Guide to Customizing Your Analytics Dashboard

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Learn how to access your Analytics Dashboard and best practices for customizing it to suit your business needs.

Once you have data flowing into Klaviyo, the Analytics Dashboard is a great place to visualize the data points and trends that matter most to your business. In this guide, you will learn how to access this dashboard and best practices for customizing it to suit your business needs.

Navigate to the Analytics Dashboard

On your Dashboard, select Analytics from the main tab. 


You can edit the default views and create as many additional views as you'd like. This is useful if different members of your team are responsible for the performance of different areas. For example, team members that manage flows may spend most of their time on a flow-focused performance view. Someone that manages all marketing components may want a cross-functional view that highlights business, campaign, and flow performance. The Analytics Dashboard supports drag-and-drop functionality, so you can reorder graphs and charts to create a layout that best suits your needs. In the next few sections, you will learn how to best customize this tool.

Create a New View

Click the name of your current view to expose a dropdown menu. Here you can toggle between views or create a new one by clicking Create New View. 


A popup will appear where you can name this view; then, click Save.

Once you create a new view, you will be prompted to click the Add Card button to start your first chart or graph. You can add as many cards as you'd like and edit them at any time. For more information on how to add and edit cards, head to the section below.

Configure Time Range

Toggle between different time ranges to visualize your data in a way that makes the most sense for you. By default, views display data from the past week. To adjust this, click the dropdown in the upper left and select your desired time range.


You can adjust the time range to:

  • Today
  • Last 24 Hours
  • Yesterday
  • This Week
  • Last 7 Days
  • Last Week
  • This Month
  • Last 30 Days
  • Last Month
  • This Year
  • Last 90 Days
  • Last 365 Days
  • Last Year
  • Custom (note: you can pull up to 18 months max, within your date range)

You can also group the data by:

  • Hour
  • Day
  • Week
  • Month

The time grouping will change depending on the length of the time range being displayed.

Rename or Delete a Dashboard View

If you would like to rename a specific view, click Edit in the upper right. If you would like to delete the view entirely, click the dropdown and select Delete.


Add a New Card

To add a new card to a view, click Add Card in the upper right-hand corner. A popup will appear prompting you to customize your card.


To customize your card, do the following:

  • Choose a metric
    Select any metric available in your account, either by searching for it or finding it in the dropdown.
  • Decide how the metric will be calculated
    There are different ways to build a card around each metric. For example, if you're analyzing order data, you can report on the total number of orders (COUNT) or the total value of all of those orders (SUM). Here are the different ways you can calculate each metric for a card:
    • Counts (COUNTS):  a count of all events for your selected metric. For example, if you choose COUNTS with the Placed Order metric, we'll show you the total number of orders placed on each day/week/month.
    • Uniques (UNIQUES): a count of all unique events for your selected metric. For example, if you choose UNIQUES with the Placed Order metric, we'll show you the total number of unique people that placed an order on each day/week/month; if one person placed two orders, this would show as one unique.
    • Sum (SUM): a summed up value total for all events of your selected metric; this is only relevant for metrics that have a monetary value associated with them. For example, if you choose SUM with the Placed Order metric, and there were two placed order events within the timespan you select, both with the value $15, the sum will be $30.
    • Average (AVG): the average number of events that occur on a daily/weekly/monthly basis (depending on how you filter your view) for the metric you selected. For example, if you choose AVG with the Placed Order metric, with your view setup for last 7 days by day, we'll show you the average number of orders placed each day over the last 7 days.
  • Add a modifier
    Adding a modifier will allow you to build a more tailored graph or chart around your selected metric:
    • Group values: Cluster the data by a grouping you specify. For example, if you want to compare open rates between email domains, you can group by Email Domain. You can also group Placed Order events by gender (if you have gender recorded on profiles as a custom property).
    • Filter values: Filter down to only display certain instances of an event. For example, if you only want to view the Placed Order events for a specific product, you can filter values by Item equals [Product Name]. If you want to filter a Received Email event for flows only, you can filter by Email Type equals Flows.
  • Visualize your data
    Choose if you would like to display your data as a:
    • Table: Best for comparing different data sets. For example, a table would be the best way to compare the total revenue on a campaign by campaign basis.
    • Bar graph: Best for bucketing and comparing different groups over time. For example, a bar graph would be best for visualizing unique opens by email type.
    • Line graph: Best for visualizing trends over time and quickly pinpointing if a value is trending up or down. For example, a line graph would be the best way to visualize open rate over time.
    • Number: Best for a static number or a quick summary of performance over a time window. For example, a number would be the best way to display total revenue for a given timeframe.

Once your card is customized to fit your business need, click Create.

Note that in order to improve the performance of the dashboard load times, there is a limit on the number of cards that are automatically loaded. Klaviyo only serves up the first 50 cards in each dashboard view. If you need to view more than 50 cards, create a new dashboard view and add the cards to this new version.

To further enhance your ability to receive timely data, we also limit the total number of dashboards themselves to no more than 75 per Klaviyo account. If you need to create more than 75 analytics dashboards, delete old versions or merge some of your dashboards together.

Edit or Delete a Card

If you want to edit or delete a card after configuring it, simply click on the ellipsis (...) in the upper right and select Edit or Delete from the dropdown.


Best Practices

If you're not sure where to start when building a new view, here are a few recommendations for key metrics to keep an eye on. 

Email Metrics

Email metrics are crucial for measuring the performance of your email marketing strategy. For more information on email metric benchmarks, check out our article on monitoring deliverability

  • Open Rate: Ensure that you're sending to engaged subscribers by tracking your open rates. Ideally, your open rates should be above 20%.
  • Open Rate (by campaign): Monitor your campaigns' open rates all in one place.
  • Unique Opens: Get a sense of how many individuals are opening your emails. Of course, this number will vary based on how many people you send to.
  • Click Through Rate (by email type): Get a sense of what percentage of your audience is clicking through to your site through your emails. You can group by email type to see how this rate varies by flows vs. campaigns.
  • Unsubscribe Rate (by email type): Your unsubscribe rates should be below .3%. If your unsubscribe rates surpass this, it can be useful for you to identify whether more people are unsubscribing from flows or campaigns so that you can modify your content or sending strategy.
  • Average Daily Click Through Rate: Get a sense of the click through rate of all your emails at a glance.
  • Average Daily Open Rate (by email domain): Get a sense of the open rate of all your emails at a glance. If you group this by email domain, you can get a sense of how different inbox providers are treating your emails.
  • Spam Complaint Rate (by email domain): Get a sense of which inbox provider is experiencing the highest percentage of spam complaints so you can get a leading indicator of potential deliverability issues by inbox provider and focus on where the problem may be greatest.

With the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.

To see if your opens are affected, we suggest creating a custom report that includes an MPP property. You can also identify these opens in your individual subscriber segments.

For complete information on MPP opens, visit our iOS 15: How to Prepare for Apple’s Changes guide.

SMS Metrics

SMS metrics are crucial for measuring the performance of your SMS marketing strategy. For more information, head to our documentation on SMS Metrics.

  • Received SMS
    When Klaviyo has recorded that your recipient has received an SMS
  • Clicked SMS
    When a recipient clicks on a link within an SMS message
  • Consented to Receive SMS
    When a recipient confirms that they want to receive your messages
  • Sent SMS
    When someone texted your destination number to subscribe.
  • Unsubscribed from SMS
    When a recipient texts STOP and unsubscribes from your SMS messages
  • Failed to Deliver SMS
    When a message is sent but not delivered to the recipient. There are a few reasons why this may happen.
    • Device Disconnected means that the device is no longer in service.
    • Device Unreachable means that the device is not in a service area, not accepting messages, or the device is off.
    • Carrier Violation means that the phone carrier filtered the message out.
    • Message Blocked means that Klaviyo's system blocked the message from going to the recipient. 
    • Device Incapable of Receiving SMS means that the number is a landline or cannot receive SMS.
    • Unknown means that the wireless carrier did not report why a message was not delivered.

Revenue Metrics

  • Total Placed Order: This will give you a count of the number of Placed Order events over a given timeframe. 
  • Revenue Per Recipient: This takes into account your total revenue attributed to email for a given timeframe, divided by the total number of people who have received an email within that same timeframe. This can give you a sense of how much revenue you're earning on average for each person you send an email to.
  • Number of Placed Order (by email type): This will tell you whether more people are placing orders through flows or campaigns.
  • Avg. Order Value: This is the average amount of money someone spends when they place an order.
  • Total Value of Revenue (by Campaign): This groups the amount of revenue per campaign you sent within the timeframe you select.
  • Total Value of Revenue (by Items): This groups the amount of revenue per Item you sold within the timeframe you select.
  • Revenue by Attributed Flow: This will help you measure flow performance by showing you the revenue attributed to all of your flows within the timeframe you select.
  • Revenue by Attributed (by Email Type): This will help you compare how much revenue your campaigns generate compared to your flows.

Website Metrics

  • Total Active on Site: This will display how many people visited your site within a given timeframe.

Forms Metrics

Additional Resources

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