# Email & SMS report overview

The Email & SMS report shows how your Klaviyo sends performed, including recipients, opens, clicks, deliverability and the orders Klaviyo attributes to them. Open it to review a campaign or a month of sends.

Every figure is Klaviyo's own except **Our measured orders**, which is your store's. The report reads top to bottom: what Klaviyo measured, deliverability, the trends, then every message behind the charts.

## Before you start {#before-you-start}

- You need the Marketing, Manager or Admin role.
- Your Klaviyo account must be connected. The connection is set up with the Neural Partners team. Entering a Klaviyo key in **Settings** doesn't connect this report.
- Figures update once a day, at about 11:45 UTC, through yesterday.

## Steps {#steps}

1. In the sidebar, under **Neural Analytics**, select **Email & SMS**.
2. Read **What Klaviyo measured** from left to right.

   ![The What Klaviyo measured group: a line saying how many days had a send, then five tiles, Email recipients, Delivered, Open rate, Click rate and Klaviyo-attributed orders with Our measured orders beneath it](https://www.neuralpartners.ai/help/analyze/email-and-sms-report-overview/what-klaviyo-measured.png)

3. Read **Deliverability** for bounces, spam complaints and unsubscribes.

   ![The Deliverability group with three tiles: Bounce rate, Spam complaints and Unsubscribes](https://www.neuralpartners.ai/help/analyze/email-and-sms-report-overview/deliverability.png)

4. Scroll to **Trends** to see sends, engagement and list size over the range.
5. Under **Details**, select a tab to see every message behind the charts.

   ![The Details tabs: Campaigns, Flows and Deliverability](https://www.neuralpartners.ai/help/analyze/email-and-sms-report-overview/details-tabs.png)

6. Select the question mark on a tile to read what that number means.

## Good to know {#good-to-know}

### What Klaviyo measured {#what-klaviyo-measured}

- Five tiles for email: **Email recipients**, **Delivered**, **Open rate**, **Click rate** and **Klaviyo-attributed orders**.
- The line above the tiles, such as "1 of 42 days had a send", counts the days in the range when something was sent. A quiet stretch means nothing was sent on those days. It doesn't mean data is missing.
- SMS has its own row of tiles. It appears when the range has SMS sends. Otherwise the page says "No SMS data for this range."
- A range with SMS sends but no email shows only the SMS row, subtitled "SMS only — no email in this range".

### Two order numbers {#two-order-numbers}

The last tile shows **Klaviyo-attributed orders** and, under it, **Our measured orders** for the same range.

- **Klaviyo-attributed orders** is Klaviyo's count of placed orders that followed one of its sends within the attribution window set in your Klaviyo account (**Settings** > **Attribution** in Klaviyo).
- **Our measured orders** is what your own website recorded for the same days.
- Read them as Klaviyo's number and your store's number. The report never turns one into a percentage of the other, and neither should you.
- If **Our measured orders** reads "unknown", there are no store figures for that range. It is not a zero.
- Klaviyo-attributed revenue shows in your Klaviyo account's own currency.

### Deliverability {#deliverability}

**Bounce rate**, **Spam complaints** and **Unsubscribes** are the numbers that get a sender blocked. When the range has SMS sends, a fourth tile, **SMS unsubscribes**, joins them.

- **Bounce rate** is bounced emails divided by recipients, both from Klaviyo.
- Bounce rate and spam complaints decide whether your next send lands, so watch them month to month.

### Trends {#trends}

Six charts: **Daily recipients**, **Opens and clicks**, **Attributed orders per day**, **List size**, **Top messages by clicks** and **Bounces and unsubscribes**.

- **Attributed orders per day** shows the orders Klaviyo credits to a send, grouped by the day the campaign was sent (for flows, the day the message went out), not the day of the order.
- **List size** adds up the member count of every Klaviyo list, so a person on two lists counts twice. It plots only the days Klaviyo reported a list size, and it shows size only, not how many people joined or left.

### Details {#details}

One table with three tabs: **Campaigns**, **Flows** and **Deliverability**.

- **Campaigns** has one row for every campaign sent in the range, up to the last 12 months, newest send first, with **Sent**, **Recipients**, **Delivered**, **Opens**, **Clicks**, **Unsubs**, **Klaviyo-attributed orders** and **Klaviyo-attributed revenue**.
- Campaign figures are Klaviyo's lifetime figures for each message, keyed to the day it was sent. A campaign sent late in the range keeps gaining opens after the range ends.
- **Flows** shows the same for automated flow messages that actually sent.
- A flow you have built in Klaviyo that hasn't sent yet has no row. Check in Klaviyo that the flow is live.
- **Deliverability** has one row per message, campaigns and flows together, with **Message**, **Delivered**, **Bounced**, **Unsubscribed** and **Spam**. Use it to find the one send that hurt your bounce or spam numbers.
- The report shows totals only. It doesn't show who opened or clicked.

### When recent numbers change {#when-recent-numbers-change}

We refresh the last 7 days every day. A campaign's own row keeps updating for up to 12 months, because its figures are lifetime totals. A campaign's opens can keep rising weeks after it was sent.

### Dates next to the Showroom report {#dates-next-to-the-showroom-report}

Email days are cut in your Klaviyo account's time zone. The Showroom report cuts its days at midnight UTC. Compare a week or a month, not a single day.

### If the report is empty {#if-the-report-is-empty}

- **"Email & SMS is not available for this storefront"** means no Klaviyo account is connected. The page says to connect one in workspace settings.
- **"No Email & SMS data in this period"** means Klaviyo is connected but data for those days hasn't arrived yet, including right after you first connect. Check back tomorrow.

## Related {#related}

- [Showroom report overview](https://www.neuralpartners.ai/help/analyze/showroom-report-overview/)
- [Advertising report overview](https://www.neuralpartners.ai/help/analyze/advertising-report-overview/)