Measuring your BFCM results

Look at the right numbers

Revenue is the headline, but it doesn't tell you what to repeat next year. Look at how each send and flow performed, not just the total.

The numbers that matter

Revenue per message. Total attributed revenue divided by messages sent. The best single number for comparing sends of different sizes.

Click rate. The share of recipients who tapped your link. Tells you whether the message and offer landed.

Conversion rate. The share of recipients who bought. Tells you whether the landing page and offer closed the sale.

Opt-out rate. The share of recipients who replied STOP. Expect it to run higher during peak week. Watch for any single send that's well above the rest.

Flow vs. campaign revenue. How much came from automated flows compared to scheduled sends.

Compare sends against each other

Pull every peak week campaign into one view and compare them side by side:

• Which day had the highest revenue per message?

• Which send time performed best?

• Which angle drove the most clicks?

• Which segment converted best?

• Which send had the highest opt-out rate, and why?

Compare against last year

If you ran BFCM texts last year, look at the same numbers for the same days. Growth in revenue is good. Growth in revenue per message means your sends got better, not just bigger.

Why your numbers may not match Shopify or Klaviyo

Every platform counts revenue a little differently. The most common reasons:

• Attribution window. OneText counts a purchase as text revenue if it happens within 24 hours of the last text sent to that customer. Other platforms may use a longer window or count from a click instead.

• Overlap. A shopper who clicked a text and an email may be counted by both platforms.

Write it down

Before December ends, write a short summary: what worked, what didn't, and what you'd change. Next October, you'll be glad you did.