You will learn
Learn how to use Klaviyo's campaign reporting to gather insights on how your messages are performing and what happens after someone opens or clicks. Use these campaign analytics to dig deeper into website activity, checkouts started, and revenue that is directly attributable to each message.
View your email performance analytics
Navigate to your account's Campaigns tab.
At the top of the page, you'll see metrics around your campaign’s performance from the last 30 days including average opens, clicks, click rate, orders placed, and revenue. Below each of these metrics will be a comparison with benchmarks from similar companies.
If you have a benchmarks peer group, we will show your benchmarks compared to your peers. If not, we will compare you to benchmarks for your industry or overall Klaviyo ecommerce benchmarks if your industry is not set.
Below this, you'll see a list of all the campaigns you've created and sent (i.e., email, SMS, and push).
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.
Benchmarks for campaigns sent in last 30 days
The top of the Campaigns tab shows how many campaigns you've sent within in the last 30 days, the average performance, and how your performance compares to data from similar companies over the past six months.
Here, you’ll see the:
- Average open rate
- Average click rate
- Placed order rate
- Revenue per recipient
Directly under the percentage or dollar amount, you can find a comparison of the numbers to those from the previous 30 days. This will show a positive or negative number and correlated trending arrow.
Below these numbers will be an indicator that compares your performance to benchmarks from peers or similar companies. These statuses are Poor, Fair, Good, and Excellent.
Your benchmarks will indicate where you fall into the following performance groupings:
- Excellent
75th percentile or better (highest tier of performance) - Good
50th–74th percentile (above average) - Fair
25th–49th percentile (slightly below average) - Poor
< 25th percentile (lowest tier of performance)
If any of your benchmarks are Fair or Poor, focus on bringing those numbers up. For information on how to do this, read this article on improving your benchmark performance.
Individual performance for sent campaigns
For sent campaigns, open and click rates are accessible right on the front page of the Campaigns tab.
The far-right column displays data around an adjustable conversion metric. You can update it by clicking the icon beside the conversion metric and selecting a new metric. This allows you to get a comprehensive understanding of how your campaign performed across a number of different metrics by toggling in real-time.
The Placed Order metric in Klaviyo is always customizable. Some example use cases include seeing how many:
- Purchases occurred as a direct result of an email
- People viewed at least one product page
- People started a checkout after receiving your email
Individual campaign activity overview
Top graph and adjusting your conversion metric
When you click on any sent campaign from your list below, you'll be taken to a page with more detailed analytics for that individual message. The example below shows the overview for an email campaign. The graph at the top of the page shows hourly engagement for the first 48 hours after your campaign was sent.
You can toggle on/off the different metrics that populate this graph, choosing from delivered, opened, clicked, and then a conversion metric of your choice.
The conversion metric used to generate this data can also be adjusted. To change the conversion metric in this view, click on the metric itself and you will see a change menu pop up.
Note that for your selected conversion metric, you'll see the count of unique profiles who converted (e.g., placed an order). It will not show the total number of conversions.
Summary information and key metrics sections
The left-hand area below the graph has summary information for your campaign. For email campaigns you will see the following:
The left-hand area below the graph has summary information for your campaign.
| Email label | Value |
| Subject | The subject line of the campaign |
| Preview text | The summary text for a campaign |
| From/reply-to | The sender email set for the campaign |
| Included lists and segments | Details on the list and segments included in the campaign separated by commas |
| Excluded lists and segments | If applicable, details on any lists or segments that were excluded in the campaign send |
| Total sent | Total number of profiles that the campaign was sent to |
| Sent on | The date/time the campaign was sent |
| People skipped | This section displays the number of people that were "Skipped" by the campaign send, grouping people into key buckets based on why they were skipped; for example, if your campaign had Smart Sending enabled, this section will show how many people were skipped because they had received another email too recently |
For SMS campaigns you will see the following:
| SMS label | Value |
| Included lists and segments | Details on the list and segments included in the campaign separated by commas |
| Excluded lists and segments | If applicable, details on any lists or segments that were excluded in the campaign send |
| Total recipients and messages | The number of total recipients and messages |
| Sent on | The date/time the campaign was sent |
| People skipped | This section displays the number of people that were "Skipped" by the campaign send, grouping people into key buckets based on why they were skipped; for example, if your campaign had Smart Sending enabled, this section will show how many people were skipped because they had received another SMS message too recently. |
The key metrics area below the graph shows more detail about how recipients engaged with your campaign.
- Opens and clicks
The opened (email and push only) and clicked (email and SMS only) data you see directly under the graph represents unique opens and clicks, whereas the total opens and total clicks data you see below this middle section represents all opens/clicks recorded. These numbers will likely be different.
- Conversion metric
Below the section with opened and clicked data, you will see a star icon that represents a configurable conversion metric — you can change this metric by clicking on it and using the menu that pops up; the metric you select will also determine the data that populates next to it.
- Spam complaints
The Overview campaign report will always show the percentage of spam complaints received; this number does not represent the percentage of emails that went to spam, but rather what percentage of people marked the email as spam after receiving it in their primary inbox.
- Unsubscribes
In this section you will see the number of recipients who unsubscribed via this particular campaign.
- Successful deliveries and bounces
If you notice that your successful delivery rate drops below 99%, and your bounce rate is increasing above 1%, this suggests it is probably time to clean your lists.
- Last open
This will show the timestamp for the last time someone opened your campaign.
- Last click
This will show the timestamp for the last time someone clicked a link within an SMS message.
Tracking
By default, conversions for each campaign are tracked up to five days after an email or SMS is sent; you can adjust this conversion period for your account by navigating to the Account > Settings > Email page and scrolling to the Email Conversions & Smart Sending section or the Account > Settings > SMS page and scrolling to the email or SMS Conversions & Smart Sending section.
Review recipient activity
The Recipient Activity tab contains data about how each recipient has engaged with your campaign.
In the recipient list below, you will see information that includes:
Email address
Email address of every recipient who has received the email in their inbox
Name
Name of every recipient who has received the email in their inbox
Opens
Profiles who have opened the email at least once
Clicks
Profiles who have clicked a link inside the email
In this same list area, you also have the option under Actions to resend the campaign to a particular recipient as well.
In the other tabs above this default list, you have the option to review your data sorted by Opened, Clicked, Skipped, and Other.
Select Skipped to view additional data about why a subscriber may have been skipped. This includes:
- Skipped: smart sending
Recipients who were skipped because smart sending is enabled and they received a message from the same channel (e.g., email or SMS) too recently - Skipped: suspicious email
Skipped because this email has hard bounced across the Klaviyo infrastructure
You can also select Other to view additional data. This includes:
- Unsubscribed
People who unsubscribed through the unsubscribe link in your email - Marked as spam (email only)
People who have marked this email as spam after receiving it - Bounced (email only)
When trying to send to these people, we received a delivery failure notification - Send failed (SMS only)
If an SMS campaign fails to send to any profile, the Send Failed section will show why; e.g., skipped versus send failed
Review audience and segment breakdown
To better understand the performance of specific lists or segments, you can isolate this data for both sent email and SMS messages in the Audience Breakdown tab. Note that you will only be able to see the Audience Breakdown tab, and thus segment or list metrics, if the campaign was sent to at least 2 lists or segments for a respective campaign.
Once you are inside this tab, you can review your lists or segments and their corresponding performance metrics.
These performance metrics include:
- Total Recipients
The top number represents the total number of recipients sends, including bounces or failures to deliver. The bottom percentage represents the delivery rate out of the total list or segment size. - Bounces
For email, the top percentage represents the bounce rate out of the total list or segment size. While the bottom number represents the number of emails that bounced or could not be delivered. - Failed to deliver
For SMS, this percentage represents the delivery failure rate out of the total number of messages sent. While the bottom number represents the number of SMS messages that could not be delivered. - Opens
The top percentage represents the number of email opens out of the total number of successful deliveries. While the bottom number represents unique opens. Note that opens here do not include SMS messages. - Clicks
The top percentage represents the number of email or SMS messages clicked, out of the total list or segment size. While the bottom number represents the unique email or SMS clicks. - Conversion rate
This conversion rate will default to the conversion metric you have chosen on your main campaign list page, with the top number showing this rate and the bottom number the unique amount. To adjust this metric, navigate back to Campaigns and click on the filter icon on the right-hand side. From here, you can adjust the conversion metric shown.
- Revenue
If your chosen conversion metric has a monetary value associated with it (e.g., “Ordered Product,” “Placed Order,” etc.), this will display according to that value.
By using any of the arrows next to each column's name, you can also sort by what segments or lists appear first.
Review link activity
The Link Activity tab contains analytics for the links tracked in your campaign email or SMS.
Klaviyo tracks who has clicked a link in the email/SMS, how many times they've clicked, and how many times the links have been clicked overall. Note that the visual map is not available with A/B testing.
For email campaigns, there is a list of the top 25 links in each campaign, including the unique and total clicks. You can toggle between a table view and a visual view of the clicks in the campaign.
UTM tracking
Currently, automatic UTM tracking is only available for email campaigns. If you send out an SMS campaign, you can manually add UTM parameters; however, these will not be tracked in Klaviyo.
In the UTM Parameters section, you will see all of the UTM parameters and values that were tracked for the campaign. This will only include any campaign-level settings, not any UTM parameters that were manually set.
At this time, visual link tables are not available for campaigns that utilize UTM variations.
Tracking links
The link activity report will only record clicks to unique URLs. If you have several elements in your email that link to the same URL, you will not be able to tell which element got clicked the most.
Having multiple links is not advised for text messages. These messages should be clear and concise, so it’s better to include just one link as your call to action.
If you'd like to differentiate between elements that link to the same location, you can add identifying URL parameters to your links in your email. For example, instead of having a button and an image both link to www.example.com, you could have:
www.example.com/?link=button
and
www.example.com/?link=image
Both of the links would still go to the same place, but they will be tracked separately in the Link Activity report.
Review conversion activity and advanced reporting
The Conversion Activity tab allows you to filter your revenue conversions by product name, SKU, or by collection. The filtered view will then display the number of conversions as well as the total conversion value. This tab is helpful if you're curious about how your revenue conversions break down across your product catalog.
Advanced reports (email only)
The Advanced Reports tab features three main sections and is only available for email campaigns. The advanced analytics you find here can be very useful as you refine your overall email marketing strategy:
- Performance by email domain
The domain of an email address is what comes after the @ (i.e., "yourname@domain.com"); if you are noticing general email deliverability issues, this advanced report can help you determine if these issues can be isolated to a specific email domain - Performance by email client
Here, you can gain insight into how your recipients are consuming your email — we report the percentage of emails viewed on desktop vs. mobile, as well as provide a detailed breakdown of performance for each desktop and mobile client; if your audience is mainly viewing your email on mobile, optimizing your templates for mobile viewing should become a priority - Performance by country
This section can help you better understand your contact base; paying attention to the performance breakdown by country can help you optimize send times and messaging for your primary audience
You can export the analytics for each of these sections as well. The resulting CSV file will show all of the metrics visible in this page.
The activity map
You can also use the activity map to view email campaign metrics as they unfold. Note that this is not available for SMS messages. Learn more about the activity map for sent campaigns.