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 attributabed to each message.

30-day total email performance

Navigate to your account's Campaigns tab. At the top of this page you'll see a 30-day view of your email performance. Below this, you'll see a list of all the campaigns (both email and SMS) you've created and sent.

Email performance for the last 30 days

Toggle open the Email performance last 30 days section to see how many campaigns you've sent within in the last 30 days and their average performance.

Along with your selected metric rate, you will also see any revenue or value (if a revenue-related metric was chosen), or total (if a non-revenue-related metric was chosen).

• Average open rate
  The average rate at which people open your emails or the number of individuals opening your email divided by the number of total recipients.
• Average click rate
  The average rate of people who clicked a link in your message out of the people received it.
• Placed order rate
  This is calculated by taking the number of orders placed within the channel's attribution window divided by the number of unique recipients of that message.
• Revenue per recipient
  Your total revenue attributed to an email or SMS for a given timeframe divided by the total number of people who have received a message within that same timeframe. This can give you a sense of how much revenue you're earning on average for each person you send to.

Directly under the percentage or dollar amount, you can find a comparison of the numbers to those from the previous 30 days and 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. 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. The far-right 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

When you click on any individual campaign from the campaigns tab, you'll see more detailed analytics for that message. On this first overview page, you will see metrics related to clicks, opens, and your chosen conversion metric.

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 rate at which people open your emails or the number of individuals opening your email divided by the number of total recipients).
• Click rate
  The rate of people who clicked a link in your message out of the people 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 the number of deliveries, 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. 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, or push) used to send this particular campaign.
• Sent
  This is the total number of confirmed sends (both successful deliveries and bounces).
• Delivery rate
  This rate is calculated by taking the number of emails successfully delivered to recipients' inboxes divided by the total number of emails sent. This area also includes the total number of confirmed email deliveries. 
• Bounce rate (email only)
  This rate is calculated by taking the number of bounced addresses divided by the total number of recipients. This area also includes the total number of email bounces. 
• Spam complaint rate (email only)
  This rate is calculated by taking the number of spam complaints from a particular email divided by the total number of recipients. This area also includes the total number of spam complaints.
• Failed deliveries (SMS only)
  The number of SMS campaigns that failed to send to any profile. Learn more about reasons for SMS failures.
• Unsubscribe rate
  This rate is calculated by taking the number of recipients who unsubscribe divided by the total number of recipients. This area also includes the total number of spam complaints.

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 email set for the campaign.
• 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 campaigns that were attempted to be sent or the number of delivered, skipped, or bounced (email only). This number can change over time since as a campaign is in a sending state.
• Recipients skipped
  The number of 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.
• 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)
  This is calculated by taking the number of bounced addresses divided by the total number of recipients.
• Recipients delivered
  This is calculated by taking the number of campaigns successfully delivered to recipients' inboxes divided by the total number sent.

Recipient activity tab

The recipient activity tab contains detailed information about your recipient engagement. The sections on the left represent the potential different recipient activities (e.g., scheduled, clicked, opened, bounced, unsubscribed, etc.).

These activities could include:

• Scheduled
  The number of recipients Klaviyo has determined should receive the campaign at the scheduled time.
• Opened
  Recipients who opened your campaign.
• Clicked 
  Recipients who clicked into your campaign.
• Converted
  Recipients who converted from this campaign.
• Bounced (email only)
  When trying to send to these people, Klaviyo received a delivery failure notification.
• Unsubscribed
  Recipients 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.
• Skipped
  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.
• Failed (SMS only)
  If an SMS campaign fails to send to any profile, the send failed section will show 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 only)
  Why an SMS 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 and segment breakdown tab

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.

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 recipients sends, including bounces or failures to deliver. The bottom percentage represents the delivery rate out of the total list or segment size.
• Bounces (email only)
  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 (SMS only)
  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 reflects the conversion metric selected for your account, with the top number showing this rate and the bottom number the unique amount. 
• 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 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, you can toggle between 2 views:

1. Table view - a list of the top 25 links in each campaign, including the unique and total clicks. 
2. Visual view - a visual representation of the links that were clicked in your email, representing up to the last 75 clicks.

Switch to the Visual tab of the link activity report to see what blocks were clicked in your campaign. Note that the visual link activity for campaigns cannot differentiate between blocks linked to identical URLs. If two blocks link to the exact same URL, combined click data will appear on both in the visual tab. For an accurate visual report, use UTM parameters to create unique links.

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 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.

Conversions tab

To review your conversion performance (email, SMS, or push) against certain metrics, head to the Conversions tab. Here you will be able to choose the specific metric (e.g., Placed Order, Ordered Product, Active on Site, etc.), the number of said conversions, and how to classify this data (e.g., revenue, types of products, locations, successful deliveries, etc.).

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 Property 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 property as 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 health metrics 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 the number of positive engagements (expressed as clicks and opens) and negative engagements (expressed as 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 inbox provider card

This card provides a breakdown of each desktop or mobile provider (e.g., Safari, Chrome, Firefox) and the total percentage of email opens these represented. 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. Note that this is not available for SMS messages. Learn more about the activity map for sent campaigns.

Additional resources

• Getting started with reporting
• How to build custom reports in Klaviyo
• How to customize your analytics dashboard