMS ROAS can swing wildly and lead to the wrong decisions in SMS Marketing<\/strong>.<\/p>\n\n\n\n

      Key Components of SMS ROAS<\/h2>\n\n\n\n

      Accurate SMS ROAS<\/strong> depends on several interlocking elements:<\/p>\n\n\n\n

        \n
      • Cost inputs<\/strong><\/li>\n
      • Message send fees (often per message segment)<\/li>\n
      • Platform or usage fees<\/li>\n
      • Short code\/long code expenses (if applicable)<\/li>\n
      • Creative and operational labor (often tracked separately but important for true cost)<\/li>\n
      • Revenue definition<\/strong><\/li>\n
      • Gross revenue vs net revenue (after discounts, refunds, shipping, taxes)<\/li>\n
      • First order revenue vs repeat revenue vs subscription revenue<\/li>\n
      • Attribution rules<\/strong><\/li>\n
      • Click-through attribution window (e.g., 24 hours, 3 days, 7 days)<\/li>\n
      • View-through rules (used cautiously because they can over-credit SMS Marketing<\/strong>)<\/li>\n
      • Last-touch vs multi-touch allocation<\/li>\n
      • Data and tracking<\/strong><\/li>\n
      • Link tracking, promo codes, on-site analytics, and order data<\/li>\n
      • Customer identifiers to connect a phone number to a customer record<\/li>\n
      • Governance and ownership<\/strong><\/li>\n
      • Who defines attribution standards (marketing ops, analytics, finance)<\/li>\n
      • QA processes to prevent broken tracking and inconsistent naming<\/li>\n
      • Compliance oversight for consent and opt-out handling (critical in Direct & Retention Marketing<\/strong>)<\/li>\n<\/ul>\n\n\n\n

        Types of SMS ROAS<\/h2>\n\n\n\n

        There aren\u2019t \u201cofficial\u201d types of SMS ROAS<\/strong>, but there are practical distinctions that change how you interpret performance:<\/p>\n\n\n\n

        1) Campaign ROAS vs Flow ROAS<\/h3>\n\n\n\n
          \n
        • Campaign SMS ROAS:<\/strong> performance of one-time sends (promotions, launches).<\/li>\n
        • Flow SMS ROAS:<\/strong> performance of automated sequences (welcome, cart recovery). Flow ROAS is often more stable and easier to improve with testing.<\/li>\n<\/ul>\n\n\n\n

          2) Gross ROAS vs Margin-Aware ROAS<\/h3>\n\n\n\n
            \n
          • Gross SMS ROAS:<\/strong> uses gross revenue (simpler, common).<\/li>\n
          • Margin-aware SMS ROAS:<\/strong> uses contribution margin or profit proxy (more accurate for Direct & Retention Marketing<\/strong> decisions, especially when discounts are heavy).<\/li>\n<\/ul>\n\n\n\n

            3) Immediate ROAS vs Lifetime ROAS<\/h3>\n\n\n\n
              \n
            • Immediate SMS ROAS:<\/strong> revenue within the attribution window.<\/li>\n
            • Lifetime SMS ROAS:<\/strong> includes downstream repeat purchases influenced by SMS segmentation and retention strategy (harder to measure, but valuable for SMS Marketing<\/strong> programs focused on long-term retention).<\/li>\n<\/ul>\n\n\n\n

              4) Attributed ROAS vs Incremental ROAS<\/h3>\n\n\n\n
                \n
              • Attributed SMS ROAS:<\/strong> revenue credited by tracking rules.<\/li>\n
              • Incremental SMS ROAS:<\/strong> revenue proven through experimentation (holdouts). Incrementality is the gold standard when channels overlap.<\/li>\n<\/ul>\n\n\n\n

                Real-World Examples of SMS ROAS<\/h2>\n\n\n\n

                Example 1: Abandoned cart flow for an ecommerce brand<\/h3>\n\n\n\n

                A brand sends a 2-message cart recovery sequence. Costs include message fees and platform usage. Revenue is attributed via click tracking and a 24-hour post-click window.\n– Outcome: The flow shows strong SMS ROAS<\/strong>, but analysis reveals most revenue comes from high-intent visitors who would have bought anyway. The team introduces a holdout group to estimate incremental lift, improving decision-making in Direct & Retention Marketing<\/strong>.<\/p>\n\n\n\n

                Example 2: Product drop campaign with segmented early access<\/h3>\n\n\n\n

                A DTC brand announces a limited product release to VIP customers first, then to the full list.\n– VIP segment: higher conversion and higher average order value, producing higher SMS ROAS<\/strong>.\n– Full list: more opt-outs and lower conversion.\nThe brand adjusts cadence and targets based on engagement, improving SMS Marketing<\/strong> efficiency and protecting list health.<\/p>\n\n\n\n

                Example 3: Winback series for a subscription business<\/h3>\n\n\n\n

                A subscription service targets customers who canceled or paused. The offer is modest (not a deep discount) and the messaging focuses on updated features.\n– The program tracks reactivations and 60-day retained revenue.\nThis approach can produce a lower immediate SMS ROAS<\/strong> but a stronger retention outcome\u2014often the right tradeoff in Direct & Retention Marketing<\/strong>.<\/p>\n\n\n\n

                Benefits of Using SMS ROAS<\/h2>\n\n\n\n

                Using SMS ROAS<\/strong> as a core KPI delivers tangible improvements:<\/p>\n\n\n\n

                  \n
                • Performance improvements:<\/strong> Identify which segments, offers, and flows generate the most revenue per dollar.<\/li>\n
                • Cost savings:<\/strong> Reduce waste from over-sending and focus on high-intent cohorts.<\/li>\n
                • Operational efficiency:<\/strong> Standardized reporting speeds up decisions and shortens test cycles in SMS Marketing<\/strong>.<\/li>\n
                • Better customer experience:<\/strong> ROAS-aware programs typically send fewer, more relevant messages\u2014reducing annoyance and opt-outs while improving retention.<\/li>\n<\/ul>\n\n\n\n

                  Challenges of SMS ROAS<\/h2>\n\n\n\n

                  SMS ROAS<\/strong> is powerful, but it\u2019s easy to get wrong. Common challenges include:<\/p>\n\n\n\n

                    \n
                  • Attribution inflation:<\/strong> View-through or long attribution windows can over-credit SMS Marketing<\/strong>, especially when email and paid retargeting are active.<\/li>\n
                  • Cross-device and identity gaps:<\/strong> A customer may click on mobile but buy later on desktop, breaking tracking without strong identity resolution.<\/li>\n
                  • Discount-driven \u201cfake efficiency\u201d:<\/strong> High discounts can spike attributed revenue but reduce profit. A high SMS ROAS is not always a healthy outcome in Direct & Retention Marketing<\/strong>.<\/li>\n
                  • Returns, cancellations, and refunds:<\/strong> If revenue isn\u2019t netted out, SMS ROAS can be overstated.<\/li>\n
                  • List quality issues:<\/strong> Aggressive list growth tactics can increase volume but lower engagement, harming deliverability and long-term ROAS.<\/li>\n
                  • Compliance constraints:<\/strong> Consent, opt-outs, and quiet hours affect scale and measurement; poor compliance can create business risk beyond marketing performance.<\/li>\n<\/ul>\n\n\n\n

                    Best Practices for SMS ROAS<\/h2>\n\n\n\n

                    To make SMS ROAS<\/strong> reliable and actionable:<\/p>\n\n\n\n

                      \n
                    1. \n

                      Standardize your revenue definition<\/strong>\n Decide whether SMS ROAS will use gross revenue or net revenue (after discounts\/returns). Document it and keep it consistent.<\/p>\n<\/li>\n

                    2. \n

                      Use consistent naming and tracking<\/strong>\n Apply clear campaign naming, tracked links, and disciplined tagging so reporting in Direct & Retention Marketing<\/strong> remains trustworthy over time.<\/p>\n<\/li>\n

                    3. \n

                      Choose attribution windows intentionally<\/strong>\n Shorter windows reduce over-crediting; longer windows capture delayed purchases. Pick windows that match buying behavior, then validate with tests.<\/p>\n<\/li>\n

                    4. \n

                      Measure incrementality where overlap is high<\/strong>\n Use holdouts for major flows or frequent promotional sends. Incremental lift helps align SMS Marketing<\/strong> with real business impact.<\/p>\n<\/li>\n

                    5. \n

                      Segment to protect list health<\/strong>\n Prioritize engaged subscribers and high-value customers. Reduce sends to unengaged cohorts to improve deliverability and sustainable SMS ROAS.<\/p>\n<\/li>\n

                    6. \n

                      Test offers and creative, not just frequency<\/strong>\n Many programs over-optimize send volume. Test message clarity, value framing, personalization, and timing before increasing cadence.<\/p>\n<\/li>\n

                    7. \n

                      Monitor opt-outs and complaints as leading indicators<\/strong>\n A short-term ROAS spike can be followed by list decay. Sustainable SMS ROAS<\/strong> requires balancing revenue with subscriber experience.<\/p>\n<\/li>\n<\/ol>\n\n\n\n

                      Tools Used for SMS ROAS<\/h2>\n\n\n\n

                      You don\u2019t need one specific product to manage SMS ROAS<\/strong>, but you do need a reliable measurement stack. Common tool categories in Direct & Retention Marketing<\/strong> and SMS Marketing<\/strong> include:<\/p>\n\n\n\n

                        \n
                      • SMS automation platforms<\/strong> for campaigns, flows, audience segmentation, consent management, and message logs.<\/li>\n
                      • Web and product analytics tools<\/strong> to track sessions, clicks, and conversion paths.<\/li>\n
                      • Ecommerce or billing platforms<\/strong> as the source of truth for orders, refunds, subscription status, and customer value.<\/li>\n
                      • CRM systems<\/strong> to unify customer profiles, lifecycle stage, and service interactions that influence retention outcomes.<\/li>\n
                      • Data pipelines \/ warehouses<\/strong> to combine message events with transaction data for cleaner ROAS calculations.<\/li>\n
                      • Reporting dashboards \/ BI tools<\/strong> to monitor SMS ROAS trends, compare segments, and share consistent metrics across teams.<\/li>\n
                      • Experimentation frameworks<\/strong> for holdouts and A\/B tests that validate incremental impact.<\/li>\n<\/ul>\n\n\n\n

                        Metrics Related to SMS ROAS<\/h2>\n\n\n\n

                        SMS ROAS<\/strong> is a headline metric, but it\u2019s most useful when paired with supporting indicators:<\/p>\n\n\n\n

                          \n
                        • Conversion rate (CVR):<\/strong> purchases \u00f7 clicks (or purchases \u00f7 delivered messages in some analyses)<\/li>\n
                        • Click-through rate (CTR):<\/strong> clicks \u00f7 delivered messages<\/li>\n
                        • Revenue per message \/ revenue per recipient:<\/strong> efficiency at the unit level<\/li>\n
                        • Average order value (AOV):<\/strong> helps interpret ROAS changes driven by product mix<\/li>\n
                        • Opt-out rate:<\/strong> opt-outs \u00f7 delivered messages (a critical health metric in SMS Marketing<\/strong>)<\/li>\n
                        • Spam complaint rate \/ carrier filtering signals:<\/strong> indirect but essential for deliverability<\/li>\n
                        • List growth and engaged rate:<\/strong> the quality and size of your reachable audience<\/li>\n
                        • Customer lifetime value (LTV) and repeat purchase rate:<\/strong> connects SMS to long-term Direct & Retention Marketing<\/strong> outcomes<\/li>\n
                        • Payback period:<\/strong> how quickly SMS spend is recovered, especially relevant when factoring platform fees and labor<\/li>\n<\/ul>\n\n\n\n

                          Future Trends of SMS ROAS<\/h2>\n\n\n\n

                          Several trends are shaping how SMS ROAS<\/strong> will be measured and improved:<\/p>\n\n\n\n

                            \n
                          • More automation in measurement:<\/strong> Expect more event standardization, cleaner identity resolution, and automated anomaly detection in Direct & Retention Marketing<\/strong> reporting.<\/li>\n
                          • AI-driven personalization:<\/strong> Smarter send-time optimization, product recommendations, and dynamic offers can raise SMS ROAS\u2014if they\u2019re governed to avoid over-messaging.<\/li>\n
                          • Incrementality becoming mainstream:<\/strong> As channel overlap increases, more teams will rely on holdouts and causal testing to understand the true incremental value of SMS Marketing<\/strong>.<\/li>\n
                          • Privacy and consent tightening:<\/strong> Regulatory and platform expectations will continue to push better consent logging, transparent preference centers, and more conservative attribution.<\/li>\n
                          • Richer messaging ecosystems:<\/strong> As richer mobile messaging options expand, marketers will likely evaluate ROAS across multiple message formats, raising the importance of consistent definitions and comparable reporting.<\/li>\n<\/ul>\n\n\n\n

                            SMS ROAS vs Related Terms<\/h2>\n\n\n\n

                            Understanding nearby metrics prevents confusion and improves cross-channel decisions:<\/p>\n\n\n\n

                              \n
                            • \n

                              SMS ROAS vs ROI<\/strong>\n ROAS compares revenue to ad spend; ROI typically compares profit (or net gain) to total investment. SMS ROAS is easier to calculate quickly, while ROI is better for true profitability.<\/p>\n<\/li>\n

                            • \n

                              SMS ROAS vs CAC<\/strong>\n Customer acquisition cost measures the cost to acquire a new customer; SMS ROAS measures revenue efficiency from SMS spend. In Direct & Retention Marketing<\/strong>, SMS is often retention-focused, so CAC is usually not the primary lens.<\/p>\n<\/li>\n

                            • \n

                              SMS ROAS vs LTV<\/strong>\n LTV measures long-term customer value; SMS ROAS measures short-term (or windowed) revenue efficiency. Strong SMS Marketing<\/strong> can raise LTV even if immediate ROAS is modest, especially for winback and subscription retention.<\/p>\n<\/li>\n<\/ul>\n\n\n\n

                              Who Should Learn SMS ROAS<\/h2>\n\n\n\n

                              SMS ROAS<\/strong> is worth learning for anyone responsible for growth, measurement, or customer communication:<\/p>\n\n\n\n

                                \n
                              • Marketers:<\/strong> to optimize campaigns, flows, and segmentation in SMS Marketing<\/strong>.<\/li>\n
                              • Analysts:<\/strong> to build trustworthy attribution models and reconcile revenue across channels in Direct & Retention Marketing<\/strong>.<\/li>\n
                              • Agencies and consultants:<\/strong> to prove impact, justify budgets, and standardize reporting across clients.<\/li>\n
                              • Business owners and founders:<\/strong> to understand whether SMS is a profit driver or just a noisy revenue attribution story.<\/li>\n
                              • Developers and marketing engineers:<\/strong> to implement tracking, data pipelines, identity resolution, and experimentation that make SMS ROAS credible.<\/li>\n<\/ul>\n\n\n\n

                                Summary of SMS ROAS<\/h2>\n\n\n\n

                                SMS ROAS<\/strong> measures how much revenue your SMS program generates per dollar spent, making it a central KPI for evaluating SMS Marketing<\/strong> performance. In Direct & Retention Marketing<\/strong>, it supports smarter allocation across lifecycle flows and promotional campaigns, helps prevent over-sending, and encourages sustainable growth. The best SMS ROAS programs pair consistent attribution rules with incrementality testing, margin awareness, and list-health metrics.<\/p>\n\n\n\n

                                Frequently Asked Questions (FAQ)<\/h2>\n\n\n\n

                                1) What is SMS ROAS and what does a \u201cgood\u201d number look like?<\/h3>\n\n\n\n

                                SMS ROAS<\/strong> is attributed revenue divided by SMS spend. A \u201cgood\u201d number depends on your margins, discounting, and whether you\u2019re measuring gross or net revenue. Compare against your own historical baselines and validate with incrementality tests for major programs.<\/p>\n\n\n\n

                                2) Should SMS ROAS include platform fees and labor costs?<\/h3>\n\n\n\n

                                For day-to-day optimization, many teams calculate SMS ROAS using message and platform costs. For budgeting and profitability decisions in Direct & Retention Marketing<\/strong>, it\u2019s better to also track an \u201call-in\u201d view that includes labor and creative costs.<\/p>\n\n\n\n

                                3) How do attribution windows affect SMS ROAS?<\/h3>\n\n\n\n

                                Longer windows usually increase attributed revenue and raise SMS ROAS, but they can over-credit SMS Marketing<\/strong> when customers were influenced by other channels. Choose windows aligned to your purchase cycle and confirm with holdout tests.<\/p>\n\n\n\n

                                4) Can SMS ROAS be high while the program is hurting retention?<\/h3>\n\n\n\n

                                Yes. Aggressive frequency and steep discounts can inflate short-term SMS ROAS while increasing opt-outs and reducing long-term engagement. Always pair ROAS with list health metrics like opt-out rate and engaged subscriber rate.<\/p>\n\n\n\n

                                5) How does SMS Marketing differ from email when measuring ROAS?<\/h3>\n\n\n\n

                                Both are retention channels, but SMS Marketing<\/strong> often has faster response times and higher visibility, which can concentrate conversions into shorter windows. Email may show longer consideration cycles. Use channel-appropriate attribution and compare results with consistent revenue definitions.<\/p>\n\n\n\n

                                6) What\u2019s the fastest way to improve SMS ROAS without increasing send volume?<\/h3>\n\n\n\n

                                Improve targeting and relevance: segment by engagement and purchase intent, tighten flows (especially cart\/browse abandon), test clearer value propositions, and reduce messages to unengaged subscribers to protect deliverability.<\/p>\n\n\n\n

                                7) Do I need incrementality testing to trust SMS ROAS?<\/h3>\n\n\n\n

                                You can start with attributed SMS ROAS<\/strong>, but incrementality testing is the best way to know if SMS is driving additional revenue versus claiming credit. It\u2019s especially important in Direct & Retention Marketing<\/strong> programs where email, paid retargeting, and onsite promos overlap.<\/p>\n","protected":false},"excerpt":{"rendered":"

                                SMS ROAS (return on ad spend for text messaging) is a performance metric that shows how much revenue your SMS program generates for every dollar you spend on sending and running text campaigns. In **Direct & Retention Marketing**, where the goal is to drive repeat purchases, recover carts, and increase lifetime value, SMS ROAS helps teams decide what to scale, what to fix, and what to stop.<\/p>\n","protected":false},"author":10235,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1897],"tags":[],"class_list":["post-8521","post","type-post","status-publish","format-standard","hentry","category-sms-marketing"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/8521","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/users\/10235"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/comments?post=8521"}],"version-history":[{"count":0,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/8521\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/media?parent=8521"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/categories?post=8521"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/tags?post=8521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}