Review Flow Analytics

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Overview

Only Owners, Admins, Managers, and Analysts are able to view flow analytics. For more information on user roles, click here.

There are several different ways you can review how your flow messages are performing.

The 30 Day Analytics Snapshot

When you click on any message card, in the lefthand sidebar, you will see a snapshot of analytics from the last 30 days. Here, you can see the following:

  • Waiting
    If your flow message is scheduled to send after X number of hours/days, the number of people waiting to receive the scheduled messages will appear here.
  • Needs Review 
    If your flow message is (or was at some point) in manual mode, the total number of people who are ready to receive the message will appear here.
  • Delivered
    Here, you can observe the number of people that have received this message in the last 30 days.
  • Skipped 
    Here, you can see the number of people who were skipped from receiving a message. Typically this is because they failed the flow's filters at send time. Learn more about reviewing skipped recipients.
  • Open Rate (Email Only)
    The average open rate for this email over the last 30 days.  
  • Click Rate
    The average click (number of clicks/number of deliveries) rate for this message over the last 30 days.
  • Conversion Rate 
    The average conversion rate for this email over the last 30 days -- by default, this is set to Placed Order rate.
  • Revenue 
    Total revenue attributed to the email over the last 30 days.

This 30-day snapshot is designed to give you a quick look at how your flow is performing. If you click on View all Analytics, you will be taken to the full analytics overview for the email.

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Show Analytics on the Visual Canvas

In order to understand how a flow is performing overall, you'll want to view email performance across your whole series. A powerful feature in the Visual Flow Builder is the option to Show Analytics on the visual canvas itself.

To enable this feature, once inside the builder for a given flow, click Show Analytics on the top header menu. When you do, you will see all email cards expand to feature a 30-day analytics snapshot that shows:

  • Open Rate (Email Only)
    The average open rate for an email over the last 30 days.
  • Click Rate
    The average click rate for a message over the last 30 days.
  • Selected Conversion Metric "Rate"
    For the conversion metric, you have selected for your account, we'll report the percentage of conversions over the last 30 days. For SMS, this will always be placed order rate.
  • Selected Conversion Metric "Value"
    If your selected conversion metric has an associated value (like revenue), we'll also show the attributed value generated over the last 30 days.

This feature allows you to run through all messages in your series at a glance to compare key performance indicators such as opens and attributed revenue. This also allows you to easily compare message performance in split paths side-by-side.

Flow Message Overview Report 

When you click View all Analytics in a message's configuration sidebar, you will be taken directly to the Analytics Overview tab for your flow message. 

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The graph at the top of the page will always show daily activity over the last month for your message. You can toggle on/off the different metrics that populate this graph, choosing from delivered, opened (email only), clicked, and then a conversion metric of your choice. For SMS, the conversion metric will always be placed order rate.

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The conversion metric displayed in the overview report for a message can be adjusted. While most other messaging service providers only track revenue conversions, in Klaviyo, this conversion metric is always configurable.

To change the conversion metric displayed for a message, click on the metric name and you will see a menu appear. Select another metric from the dropdown to look at the performance of the email from another perspective. This allows you to get a comprehensive understanding of how your flow messages performed across a number of different metrics by toggling in real-time.

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The analytics overview area below the graph shows more detail around how recipients have engaged with your flow message. Key things to note:

  • Opens (Email Only) and Clicks
    The open and click data you see directly under the graph represents unique opens (email only) and clicks, whereas the total opens (email only) and total clicks data you see at the bottom of this report represents all opens/clicks recorded.
  • Conversion Metric
    Below the section with open and click data, you will see a star icon that represents a configurable conversion metric -- you can change this metric by clicking on it and using the menu that appears. The metric you select will also determine the data that populates next to it (i.e. the Placed Order metric will populate a related Revenue data point, whereas the Ordered Product metric will populate a related Ordered Product Value data point).
  • Spam Complaints (Email Only)
    The report for a flow message will always show the percentage of spam complaints received. This number does not represent the percentage of messages that went to spam, but rather what percentage of people marked the message as spam after receiving it in their primary inbox.
  • Successful Deliveries and Failed Deliveries/Bounces
    This displays the number of messages successfully delivered and the number of email addresses that bounced. If you notice that your successful delivery rate drops below 99%, and your failed deliveries/bounce rate is increasing above 1%, this suggests it's probably time to clean your lists.
    The successful deliveries metric may take a few minutes to update. If you're seeing, for example, 95% successful deliveries with no failed sends, refresh the page after a few minutes and it should be at 100%. If not, reach out to support.
  • Total Opens/Total Clicks
    The numbers here represent all opens/clicks recorded (not uniques). You can learn more about the difference here.

Change the timeframe of this report by clicking on the set time range in the upper right-hand side of the report. View analytics across a range of different timeframes, and establish your own range by choosing custom dates.

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Review Recipient Activity

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The Recipient Activity tab contains data about how people are interacting with your flow message. You can sort the data to easily find a particular email address/phone number or see who has opened/clicked your email the greatest number of times. This data can be exported by clicking the Export CSV button.

The recipient activity data available here includes: 

  • Waiting
    If your flow message is scheduled to send after X number of hours/days, the number of people waiting to receive scheduled messages will appear here.
  • Needs Review
    If your flow message is (or was at some point) in manual mode, the individuals with messages that are ready to go out will appear here -- from this tab, you can review and then choose to send/cancel these messages.
  • Recipients
    Every person who has received the email in their inbox.
  • Opened (Email Only)
    People who have opened the email at least once.
  • Clicked
    People who have clicked a link inside the message.
  • Skipped
    The Skipped section will include buckets for each reason people may have been skipped (below).
  • Other
    In the Other dropdown menu, you will find the following recipient activity details:
    • Unsubscribed
      Total people who unsubscribed through the unsubscribe link in your email.
    • Marked as Spam (Email Only)
      Total people who have marked this email as spam after receiving it.
    • Bounced/Failed Delivery 
      When trying to send to these people, we received a delivery failure notification.

The Skipped section of the Recipient Activity tab is very important. This is where you should look if you're concerned that individuals are not receiving your flow messages as expected. Common reasons why individuals may be getting skipped by a flow email include:

  • Smart Sending
    If Smart Sending is turned on for your flow message, individuals that have received another message of the same kind within your smart sending period will not receive the message.
  • Missing Email/Phone Number
    If the email or phone number for a given contact is invalid or not assigned (SMS only), this person will be skipped.
  • Person Suppressed
    If someone is suppressed in your account, they will be skipped from all sends automatically.
  • Fails Flow Filters
    Klaviyo will apply flow filters when someone first enters your flow, but also again before each flow send -- those who fail the flow filters at send time will be skipped.
  • Fails Additional Filters
    If you apply additional filters to your flow message and individuals fail these filters at send time, they will be skipped.

Review Link Activity

The Link Activity tab contains analytics for the links tracked in your flow message. Klaviyo tracks the total unique people who have clicked, the total number of clicks (not unique), the average click per person, and the total people that did not click. For emails, below the analytics is a list of all links that have been included in your flow email if your email has dynamic content that populates unique links for each recipient. Otherwise, you will see a list of the top 25 links in each message, including the unique and total clicks. You can toggle your view here from Table view to Visual view. If your flow email is A/B tested, you can toggle between each variation as well.

Advanced Reports (Email Only)

The Advanced Reports tab features three main sections:

  1. Performance by Email Domain
    The domain of an email address is what comes after the @ sign (i.e. "yourname@domain.com"); if you are noticing general email deliverability issues, this advanced report can help you determine if these issues can be isolated to a specific email domain.
  2. Performance by Email Client
    Here, you can gain insight into how your recipients are reading your email. You'll see the percentage of emails viewed on desktop vs. mobile, as well as a detailed breakdown of performance for each desktop and mobile client. If your audience is mainly viewing your email on mobile, optimizing your templates for mobile viewing should become a priority.
  3. Performance by Country
    This section can help you better understand your customer base. Paying attention to the performance breakdown by country can help you optimize send times and messaging for your primary audience.
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