You will learn
Learn how to access and use your Klaviyo metrics or "events" to better understand your account health and what channels or profiles are creating this data. You can then use this data to create targeted flows and segments. You can also use metrics for light analysis to understand how your data evolves over time.
For a list of metrics, head to guides on understanding email metrics and SMS metrics.
Accessing your metrics
1. Head to Analytics > Metrics. Here you will see a list of your metrics that are specific to the features you use and integrations you have.
How metrics are created
Metrics are created in your account when you:
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Add an integration
When you enable an integration, we will create integration-specific metrics in your account as data syncs to Klaviyo. -
Send an events API request
We will create a custom metric for an event request if it doesn't currently exist, and future event requests will be added to this metric. -
Upload a CSV
If you import event data into Klaviyo, you will be asked which metric name you want to be associated with your data — if the metric name already exists, we will map to it. Otherwise, a new metric will get created.
Note that we limit the number of metrics you can create to 200. When you approach this threshold, we will alert you via a warning in Klaviyo and an email sent to the account owner.
Deleting a metric
You cannot delete Klaviyo-specific metrics in your account; however, you can delete custom metrics and metrics synced from an integration.
1. To delete all events for a given metric and remove it completely from your account, navigate to Analytics > Metrics. Here, you will see a list of your account metrics. Hover over which metric you wish to remove.
2. A menu labeled More will appear, click on this to expand.
3. From here, click Delete from the dropdown menu. This will remove the metric along with all associated event data from your account.
If you delete a metric but have an integration that is still syncing data to this metric, a metric with the same name will automatically be created in your account as soon as data associated with it flows to Klaviyo. However, no historic data for the metric will re-populate unless you re-run a historical integration sync.
Reviewing your metricsReviewing your metrics
It's important to remember that the metrics section uses your set account timezone, while the segments section uses UTC timezone. This may cause your numbers in metrics to slightly differ from those reflected in segmentation.
1. If you wish to filter metrics by specific integration select the All integrations dropdown and select the integration you want to focus on.
2. Once you have chosen which metric you want to analyze, hover over the metric and you will see the More option appear to the right.
3. Open this menu and choose how you would like to analyze and visualize this given metric (i.e., Charts, Activity Feed, Cohorts, Best People, or Activity Map).
When you click into a metric, you will likewise see these listed out in the upper left of the main tab.
You can export your Charts and Best People data to a CSV file. You can also access exports from the last 30 days by navigating to Account > Downloads.
Charts
Charts provide a visual format for you to better understand your account data. When you click into this option, you will be taken to a dynamic line graph and accompanying table where you can view your most recent activity for this metric. As you customize the chart view, the graph and table will automatically update to reflect your changes.
Customizing your date range and aggregation
In the upper left-hand corner of the chart, you can customize your date range. In the example above, the time frame is set to the week of September 10–17, but this range is fully customizable.
1. To adjust the dates, click directly on the date and a calendar will appear where you can specify your time range. Your chart will automatically limit your results to your selected date range.
Meanwhile, in the top right of your screen, you will see the option to refresh your chart and edit the time aggregation. Time aggregations let you track performance over the course of common time periods (i.e. daily, weekly, monthly). By default, the time aggregation dropdown is set to daily, but you change this to weekly or monthly.
2. To change the time aggregation for your chart, select the Daily dropdown and choose the option for how you want to visualize your data.
Changing your measurement
In addition to time ranges and aggregations, you also have the option to customize how your metric is measured. The second dropdown next to the time aggregation dropdown lets you customize how the metric is analyzed. The dropdown will always include two options: Total and Uniques. If the metric has a monetary value associated with it (e.g., Placed Order), then Value will also be an option.
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Uniques
Measures the unique number of profiles that performed the metric. Each profile is counted only once, even if they performed the metric multiple times. -
Total
Measures the total number of times a particular metric was performed. -
Value
Measures the sum total of all metric activity.
Adding advanced filters
You can customize your report by adding advanced filters. Advanced filtering let you group, filter, and analyze both event and profile property data.
1. To view these options, select Advanced Filters in the left corner of your graph, under your date range.
Two dropdowns will appear, one that lets you pick how you want to refine your report and the other to select the event property you want to focus on. For example, you can group placed orders by state/region to understand where orders are coming from, or filter your chart to only show data for profiles who have answered a survey with a particular response.
2. You can further configure your charts report by adding a group by (BY), filtering (WHERE), or totaling event data (SUM). By default, the menu will show the BY option.
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BY
Allows you to group your results by event or profile property data (e.g., by gender or geographic location). -
SUM
Shows the total values of a particular event or profile property data point (e.g., Discount Value or Reward Points). -
WHERE
Allows you to limit results to a specific event or profile property value, as depicted in the example below.
3. Once you’ve decided how you want to refine your report, you’ll need to select an event or profile property to focus on from the dropdown menu to the immediate right. You can select any event or profile property stored against that particular metric you’re analyzing.
For more information on properties, head to our Guide to properties.
Once you select your advanced filters, both the visual and the accompanying table will update to reflect your selections. In the example below, the advanced filter is set to group results by city. The results show that profiles from only one city (Boston) triggered this metric and that events were tracked on two occasions.
Each line on the chart corresponds to a different row on the accompanying data table. Each row that is shown in the visual will have a blue checkbox next to it. To focus on a particular data point, simply toggle the checkbox on or off to add or remove its data from the visual.
Exporting and refreshing results
1. Once your report is customized to your liking, you can export the results to a CSV file by selecting Export to CSV.
2. To pull in recent data, click Refresh next to your time aggregation dropdowns.
Activity feedActivity feed
The activity feed lets you verify that a given metric is actively receiving data by letting you view the most recent events for your chosen metric. The feed displays the profile’s name, email address, details about the activity, and the date and time the activity occurred.
The activity feed can help you answer questions about different metrics like:
- Is my ecommerce integration successfully sending Placed Order data to Klaviyo?
- When is the last time a profile triggered a Received Email event?
- What kind of metadata do I have access to for a Clicked Email event?
Customizing date range and aggregation
You can adjust the time range of the Activity Feed tool to narrow the results to a specific period of time.
1. In the upper right-hand corner of your screen, you will see text that says On or Before with an accompanying date. By default, it will show today’s date and the range will always be between the selected date and the moment it's opened. Click on the date to change it. A calendar picker will appear to let you change the date range as you see fit.
2. Select the date of your choice and it will automatically repopulate your feed to match the new date range.
Adding a filter
You can also choose to add a filter to your activity feed to narrow your scope so that only the activity that matches a specific event or profile property value will appear in this list.
1. To do so, select +Add Filter.
This will reveal two dropdowns:
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Properties
This allow you to pick an event or profile property to filter on (e.g., Favorite Color). -
Select a Value...
This allows you to pick pick the specific property value to limit your results to (e.g., red).
Say you want to focus on activities within a specific geographic area. You can filter by city and add your specified city as a filter value. In this case, "Boston" is selected. As a result, only the activities where the City equals Boston are displayed in the feed.
CohortsCohorts
Cohorts help you analyze retention and churn for key metrics as profiles interact with your brand. A cohort is a group of profiles that share common characteristics; for example, the date of their first site visit or how frequently they purchase from your store. A cohort report measures the activity, engagement, and retention of this group over time. It helps you understand engagement retention over time as well as whether your business growth and performance are primarily from new customers or from existing profiles that have already engaged with your brand.
Cohort reports are calculated the same regardless of your chosen metric. Keep in mind that customers will not repeat all metrics at the same frequency. For example, your report for Placed Order will likely look different from that of Unsubscribed based on the differing patterns of customer behavior for each.
Use cohort data to answer questions like:
- Of the new profiles that converted in January, how many are placing orders 6 months later?
- How did the new summer marketing initiative impact 12-month retention?
- Of the profiles that first visited your website in June, how many continued to visit your website each month afterward?
Klaviyo automatically tracks date-cohorted activity for each metric in your account in a table format. The first column of your graph shows the dates for each cohort. Klaviyo will always display the last 12 calendar months (in this case December 2016 - November 2017).
The second column, titled People, displays the total number of profiles that engaged in this specific metric activity. In the example above, this cohort report shows the total number of profiles that performed a Placed Order event. You’ll notice that the report has red highlights. The higher the value of each cohort, the darker the color will be. This helps you quickly identify the strongest and weakest performance of these cohorts over time for your given metric.
The third column, titled “1,” lists the total number of profiles who engaged in the activity for the month listed in the adjacent row. The subsequent numbered columns (labeled 2 - 12) show the total number of profiles that continued to engage in that activity in each subsequent month.
The cohort report comes in several variations. You can report on the:
- Total number of profiles that continue to engage in an activity over time
- Percentage of profiles that continue to engage in an activity over time
- Occurrences of an activity per person over time
- Monetary value of your chosen metric, if applicable (e.g., Placed Order)
To switch between different report types, click into the drop-down beneath the metric’s name and select your desired variation. The report will automatically update to reflect your choice.
Best people
Best People allows you to pinpoint your most engaged profiles for a given metric. When you click into Best People, you'll be taken to a list of your top active people for this metric with details around their metric activity. It lets you answer questions like:
- Which profiles are requesting the most refunds?
- Who are my most high-value profiles based on their placed order values?
In general, your list of people will look something like this:
The individuals who interact with your brand based on this metric are listed under Person, along with their email address and geographic location. By default, they are listed in order of how frequently they have done this metric in descending order.
To the right of each profile, you will see a column labeled Count. Count refers to the total count of events (from this metric) for the listed profile over all time.
If your chosen metric has a monetary value associated it with (e.g., Placed Order) you will also have access to a Value column. Value refers to the total monetary value of this profile's events (for this metric) over all time.
Note that you can also export your chart data to a CSV file. To do so, click Export to CSV.
Activity mapActivity map
The Activity map allows you to visualize how, from where, and how often your customers interact with your brand. It allows you to, not only understand your customers, but also understand all of the data that is being pulled into Klaviyo at any given moment.
You can toggle between different metrics and adjust the timeframe associated with this metric. Additionally, you have the option to toggle to full-screen and dark mode.
If you select a particular event, you can find more information when clicking on one of the circles. The corresponding information refers to the last customer who triggered an event in that location.