List Growth Reporting

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For every list, you can access a Growth Report that captures data regarding your list's growth over time. You can find this report by clicking on a given list and navigating to Reports > Growth Report.


The $source Property

The Growth Report feature was launched March 2016 -- all subscribers prior to launch will have a signup source of "Unknown."

Klaviyo will assign 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 (see below), we will otherwise track and use the following default values:

Default Subscribe Source Values

  • Unknown: Source non-identifiable
  • Back in Stock: Added via subscribing for back in stock notifications
  • Modal: Added via a pop-up form
  • Fly Out: Added via a fly out form
  • Embedded Form: Added via an embedded form
  • Subscribe Page: Added via a subscribe page
  • Klaviyo UI: Added via quick add or uploaded from a CSV file
  • Integration: Added via opting in through an integration
  • API: Added to a list via the Klaviyo API

Default Unsubscribe Source Values

  • Unknown: Source non-identifiable
  • Manually Initiated (formerly Klaviyo UI): Manually cleaned/removed from the list
  • Subscribe Page: Unsubscribed via an unsubscribe page
  • Integration: Unsubscribed via opting out through an integration
  • Hard Bounce: The email address hard bounced
  • Spam Complaint: The recipient marked your email as spam
  • Invalid Email: The email address was not a valid address
  • API: Unsubscribed from a list via the Klaviyo API

Customizing 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 Charts & Graphs

List Size Graph

The List Size graph tracks absolute list growth over time. You can adjust the timeframe at the top of the report and use this graph to visualize trends in your list's growth. When you hover over a bar in the graph, a pop-up will provide the precisely plotted list size count as well as the percent change from the previously plotted point.

If a list is actively growing (e.g. via an integration), you may at times notice a discrepancy between the total number of members in your list displayed in the top menu bar and the total number of list members as represented in the Growth Report's List Size chart. This report is almost real-time, meaning it usually matches the list count exactly. In a few cases, however, calculations might be delayed by a few minutes.

Growth Breakdown Graph

The Growth Breakdown graph shows both positive and negative list size trends each month.

Source Chart

The Source Chart shows the last 6 months of list growth data in terms of total subscribes and total unsubscribes. The chart is broken out by source type and will feature all relevant default sources as well as any custom sources you are utilizing. You can toggle this chart between absolute and percentage view.

This graph is unique in that it also shows the visual breakdown of each trend in terms of subscriber source. If you hover over each color within a single bar in this graph, a pop-up will reveal the corresponding source.

Additional Resources


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