The Email/SMS table tracks email and SMS campaign and flow performance across all connected providers. One row per message entity per day.

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Table Guide
What You Can Answer With This Table

How are my email campaigns performing? — use opened, clicks, conversion_value, group by campaign_name

Which automation flows drive the most revenue? — use conversion_value, purchases, group by flow_name

How do email and SMS channels compare? — group by channel_type

Which provider generates the most engagement? — group by channel

How is my subscriber list growing or shrinking? — use subscribed_to_list, unsubscribed

Which flow triggers generate the most conversions? — group by flow_trigger_metric_name

Before You Query

Required field: event_date

Subscriber metrics (subscribed_to_list, unsubscribed) are not tied to a specific campaign — campaign_id will be NULL for these rows.

Key Relationships
Table Join Key What the Join Enables
Email/SMS Settings message_id Message configuration and content details (subject lines, send settings, per-message delivery stats)

When to Use a Different Table

Need Triple Whale-attributed revenue from email/SMS campaigns → Pixel Joined table. Email/SMS only has channel-reported conversions; Pixel Joined combines email/SMS data with pixel attribution to show which messages actually drove purchases.

Need to compare message content (which subject lines or templates perform best) → Email/SMS Settings table. Settings has per-message content and delivery stats in one place, without needing to join.

View the full Triple Whale Data Ontology →

Table	Join Key	What the Join Enables
Email/SMS Settings	`message_id`	Message configuration and content details (subject lines, send settings, per-message delivery stats)

Dimensions

Dimensions are immutable properties that can be used for grouping data.

Title	ID	Type	Description
Event Hour	`event_hour`	string	The hour of the day the email/SMS action (e.g. sent, opened, received) occurred, according to a 24-hour clock. Based on the shop time zone at the moment of the event (or the user time zone, if no sales platform is connected). Example values: `07`, `16`, `21`
Event Date	`event_date`	date	The date the email/SMS action (e.g. sent, opened, received) occurred. Based on the shop time zone at the moment of the event (or the user time zone, if no sales platform is connected).
Event Day	`event_date.day`	date	The day the email/SMS action occurred. Derived from `event_date`.
Event Week	`event_date.week`	date	The Sunday of the week during which the email/SMS action occurred. Derived from `event_date`.
Event Month	`event_date.month`	date	The month during which the email/SMS action occurred. Derived from `event_date`.
Event Quarter	`event_date.quarter`	date	The first month of the quarter during which the email/SMS action occurred. Derived from `event_date`.
Event Year	`event_date.year`	date	The year during which the email/SMS action occurred. Derived from `event_date`.
Campaign ID	`campaign_id`	string	The unique ID of the email/SMS campaign, assigned by the email/SMS platform. Example value: `01G2MRY5AF2A4QFJMS5EF8X2MW`
Campaign Name	`campaign_name`	string	The name of the email/SMS campaign. Example values: `Fall Colors Launch`, `Father's Day Sale 50% Off`
Campaign Status	`campaign_status`	string	The status of the campaign associated with the email/SMS. Example value: `Sent`, `Cancelled`
Channel	`channel`	string	The platform used to send email/SMS. Example values: `klaviyo`, `Smsbump`
Messaging Channel Type	`channel_type`	string	The messaging channel used to deliver the communication. Example values: `email`, `sms`, `push`
Flow Action ID	`flow_action_id`	string	The unique ID for a specific action within an automation flow. Assigned by the email/SMS platform. Example value: `49497165`
Flow Action Name	`flow_action_name`	string	The name of the specific action within an automation flow. Example values: `SEND_EMAIL`, `SEND_SMS`, `AB_TEST`, `TIME_DELAY`, `WEBHOOK`
Flow Action Status	`flow_action_status`	string	The status of a specific action within an automation flow. Example values: `draft`, `live`, `manual`
Flow ID	`flow_id`	string	The unique ID for the automation flow. Assigned by the email/SMS platform. Example value: `726935`
Flow Name	`flow_name`	string	The name of the automation flow. Example value: `Abandoned cart reminder: 1-3 days`, `Joined Membership`
Flow Status	`flow_status`	string	The status of the automation flow. Example values: `draft`, `live`
Flow Trigger Is Triple Whale	`flow_trigger_is_tw`	boolean	True if the flow was triggered by a Triple Whale (Sonar) metric or event. Possible values: `true`, `false`
Flow Trigger Metric ID	`flow_trigger_metric_id`	string	The ID of the metric or event that triggered the flow. Example value: `Lm72Qs`
Flow Trigger Metric Name	`flow_trigger_metric_name`	string	The name of the metric or event that triggered the flow. Example values: `Checkout Started`, `Added to Cart`, `Abandoned Cart`, `Fulfilled Order`
Flow Trigger Organization	`flow_trigger_organization`	string	The platform where the flow trigger originated. Example values: `Shopify`, `API`, `Klaviyo`, `Triple Whale`
Flow Trigger Sonar Enabled	`flow_trigger_sonar_enabled`	boolean	True if Sonar is enabled for this flow trigger. Possible values: `true`, `false`
Message ID	`message_id`	string	The unique ID for the individual message sent as part of a campaign or flow. Assigned by the email/SMS platform. Example value: `UKDRM6`
Message Name	`message_name`	string	The name of the individual message sent. Example value: `Welcome Series: Email 2`
Report Type	`report_type`	string	The type of report generated. Example values: `flow`, `campaign`
Shop ID	`shop_id`	string	The unique ID of the shop (often corresponds to the shop domain). Can be used to group or filter data by shop in multi-store reports. Example values: `example-US.myshopify.com`, `example-EU.myshopify.com`
Shop Name	`shop_name`	string	The name of the shop. Can be used to group or filter data by shop in multi-store reports. Example values: `example-US`, `example-EU`

Measures

Measures are numeric fields that can be aggregated and/or combined to calculate new metrics.

Title	ID	Type	Description	Source
Clicks	`clicks`	numeric	The total number of unique clicks on links within the email/SMS.	Klaviyo
Channel-Reported Conversion Value	`conversion_value`	numeric	Revenue generated from channel-reported conversions (purchases).	Klaviyo, Yotpo
Delivered Messages	`delivered`	numeric	The total number of messages successfully delivered to the targeted recipient.	Yotpo
Opens	`opened`	numeric	The total number of unique email opens.	Klaviyo
Channel-Reported Conversions (Purchases)	`purchases`	numeric	Number of channel-reported conversions (purchases).	Klaviyo, Yotpo
Received Messages	`received`	numeric	The total number of email messages successfully received by the target audience.	Klaviyo
Sent Messages	`sent`	numeric	The total number of messages sent. Note: Applicable to Klaviyo SMS, Yotpo Email, and Yotpo SMS; does not include data for Klaviyo email.	Klaviyo, Yotpo
Ad Spend	`spend`	numeric	Channel-reported ad spend, excluding any custom expenses marked as ad spend.	Yotpo
Subscribed Recipients	`subscribed_to_list`	numeric	The total number of recipients subscribed to any email/sms list. Not associated with a specific campaign (`campaign_id` will be null).	Klaviyo, Yotpo
Unsubscribed Recipients	`unsubscribed`	numeric	The total number of recipients who unsubscribed from any email/sms list as a result of the campaign.	Klaviyo, Yotpo