rpt_outbound_message_performance_daily

Daily messaging performance across email/SMS/push for campaigns, flows, and transactional sends.

Grain: One row per (date x message/campaign context).
Date field: date.
Filters to start with: sm_message_channel (email, sms, push); message_type (campaign, flow, transactional).
Joins: Left join the current message catalog on (sm_store_id, LOWER(source_system), message_id) for available definition and experiment metadata. The catalog page includes a complete join example.

Campaign, audience, send-strategy and variation fields describe current known metadata. They enrich the existing performance rows without changing their measures. message_metadata_resolution records metadata provenance; it does not guarantee that every field is populated. An unknown subject is not evidence that a message had no subject. The catalog also contains definitions with no performance, so use it directly to inspect drafts or configuration coverage.

Query examples

Messaging

Columns

Column	Type	Description
`sm_store_id`	STRING	SourceMedium’s unique store identifier. For Shopify stores, derived from the myshopify.com domain; for other platforms (Amazon, TikTok Shop, Walmart.com), uses platform-specific identifiers.
`campaign_audience_id`	STRING	Native campaign-audience definition identifier; not an individual subscriber or a delivered audience.
`campaign_audience_name`	STRING	Current configured campaign-audience label. This does not establish who received the message.
`campaign_id`	STRING	Messaging campaign identifier (if message_type is campaign).
`campaign_name`	STRING	Messaging campaign name (if message_type is campaign).
`date`	DATE	Calendar date for daily aggregation.
`dimension_value`	STRING	Dimension grouping value (e.g., campaign or flow identifier) depending on report mode.
`list_subscribes`	NUMERIC	Count of list subscription events attributed to the message.
`list_unsubscribes`	NUMERIC	Count of list unsubscribe events attributed to the message.
`message_ab_test_objective`	STRING	Configured winner objective normalized to opens, clicks or orders where verified. This is not an observed winner or causal lift.
`message_id`	STRING	Platform message identifier for the send.
`message_metadata_resolution`	STRING	catalog, event_derived or legacy_only; provenance of the available metadata, not proof that every field is populated.
`message_name`	STRING	The name/title of the message as configured in the messaging platform. Used to identify specific email templates, SMS messages, or push notifications.
`message_send_strategy`	STRING	Verified common timing category: fixed_time, recipient_local_time, optimized, throttled, send_time_test or immediate. Unknown mappings stay null.
`message_subject`	STRING	The subject line of the message (primarily for email campaigns). NULL for SMS/push messages that don’t have subject lines.
`message_type`	STRING	Whether the message originated from a campaign, flow/automation, or transactional send.
`message_unique_bounces`	NUMERIC	Unique people the message failed to reach on the day (email bounces, SMS delivery failures).
`message_unique_clicks`	NUMERIC	Unique clickers on the day (email and SMS). A person who clicks on several days is counted on each, so sums across days are not unique people.
`message_unique_drops`	NUMERIC	Count of unique drops/suppressed sends.
`message_unique_opens`	NUMERIC	Unique openers on the day. Email only; SMS has no opens and push opens are not collected.
`message_unique_receives`	NUMERIC	Unique people who received the message on the day: Received Email, Received Push, or Klaviyo Received Text Message (recorded as delivered, not always carrier-confirmed). Postscript reports SMS sends, not receives.
`message_variation_count`	INT64	Number of resolved content variations, when established at this identity grain. Null does not mean no A/B test.
`parent_campaign_id`	STRING	Canonical parent campaign identifier, separate from the performance report historical campaign_id.
`parent_campaign_name`	STRING	Current parent campaign name; a name without an ID does not establish parent identity.
`platform_reported_begin_checkout_revenue`	FLOAT64	Platform-attributed revenue from begin checkout events.
`platform_reported_begin_checkouts`	NUMERIC	Platform-attributed begin checkout events from the message/day.
`platform_reported_order_line_quantity`	NUMERIC	Platform-attributed order line item quantity from the message/day.
`platform_reported_order_line_revenue`	FLOAT64	Platform-attributed order line revenue from the message/day.
`platform_reported_order_revenue`	FLOAT64	Platform-attributed order revenue from the message/day.
`platform_reported_orders`	NUMERIC	Platform-attributed order conversions from the message/day.
`sm_channel`	STRING	Sales channel for the message performance (always ‘Online DTC’ for email/SMS/push campaigns). Provides consistency with order-level channel attribution in multi-channel reporting.
`sm_message_channel`	STRING	Normalized message channel (email, sms, push, whatsapp).
`sms_unique_sends`	NUMERIC	Unique people sent the SMS on the day, counted when the provider hands it to the carrier (Postscript sends; Klaviyo Relayed Text Message). Klaviyo’s Sent Text Message counts texts a customer sends to the brand and is excluded. Klaviyo values exist only for dates where Relayed Text Message was collected; earlier dates are zero.
`source_system`	STRING	The messaging platform that sent the message (e.g., Klaviyo, Postscript, Attentive). Used to segment performance by messaging service provider.

Get into BigQuery

Activate

SQL Query Library

Common analyses (SQL)

Tables

Schema Standards

rpt_outbound_message_performance_daily

Query examples

Columns

​Query examples

​Columns

Query examples

Columns