Getting started with metrics

You will learn

Learn how to access and use your Klaviyo metrics (i.e., 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 our 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:

• 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.

The default limit is 200 metrics, excluding Klaviyo-specific metrics. When you approach this threshold, you will get a warning in Klaviyo and the account owner will receive an email. Once you reach the limit, API requests that would create new metrics are ignored until you delete existing metrics. Events for existing metrics can still be recorded.

Reviewing your metrics

1. To filter metrics by integration, select Integration, then choose 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 action menu 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, the available views appear as tabs at the top of the page. Klaviyo-specific metrics do not have a Cohorts tab. Custom metrics built from other metrics have only Chart and Activity feed tabs.

Deleting a metric

You cannot delete Klaviyo-specific metrics in your account; however, you can delete custom metrics and metrics synced from an integration.

Before deleting a metric, review any flows it triggers. Deleting the metric sets those flows to draft and cannot be undone. If the metric is used in a metric mapping, you must change that mapping to another metric before deleting it.

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. Select the action menu (i.e. the 3 dot menu).
3. Click Delete in the dropdown menu to open the confirmation dialog.

4. Review the warning, then click Delete to remove the metric and its 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 run a historical integration sync.

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 chart's date range and aggregation

In the upper left-hand corner of the chart, you can customize your date range.

1. Select an existing time frame or select Custom to create your own custom range. Your chart will automatically limit your results to your selected date range.
2. You can edit the time aggregation in the View by field. 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 can change this to weekly or monthly.

Changing your measurement

In addition to time ranges and aggregations, you also have the option to customize how your metric is measured. The Measurement field lets you customize how the metric is analyzed. The dropdown always includes the options Total and Unique. If the metric has a monetary value associated with it (e.g., Placed Order), then Value will also be an option.

• Unique
  Measures the number of profiles that performed the event in each day, week, or month, based on View by. Each profile is counted once per time period, even if they performed the event multiple times.
• Total
  Measures the total number of times a particular metric was performed.
• Value
  Measures the sum of the monetary values associated with the metric’s events.

Adding filters

You can further customize your report by adding filters. Filtering lets you group, filter, and analyze both event and profile property data.

1. To view these options, select Filter in the left corner of your graph. A dropdown will appear that lets you pick how you want to refine your report. 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. In this dropdown select BY to group your results by event or profile property data, or WHERE to limit results to a specific event or profile property value.
   
   
   

3. Select an available event or profile property for the metric you’re analyzing. If you selected WHERE, also select the property value to match.

Once you select your filters, both the chart and the accompanying table will update to reflect your selections.

Exporting and refreshing results

1. Once your report is customized to your liking, you can export the results to a CSV file by selecting the Export to CSV button.

2. To pull in recent data, click the Refresh icon.

Activity feed

The activity feed lets you verify that a given metric is actively receiving data by showing its most recent events. The feed displays the profile, a description of the activity, and the date and time the activity occurred. To inspect an event’s data, open its action menu and select Activity details.

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?

Changing the activity feed’s cutoff date

Use On or before to view events that occurred on or before a selected date.

1. Click the date in On or before to open the calendar. By default, the selected date is today.

2. Select a date. The feed updates to show events on or before that date, with the most recent events first. Use the pagination controls to view older events.

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.

To do so, select the dropdown on the Filter by field.

Here, you can select an event property or a profile property to limit the activity feed results to.

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. For example, setting Boston as the value for the City profile property will limit the activity feed to relevant results where City equals Boston.

Cohorts

A cohort report is a type of analysis that allows you to take a group of profiles with common characteristics (i.e., a cohort) and analyze their behavior over time. This allows you to identify trends and patterns in engagement, conversions, and other key metrics across their lifecycle.

You can use cohort reports to answer questions like:

• How long until new customers make additional purchases?
• How did new customer onboarding strategies impact repeat purchase rates?

The first column of your graph shows the dates for each cohort. Klaviyo will always display the last 12 calendar months (in this case February 2024 - January 2025).

The second column, titled Size, displays the number of profiles that first performed the selected event in that cohort’s month. In the example above, this cohort report shows the number of profiles whose first Placed Order event occurred in each month. You’ll notice that the report has blue 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 0 mos column shows repeat activity in the same calendar month as the event that first placed a profile in the cohort. That first event is excluded. The following columns, 1 mo through 11 mos, show repeat activity in each subsequent month. The values depend on your Measurement and View by selections.

Use Measurement to choose Profiles or Conversions. Conversion value is also available when the metric has a monetary value. Under View by, Profiles supports Percent or Total. Conversions and Conversion value support Avg. per profile in the cohort or Total.

Best people

Best People allows you to pinpoint your most engaged profiles for a given metric. You'll see a list of your top active people for this metric with details around their metric activity. This 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?

You'll also see the following information on this page:

• Person
  The profile's name, email address, and geographic location. By default, they are listed in order of how frequently they have done this metric in descending order.
• Count
  The total count of events (from this metric) for the listed profile over the past 5 years.
• Value
  If your chosen metric has a monetary value associated with it (e.g., Added to cart) 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 the past 5 years.

To export Best people data, click Export to CSV, choose All Profiles or a specific list or segment, then click Export to CSV in the dialog. The CSV includes only profiles with an email address and can include events older than the 5 years shown in the table.

Activity map

The Activity map allows you to visualize how, from where, and how often your customers interact with your brand. It plots events with a known location for the selected metric and timeframe. Events without a known location can be included in the total but will not appear on the map.

You can toggle between different metrics and adjust the timeframe associated with this metric. You can also select Full Screen to expand the map.

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.

Additional resources