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 1, 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. The dotted line on the graphs marks the change in calculation method.

Access your list growth report

To access your list growth report,

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

Analyze the sources of your list changes

Klaviyo records how profiles are added to and removed from your list. The report tracks list membership changes, which are not the same as changes in marketing consent.

You can customize a form's $source value. Klaviyo sign-up forms that submit to a list use the form name as their default source. The report can also show the following source 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.
• List Import
  Profile added through a CSV list import.
• 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 Memberships
  When 2 profiles are merged, the surviving profile is added to a list that only the non-surviving profile belonged to. The corresponding removal also appears under Transferred Memberships.
• Embedded Form
  Subscriber signed up using an embed form.
• Fly Out
  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.
• Unsubscribe 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 Memberships
  When 2 profiles are merged and only the non-surviving profile belonged to the list, that profile is removed as its membership is transferred to the surviving profile.
• Merged Profiles
  When 2 profiles that both belonged to the list are merged, the non-surviving profile is removed. This reduces the list size by 1.

Customize a form's sign-up source

To customize a sign-up form's $source value, use the hidden fields on its submit button. Learn more about collecting profile properties with hidden fields.

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 size over time. The top number shows the list size at the end of the selected date range, including members who joined before that range. If you change your date range, this number adjusts to show the list size at the end of the new range.

You can adjust the time frame at the top of the report via the Date range picker and visualize your data by month, week, or day using the View by dropdown. Daily is available for date ranges starting on or after July 1, 2025 that span no more than 90 days. For longer ranges, select Weekly or Monthly.

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 shows members gained minus members lost during this 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 and unsubscribe methods tables

The Subscriber sources table breaks down list additions by source, while the Unsubscribe method table breaks down removals. Both tables use the daily, weekly, or monthly intervals selected in View by.

The totals column on the far right of each table spans the entire date range. However, the rest of each table shows only the 6 most recent time intervals from your date range. Export the report to see the full date range by interval.

Export report data

Choose your Date range and View by settings, then select Export to CSV at the top of the report. The CSV downloads with additions and removals for the full selected date range, grouped by source and interval. It contains aggregate counts, not individual profile details.

The export will include the following columns:

• Period
  The time period broken down by your selected view.
• Source
  The source of the list additions or removals.
• Is Subscribe
  Whether the count represents additions to the list (True) or removals from the list (False).
• Count
  The count of list additions or removals from the report during the time period.

Additional resources