Getting started with the business review dashboard
You will learn
Learn how to use the business review dashboard to track and review your conversion trends and strategies over a specific time frame. The business review dashboard creates a summary of insights into your performance across specific channels and flows, and breaks down how those channels contribute to your overall success.
The business review dashboard has a fixed card layout. You cannot edit, remove, or reorder its cards. Users with permission to change dashboard settings can customize the time frame, conversion metric, and comparison period.
Accessing the dashboard
Navigate to Analytics > Dashboards and click Business review to open the dashboard, as shown below.
Learn how to customize and build your dashboard to reflect your business and data needs.
Dashboard settings
Chosen conversion metric
If you are using a revenue-based conversion metric in your dashboard (e.g., Placed Order, Started Checkout, Fulfilled Order, etc.), you will see monetary values displayed in your cards. All other non-revenue conversion metrics (e.g., Active on Site, Opened Email, Clicked Email, etc.) will show the total or unique number of applicable conversions. The explanations below use revenue as the example.
Percentage changes
Some cards will display percentage changes (positive or negative), as shown in the example below. Klaviyo compares each value with your selected comparison period. For example, if you select the last 7 days and compare with the previous period, the change is measured against the 7 days before your range. You can also compare with the same period in the previous year or a custom date range.
Card data and time frames
When customizing your dashboard, your selected time frame determines the values and the dates shown in the charts. The comparison period determines the percentage changes shown beside the values.
Dashboard cards
Below the top of your dashboard, you will see the performance cards. These cards represent ways to view success across channels, conversions, and revenue for your business over specific periods of time. The dashboard includes these cards, with Industry benchmarks available only for accounts hosted in the United States:
Campaign performance summary card
Industry benchmarks card
Segment growth summary card
Channel options in the growth, campaign, flow, and deliverability cards depend on your account. Text message is the dashboard label for SMS and appears when your account has SMS consent data. WhatsApp appears when your account has WhatsApp marketing consent data. Push appears when mobile push is configured.
Growth overview card
The growth overview card provides a summary of your conversion performance with the ability to hone in on performance by message and channel.
Conversion summary tab
In the Conversion summary tab, you can review your conversions (either by revenue or total number depending on what conversion metric you chose) over time. The chart separates revenue attributed to Klaviyo messages from revenue not attributed to those messages. Use the chart legend to identify each series.
Attributed vs. unattributed revenue
- Attributed revenue
All flow and campaign revenue that can be attributed to messages sent within the time frame on your dashboard. However, it’s important to note that we do not require that the conversion events also happened during the time frame you are reviewing. For example, if the dashboard timeframe is set to Jan 1–Jan 31 and a campaign was received by recipients on Jan 31, all revenue attributed to that campaign will be included in the attributed revenue even if the conversions actually took place in February. - Unattributed revenue
Revenue from conversions that occurred during the time frame on your dashboard and were not attributed to a Klaviyo message. This uses the conversion date, unlike attributed revenue, which is grouped by message send date.
The large number represents the total revenue from conversions that occurred during your selected time frame, including both attributed and unattributed revenue. The percentage change compares this total with your selected comparison period. For example, with the last 7 days and a previous-period comparison, the total is compared with the 7 days before that range.
Below the total revenue number, the attributed revenue is shown, along with its percentage of total revenue and its percentage change compared with your selected comparison period.
Because the total uses conversion dates and attributed revenue uses message send dates, the attributed and unattributed figures for a date range may not add up to the headline total.
If you hover over any bars in the chart, you will see the breakdown of attributed or unattributed revenue to each for that point in time.
Message type breakdown tab
In the Message type breakdown tab, you can see revenue attributed to campaigns and flows. By default, when first landing on this view, you will see all channels together. Use the Channel dropdown to choose a channel, such as Email, Text message, or Push, and review its attributed revenue.
Once you choose a specific channel to review, you will see a breakout of attributed revenue from campaign and flow messages sent through that channel (e.g., email), each message type’s share of that revenue, and the percentage change compared with your selected comparison period.
The percentage change under attributed revenue represents the change for campaigns and flows combined compared with your selected comparison period. The percentage change to the right of campaigns or flows shows the change for that message type.
The bar chart on the right shows attributed revenue from campaigns and flows over time. Use the legend to identify each message type. Hover over a bar to see the attributed revenue for that point in time.
Channel breakdown tab
The Channel breakdown tab provides a view of your attributed revenue across time and by available channel (e.g., email, SMS, or push). Here you can review which channel(s) are contributing to your revenue the most and which may need to be adjusted.
By default, when first landing on this view, you will see all message types together. Use the Message type dropdown to choose Campaigns or Flows and review attributed revenue by channel for that message type.
Once you choose a message type to review, you will see a breakout of attributed revenue by channel (e.g., email, SMS, or push), each channel’s share of that revenue, and its percentage change compared with your selected comparison period.
The percentage change under attributed revenue represents the change across the displayed channels combined, compared with your selected comparison period. The percentage change beside each channel shows the change for that channel.
The bar chart on the right shows attributed revenue by channel over time for the selected message type. Use the legend to identify each channel. Hover over a bar to see the channel breakdown for that point in time.
Campaign performance summary card
The campaign performance summary card provides a summary of your revenue by channel with the ability to hone in on performance metrics (e.g., open rate, click rate, average order value, etc.). You can also review recently sent campaigns and their individual performance metrics.
Overview tab
The overview tab provides a view of your revenue and total recipients across specific channels.
The large number represents the total revenue and the bottom number represents the total number of recipients. You will also see the percentage change versus your selected comparison period for each value. For example, if you select the last 7 days and compare with the previous period, revenue is compared with the 7 days before that range.
Note that total revenue here will be total attributed revenue.
Use the Channel dropdown to review revenue and recipients for campaign messages sent through a specific channel, such as Email, Text message, or Push.
The percentage changes beside revenue and recipients use your selected comparison period. The chart on the right shows revenue as bars and recipients as a line over time. Hover over the chart to see the values for that point in time.
Metrics tab
The Metrics tab provides a table of campaign metrics by channel, including counts, rates, and monetary values where applicable (e.g., unique opens, click rate, and average order value). It also shows percentage changes compared with your selected comparison period.
Your chosen conversion metric determines the conversion and revenue results in this table. For example, Placed Order shows order conversions; it does not limit recipient, open, or click metrics to people who placed an order. If you use a non-revenue metric (e.g., Active on Site), revenue-specific data such as average order value is omitted. A blank cell can mean that a metric does not apply to the channel, such as open rate for SMS.
Top performing messages tab
The Top performing messages tab shows up to 5 campaign messages, ranked by revenue for a revenue-based conversion metric or by unique conversions for a non-revenue metric. The table includes recipients and delivery rate, unique conversions and conversion rate for your selected metric, and revenue and revenue per recipient when applicable. The Type column displays icons to indicate the types of message used. These message types could include one or more of the following:
- The envelope icon represents email campaigns.
- The text bubble icon represents SMS campaigns.
- The notification icon represents push campaigns.
- The WhatsApp icon represents WhatsApp campaigns.
By default, when first landing on this view, you will see all channels together. Use the Channel dropdown to review top-performing messages for a specific channel, such as Email, Text message, or Push.
Flow performance summary card
The flow performance summary card provides a summary of your revenue by channel with the ability to hone in on performance metrics (e.g., open rate, click rate, average order value, etc.). You can also review flows that sent messages during your selected time frame and their individual performance metrics.
Overview tab
The overview tab provides a view of your revenue and total recipients across specific channels.
The large number represents the total revenue attributed to flow messages, and the bottom number represents the total number of recipients. You will also see the percentage change versus your selected comparison period for each value. For example, if you select the last 7 days and compare with the previous period, revenue is compared with the 7 days before that range.
Note that revenue here will be total attributed revenue.
Use the Channel dropdown to review revenue and recipients for flow messages sent through a specific channel, such as Email, Text message, or Push. Results include only messages sent through the selected channel, even if a flow contains other channels.
The percentage changes beside revenue and recipients use your selected comparison period.
The chart on the right shows revenue as bars and recipients as a line over time. Hover over the chart to see the values for that point in time.
Metrics tab
The Metrics tab provides a table of flow metrics by channel, including counts, rates, and monetary values where applicable (e.g., unique opens, click rate, and average order value). It also shows percentage changes compared with your selected comparison period.
Your chosen conversion metric determines the conversion and revenue results in this table. For example, Placed Order shows order conversions; it does not limit recipient, open, or click metrics to people who placed an order. A non-revenue metric omits revenue-specific values such as average order value. A blank cell can mean that the metric does not apply to the channel, such as open rate for SMS.
Top performing tab
The Top performing tab shows up to 5 flows for your selected time frame. They are sorted in descending order by revenue for a revenue-based conversion metric or by unique conversions for a non-revenue metric. The table includes:
- The flow’s current status, such as Live or Manual
- The types of messages it contains (e.g., email, SMS, push, or WhatsApp)
- Total recipients and delivery rate, plus unique conversions and conversion rate for the selected metric
- Revenue and revenue per recipient, when using a revenue-based conversion metric
The Type column uses icons to indicate the types of message used. These message types could include one or more of the following:
- The envelope icon represents flows containing email.
- The text bubble icon represents flows containing SMS.
- The notification icon represents flows containing push notifications.
- The WhatsApp icon represents flows containing WhatsApp messages.
By default, when first landing on this view, you will see all channels together. Use the Channel dropdown to review the top flows based on messages sent through a specific channel, such as Email, Text message, or Push.
Deliverability card
The deliverability card provides a view of deliverability across the channels available in your account. You can review metrics that may impact deliverability (e.g., bounce rate), their values, and the percentage change compared with your selected comparison period. These insights help you to see where you may need to invest efforts or address issues affecting your deliverability.
Select Rates or Counts to display the chart and values as percentage rates or counts. The example below shows the Rates toggled view.
Select a channel tab, such as Email, Text message, Push, or WhatsApp, to review its deliverability metrics. Click a metric in the chart legend to hide or show its line.
Note that some metrics may not be shown for a specific channel (e.g., bounce rate for SMS) as it cannot be tracked for that channel or is not applicable.
Clicking a metric in the legend updates which lines are visible in the chart.
Industry benchmarks card
The Industry benchmarks card compares your email and text message performance with benchmarks. It shows your metric values, performance ratings, percentiles, and benchmark medians. The card is available only for accounts hosted in the United States.
In the Email tab, use Message type to choose Campaigns or Flows. The Text message tab covers campaigns only. Click View benchmarks to open the benchmarks report.
Segment growth summary card
The Segment growth summary card shows up to 5 segments with the most members at the end of your selected time frame. Use Segment type to choose All or Starred. Review member counts, changes compared with the comparison period, and members added or dropped during the selected time frame.
Additional resources
- How to build a business review dashboard
Learn how to build a business review dashboard to visualize your revenue performance, deliverability trends, and better understand the health of your business. The business review dashboard provides a customizable report detailing your success across each marketing channel and type over specific time periods.
- Understanding Klaviyo message attribution
Learn about Klaviyo's event and message attribution or the ability to review which of your messages or channels led to customer actions.
- Understanding message conversion tracking
Learn how conversion tracking works for email, SMS, and mobile push messaging and how to edit these settings. For each campaign and flow sent, Klaviyo automatically tracks conversions. This allows you to analyze the performance of your marketing channels and their individual success.