EMAIL and SMS Attribution When Both Are Engaged

  • 28 April 2021
  • 3 replies

Userlevel 2
Badge +6

Hi everyone, this is Klaviyo’s attempt to explain their attribution model when both an email (campaign or flow) & SMS message are engaged.

The bolded section doesn’t explain which channel earns the credit. In this case, which channel earns the credit if not email?

Keep in mind that Klaviyo connects attribution to a customer's last interaction with your brand. So, if you have a flow email with a conversion window of five days, and an SMS message that immediately follows it with a conversion window of one day, and the customer interacts with both, we attribute the conversion to the SMS (the last interaction). If this customer converts outside of the SMS conversion window (over a day) but within the email conversion window (within five days), attribution will still not apply to your email since it came before the SMS interaction.


Best answer by Dov 29 April 2021, 18:30

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3 replies

Userlevel 7
Badge +61

Hi @Andrew.Walters,

Thank you for sharing your question with the Klaviyo Community.

You make a great point! In this specific use-case, there will be no attribution because the latest interaction falls outside of the SMS conversion window. With that said, I have passed on your feedback to make this specific point more clear, and our team will update the documentation to make this clarifying point shortly.

Thanks and have a great day.

Userlevel 2
Badge +6

@dov.derin , why not attribute the conversion to the email campaign since the conversion still falls within the email’s attribution window?


It doesn’t make sense to have conversions go unattributed if the customer engages both Email and SMS. The SMS message shouldn’t disqualify the influence of the email.



Userlevel 7
Badge +61

Hi @Andrew.Walters,

Thank you for your reply.

I see where you’re coming from, however, no matter the use-case, Klaviyo will always use the last touch attribution model for conversion tracking. In other words, we’ll always use the last email or SMS someone opened or clicked and link that action to the attribution using the respective attribution window. For example, if someone were to click the SMS message and then open the email, we would track that conversion using the email’s attribution window and there would not be an issue.

My recommendation to mitigate the risk of missing out the conversion data, is to extend the SMS conversion period beyond the 24 hour default setting to match the email conversion window. That way, if we use the same example outlined in the doc, the attribution will still be picked-up in the SMS conversion data. 

SMS conversion settings are found on the SMS Settings Page under Tracking Settings. You can edit the SMS conversion window in Account > Settings > SMS.


Thanks and have a great day.