> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Channel Distribution, Klaviyo > Channel Distribution, shown by share. How sends and revenue split across email, SMS and push. How to read it, why it matters, and how to act on it. **Card class:** [Non-Hero](/nerve-centre/overview#card-classes-explained) • **Category:** [Email Marketing](/nerve-centre/connectors#connectors-by-type) > 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 | | --------- | ----------------: | ---------: | -----------------: | ------------: | | Email | 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%** | ```text theme={null} SMS punches above its volume: send share = 6.0% revenue share = 21.5% revenue-to-send leverage = 21.5 / 6.0 = ~3.6x ``` What's interesting: 1. **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. 2. **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. 3. **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. 4. **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. 5. **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](/nerve-centre/kpi-cards/klaviyo/total-sends) and [Email-Attributed Revenue](/nerve-centre/kpi-cards/klaviyo/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](/nerve-centre/kpi-cards/klaviyo/total-sends) | The absolute send volume behind the send-share donut. | | [Flow vs Campaign Revenue Mix](/nerve-centre/kpi-cards/klaviyo/flow-vs-campaign-revenue-mix) | A second mix lens: campaigns versus flows, complementing the channel split. | | [Email-Attributed Revenue](/nerve-centre/kpi-cards/klaviyo/email-attributed-revenue) | The total revenue the revenue-share donut divides up. | | [SMS Overview](/nerve-centre/kpi-cards/klaviyo/sms-overview) | Drills into the SMS slice: opt-ins, sends and revenue for the channel that usually over-indexes. | | [Revenue per Send](/nerve-centre/kpi-cards/klaviyo/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 | ## Known limitations / merchant FAQs **Is the donut by sends or by revenue?** It can be either, and the two look very different because small channels like SMS over-index on revenue. Always check which basis the donut is showing before drawing a conclusion. **Why is there no push slice?** Push notifications only flow through Klaviyo when a mobile app is connected. If you have no app integration, push is genuinely zero and the slice is absent. That is expected. **Why does SMS look tiny by sends but large by revenue?** SMS reaches a smaller, explicitly opted-in audience with high intent, so each send converts harder. A 6 percent send slice carrying a 20 percent revenue slice is normal. See [Revenue per Send](/nerve-centre/kpi-cards/klaviyo/revenue-per-send). **Does this split email and SMS that other cards blend?** Yes. Most Klaviyo revenue cards combine email and SMS into one number. This card exists specifically to break that blend back into channel slices. **My email slice is 99 percent. Is that a problem?** Not inherently, but it concentrates your deliverability and sender-reputation risk in one channel. The mix view is a prompt to consider whether building SMS would diversify revenue and reduce that single-channel exposure. **The slices do not add to my total revenue. Why?** The donut is proportional and may use a per-channel revenue basis that differs from the all-source blended total. For exact totals, read [Email-Attributed Revenue](/nerve-centre/kpi-cards/klaviyo/email-attributed-revenue) and [Total Sends](/nerve-centre/kpi-cards/klaviyo/total-sends) directly. *** ### Tracked live in Vortex IQ Nerve Centre *Channel Distribution* is one of hundreds of KPI pulses Vortex IQ tracks across Klaviyo and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.