Getting started with the audience performance dashboard
You will learn
Learn how to use the audience performance dashboard to analyze the performance of your audience segments and optimize them per marketing channel. The audience performance summary provides detailed information on your starred segments, their overall success per channel, and their attributed conversions or revenue. This information is useful for comparing which segments are performing well and which segments need to be further optimized.
Advanced KDP and Personalization are not included in Klaviyo’s standard marketing application, and a subscription is required to access the associated functionality. Head to our billing guide to learn about how to purchase these plans.
Navigating to the dashboard
Only Owners, Admins, Managers, and Analysts can view this table.
Follow these steps whether you are an Advanced KDP or Personalization customer:
- Navigate to Audience > Lists & segments and click the star icon next to any unstarred segment you want to analyze.
- Navigate to Personalization > Customer insights.
- Select Audience performance to open the Segment performance table.
Customizing the audience performance dashboard
At the top of the dashboard, the conversion metric used in the table calculations and the time period you are viewing will be present.
Adjusting your conversion metric
If you are using a revenue-based metric (e.g., Placed Order), the email, text message, push, and attributed columns show revenue for each segment. If you are using a non-revenue-based metric (e.g., Active on Site), these columns instead show the number of conversions attributed to each channel and the total attributed conversions for each segment.
- To adjust your conversion metric, open the conversion metric dropdown.
- Choose from the list below or search in the field for a metric.
Once you update your metric, your entire table will refresh.
Note that adjusting your metric only adjusts it for this audience performance table and no other metrics or reports.
Adjusting your time period
The time period determines which conversions and segment size changes appear in the table. For example, choosing Last 7 days shows conversions and size changes within the last 7 days. Members shows the segment size at the end of the selected period.
- Open the time period dropdown. It will have Last 7 days selected as default.
2. Choose one of the following options:
- Last 7 days
- Last 30 days
- Last 90 days
- Last 365 days
- Week-to-date
- Month-to-date
- Year-to-date
- Custom (choose a start and end date. Data can only be pulled from June 21, 2023 onwards and is limited to 1 year.)
The time period will use your account’s local timezone. Additionally, segment data will only appear if the segment was created before or within the chosen time period.
Refreshing the table data
To see your latest data, refresh the dashboard manually. In the upper right corner, Last updated shows the time since you opened or refreshed your current view.
- Click Refresh (the circular arrow icon) in the upper right corner. The table reloads and the Last updated timestamp resets.
Reviewing the audience performance data
The audience performance summary table has all starred audience segments sorted alphabetically with performance information for each. Use Search segments to find a segment by name.
If you do not see a particular segment appearing here, you will need to navigate to Audience > Lists & segments and click the star icon next to that particular segment.
Each row will represent a specific segment and have the following information:
- Segment
Name of the specific segment, along with the date of creation below. Clicking on this name will directly take you to the segment in the Lists & segments section. - Members
Total number of members in the segment at the end of the chosen time period. - Size change
The net change in segment membership within the chosen time period: members added minus members removed. - Email conversions (if using a non-revenue based metric)
The total number of conversions attributed to email within the chosen time period. - Email revenue (if using a revenue based metric)
The total amount of revenue attributed to email within the chosen time period. - Text message conversions (if using a non-revenue based metric)
The total number of conversions attributed to SMS within the chosen time period. - Text message revenue (if using a revenue based metric)
The total amount of revenue attributed to SMS within the chosen time period. - Push conversions (if using a non-revenue-based metric)
The total number of conversions attributed to push notifications within the chosen time period. - Push revenue (if using a revenue-based metric)
The total amount of revenue attributed to push notifications within the chosen time period. - Attributed conversions (if using a non-revenue based metric)
The total number of conversions attributed to Klaviyo campaigns and flows across channels within the chosen time period, including email, text messages, and push notifications. - Attributed revenue (if using a revenue based metric)
The total amount of revenue attributed to Klaviyo campaigns and flows across channels within the chosen time period, including email, text messages, and push notifications.
You can also sort each table by ascending or descending order by using the arrows next to each column.
Conversions (i.e., conversion and revenue columns in the audience performance dashboard) shown are based on segment membership at the time the conversion event occurred.
For example, say you have a segment of profiles that have never placed an order. When a profile places their first order, they will exit the segment. If that order is attributed to a Klaviyo message, its revenue is counted for the original non-purchasers segment because the profile was a member at the time of the purchase.
Troubleshooting data issues
A profile must convert within the chosen time period for that conversion to appear in the conversion or revenue columns. Profiles can still count toward Members and Size change without converting.
A dash (–) indicates that data is unavailable or still loading. If the segment was created after the chosen time period, adjust the dates to include it. A channel with no attributed conversions shows 0 rather than a dash.
If the table has no segments, go to Audience > Lists & segments and star the segments you want to analyze, then return to Audience performance. If you have entered a name in Search segments, clear it to show all starred segments.