Your whole SMS programme on one card: how many messages went out, how many were clicked, what converted, and how the consent list grew. SMS has no opens, so clicks and conversions carry the engagement story.
At a glance
A single-card summary of the Klaviyo SMS channel across the selected period, pulling together sends, clicks, conversions, attributed revenue, and opt-in growth so you can read the health of the programme without opening five cards. SMS is fundamentally different from email in three ways that shape every number here: there is no open tracking on SMS, so clicks are the primary engagement signal; every recipient must have given explicit consent, so the list grows through opt-ins rather than imports; and each message carries a real carrier cost, so volume equals spend and ROI framing matters more than it does on email. Because SMS revenue-per-recipient is typically much higher than email but each send costs money, the right question for this card is not “how many did we send” but “did the revenue clear the messaging cost”. Treat this as the cockpit view and drill into the component cards when a number looks off.
| What it counts | A roll-up of the core SMS statistics for the period: sends, clicks, placed-order conversions, attributed revenue, and net new opt-ins (consent). |
| API endpoint + statistics field | POST /api/campaign-values-reports and POST /api/flow-values-reports scoped to the SMS channel, returning recipients, clicks, conversions, and revenue; opt-in counts come from consent metrics via GET /api/metric-aggregates. |
| Attribution model | Klaviyo default placed-order attribution: 5-day click plus 1-day view, single-touch (last-touch). |
| Email vs SMS aggregation | SMS channel only. Email sends, clicks, and revenue are tracked separately and never blended into this card. |
| MPP impact | None. Apple Mail Privacy Protection inflates email opens only; SMS has no opens to inflate, which is one reason clicks are a cleaner SMS signal. |
| Chart type | KPI summary. |
| Time window | 30D vsP |
| Alert trigger | A meaningful swing in SMS send volume, click engagement, or conversion against the recent baseline, which usually points to a cadence change, a deliverability issue, or a consent-list problem. |
| 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 homeware brand running a small but growing Klaviyo SMS programme alongside email. Reading the dashboard on 14 Apr 26 for the trailing 30 days (14 Mar 26 to 12 Apr 26), the SMS overview looks like this (illustrative figures):| Metric | This period | Prior period |
|---|---|---|
| SMS sends | 18,400 | 15,900 |
| SMS clicks | 1,288 | 1,033 |
| SMS conversions | 552 | 430 |
| SMS attributed revenue | £41,400 | £31,800 |
| Net new opt-ins | 1,120 | 860 |
- Every headline number rose period on period, and opt-ins led the way. Net new opt-ins grew from 860 to 1,120, which is the engine: a larger consented list means more reachable recipients next period, so growth here feeds every other line on the card.
- Clicks are doing the work that opens do on email. With no open tracking on SMS, the ~7.0% click rate is the cleanest engagement read available. A healthy click line with rising conversions says the messages are landing with the right audience.
- Revenue per send of roughly £2.25 is the number that justifies the channel. Because each SMS carries a carrier cost, the comparison that matters is revenue per send against your per-message cost. SMS revenue-per-recipient typically runs well above email, which is what makes a paid channel worthwhile.
- A rising send line is only good while conversion holds. If sends climbed but conversion per send fell, you would be paying for volume that is not converting. This card surfaces that tension; the SMS Conversion card confirms it.
- The consent gate caps your reach. You cannot simply send to more people the way you might on an imported email list. Growth runs through opt-ins, so when sends plateau, the fix is usually upstream in SMS Opt-in Trend, not a louder broadcast.
Sibling cards merchants should reference together
SMS Overview is the cockpit view. Drill into these component cards when a headline moves:| Card | Why pair it with SMS Overview |
|---|---|
| SMS Sends | The volume line, which is also your spend line on a cost-per-message channel. Start here when the overview revenue moves. |
| SMS Clicks | The primary engagement signal, since SMS has no opens. A falling click line explains a falling conversion line. |
| SMS Conversion | The placed-order conversion rate. This is what turns sends into the revenue shown on the overview. |
| SMS Opt-in Trend | The growth engine. Consent gates reach, so opt-in momentum determines how far the programme can scale. |
| SMS vs Email Sends | The channel-mix view. Use it to balance SMS reach against email reach in your overall sending plan. |
| Revenue per Recipient | The value benchmark. Compare SMS revenue per recipient against email to confirm the channel earns its cost. |
Reconciling against Klaviyo
Where to look in Klaviyo:- Klaviyo → Analytics → Performance, with the channel filter set to SMS, for the blended SMS programme view.
- Klaviyo → Campaigns and Klaviyo → Flows, filtered to SMS messages, for per-message sends, clicks, conversions, and revenue.
- Klaviyo → Audience, then the SMS consent view, for opt-in and consent counts behind the growth number.
| Reason | Direction of divergence |
|---|---|
| Time zone. Vortex IQ buckets the period by UTC day; Klaviyo uses your account time zone. Messages near midnight can fall into a different period. | Either direction, usually marginal. |
| Carrier filtering. Some messages are filtered or held at the carrier level and may be counted differently between a live Klaviyo view and our snapshot. | Ours can read marginally low. |
| Attribution window. Conversions and revenue follow Klaviyo’s 5-day click, 1-day view default. A changed window shifts revenue mechanically. | Drift on changed-window accounts. |
| Currency base. Revenue is shown in your store’s base currency; a multi-currency view in Klaviyo may convert differently. | Either direction. |
| Page caps. Values reporting pages at 50 records per pull, so very high message counts in a window can see slight aggregation truncation. | Ours can read marginally low for heavy senders. |