Messaging

Messaging performance by channel + message type (last 30 days)

What you’ll learn: How email/SMS/push performance differs between campaigns and flows, including deliverability, engagement, list growth, and platform-attributed orders/revenue. Use this to quickly identify which message types are driving the most value (and where engagement or unsubscribes are trending poorly).

-- Assumptions: timeframe=last_30_days | metric=engagement+platform_attributed_orders_revenue | grain=channel+message_type | scope=all_messages
SELECT
  COALESCE(NULLIF(LOWER(TRIM(sm_message_channel)), ''), '(unknown)') AS sm_message_channel,
  COALESCE(NULLIF(LOWER(TRIM(message_type)), ''), '(unknown)') AS message_type,
  SUM(message_unique_receives) AS receives,
  SUM(message_unique_opens) AS opens,
  SUM(message_unique_clicks) AS clicks,
  SUM(message_unique_bounces) AS bounces,
  SUM(message_unique_drops) AS drops,
  SUM(list_subscribes) AS list_subscribes,
  SUM(list_unsubscribes) AS list_unsubscribes,
  SUM(platform_reported_orders) AS platform_reported_orders,
  SUM(platform_reported_order_revenue) AS platform_reported_order_revenue,
  SAFE_DIVIDE(SUM(message_unique_opens), NULLIF(SUM(message_unique_receives), 0)) AS open_rate,
  SAFE_DIVIDE(SUM(message_unique_clicks), NULLIF(SUM(message_unique_receives), 0)) AS click_rate,
  SAFE_DIVIDE(SUM(list_unsubscribes), NULLIF(SUM(message_unique_receives), 0)) AS unsubscribe_rate_per_receive
FROM `your_project.sm_transformed_v2.rpt_outbound_message_performance_daily`
WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY)
GROUP BY 1, 2
ORDER BY platform_reported_order_revenue DESC;

platform_reported_* metrics are platform-attributed, not incremental lift. Use them for directional comparisons and monitoring, not causal claims.

Top campaigns by platform-attributed order revenue (last 30 days)

What you’ll learn: Which campaigns are driving the most platform-attributed revenue and orders in the last 30 days. Use this to spot your best-performing sends and quickly triage underperformers.

-- Assumptions: timeframe=last_30_days | metric=platform_attributed_orders_revenue | grain=campaign | scope=campaigns_only
SELECT
  COALESCE(NULLIF(LOWER(TRIM(sm_message_channel)), ''), '(unknown)') AS sm_message_channel,
  COALESCE(NULLIF(LOWER(TRIM(source_system)), ''), '(unknown)') AS source_system,
  campaign_id,
  ANY_VALUE(campaign_name) AS campaign_name,
  SUM(message_unique_receives) AS receives,
  SUM(message_unique_opens) AS opens,
  SUM(message_unique_clicks) AS clicks,
  SUM(platform_reported_orders) AS platform_reported_orders,
  SUM(platform_reported_order_revenue) AS platform_reported_order_revenue,
  SAFE_DIVIDE(SUM(message_unique_opens), NULLIF(SUM(message_unique_receives), 0)) AS open_rate,
  SAFE_DIVIDE(SUM(message_unique_clicks), NULLIF(SUM(message_unique_receives), 0)) AS click_rate
FROM `your_project.sm_transformed_v2.rpt_outbound_message_performance_daily`
WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY)
  AND LOWER(message_type) = 'campaign'
GROUP BY 1, 2, 3
ORDER BY platform_reported_order_revenue DESC
LIMIT 25;

List subscribes vs unsubscribes trend by channel (weekly, last 12 weeks)

What you’ll learn: How list growth is trending week-over-week by channel using message-attributed subscribes and unsubscribes. Use this to detect periods of churn (high unsubscribes) and measure whether list acquisition is keeping up.

-- Assumptions: timeframe=last_12_weeks | metric=list_subscribes_unsubscribes_net | grain=week+channel | scope=all_messages
SELECT
  DATE_TRUNC(date, WEEK(MONDAY)) AS week_start,
  COALESCE(NULLIF(LOWER(TRIM(sm_message_channel)), ''), '(unknown)') AS sm_message_channel,
  SUM(list_subscribes) AS list_subscribes,
  SUM(list_unsubscribes) AS list_unsubscribes,
  SUM(list_subscribes) - SUM(list_unsubscribes) AS net_list_growth,
  SAFE_DIVIDE(SUM(list_unsubscribes), NULLIF(SUM(list_subscribes), 0)) AS unsubscribe_per_subscribe
FROM `your_project.sm_transformed_v2.rpt_outbound_message_performance_daily`
WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 84 DAY)
GROUP BY 1, 2
ORDER BY week_start, sm_message_channel;

Messaging performance by provider + channel + message type (last 30 days)

What you’ll learn: Which messaging providers (Klaviyo, Postscript, Attentive, etc.) are driving the best engagement and platform-attributed outcomes, broken out by channel and message type. Useful when you run multiple providers or want to audit performance differences across tools.

-- Assumptions: timeframe=last_30_days | metric=engagement+platform_attributed_orders_revenue | grain=provider+channel+message_type | scope=message_sends_only
SELECT
  COALESCE(NULLIF(LOWER(TRIM(source_system)), ''), '(unknown)') AS source_system,
  COALESCE(NULLIF(LOWER(TRIM(sm_message_channel)), ''), '(unknown)') AS sm_message_channel,
  COALESCE(NULLIF(LOWER(TRIM(message_type)), ''), '(unknown)') AS message_type,
  SUM(message_unique_receives) AS receives,
  SUM(message_unique_opens) AS opens,
  SUM(message_unique_clicks) AS clicks,
  SUM(platform_reported_orders) AS platform_reported_orders,
  SUM(platform_reported_order_revenue) AS platform_reported_order_revenue,
  SAFE_DIVIDE(SUM(message_unique_opens), NULLIF(SUM(message_unique_receives), 0)) AS open_rate,
  SAFE_DIVIDE(SUM(message_unique_clicks), NULLIF(SUM(message_unique_receives), 0)) AS click_rate
FROM `your_project.sm_transformed_v2.rpt_outbound_message_performance_daily`
WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY)
  AND message_type IS NOT NULL
GROUP BY 1, 2, 3
ORDER BY platform_reported_order_revenue DESC
LIMIT 50;

Flow vs campaign performance trend (weekly, last 12 weeks)

What you’ll learn: Whether your weekly performance is being driven by flows or campaigns, including engagement and unsubscribes per receive. Helpful for diagnosing list fatigue or “campaign heavy” weeks that spike churn.

-- Assumptions: timeframe=last_12_weeks | metric=engagement+platform_attributed_revenue+unsubscribe_rate | grain=week+message_type | scope=flow_vs_campaign_only
SELECT
  DATE_TRUNC(date, WEEK(MONDAY)) AS week_start,
  LOWER(message_type) AS message_type,
  SUM(message_unique_receives) AS receives,
  SUM(message_unique_opens) AS opens,
  SUM(message_unique_clicks) AS clicks,
  SUM(list_unsubscribes) AS list_unsubscribes,
  SUM(platform_reported_order_revenue) AS platform_reported_order_revenue,
  SAFE_DIVIDE(SUM(message_unique_opens), NULLIF(SUM(message_unique_receives), 0)) AS open_rate,
  SAFE_DIVIDE(SUM(message_unique_clicks), NULLIF(SUM(message_unique_receives), 0)) AS click_rate,
  SAFE_DIVIDE(SUM(list_unsubscribes), NULLIF(SUM(message_unique_receives), 0)) AS unsubscribe_rate_per_receive
FROM `your_project.sm_transformed_v2.rpt_outbound_message_performance_daily`
WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 84 DAY)
  AND LOWER(message_type) IN ('flow', 'campaign')
GROUP BY 1, 2
ORDER BY week_start, message_type;

This is a directional trend view. If your providers attribute list subscribes/unsubscribes separately from message sends, keep using the dedicated “List subscribes vs unsubscribes” template for net list growth.

Deliverability health (bounce + drop rates) by provider and channel (weekly, last 12 weeks)

What you’ll learn: Whether bounces or suppressed sends (“drops”) are trending up for a specific provider/channel/message type. Useful for deliverability monitoring and troubleshooting.

-- Assumptions: timeframe=last_12_weeks | metric=bounce_rate+drop_rate | grain=week+provider+channel+message_type | scope=message_sends_only
SELECT
  DATE_TRUNC(date, WEEK(MONDAY)) AS week_start,
  COALESCE(NULLIF(LOWER(TRIM(source_system)), ''), '(unknown)') AS source_system,
  COALESCE(NULLIF(LOWER(TRIM(sm_message_channel)), ''), '(unknown)') AS sm_message_channel,
  COALESCE(NULLIF(LOWER(TRIM(message_type)), ''), '(unknown)') AS message_type,
  SUM(message_unique_receives) AS receives,
  SUM(message_unique_bounces) AS bounces,
  SUM(message_unique_drops) AS drops,
  SAFE_DIVIDE(SUM(message_unique_bounces), NULLIF(SUM(message_unique_receives), 0)) AS bounce_rate_per_receive,
  SAFE_DIVIDE(SUM(message_unique_drops), NULLIF(SUM(message_unique_receives), 0)) AS drop_rate_per_receive
FROM `your_project.sm_transformed_v2.rpt_outbound_message_performance_daily`
WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 84 DAY)
  AND message_type IS NOT NULL
GROUP BY 1, 2, 3, 4
HAVING receives >= 1000
ORDER BY week_start, source_system, sm_message_channel, message_type;

Highest click-rate messages (last 30 days, minimum receives threshold)

What you’ll learn: Which messages have unusually high click rates, after applying a minimum receives threshold to avoid small-sample noise. Useful for creative analysis and identifying “winner” templates to reuse.

-- Assumptions: timeframe=last_30_days | metric=click_rate+platform_attributed_outcomes | grain=message | scope=min_receives_threshold
SELECT
  COALESCE(NULLIF(LOWER(TRIM(source_system)), ''), '(unknown)') AS source_system,
  COALESCE(NULLIF(LOWER(TRIM(sm_message_channel)), ''), '(unknown)') AS sm_message_channel,
  COALESCE(NULLIF(LOWER(TRIM(message_type)), ''), '(unknown)') AS message_type,
  message_id,
  ANY_VALUE(message_name) AS message_name,
  ANY_VALUE(message_subject) AS message_subject,
  campaign_id,
  ANY_VALUE(campaign_name) AS campaign_name,
  SUM(message_unique_receives) AS receives,
  SUM(message_unique_opens) AS opens,
  SUM(message_unique_clicks) AS clicks,
  SUM(platform_reported_orders) AS platform_reported_orders,
  SUM(platform_reported_order_revenue) AS platform_reported_order_revenue,
  SAFE_DIVIDE(SUM(message_unique_clicks), NULLIF(SUM(message_unique_receives), 0)) AS click_rate
FROM `your_project.sm_transformed_v2.rpt_outbound_message_performance_daily`
WHERE date >= DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY)
  AND message_id IS NOT NULL
GROUP BY 1, 2, 3, 4, 7
HAVING receives >= 10000
ORDER BY click_rate DESC, receives DESC
LIMIT 25;

Marketing & Ads

Compare messaging impact with paid media efficiency.

Journeys & Lead Capture

Analyze lead capture and touchpoint timing before purchase.

Orders & Revenue

Tie campaign/flow outcomes to order and revenue trends.

Managed BI (Dashboards)

Managed Data Warehouse

Templates

Common Analyses

Marketing & Ads

Journeys & Lead Capture

Orders & Revenue

​Related Categories

Marketing & Ads

Journeys & Lead Capture

Orders & Revenue

Related Categories