Understanding portfolio reporting

You will learn

Learn about the reporting tools and functionality for portfolios. These features enable you to easily aggregate and analyze your data across multiple accounts (such as if you have different brands or use separate accounts for different regions).

With portfolio reporting, you can:

• Get a comprehensive look at your performance across accounts.
• Compare accounts in a single view and currency.
• Understand what drives conversions and revenue for each account.

Before you begin

During the portfolio setup process, Klaviyo automatically creates default portfolio metrics from the metric mappings in your linked accounts. You can also create additional portfolio metrics.

Portfolio metrics aggregate similar metrics across your accounts and create one metric for reporting at the portfolio level. For example, you may have multiple metrics that are associated with revenue across your portfolio that you want pulled together into one metric.

Portfolio metrics are based on either:

• Monetary Value, also referred to as revenue
• Event Count, also referred to as conversions

The information in the Home tab varies based on which type of metric is selected.

If no portfolio metrics are available, create one using the steps below. To change a default portfolio metric, update its mappings in the individual accounts. Learn more about portfolio mapped metrics.

How to add metrics in a portfolio

Tips for creating your metric:

• Name your portfolio metric in a way that represents all the metrics associated with it (e.g., “Orders” or “Placed Orders” for metrics that deal with customers making a purchase).
• Choose aggregated metrics that have similar data associated with them (e.g., create a single portfolio metric for all Placed Order events).

To create an additional portfolio metric, you need permission to create and edit portfolio metrics:

1. Navigate to Manage > Metrics in the portfolio.
2. Click Create metric.
3. Under Metric Name, input what you want the metric to be called in the portfolio (e.g., Order value).
   

1. Under Type, choose the type of metric (e.g., Monetary Value for placed orders).
   • The type affects whether the report shows the number of conversions (if Event Count is selected) or by revenue (if Monetary Value is selected).
2. In Definition, choose the account-level metric to map for each selected account (e.g., Placed Order). You can include 1 metric per account.
3. If you don’t want to include a specific account, clear its checkbox.
   • For instance, you may need to exclude an account for a portfolio metric because that account does not support a given metric.
4. Select Save and exit.
5. To add another portfolio metric, click Create metric and repeat steps 3–7.
6. To view a metric’s report, click View reporting next to the metric, or navigate to Home and select it in Portfolio metric.

Customize your portfolio report

On the Home tab, you’ll see your filters and options for viewing your accounts’ performance:

• Timeframe
  The time period that the report pulls in information from your linked accounts. The default is 7 days, but you can also view it as week-to-date, month-to-date, last 30 days, or a custom timeframe.
• Accounts
  The linked accounts you want to view in the graph and Performance breakdown. When you select a portfolio metric, the report selects the accounts mapped to it. Your account selection is saved.
• Portfolio metric
  The metric you want to examine in the report (such as Active on Site or Placed Order). Klaviyo remembers your selection. If no selection is saved, it uses the first available portfolio metric.
• Currency
  The currency used in the report. If your individual accounts use varying currencies, Klaviyo converts them to the currency you select for this report. This only applies to the portfolio report; adjusting this setting does not change the currency in any linked account. The initial default is your portfolio currency, and Klaviyo remembers your selection.
  • The Currency dropdown appears when at least 1 linked account uses a supported currency other than US dollars (USD), even if all linked accounts use the same currency.

Refresh the report

To refresh the report:

1. Navigate to the Home tab.
2. Click Refresh on the right side.

You can also see the last time the report updated on the right.

Understand the Top performing accounts report

The Top performing accounts report shows the top 3 accounts for up to 3 key performance indicators (KPIs). It covers the accounts mapped to the selected portfolio metric, regardless of the Accounts filter. This overview also shows how the portfolio and top accounts are trending compared to the previous period.

• A green arrow indicates a positive trend (e.g., increased revenue).
• A red arrow indicates a negative trend (e.g., fewer conversions).

The initial cards depend on whether the selected metric is based on revenue (i.e., monetary value) or conversions (i.e., event count). If you customize the cards, Klaviyo saves your choices.

• Revenue-based
  • Total revenue
  • Average order value (AOV)
  • Conversion rate
• Conversion-based metrics show:
  • Total revenue
  • Email open rate
  • Conversion rate

You can customize which aggregate metrics appear in Top performing accounts by changing, adding, or deleting cards:

1. Click the pencil icon in Top performing accounts.
2. Open a card’s 3-dot menu and select Edit, choose a metric, and click Save. To remove a card, select Delete and confirm. To fill an empty card, select Add metric, choose a metric, and click Add metric again.
3. Click Save and exit to save the report’s cards.

Understand the Accounts performance report

The Accounts performance report enables you to understand your marketing performance for each account as well as across accounts.

Depending on what metric you’ve selected in your filters, you’ll see either attributed conversions or revenue.

• The number of conversions shows for any metric assigned the Event Count type.
• The revenue amount shows for any metric assigned the Monetary Value type.

The table below shows examples of conversion- and revenue-based metrics. Note that since you can name the metrics shown in a portfolio, the names of your metrics may be different.

Conversion-based metrics (i.e., Event Count type)

Account performance overview

At the top, you’ll see a graph with 2 tabs:

• Attributed conversions
  Shows the conversions attributed to campaigns and flows.
  

• Channel mix
  Shows the conversions attributed to email, SMS, and mobile push.
  

In the upper right, you can pick how you want to view this information:

• Conversion count from highest to lowest, or lowest to highest
• Account name in alphabetical or reverse alphabetical order
  

Performance breakdown for conversion-based metrics

Under the graph, you can see the Performance breakdown section. This includes a table with more details about each account’s campaign and flow performance.

By default, you’ll see a table listing:

• Total conversions
• Conversions from campaigns
• Conversions from flows

In this view, there is a search bar, where you can search for a specific account, and 2 dropdowns to filter your view.

View attributed conversions for a specific channel (left dropdown)

Selecting the left dropdown provides the options of:

• Attributed conversions
• Campaigns performance
• Flows performance

Choosing either Campaigns performance or Flows performance changes the right dropdown so that you can:

• Choose a channel (Email, Text messaging, or Push)
• View campaign or flow performance for that channel, including:
  • Recipients
  • Open rate and unique opens (available for email). For mobile push open rates, use the Campaigns or Flows page.
  • Click rate and unique clicks (available for email and SMS)
  • Conversion rate and number of conversions
    

Compare attributed conversions across all channels (right dropdown)

Selecting only the right dropdown (i.e., if you leave the left dropdown as Attributed conversions) allows you to select:

• Campaigns & flows
• Campaigns
• Flows

Choosing either Campaigns or Flows shows you the following for each account’s campaigns or flows:

• Total conversions
• Email conversions
• SMS conversions
• Push conversions

Revenue-based metrics (i.e., Monetary Value type)

Account performance overview

At the top, you’ll see a graph with 2 tabs:

• Attributed revenue
  Shows the revenue attributed to campaigns and flows.
  

• Channel mix
  Shows the revenue attributed to email, SMS, and mobile push.
  

In the upper right, you can pick how you want to view this information:

• Revenue from highest to lowest, or lowest to highest
• Account name in alphabetical or reverse alphabetical order
  

Performance breakdown for revenue-based metrics

Under the graph, you can see a table with more details about each account’s campaign and flow performance.

By default, you’ll see a table listing:

• Total revenue
• Revenue from campaigns
• Revenue from flows
• Average order value
  

In this view, there is a search bar, where you can search for a specific account, and 2 dropdowns to filter your view.

View attributed revenue for a specific channel (left dropdown)

Selecting the left dropdown provides the options of:

• Attributed revenue
• Campaigns performance
• Flows performance.

Choosing either Campaigns performance or Flows performance changes the right dropdown so that you can:

• Choose a channel (Email, Text messaging, or Push)
• View campaign or flow performance for that channel:
  • Recipients
  • Open rate and unique opens (available for email). For mobile push open rates, use the Campaigns or Flows page.
  • Click rate and unique clicks (available for email and SMS)
  • Conversion rate, number of conversions, and revenue amount

Compare attributed revenue across all channels (right dropdown)

Selecting only the right dropdown (i.e., if you leave the left dropdown as Attributed revenue) allows you to select:

• Campaigns & flows
• Campaigns
• Flows

Choosing either Campaigns or Flows shows you the following for each account’s campaigns or flows:

• Total revenue
• Email revenue
• SMS revenue
• Push revenue

Export portfolio reports

To export analytics from the Accounts performance report:

1. Navigate to Home and select the accounts, timeframe, portfolio metric, and currency you want to export.
2. In Performance breakdown, click Export CSV.

3. Select an export option:
   • Accounts performance overview
     This report exports your data grouped by account and downloads immediately.
   • All campaigns and flows by account
     This report exports your data broken down by the active or sent individual campaigns and flows for each account.
4. If you chose All campaigns and flows by account, allow a few minutes for processing. If processing takes more than 1 minute, you’ll receive an email when the report is ready.
5. To retrieve All campaigns and flows by account, return to Home > Performance breakdown and click Recent downloads.

6. Click Download next to the report. If the row shows Processing, wait until the report is ready.

Understand campaign or flow performance data

Review and compare how specific campaigns or flows are contributing to success per account, and compare aggregated performance without having to log into individual accounts.

Click Campaigns or Flows in the left navigation. To open one account’s results from Home > Performance breakdown, select Campaigns performance or Flows performance in Performance views, then click the account name.

Alternatively, select Attributed revenue or Attributed conversions in Performance views, choose Campaigns or Flows in Message type, and click the account name.

Customize your view

At the top of your dashboard, you’ll see your filters and options for viewing your accounts’ performance:

• Accounts
  Choose the linked accounts you want to view. Only accounts mapped to the selected portfolio metric contribute data. Klaviyo remembers your account selection.
• Timeframe
  The time period that the report pulls in information from your linked accounts. The initial default is 7 days, but you can also view week-to-date, month-to-date, last 30 days, or a custom timeframe. Klaviyo remembers your selection.
• Portfolio metric
  The metric you want to examine in the report (such as Active on Site or Placed Order). Klaviyo remembers your selection. If no selection is saved, it uses the first available portfolio metric.
• Channel
  The marketing channel used by the campaign or flow. Choose Email, Text messaging, or Push.
• Currency
  The currency used in the dashboard. If your individual accounts use varying currencies, Klaviyo converts them to the currency you select for this report. This only applies to the portfolio report; adjusting this setting does not change the currency in any linked account. The initial default is US dollars (USD), and Klaviyo remembers your selection.
• Status (Flows only)
  Filter flows by Live or Manual. Both are selected initially.

Review the table

The table displays information about each campaign or flow per account. Columns include:

• Campaign or Flow
  The campaign or flow name. Campaign rows include recipient list or segment information; flow rows include the flow trigger.
• Account
  Name of the account the campaign or flow belongs to.
• Channel
  Whether the campaign was an email, SMS, or push message. If your flow is a combination of multiple channels, you will see those reflected here.
• Status
  The campaign or flow’s current status, such as Sent for campaigns or Live and Manual for flows.
• Send date
  When the particular campaign was sent.
• Open rate (available for email and push)
  The rate at which your customers open your emails or push messages. This is the number of individuals opening your email or push notification divided by the number of recipients. This column will also show the unique open count below the rate.
• Click rate (available for email and SMS)
  The rate at which your customers clicked your emails or SMS messages. This is the percentage of people who clicked a link in your message out of the people who received it. This column will also show the unique click count below the rate.
• Conversions
  The conversion rate attributed to the campaign or flow, with the unique conversion count below it.
• Revenue
  For a monetary-value metric, this column shows the value of the selected events attributed to the campaign or flow, with revenue per recipient below it. For example, Placed Order measures order value, while Added to Cart measures cart value rather than completed sales.

Additional dashboard actions

Sort the dashboard

Hover over a column heading and click the arrow to sort the table in ascending or descending order.

Copy a campaign ID

To copy an individual campaign’s ID to your clipboard, open its 3-dot menu and select Copy campaign ID. This action is available on the Campaigns page.

Export your data

Review and compare your accounts and their campaign or flow performance by exporting the raw data. Click Export CSV to download this information. The export uses your selected accounts, timeframe, portfolio metric, channel, and currency. It uses fixed columns and does not preserve the table’s sort order or apply the flow Status filter. Check the CSV’s Status column if you need only Live or Manual flows.

Additional resources