How to change the conversion metric for flow and campaign reports

You will learn

Learn how to change the metric for flow and campaign conversions when analyzing results across your account.

Different marketing efforts have different calls-to-action (CTAs), and as a result, some messages may be revenue-driven while others are meant to drive a different type of conversion. When you send a campaign or set an automated flow live, Klaviyo automatically tracks attributions across all metrics in your account. This means you can easily see how your messages perform across different activities (e.g., placed orders, checkouts started, website activity, etc.).

The conversion metric you select in campaign or flow reporting is saved for your user in that account and used across those reporting views. Other users can choose a different metric. Custom reports use the metrics selected in each report.

Campaign conversions

1. Head to the Campaigns section.
   Use the list view to compare engagement results, such as open and click rates, and conversion results for sent campaigns.
2. Open the conversion metric dropdown above the campaign list. It displays the currently selected metric.
3. Choose which conversion metric you want to see the performance of. Note this will be a mix of Klaviyo and integration-specific conversion metrics.
   The conversion column updates to show the selected metric. If the column is hidden, open List settings and turn on Conversion metric under Customize columns.

This content requires Functional cookies to be enabled.

Update Cookie Settings

Flow conversions

1. Navigate to Flows, open your flow, and select the email you want to analyze.
2. In the Performance section, click View details to open the email’s Overview report.
3. Open the Conversion metric dropdown and select the metric you want to analyze.

Your selection also applies to the overview reports for other flow emails and the 30-day Performance snapshot in the flow builder. You can change this conversion metric at any time.

Custom reports' data

Custom reports allow you to conduct an in-depth analysis of how your business performs over time with pre-built, customizable reports. There are 2 custom reports that focus specifically on campaigns and flows: the Campaign Performance Report and the Flows Performance Report.

1. Navigate to Analytics > Custom reports.
2. Open an existing campaign or flows performance report. To create one, click Create from scratch, select Campaign Performance Report or Flows Performance Report under Report Type, and enter a report name.
3. Under Conversion Metric, click + Add Conversion Metric if there is no metric row. Open the metric dropdown and select the metric you want to focus on.

Choose how to analyze the conversions attributed to your messages. Select Rate to view the conversion rate. For other measurements, use the 2 dropdowns described below:

• Total, Unique Profiles, or Value
  You can report on the total number of instances of an event (Total) or the unique number of profiles that performed that event (Unique Profiles). If the metric you select has a monetary value associated with it (e.g., Placed Order), you can also report on the value of the events (Value).
• SUM or AVG
  You can choose 1 of 2 aggregations: SUM or AVG. SUM shows you the total of all events for your selected metric. For example, if there are 2 Placed Order events within the timespan you select, both with a $15 value, the Value SUM will be $30 and the Total SUM will be 2. With Value selected, AVG shows the average value per event. For example, if there are 2 Placed Order events within the timespan you select, both with a value of $15, Value AVG will be $15.

After choosing your metric and analysis options, click Save & Run Report to save your changes and generate updated results.

Additional resources