You will learn
Learn how to monitor and understand your reviews analytics in Klaviyo, including your response rate, average rating, and more. These analytics are important to understanding whether your review request flows are working as intended, and tracking your customers’ response to your products.
Access reviews analyticsAccess reviews analytics
To access reviews analytics:
- Navigate to the Reviews tab in Klaviyo.
- Select Performance.
- Select a time period, or use the default, which is the last 30 days.
Available reviews analytics
The Performance tab offers several key analytics and insights, including key metrics, rating trends, rating distribution, and a conversion funnel. Read definitions of the available metrics and graphs for each section below.
- Key metrics
- Ratings (Trend and Distribution)
- Review conversion
The Performance tab only displays data for verified reviews that were collected through Klaviyo originally. Unverified reviews, as well as verified reviews that were imported from another platform, are not considered in these calculations.
Key metrics
The Key metrics section displays the following:
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Reviews collected
The total number of verified ratings collected during the selected time period, including published, rejected, and pending reviews. -
Response rate
The percentage of submitted, verified ratings out of all requested reviews (verified submitted reviews / Ready to review events). -
Review impressions
The number of unique site visitors who saw reviews content (e.g., viewed any reviews widgets), including anonymous visitors. Learn what counts as a review impression.
Ratings
The Ratings section is divided into 2 tabs: Trend and Distribution.
Trend
The Trend tab in the Rating section covers the ratings your products have received. The Overall average rating is the average rating across all of your products. This metric includes verified ratings from published, pending, and rejected reviews.
Your overall average rating is based on the first review someone submits in response to every Ready to review metric. If a customer leaves a review, then returns to their review request message later and submits an updated review, only the first submission will count towards the overall average rating.
Distribution
To view your rating distribution, click Distribution in the Rating section.
The Rating distribution section displays how the ratings your products received are distributed (i.e., how many 1-, 2-, 3-, 4-, and 5-star ratings your products received).
The top section displays the star rating choices, with the following metrics below each one:
- Percentage of ratings with the selected value.
- Whether this is an increase or decrease from the previous period, indicated by a negative or positive percentage change.
- The number of reviews with this rating selected. Clicking this number will take you to the All reviews tab, where you can see a filtered view of all reviews with that rating during the selected time period.
The bottom section contains a chart displaying how the rating distribution has changed over time. Hover over any bar for a detailed breakdown, or toggle between counts and percentages.
Review conversionReview conversion
The Review conversion section outlines how site visitors interact with your onsite review widgets, and how viewing a widget impacts their journey to purchase. Select a widget (i.e., Product reviews widget, Featured reviews carousel widget, or SEO / All reviews widget) in the top right corner of the section to view performance analytics for it.
Funnel
The Funnel tab of the Review conversion section displays a chart with your customers’ step-by-step purchase journey. Select a widget below to view the funnel analytics available for it.
Product reviews widget
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Viewed product page
The number of site visitors who viewed any product page, including anonymous visitors. -
Viewed review
Of the site visitors who viewed a product page, the number who viewed the product reviews widget. -
Added to cart
Of those who completed the steps above, the number of visitors who added the product to their cart after viewing the widget.
If you do not have data on which customers add items to their cart syncing to your Klaviyo account, you’ll see the number of visitors who clicked a review instead of added to cart. Learn how to set up "Added to cart" tracking.
Featured reviews carousel widget
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Viewed page
The number of site visitors who viewed a page where the featured reviews carousel widget appears, including anonymous visitors. -
Viewed carousel
Of the site visitors who viewed a page containing the featured reviews carousel, the number who viewed the widget. -
Clicked carousel
Of those who completed the steps above, the number of visitors who clicked on the carousel widget.
SEO / All reviews widget
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Viewed page
The number of site visitors who viewed a page where the SEO / All reviews widget appears, including anonymous visitors. -
Viewed widget
Of the site visitors who viewed a page containing the SEO / All reviews widget, the number who viewed the widget. -
Clicked product
Of those who completed the steps above, the number of visitors who clicked on the product in a review, which directs them to the product page.
Over time
The Over time tab of the Review conversion section shows how your conversion numbers have changed over time. See whether visitors are viewing reviews content more or less frequently, and how those reviews impact their likelihood of converting (i.e., adding the item to their cart).
Conversion
The Conversion tab of the Review conversion section shows whether visitors who engaged with review content were more or less likely to add items to their cart than visitors who did not engage with review content. Customers who engaged with reviews are site visitors who viewed reviews content or clicked on the reviews widget, including clicking on filters or expanding the review widget.
This tab is only available when the Product reviews widget or SEO / All reviews widget is selected and data on who has added items to their cart is available.
Top reviews
See which of your featured reviews are leading to the highest number of conversions. Click rate is defined as the number of times someone clicked a featured review divided by the number of times someone viewed that review.
This tab is only available when Featured reviews carousel widget is selected.
Review sentimentReview sentiment
Review sentiment analysis is an AI-powered feature that helps you identify themes in your reviews data. To enable this feature:
- Navigate to Reviews > Performance.
- Scroll down to the Review sentiment card.
- Click Enable sentiment analysis.
This step is only required once per account. It may take up to 10 minutes for data to appear.
Once your data loads, check the industry listed below Review topics. If it isn’t correct for your business, click Change industry to update it, as review topics are based on the selected industry.
Once you’ve enabled sentiment analysis, you’ll see 2 tabs:
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Over time
See review sentiment and topics for a specific time period (e.g., last 30 days). Change the timeframe for your results using the date selector below the Performance heading at the top of the page. -
By topic
Analyze the content of reviews over all time by review topic (e.g., customer service or sizing and fit).
An emoji next to a review topic indicates that there are a substantial number of reviews matching this topic with a shared sentiment.
Over time
The Over time tab contains the following sections:
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Review topics
Select a topic to filter the card by a specific topic. -
Positive / Negative
See a breakdown of the number of positive and negative comments, optionally filtered by topic. Click the number above Mentions to see the reviews that contributed to this count. -
Sentiment over time
See how sentiment is changing over time within the selected timeframe.
By topic
The By topic tab contains the following sections:
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Review topics
Review the percentage of reviews for each topic that are positive versus negative. -
Browse reviews by topic
Click a topic to see all reviews that relate to it within the selected time period.
Understanding views and impressions
A view is counted when a site visitor completes any of the following:
- 100px of the featured review carousel widget is visible for 3+ consecutive seconds
- 200px of the product reviews widget or SEO / All reviews widget is visible for 3+ consecutive seconds
- 100% of the star rating widget is visible for 2+ consecutive seconds
A review impression is counted when a site visitors completes any of the following:
- Views a widget (using the definitions above)
- Clicks any part of a widget
An impression is counted once per unique user, regardless of the number of qualifying site visits a user makes. If a visitor refreshes the page and views or clicks a widget again, this will not count as a second impression.
Not seeing data?Not seeing data?
Klaviyo Reviews began collecting analytics data on April 8, 2024. Data from before this date may be missing or incomplete.
Additional resources