Getting started with the SMS dashboard

You will learn

Learn how to use the SMS dashboard to evaluate your channel effectiveness and better understand key performance and revenue over time. Additionally, easily export and share the dashboard as an executive summary with your team.

Accessing and customizing the dashboard

1. Navigate to Analytics > Dashboards.
2. Find and click on the SMS dashboard from the list.

At the top of the dashboard, you have the following options to configure:

• A conversion metric to be analyzed in the dashboard.
• The time period that the data will pull from.
• The comparison period that will compare your performance to another time range. 

Changing and choosing the conversion metric

The conversion metric you choose allows you to see SMS performance indicators related to it. For example, if you choose Placed Order, you can see indicators such as revenue, deliveries, subscriber counts, etc. These help you better understand those who placed orders.

1. To change the metric, click on the Conversion metric dropdown.
2.  Choose an option from that dropdown. 

This metric will then update the dashboard for all users with access. 

Changing the time and comparison periods

1. Click on the Time period dropdown. 
2. Click on the Time period first dropdown. 
3. Choose from the following options:

• • Week-to-date.
  • Month-to-date (default option).
  • Year-to-date.
  • Last 7 days.
  • Last 30 days.
  • Last 90 days.
  • Last month.
  • Last 3 months.
  • Last 12 months.
  • Last year.
  • Custom (note that 12 months is the maximum for this date range).
    

4. To change the comparison period, click on the Comparison period dropdown. 
5. Choose whether you want to compare your performance in your date range to a previous period either the:

• • Previous year
  • Previous month
  • Custom set of date ranges. Note that if you choose a date range with:
    • Fewer than 10 days, the charts display by day
    • Between 10 and 91 days, the charts show by week
    • More than 91 days, the charts show by month.)
      

For example, if you choose the Previous year option and your time period is set to the last 7 days, your data will compare to the same 7 days in the previous year. If you choose the previous period, your data will compare to the same prior date range or, in this case, the 7 days prior to our chosen data range. If you choose a custom range, your data will compare to that particular range only.

6. Once you are satisfied with your changes, click Apply.

Klaviyo attributed value card

The Klaviyo attributed value (KAV) card displays the attributed revenue or conversions (depending on if you choose a revenue or non-revenue metric). Here, you can see a breakdown of how successful your SMS channel is overall as it relates to revenue, deliveries, revenue per recipient, and in a breakout of campaigns versus flows.

SMS revenue or conversions section

The top large number is the total KAV (either revenue or total number, depending on what conversion metric you chose). The percentage below this represents SMS out of all combined channels (29% in the example below). In other words, if you are using email, push, and SMS together, this percentage represents attributed revenue or conversions for SMS alone.

Additionally, the percentage with the up or down arrow signifies how this KAV is different from your comparison period. In the example below this KAV is 87.2% higher compared to the same 90 days last year. 

Below these numbers is a bar chart expressing this data daily, weekly, or monthly (depending on what time period you chose). You can also hover over any of these bars to see the total number of conversions or revenue amount, along with the percentage it represents at that point in time.

SMS deliveries section

The large top number represents the total number of successful deliveries. This happens when Klaviyo records that your recipient received an SMS. The percentage below this represents SMS out of all combined channels (7% in the example below). In other words, if you are using email, push, and SMS together, this percentage represents successful deliveries for SMS out of all the messages you’ve sent.

Additionally, the percentage arrow signifies the number of deliveries and how this compares to your comparison period. In the example below, this delivery rate is 10.8% lower compared to the same 90 days last year. 

Below these numbers is a bar chart expressing this data daily, weekly, or monthly (depending on what time period you chose). You can also hover over any of these bars to see the total number of deliveries, along with the percentage it represents at that point in time.

Conversions or revenue data (bottom data section)

Depending on what conversion metric you choose, the data at the bottom of the card will reflect additional performance indicators related to revenue or conversions.

Using a non-revenue metric 

If you have chosen a non-revenue based metric, you see the total number of conversions for SMS in campaigns versus flows. This also includes the individual number of campaigns or flows where these conversions occurred.

Using a revenue metric 

If you have chosen a revenue-based metric, you see the revenue per recipient and how this compares to the prior period. Additionally, you see the revenue generated across SMS in campaigns versus  flows. This also includes the individual number of campaigns or flows where these revenue-generating conversions occurred.

Subscribers card

The Subscribers card includes information on subscriber totals and growth over time. You can also navigate to the Subscriber growth report from here if you want to learn more about subscribers sources in more detail.

The top left number represents the total number of consented SMS subscribers you had during your chosen time period. Additionally, by hovering over any of the bars in the chart, you can review the number of subscribers at that point in time. 

The top right number represents the total amount of new SMS subscribers gained during your chosen time period. Additionally, by hovering over any of the bars in the chart, you can review the number of new subscribers added at that point in time (shown as both a percentage and total of the total number of new subscribers). 

At the bottom of your card, you can review how many total unique profiles were excluded from SMS marketing during this time period. These profiles may have been excluded for a variety of reasons, including: having an invalid number, a landline was detected, the message blocked, carrier deactivation of the line, and or they unsubscribed from SMS altogether. Keep in mind that the excluded profiles  only represents profiles that consented to SMS at one point in time.

SMS Performance overview card

The SMS Performance overview card provides an overall breakdown of performance and deliverability and engagement indicators. You can also navigate to the SMS deliverability report from here if you want to understand what may be affecting your SMS delivery rates in more detail.

On the left side of the chart, you can spot if you have any issues with recipients receiving your SMS messages (i.e., the Delivery rate). 

You can then review where customers are falling off in your SMS funnel after a message is delivered. Each subsequent bar represents how many recipients clicked and then converted as a subset of the previous bar. In the example above, this means that of the 116,220 customers who received the SMS, 30,612 or 23.3% of them clicked the message. Then, of those that clicked, 7.7% or 8,910 placed an order. 

You can review the following metrics:

• Delivery rate
  The number of successfully delivered SMS messages divided by the total number of sent messages. 
• Click rate
  The percentage of recipients who clicked the link within the SMS message.
• Conversion metric rate (e.g., Placed Order rate)
  The percentage of recipients who clicked the link within the SMS message and made a purchase within your SMS conversion window. This is expressed using the conversion metric you chose.

On the right side of the chart, you can review metrics related to both conversions and deliverability, these include:

• Click to order
  The number of unique orders divided by the number of unique clicks.
• Avg. order value (shown if If a revenue-based conversion metric is chosen)
  The total monetary value of your conversions divided by the number of conversions that took place.
• Unsubscribe rate
  The number of people who unsubscribe after receiving your SMS divided by the number of SMS received. Note that this does not include failed messages.
• Failed to deliver
  When a message is sent but not delivered to the recipient. There are a few reasons why this may happen, including that a device is disconnected or unreachable, the carrier or recipient filtered or blocked the message,, or the device cannot receive SMS. 

Additionally, if applicable, these metrics will include the positive or negative percentage difference from your comparison period. 

SMS campaigns summary or SMS flows summary cards

Depending on what conversion metric you choose, the SMS campaigns summary card reflects additional performance indicators for single SMS campaigns, while the SMS flows summary card reflects the performance of flows containing SMS. You can also navigate to the campaigns or flows sections from here if you want to dive into more details related to your SMS marketing strategies.

Data in the campaign or flow summary card

Depending on the conversion metric you have chose, you may see the following metrics:

• Deliveries
  Total count of SMS successfully delivered messages to your subscribers.
• Click rate
  The number of people who click your SMS or MMS divided by the number of people who received your message.
• Conversion metric rate (e.g., Active on Site, Placed Order, etc.)
  The percentage of recipients who clicked the link within the SMS message and made a purchase within your SMS conversion window. This is expressed using the conversion metric you chose.
• Unsubscribe rate
  The number of people who unsubscribe after receiving your SMS divided by the number of SMS recipients.
• Revenue/recipient (only appears for revenue-based conversion metrics)
  The total revenue attributed to SMS for a given timeframe divided by the total number of people who have received a message within that same timeframe.

In addition, the percentage with the up or down arrow signifies the positive or negative percentage difference from your comparison period. 

As shown in the example below, by hovering over any of the bars in the chart, you can review the number and percentage that relates to that metric.

Performance by [day, week, or month] table

Click to open the Performance by section to review the card metrics in more detail per day, week, or month (depending on how long your time period is). You can review how deliveries, clicks, your conversion metric, and unsubscribes align with the total numbers and percentages they represent. 

Campaigns sent or Flows within [x dates] table

The Campaigns sent or Flows within tables reflects the time period you have chosen for your dashboard. Here, you can review deliveries, clicks, your conversion metric, and unsubscribes per SMS campaign or flow, along with the total numbers and percentages they represent. 

You can also click on the Show button in the bottom left or click through the arrows in the lower right to expose more campaigns or flows.

Exporting to PDF

Exporting the dashboard to a PDF provides the option to create a downloadable executive summary that you can share with your team. This summary will include all charts and data including the expandable data table sections.

1. Click on Export to PDF.
2. Choose your destination and which pages to include.
3. Name your file.
4. Look for the file in your “Recents” or “Downloads” section, as appropriate.

Refreshing the dashboard

In the upper right-hand corner of the dashboard, the timestamp will appear for the last time a user updated the dashboard. Keep in mind that updating the dashboard refreshes it for all users who have access.

1. Click on the refresh icon. This will update all the data on the dashboard.

Additional resources

Your strategic guide to SMS success

Understanding and reviewing your SMS deliverability 

Understanding SMS metrics