Where your messaging actually goes. A donut of email versus SMS versus push share, so you can see at a glance whether you are an email-only programme or a true multi-channel one.
At a glance
Channel Distribution is a donut showing how your Klaviyo activity splits across channels: email, SMS, and push where each is configured. It can be read by send volume or by attributed revenue share, and the donut renders each channel as a slice of the whole. Most ecommerce brands are heavily email-weighted, with SMS a smaller but higher-intensity slice and push present only if a mobile app is connected. The value of this card is proportional, not absolute: it tells you the mix, not the totals. Use it to spot an over-reliance on one channel or an SMS programme that is under-built relative to its revenue potential.
| What it counts | The share of activity per channel (email, SMS, push) across the period, shown as donut slices. Can be viewed by send count or by attributed revenue. |
| API endpoint + statistics field | Built from POST /api/campaign-values-reports and POST /api/flow-values-reports segmented by channel, reading recipients (or delivered) for the send view and revenue for the revenue view. |
| Attribution model | For the revenue view, Klaviyo default 5-day click and 1-day view applies per channel. The send view does not depend on attribution. |
| Email vs SMS aggregation | This card is the de-aggregation. Where most Klaviyo cards blend email and SMS into one number, this one splits them back out into separate slices, plus push if present. |
| Chart type | Donut (proportional share, one slice per channel). |
| Time window | Selected period (default 30 days). |
| Alert trigger | A sharp shift in one channel’s share versus the prior period, for example a push slice collapsing because an app integration broke. |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Klaviyo data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
An illustrative beauty brand on Shopify running email and SMS in Klaviyo, no mobile app. The 30-day window covers 14 Mar 26 to 12 Apr 26. Figures are illustrative.| Channel | Sends (delivered) | Send share | Attributed revenue | Revenue share |
|---|---|---|---|---|
| 940,000 | 94.0% | £62,000 | 78.5% | |
| SMS | 60,000 | 6.0% | £17,000 | 21.5% |
| Push | 0 | 0% | £0 | 0% |
| Total | 1,000,000 | 100% | £79,000 | 100% |
- The two donut views tell different stories. By send volume the programme looks 94 percent email. By revenue it is 78.5 percent email and a much larger 21.5 percent SMS. Whichever single donut you show, mention which basis it uses.
- SMS over-indexes on revenue. SMS is only 6 percent of sends but 21.5 percent of revenue, roughly 3.6 times its volume share. That is typical: SMS reaches a smaller, opted-in, high-intent audience.
- No push slice here. Push appears only when a mobile app is connected to Klaviyo. A zero push slice is not a fault, it just means the channel is not in use.
- Over-reliance risk. A donut that is 99 percent email concentrates deliverability and reputation risk in one channel. The mix view is a prompt to consider whether SMS is under-built relative to its proven leverage.
- Proportions, not totals. This card deliberately hides absolute pounds and counts in its headline so the eye reads mix. For the totals behind each slice, open Total Sends and Email-Attributed Revenue.
Sibling cards merchants should reference together
Read these alongside Channel Distribution to turn the mix into absolute numbers and to dig into each channel.| Card | Why pair it with Channel Distribution |
|---|---|
| Total Sends | The absolute send volume behind the send-share donut. |
| Flow vs Campaign Revenue Mix | A second mix lens: campaigns versus flows, complementing the channel split. |
| Email-Attributed Revenue | The total revenue the revenue-share donut divides up. |
| SMS Overview | Drills into the SMS slice: opt-ins, sends and revenue for the channel that usually over-indexes. |
| Revenue per Send | Explains why a small channel slice can carry a large revenue slice. |
Reconciling against Klaviyo
Where to look in Klaviyo: Klaviyo does not present a single channel-mix donut, so this card composes the view from per-channel data. Open Analytics → Performance and filter by channel to read email and SMS separately, then Campaigns and Flows lists, which carry a channel column. Summing each channel’s sends or revenue reproduces the slices. Why our number may legitimately differ:| Reason | Direction of divergence |
|---|---|
| Time zone. Klaviyo aggregates in the account time zone; Vortex IQ defaults to UTC. Boundary sends can shift channel slices slightly. | Small slice movement at the window edge |
| Page caps. Per-channel reports paginate at 50 sources per call. High-cadence channels may be slightly truncated. | The busiest channel’s slice marginally understated |
Send basis. A donut by recipients differs slightly from one by delivered because bounces sit between them. This card states its basis; comparing to a Klaviyo view on the other basis will diverge. | Small, basis-dependent |
| Currency base. Revenue-share slices use the account base currency with no live FX. | None; consistent |
| Push availability. Push only appears if a mobile app is integrated. Its absence is expected, not a sync gap. | Push slice legitimately zero |