List growth reporting reference

You will learn

Learn how to access and analyze your list growth report. For every list in Klaviyo, you can access a growth report that captures data regarding your list's changes over time. Use this tool to monitor business trends and expand your business.

Before you begin

The data source for the list growth report has changed from July 1st, 2025. After this date, data is calculated more accurately, allowing you to see daily list growth data instead of just weekly and monthly.

You may see a change in your report data based on this update. When viewing your list growth report, you can view the specific change when hovering over report data. 

Access your list growth report

To access your list growth report,

1. Head to Audience > Lists & segments.
2. Navigate into any list.
3. Click List growth.
   

Analyze the sources of your list changes

Klaviyo assigns all list subscribers a $source property that reflects how the contact was added to your list. When someone unsubscribes, we will also track how they unsubscribed.

While it's possible to customize a given form's $source value, Klaviyo will otherwise track and use the following default values:

Default subscribe source values

• Unknown
  Subscriber source is not identifiable.
• Back in stock
  Subscriber added via subscribing for back-in-stock notifications.
• Subscribe page
  Subscriber added via a subscribe page.
• Manually initiated
  Subscriber added via quick add or uploaded from a CSV file.
• Integration
  Subscriber added via opting in through an integration.
• API
  Subscriber added to a list via the Klaviyo API (i.e., subscribe profiles endpoint).
• Transferred membership
  Reflected when 2 profiles are merged, if the non-surviving profile was in the list before the merge.
• Merged profile
  Reflected when 2 profiles are merged, if both the non-surviving profile and the surviving profile were in the list before the merge.
• Embedded form
  Subscriber signed up using an embed form. 
• Flyout
  Subscriber signed up using a flyout form. 
• Modal
  Subscriber signed up using a popup form. 

Default unsubscribe source values

• Unknown
  Subscriber source is not identifiable.
• Manually initiated (formerly Klaviyo UI)
  Subscriber manually cleaned or removed from the list. This can include a variety of reasons including deletions, bot suppressions, or someone selecting Remove suppressed profiles in the list.
• Subscribe page
  Subscriber unsubscribed via an unsubscribe page.
• One-click unsubscribe 
  Subscriber unsubscribed via one-click unsubscribe.
• Integration
  Subscriber unsubscribed via opting out through an integration.
• Hard bounce
  Subscriber’s email address hard bounced.
• Spam complaint
  Recipient marked your email as spam.
• Invalid email
  Recipient email address was not a valid address.
• API
  Recipient unsubscribed from a list via the Klaviyo API (i.e., unsubscribe profiles endpoint).
• Transferred membership
  Reflected when 2 profiles are merged, if the non-surviving profile was in the list before the merge.

Customize a form's sign-up source

If you're using a legacy form and want to customize the $source property, you can do this by making a small adjustment in your form's code.

List growth graphs

The total members and net membership change graphs provide insights into the health of your lists and net changes over time.

Total members graph

The total members graph tracks your list changes over a period. The cumulative number of subscribers in this particular period will be captured in the top number. Note that if you change your date range, this number will adjust to show the total number of subscribers in that period.

You can adjust the time frame at the top of the report via the Date range picker and visualize your data either by month, week, or day by using the View by dropdown. Note that the option to view the report by day is only available for data from July 1st, 2025.

Additionally, by hovering over a point on the line graph, a popup will appear that provides the list size count for that point in time.

Net membership graph

The net membership graph shows both positive (i.e., green) and negative (i.e., red) list size trends over time. The bars help to visualize the members lost and gained during a particular period. The top number will show the cumulative number of members gained or lost during this particular period. Note that if you change your date range, this number will adjust to show the number of losses or gains in that period.

Additionally, by hovering over a bar in the graph a popup will appear that provides the amount of members gained and lost during that particular point in time.

Subscriber sources table

The table breaks down the number of subscribers and how they were added to your list (i.e., the source) per month or week.

The totals section on the far right of the table will span the entire date range. However, the rest of the table will only show up to the 6 most recent time intervals from your date range. It will not show all time intervals.

Export report data

You can also export your list growth report data. Select the Export to CSV button at the top of the report.

The export will include the following columns:

• Time period
  The time period broken down by your selected view.
• Source
  The source of the list additions.
• Is subscribed
  Whether the profile was subscribed through the source (i.e., true) or unsubscribed (i.e., false).
• Count
  The count of list additions or removals from the report during the time period.

Additional resources

• Understanding signup form performance
• Understanding available campaign analytics
• Review flow analytics