How to change your email and SMS message attribution settings

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Learn how to adjust your default email or SMS attribution window settings. Message attribution assesses customer actions and revenue across each marketing channel and message, and the time period in which these actions occurred. By default, message attribution is 5 days for email and 24 hours for SMS messages. However, you may find that you want to adjust these settings to better align with your customer behaviors or marketing strategies. The guide below walks through how to adjust these for each channel.

Before you begin

Keep in mind that Klaviyo connects attribution to a customer's last interaction with your brand. Let's say the conversion window for SMS is 1 day, while the conversion window for email is 5 days. If a customer interacts with both within the first day (e.g., first email, then the SMS message), we attribute the conversion to the last message they interacted with (i.e., the SMS message).

Adjusting the email attribution window

By default, the attribution window is 5 days for email, but you can adjust this setting in your account's email settings.

  1. To adjust this setting, click on the account menu in the lower left of your account.
  2. Choose Settings from the menu.
    The account menu expanded with the Settings section highlighted
  3. Click on the Email tab.
  4. Once inside the Email tab, head to the Email Conversion section. Here you can adjust the number of days in the attribution window field.
    The Email conversion section with 7 days listed in the attribution field for days
    To exclude Apple Mail Privacy Protection (MPP) opens or opens that may have not been made by subscribers themselves, choose the option for Opened or clicked email (excluding Apple Privacy opens) as well.
  5. Once you have updated your settings, click Update Email Tracking Settings.
  6.  

Adjusting the SMS attribution window

By default, the attribution window is 24 hours for SMS messages. Klaviyo uses a 24 hour mark as most subscribers tend to open messages within this timeframe. However, you can adjust this window if you notice you are not capturing enough conversions.

  1. To adjust this setting, click on the account menu in the lower left of your account.
  2. Choose Settings from the menu.
    The account menu expanded with the Settings section highlighted
  3. Click on the SMS tab.
  4. Scroll down to the Tracking Settings section. Here you can adjust the number of hours in the SMS attribution window field.
    The tracking settings section with 24 hours listed in the attribution field for hours
  5. Once you have adjusted your settings, click Update Tracking Settings.

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