Understanding SMS metrics

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 begin

Klaviyo does not track open rates for SMS. Focus on click rate, as clicks are more relevant to conversions.

To track clicks in an SMS, include a link and use the Klaviyo link shortener. Conversion attribution depends on your attribution settings and can include delivered messages as well as clicks. Learn about Klaviyo message attribution.

Tracked SMS metrics

In Analytics > Metrics, you can see the SMS events in your account. The metrics below explain what each event means.

• Relayed Text Message
  When an SMS from a flow, campaign, or outbound conversation message is relayed (or sent) by Klaviyo to the next downstream platform (e.g., a wireless carrier).
• Received Text Message
  When an SMS from a flow, campaign, or outbound conversation message is recorded as delivered to the recipient (i.e., Klaviyo did not receive a failure). Within this metric, the Carrier Delivery Status provides additional information:
  • Carrier Delivery Status: Delivered indicates the wireless carrier provided an explicit confirmation of delivery (i.e., a delivery receipt or report).
  • Carrier Delivery Status: Sent indicates the wireless carrier did not provide an explicit confirmation of delivery or a failure. This can happen more frequently with smaller, regional carriers; when sending MMS; and when demand is especially high (e.g., during Black Friday/Cyber Monday).
• Failed to Deliver Text Message
  When an SMS from a flow, campaign, or outbound conversation 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.
  • Toll Free Number Not Verified means that your toll-free number has not been approved, so subscribers are not receiving your messages. Check your number’s verification in your text messaging settings, and wait until it is verified before sending SMS campaigns or flows. Learn about toll-free number verification.
  • Unknown means that the wireless carrier did not report why a message was not delivered.
• Received Automated Response Text Message
  When an automated SMS response to a keyword or non-recognized keyword (e.g., the auto-responder configured in Inbox) is recorded as delivered to the recipient. You can also review the Carrier Delivery Status for this metric.
• Failed to Deliver Automated Response Text Message
  When an automated response from a keyword or non-recognized keyword is sent but not delivered to the recipient.
• Sent Text Message
  When someone sends an inbound SMS (i.e., texts your sending number).
• Clicked Text Message
  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 Text Messaging Marketing
  When a recipient subscribes to your SMS marketing messages. A new Subscribed to Text Messaging Marketing event is recorded when someone who has unsubscribed subscribes again. Submitting consent again while the same phone number is already subscribed does not create another event, including when a deleted profile returns with its existing consent.
• Unsubscribed from Text Messaging Marketing
  When a recipient unsubscribes from your SMS messages, either by clicking an unsubscribe link or texting an opt-out keyword (e.g., STOP).
• Failed Text Messaging Age Gate
  When someone tries to sign up to receive SMS from an age-gated brand, but they are underage, their required date of birth is missing, or their country does not support the brand’s age-restricted content. The event includes the failure method and the individual’s age-gated date of birth (MM-YYYY), or NA if the date is unavailable.

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