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: website activity, checkouts started, and revenue that is directly attributable to your email.
View General Campaign Analytics
Navigate to your account's Campaigns tab and you'll see a list of all the campaigns you've created and sent.
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 on the name of the metric and choosing a different one; this allows you to get a comprehensive understanding of how your campaign performed across a number of different metrics by toggling in real-time.
Export Campaign Analytics
You can export your campaign data into CSV format. You can also access exports from the last 30 days by navigating to the Downloads tab from your Account Page.
- Click the Export Analytics button at the top of the page.
- Complete the wizard by selecting the following options:
- Adjust the Time Range of the export (or select All Sent Campaigns)
- Adjust the Folder you'd like to export (or select All Folders)
- Choose to include all email variations in your export (your file will breakout analytics for all A/B tested campaigns by variation)
- Click the Export Analytics button to begin your export. The export will download in your browser once finished.
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 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.
The left-hand area below the graph has summary information for your campaign. This information shows:
The subject line of the campaign
- From / Reply-To
The from/reply-to email set for the campaign
- Sent To
Name of the campaign's target list/segment and total number of recipients
- 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
The key metrics area below the graph shows more detail around how recipients engaged with your campaign.
- Opens and Clicks
The Opened and Clicked 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!
By default, conversions for each campaign are tracked up to five days after an email is sent; you can adjust this conversion period for your account by navigating to the Account > Settings > Email Settings page and scrolling to the Email Conversions & Smart Sending section.
We associate opens/clicks/revenue with the date the email was sent; 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 Aug. 1.
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.
The Recipient Activity data available here includes:
Every person who has received the email in their inbox
People who have opened the email at least once
People who have clicked a link inside the email
Select Other to view additional data:
People who unsubscribed through the unsubscribe link in your email
- Marked as Spam
People who have marked this email as spam after receiving it
When trying to send to these people, we received a delivery failure notification
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"
Review Link Activity
The Link Activity tab contains analytics for the links tracked in your campaign email.
Klaviyo tracks who has clicked a link in the email, how many times they've clicked, and how many times the links have been clicked overall. Below these analytics 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.
One thing to note is that Klaviyo's default tracking UTM parameters will be automatically stripped in the report. If you'd like UTM parameters to appear in the Link Activity tab, you can use custom UTMs instead. Klaviyo will also automatically strip the following tags:
If you're interested in constructing your own custom UTM parameters, you can use the following format:
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.
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:
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 how your revenue conversions breakdown across your product catalog.
Klaviyo's Advanced Reports tab features three main sections and 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. "firstname.lastname@example.org"); 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 % of emails viewed on Desktop vs. Mobile, as well as 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
The "Watch Live" Map
You can also use the Watch Live map to view campaign metrics on a Google Maps overlay as they unfold.