You will learn
Learn about the SMS metrics that are pulled into Klaviyo, such as what they are, where to find them, and what they mean.
Before you beginBefore you begin
Klaviyo does not track open rates for SMS, because most recipients will open an SMS message that they receive. When it comes to SMS messages, the click rate is the metric that should be focused on, as clicks are more relevant to conversions.
Note that in order for Klaviyo to track clicks and conversions, you must have sent a link and used the Klaviyo link shortener in an SMS.
Tracked SMS metricsTracked SMS metrics
In Analytics > Metrics, you can see the SMS events in your account. Let’s dive into what each metric means.
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Received SMS
When Klaviyo has recorded that your recipient has received an SMS from a flow, campaign, or part of an SMS conversation. -
Received Automated Response SMS
When Klaviyo has recorded that a recipient received an automated SMS message in response to a keyword or the auto-responder when no keyword is recognized. -
Clicked SMS
When a recipient clicks on a link within an SMS message. Clicking an unsubscribe or company information link does not count toward this metric. -
Subscribed to SMS Marketing
When a recipient confirms that they want to receive your messages. Note that if a profile has already subscribed to SMS (even if they have been deleted and since returned), new Subscribed to SMS Marketing events will not be recorded. -
Sent SMS
When someone texts your destination number. -
Unsubscribed from SMS Marketing
When a recipient texts unsubscribes from your SMS messages, either by clicking an unsubscribe link or texting an opt-out keyword (e.g., STOP). -
Failed to Deliver SMS
When message is sent but not delivered to the recipient; there are a few reasons why this may happen:- Device Disconnected means that the device is no longer in service.
- Device Unreachable means that the device is not in a service area, not accepting messages, or the device is off.
- Carrier Violation means that the phone carrier filtered the message out.
- Message Blocked means that a wireless carrier, Klaviyo's system, or the recipient has blocked the message.
- Device Incapable of Receiving SMS means that the number is a landline or cannot receive SMS.
- Unknown means that the wireless carrier did not report why a message was not delivered.
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Failed to Deliver Automated Response SMS
When an automated response (e.g., from a keyword like "Help") is sent but not delivered to the recipient. -
Toll-free number not verified
Indicates that your toll-free number has not been approved, so your subscribers are not receiving messages to their device. Ensure that the toll-free number is Verified or Approved in the SMS settings section of your Klaviyo account. Refrain from sending SMS via campaigns flows until your number is verified. -
Failed SMS Age Gate
When someone tries to sign up to receive SMS from an age-gated brand, but they are either underage or in a country where SMS age-gating is not available. This event shows the method as "age gate" and the individual's age gated DOB (MM/YYYY).