Campaign Analytics

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). 

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.

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.

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.

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.

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: 

• Getting Started with Reporting
• Custom Reports in Klaviyo
• Customize Your Analytics Dashboard