Understanding available campaign analytics

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 attributed to each message.

30-day total email performance

Navigate to your account's Campaigns tab to see the campaigns you've created and sent. If your account meets the requirements below, a 30-day view of your email performance appears at the top of this page.

Email performance for the last 30 days

Expand the Email performance section, labeled Last 30 days, to see your average email performance for that period.

The summary shows average open rate, average click rate, the rate for your selected conversion metric, and revenue per recipient.

• Average open rate
  The number of unique opens for your email campaigns divided by the total number of delivered emails in the last 30 days.
• Average click rate
  The average rate of people who clicked a link in your message out of the people who received it.
• Conversion rate (e.g., Placed Order)
  The number of unique recipients who completed your selected conversion metric within the email attribution window divided by the number of delivered emails. The card label changes to match your selected metric.
• Revenue per recipient
  Your total revenue attributed to email campaigns in the last 30 days divided by the total number of delivered emails in that period. This can give you a sense of how much revenue you're earning on average for each delivered email.

Directly under the percentage or dollar amount, you can find a comparison with the previous 30 days if you sent at least 1 email campaign to at least 10 recipients during that earlier period. An indicator also 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. Additionally, if you see a sudden drop in clicks, you may want to review if you have recently removed bot clicks from your attribution.

Individual performance for sent campaigns

For sent campaigns, open and click rates are accessible from the list on the campaigns tab where available for the message channel. The conversion column displays data around an adjustable conversion metric.

1. To update the conversion metric used, choose an option from the Conversion metric dropdown.
   

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 sent campaign activity

Overview tab

Open a sent campaign message from the Campaigns tab to see detailed analytics for that message. On the Overview page, you will see engagement metrics and your chosen conversion metric. The available metrics depend on the message channel.

Besides your chosen metric rate, any revenue or value (if using a revenue related metric), or total (if using a non-revenue related metric), you’ll see the following:

• Open rate
  The number of individuals who opened your email divided by the number of delivered emails.
• Click rate
  The rate of people who clicked a link in your message out of the people who received it.

Adjusting your conversion metric

The conversion metric used to generate this data can also be adjusted.

1. To change the conversion metric in this view, choose an option from the Conversion metric dropdown.
   

Engagement over time card

On the overview tab, the engagement over time card provides key data related to your campaign since it was sent. In addition to your chosen conversion metric, you can review deliveries and the engagement metrics available for the message channel, such as opens and clicks, visualized as bar graphs over time. Hover over any of these bars to see the metrics for that point in time.

Deliverability card

The deliverability card provides a snapshot of your campaign's deliverability performance at that point in time. For email campaigns, if you select View more, you will go to the full deliverability review section.

The metrics on this card include:

• Channel
  The marketing channel (email, SMS, WhatsApp or push) used to send this particular campaign.
• Sent
  This is the total number of messages sent. For email, this includes both successful deliveries and bounces.
• Delivery rate
  The number of successfully delivered messages divided by the total number sent. This area also includes the total number of deliveries.
• Bounce rate (email and push only)
  The number of bounced messages divided by the total number sent. This area also includes the total number of bounces.
• Spam complaint rate (email only)
  The number of spam complaints from a particular email divided by the number of delivered emails. This area also includes the total number of spam complaints.
• Failed deliveries (SMS and WhatsApp only)
  The number and rate of individual messages that failed to reach recipients. The rate is based on the total number sent. Learn more about reasons for SMS failures.
• Unsubscribe rate
  For email, SMS, and WhatsApp, the number of recipients who unsubscribed divided by the number of delivered messages. This area also includes the total number of unsubscribes.

Content card

The content section on the overview tab contains a summary of your campaign. For email, this includes:

• Subject
  The subject line of the campaign.
• Preview text
  The summary text for a campaign.
• From/reply-to
  The sender and reply-to email addresses set for the campaign. These can be different addresses.
• Included lists and segments
  Details on the lists and segments included in the campaign.
• Excluded lists and segments
  If applicable, details on any lists or segments that were excluded in the campaign send.
• Sent
  The date/time the campaign was sent.
• Recipients attempted
  The number of recipients Klaviyo attempted to send to, including recipients sent to and skipped. This number can change while the campaign is sending.
• Recipients skipped
  The number of recipients skipped, for example because Smart Sending is enabled and they received a message from the same channel too recently, or because their email address is missing or suppressed.
• Recipients sent
  This is the total number of confirmed sends and includes both successful deliveries and bounces (email only). This number also will change over time while the campaign is in a sending state.
• Recipients bounced (email only)
  The number of emails that bounced, along with the bounce rate: bounced emails divided by the total number sent.
• Recipients delivered
  The number of messages successfully delivered, along with the percentage of sent messages that were delivered.

Recipient activity tab

The Recipient activity tab contains detailed information about your recipient engagement. Select an activity, such as clicked, opened, bounced, or unsubscribed, from the sidebar or, on narrower screens, the activity dropdown.

These activities could include:

• Opened
  Recipients who opened your campaign.
• Clicked
  Recipients who clicked into your campaign.
• Converted
  Recipients who converted from this campaign.
• Bounced (email and push only)
  When trying to send to these people, Klaviyo received a delivery failure notification.
• Unsubscribed
  Recipients who unsubscribed after receiving the campaign, such as through the unsubscribe link in an email.
• Marked as spam (email only)
  People who have marked this email as spam after receiving it.
• Skipped
  Recipients skipped, for example because Smart Sending is enabled and they received a message from the same channel too recently, or because their email address is missing or suppressed.

• Failed (SMS and WhatsApp only)
  If an individual SMS or WhatsApp message fails to reach a recipient, this section shows why. Learn more about reasons for SMS failures.

Within each of these sections, you may see the following information about them:

• Email address
  The email address of every potential recipient.
• Name
  Name of every potential recipient.
• Opens
  The number of times each recipient opened your campaign.
• Clicks
  The number of times each recipient clicked a link in your campaign.
• Conversions
  The number of individual conversions associated with that campaign.
• Failed reason (SMS and WhatsApp only)
  Why an SMS or WhatsApp message may have failed to make it to a recipient. Learn more about reasons for SMS failures.
• Bounce category, bounce type, and bounce reason (email only)
  These columns contain information on what category of bounce it represented, the type (hard or soft), and the ultimate reason for that specific recipient and/or error code. Learn more about email bounces, causes, and potential solutions.
• Time
  The timestamp associated when a recipient was skipped, marked the campaign as spam, or unsubscribed.

Audience breakdown tab

To better understand the performance of specific lists or segments, you can isolate this data for sent email, SMS, and WhatsApp messages in the audience breakdown tab.

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 total number of messages sent to recipients in that list or segment, including bounces or delivery failures. The bottom percentage is the delivery rate out of the messages sent to that group.
• Bounces (email only)
  The top percentage is the bounce rate out of emails sent to that list or segment. The bottom number is the number of emails that bounced.
• Failures (SMS and WhatsApp only)
  The top percentage is the delivery failure rate out of messages sent to that list or segment. The bottom number is the number of messages that could not be delivered.
• Opens
  For email and WhatsApp, the top percentage is unique opens divided by successful deliveries to that list or segment. The bottom number is unique opens. Opens are not shown for SMS in this report.
• Clicks
  The top percentage is unique clicks divided by successfully delivered messages to that list or segment. The bottom number is unique clicks.
• Conversion rate
  This reflects your selected conversion metric. The top number is the percentage of delivered messages that resulted in a unique conversion, and the bottom number is the number of unique converted recipients.
• Revenue
  This is only available if your conversion metric has a monetary value (the $value field) associated with it (e.g., “Ordered Product,” “Placed Order,” etc.).

By using any of the arrows next to each column's name, you can also sort by any column.

Link activity tab

The Link Activity tab contains analytics for the links tracked in your campaign email, SMS and WhatsApp. Klaviyo tracks who has clicked a link in the email, SMS, or WhatsApp message, how many times they've clicked, and how many times the links have been clicked overall.

For email campaigns, you can see a table showing:

• A summary of click performance
• A paginated list of tracked links in each campaign
• The total clicks for each link
• The total unique clicks for each link

UTM tracking

Automatic UTM tracking is available for email, SMS, and mobile push campaigns. Push links can include these parameters, but push campaigns do not have a Link activity tab.

In the UTM Parameters section, you will see the automatic UTM parameters configured for the campaign, including account defaults when used. This does not include parameters you manually added to individual links.

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.

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.

Conversions tab

To review your conversion performance (email, SMS, WhatsApp or push) against certain metrics, head to the Conversions tab. Choose the metric you want to review (e.g., Placed Order, Ordered Product, or Active on Site) and how to group the results (e.g., by product type or location). The report shows conversion counts and, for metrics with a monetary value, revenue.

1. In the Conversion metric dropdown, choose the metric you want to review. This dropdown will contain all Klaviyo-specific, integration, and custom metrics you have set up.
   

2. Choose how you would like your metric success displayed via the Group by dropdown. In the example below using Ordered Product, you have the option to display All conversion success information or just by certain dimensions or types. For example, you could analyze conversion information based on product types, locations of purchases or shipments, customer demographics, or other factors. Keep in mind that these properties will be relative to how you have them set up, the metric you are reviewing, and your integration.
   

Once you have chosen your metric and how it will be measured, it will appear on the card. In the example below, using Ordered Product and grouping by SKU, you can review specific conversions by SKU type.

Deliverability tab (email only)

To review your deliverability metrics for a single email campaign, head to the Deliverability tab. Here, you can see more details around your overall deliverability through the lens of a specific campaign.

Key deliverability metrics health card

Key deliverability metrics like click, open, and unsubscribe rate are marked as Healthy, Room for improvement, or Needs attention.

If any deliverability metrics need attention, consider taking action to improve them for future campaigns.

Email send volume breakdown card

This card visualizes deliveries and bounces across your specific providers, email domains, and countries where recipients are located. You can also dive deeper into performance by:

• Inbox provider (e.g., Gmail, Yahoo)
• Email domain (e.g., @klaviyo.com, @gmail.com)
• Country

Performance by inbox provider, email domains, and country cards

Each of these cards visualizes positive engagement rates (click and open rates) and negative engagement rates (bounce, unsubscribe, and spam complaint rates) across each individual domain, inbox provider, or country.

Additionally, you can open the dropdown on each card to narrow the items it pulls into the chart or click Export CSV to download this data, as shown in the example below.

Performance by email client card

This card breaks down email opens by desktop or mobile email client (e.g., Safari, Chrome, and Firefox). Percentages are calculated from opens with an identified client; opens with an unknown client are excluded. You can also click on Export CSV to download this data.

Watch live tab (email only)

You can also use the Watch live tab to view email campaign metrics as they unfold. This tab is not available for A/B tests or other message channels. Learn more about the activity map for sent campaigns.

Additional resources