How to Analyze SMS Data

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After you’ve implemented SMS messaging into your campaigns and flows, you can assess the results for each of your message sends. How can you assess how effective your SMS messages are at growing your business? In this article, we’ll go through key SMS metrics and look at SMS messages in your analytics view to ensure you’re optimizing your SMS marketing.

Key Metrics for SMS

There are SMS-specific metrics that highlight how your SMS marketing is performing:

  • Click Rate
    How often customers are clicking on the links within the SMS message
  • Conversion Rate
    How often recipients become customers
  • Number of Subscribers
    Number of people subscribing to receive SMS communication
  • Opt Outs
    Number of customers unsubscribing from SMS communication
  • Resubscribers
    Number of customers who opted out from your communication and opted back in

For more information about SMS metrics, head to the article on SMS Metrics.

The Analytics Tab on Your Dashboard

When it comes to understanding how your flow text messages are performing, Klaviyo has you covered with the flow dashboard. Head to Dashboard > Analytics.

For flows, select Flows Overview from the dashboard view dropdown; as for campaigns, select Campaigns Overview. From there, scroll to the bottom to see the average daily placed order rate by attributed flow message, average daily click rate by attributed flow/campaign message, and total value of revenue by attributed flow/campaign message. In each of these cards, scroll to see how your SMS messages are performing.

Your attribution window will affect how conversion is attributed to flow email and SMS messages. For more information, head to our article on Conversion Tracking.

Typically, SMS engagement rates are higher than those of email. If you’re getting worried about your metrics, there are a few questions you can ask yourself.

  • Does the link go to the right URL?
  • Do you follow up on any discounts offered?
  • Is the copy within your text message compelling?
  • Is your flow split by customer action?
  • Is the content within the message personalized?
  • Have you created a sense of urgency or scarcity?

If you answered no to any of the above questions, go back and work through the content of your SMS so that it’s as enticing as possible.

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