⚠️ Beta This page is in beta. You might experience small performance issues. We're actively improving the experience — if you run into anything, reach out to your CSM or contact support.
About Email & SMS attribution table
The Email & SMS Analytics Dashboard brings into one unified view your report. It combines engagement data from your ESP (clicks, spam, open rate) with revenue attribution from Triple Whale's pixel (who bought and how much) — broken down by campaign, flow, and channel.
📝 Note: Revenue numbers on this page come from Triple Whale's attribution engine, not your ESP. They will differ from what Klaviyo or Omnisend reports. See "Why numbers differ from Klaviyo" below.
Navigation: Customer Retention → Email & SMS Analytics in the left sidebar.
What you can do
Switch between ESPs
Click the integration dropdown (top-left of the filter toolbar) to switch between connected ESPs. The dashboard adapts metrics, columns, and tabs to match the provider's data depth.
Integration | Data Tier | Channels | What you see |
Klaviyo | Full metrics | Email, SMS, Push | Engagement + attribution. Overview, Campaigns & Flows tabs. |
Omnisend | Full metrics | Email, SMS, Push | Attribution only (revenue, orders, sessions). Overview & Campaigns tabs.
Engagement data is coming soon. |
Attentive | UTM-based | SMS, Email | Attribution only (revenue, orders, sessions). Overview & Campaigns tabs.
Engagement data is coming soon |
Postscript, Sendlane etc. | UTM-based | Email, Sms | Attribution only. Overview & Campaigns tabs. |
All integrations show campaign-level analytics. The Flows tab is only available for Klaviyo, since other ESPs don't expose flow-level data to Triple Whale. If your ESP only provides UTM-based data, engagement columns (Open Rate, Click Rate) won't appear — this is expected.
Switch between views
Tabs at the top of the page:
Overview — KPI summary cards, channel comparison table, email funnel (Klaviyo), top campaigns & flows.
Campaigns — per-campaign table with expandable UTM/variant sub-rows, email preview, period-over-period deltas.
Flows (Klaviyo only) — "Flows Powered by Sonar" table + regular flows table with per-email breakdowns.
Change the attribution model
Click the attribution model dropdown (right side of filter toolbar) to choose how revenue is credited to email/SMS:
You can choose from one of the following models:
First Click — 100% credit to the first email/SMS touch in the journey.
Last Click — 100% credit to the last touch before purchase.
Linear — credit split equally across all touches.
Triple Attribution — Triple Whale's multi-touch model (default, recommended).
For more info refer to the following article: Understanding and Utilizing Attribution Models
All revenue, purchases, conversion rate, and Rev/Recipient values recalculate instantly across every view.
📝 Note: The attribution model only affects Triple Whale-sourced metrics (Revenue, Purchases, Conv. Rate). ESP engagement metrics (Open Rate, Click Rate, Unsub) are unaffected.
Customize table columns
Click the columns icon (four vertical bars, far right of filter toolbar) to toggle columns on or off. Available columns depend on integration and view.
View | Columns (Klaviyo) |
Campaigns | Campaign, Channel, Subject Line, Preview, Revenue, Recipients, Rev/Recipient, Open Rate, Click Rate, Conv. Rate, Unsub, % of total revenue |
Flows (Sonar) - For Sonar Enabled Shops | Flow Name, TW Trigger Event, Channel, Status, Revenue, % of Flow Rev, Recipients, Rev/Recipient, Open Rate, Click Rate, Purchases, Unsub |
Flows | Flow, Channel, Status, Revenue, % of Flow Rev, Recipients, Rev/Recipient, Open Rate, Click Rate, Purchases, Unsub |
Overview | Type, Sent, Recipients, Opened, Click Rate, Purchases, Conv. Rate, Revenue, % of Total Rev, Rev/Recipient |
Expand rows to see breakdowns
Click the chevron (▸) next to any campaign or flow name:
Campaigns: shows UTM content / variant sub-rows (e.g.,
utm_content=logo) with per-source metrics.Flows: shows individual email/SMS steps (e.g., "Email 1 — Cart Reminder") with per-step metrics.
Preview an email
Click the eye icon in the Campaigns table Preview column. A modal opens with the campaign name, subject line, and rendered email content.
Search, filter & date range
Search box (right side of filter toolbar) — filters campaigns or flows by name.
Filter button (funnel icon) — add filters by channel (Email / SMS / Push), status, etc. Active filters show as removable chips.
Date picker ("Last 7 Days" in the header) — select a preset or custom range.
Previous Period — toggles comparison on/off. Metric cards and revenue cells show a delta badge and prior period value.
Pagination & row selection
Page numbers at the bottom of every table. "Rows per page" dropdown: 30, 50, or 100.
Use checkboxes to select rows or the header checkbox for all visible rows.
Klaviyo metrics reference
These metrics come from Klaviyo's API. Type indicates Total (counts every event) vs. Unique (deduplicates per person).
Engagement metrics (from Klaviyo)
Metric | Type | Definition | Formula |
Sent | Total | Total messages dispatched. If one person receives the same email twice, that's 2 sends. | All send events in date range |
Delivered | Total | Messages accepted by the recipient's mail server. Overview funnel only. | Sent − Bounced |
Delivery Rate | Calculated | % of sent messages successfully delivered. Healthy lists: 96%+. | Delivered ÷ Sent |
Recipients | Unique | Unique profiles who received at least one message. Klaviyo deduplicates across segments. | — |
Opened | Total | Total email opens including repeats. 1 person opening 5 times = 5 opens. Overview funnel only. Includes Apple MPP machine opens. | — |
Open Rate | Unique | % of sent messages that were opened at least once by a unique recipient. Not available for SMS or Push (shows "–"). | Unique Opens ÷ Sent |
Click Rate | Total | % of opened emails where a link was clicked. Measured relative to opens. 1 recipient clicking 3 links = 3 clicks. | Total Clicks ÷ Unique Opens |
Unsub Rate | Unique | % of sent messages that resulted in an unsubscribe. One unsub per person per message. | Unique Unsubs ÷ Sent |
Spam Rate | Unique | % of sent messages marked as spam. KPI card in Campaigns view. Best practice: below 0.1%. | Unique Spam Complaints ÷ Sent |
⚠️ Important: Apple Mail Privacy Protection (MPP) pre-fetches emails on Apple devices, inflating open rates. Klaviyo flags machine opens separately but the rate shown here includes them. Open rate has become a less reliable signal since iOS 15. Reference:
Attribution metrics (from Triple Whale)
These come from Triple Whale's pixel and attribution engine — not from Klaviyo. Look for the TW logo in column headers to distinguish them from ESP-sourced metrics (marked with the Klaviyo/Omnisend logo).
Metric | Type | Definition | Formula |
Revenue | Total | Total revenue attributed to the campaign/flow based on the selected attribution model. Shows previous period value + % delta. | — |
% of Total Revenue | Calculated | Share of your store's total revenue (all channels) attributed to email/SMS. | Channel Revenue ÷ Total Store Revenue |
Purchases | Total | Total orders attributed to email/SMS touchpoints. | — |
% of Total Purchases | Calculated | Share of all store purchases attributed to email/SMS. | Channel Purchases ÷ Total Purchases |
Avg Order Value | Calculated | Average revenue per attributed order. | Revenue ÷ Purchases |
Rev / Recipient | Calculated | Revenue per unique recipient. Measures revenue efficiency. | Revenue ÷ Unique Recipients |
Conversion Rate | Unique | % of unique recipients who purchased. | Unique Purchasers ÷ Unique Recipients |
Pixel New Customer Purchases | Unique | Orders from first-time buyers, identified by Triple Pixel. | — |
Pixel Repeat Purchases | Total | Orders from returning buyers, identified by Triple Pixel. | — |
% of Flow Rev | Calculated | This flow's share of total flow revenue. Flows tab only. | Flow Revenue ÷ Total Flows Revenue |
Discrepancy with revenue reporting in Klaviyo
Revenue numbers on this page will differ from Klaviyo. This might happen for a number of possible reasons
Different attribution models
| Klaviyo | Triple Whale |
Attribution model | Last-click, fixed window (5 days email, 24h SMS) | Configurable: First Click, Last Click, Linear, Triple Attribution |
Scope | Only email/SMS touches in Klaviyo | All channels (paid ads, organic, email, SMS) |
Tracking | Klaviyo's tracking pixel | Triple Pixel (server-side + client-side) |
Result | Tends to show higher email/SMS revenue (siloed credit) | Distributes credit across channels (holistic) |
Switching between First Click, Last Click, Linear, and Triple Attribution in the dropdown will change revenue numbers — the same purchase gets credited differently depending on which model you select.
Attribution window
The Attribution Window setting controls how far back Triple Whale looks for an email/SMS touchpoint before a purchase. A longer window (e.g., Lifetime) will attribute more revenue to email/SMS than a shorter one (e.g., 7 days). Access this from the filter icon next to the attribution model dropdown.
Subscription filter
By default, all purchase types are included. The Subscription Filter lets you include or exclude specific order types:
Subscription Recurring Order — repeat subscription charges
Subscription First Order — initial subscription sign-ups
Non-Subscription Purchases — standard one-time orders
Toggle each on or off. If you're comparing to Klaviyo and they don't separate subscription orders, this filter can cause discrepancies.
Accounting mode
Controls how purchases are dated in the table:
Click Date — revenue is attributed to the date the recipient clicked the email/SMS. This is the default and matches how most attribution tools report.
Purchase Date — revenue is attributed to the date the order was placed. Use this to match your Shopify or ESP revenue reports for a given day.
If you're comparing Triple Whale to Klaviyo for a specific date range and the numbers don't line up, check that both are using the same date logic.
📝 Note: Neither is "wrong." Klaviyo answers "What did email/SMS touch?" Triple Whale answers "What did email/SMS actually drive, accounting for all channels?" Use Klaviyo for email operations. Use Triple Whale for revenue attribution and cross-channel budget decisions.