Overview
Klaviyo's built-in campaign reporting includes the basics of delivery rate and data around opens/clicks, but that's just the start. The real value comes from tracking what happens after someone opened or clicked your email, SMS, or push notification: website activity, checkouts started, and revenue that is directly attributable to your message.
View General Campaign Analytics
Navigate to your account's Campaigns tab.
At the top of the page, you'll see how any email campaigns sent within the last 30 days compare to benchmarks from peer groups at the top of the page.
Below this, you'll see a list of all the campaigns you've created and sent (i.e., email, SMS, and push).
9/20/21 Update: with the release of iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple will change 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.
It may be useful to look at the number of iOS-specific users within your data to understand how your rates may change.
For complete information on ways to potentially mitigate these Apple open changes, read this blog post: iOS 15: How to Prepare for Apple’s Changes.
Benchmarks for Campaigns Sent in Last 30 Days (Email Only)
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, it will compare the numbers to those from the previous 30 days so you know if you are trending upward or downward or keeping consistent.
Further, there is an indicator that compares your performance to benchmarks from your peer group, which is a set of 100 companies that are similar to your own in size and scope:
- 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 this front page.
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.
Individual Campaign Activity Overview
When you click on any sent campaign, you'll be taken to a page with more detailed analytics for that individual campaign. 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 you see here can be adjusted — the same way it can be adjusted when viewing front page analytics. To change the conversion metric in this view, just click on the metric itself and you will see a change menu pop up.
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.
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 |
| Sender email address | The sender email set for the campaign |
| Included Lists and Segments | Details on the list and segments included in the campaign separated by commas |
| Recipients | 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 |
| SMS Label | Value |
| Included Lists and Segments | Details on the list and segments included in the campaign separated by commas |
| 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.
- 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 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 SMS settings page and scrolling to the email or SMS Conversions & Smart Sending section.
We associate opens/clicks/revenue with the email, SMS, or push notification; if someone was sent a campaign email on Aug. 1, opened and clicked on it on Aug. 2, then made a purchase on Aug. 3, we'd associate the open, click, and purchase with that message.
Review Recipient Activity
The Recipient Activity tab contains data about how each recipient has engaged with your campaign.
Recipient activity data can be exported by clicking Export CSV.
As an example, the recipient activity data available for an email campaign includes:
- Recipients
Every person who has received the email in their inbox - Opened
People who have opened the email at least once - Clicked
People who have clicked a link inside the email
Select Other to view additional data:
- 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 - Skipped
The "Skipped" section will include buckets for each reason people may have been skipped, such as: "Person is no longer in list," "Smart Sending," or "Person is Suppressed"
- 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 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. 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)
Klaviyo's 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.
Additional Resources
See how to export campaign analytics.
Find out more about Klaviyo's reporting and analytics capabilities: