Getting started with the Channel Performance dashboard
You will learn
Learn how to use the Channel performance dashboard to review attributed revenue, deliverability, and engagement across email, SMS, WhatsApp, and push. You can also review subscriber growth for email, SMS, and WhatsApp. Export the dashboard as an executive summary to share with your team.
This dashboard replaces the SMS dashboard.
Accessing and customizing the dashboard
Email is available in the dashboard for all accounts. The other channel options depend on your account’s consent records and push setup.
- Navigate to Analytics > Dashboards.
- Find and click on Channel performance from the list.
You can also go directly to klaviyo.com/curated-reports/channel-performance.
At the top of the dashboard, you have the following options to configure:
- The channel you want to review.
- A conversion metric to be analyzed in the dashboard.
- The time period that the data will pull from.
- The comparison period that will compare your performance to another time range.
Choosing a channel
Email loads first unless you open a link to another available channel. Use the Channel dropdown at the top of the dashboard to switch channels. Choose Text message to review SMS performance.
Text message appears when your account has SMS consent records. WhatsApp appears when it has WhatsApp marketing consent records. Push appears when iOS or Android push is set up.
Saved links to the SMS dashboard redirect to the Channel performance dashboard with Text message selected when that channel is available.
Changing and choosing the conversion metric
The conversion metric determines which action you measure for the selected channel. For example, choose Placed Order to review attributed order revenue and order rates. Delivery and subscriber counts are not limited to people who completed that action.
Keep in mind that if you choose a non-revenue based metric (e.g., Active on Site), parts of your dashboard will display as Attributed conversions. If you choose a revenue-based metric (e.g., Placed Order), your charts will instead display as Attributed revenue.
- To change the metric, click on the Conversion metric dropdown.
- Choose an option from that dropdown.
This selection is saved for you and updates your dashboard view. It does not change other users’ selected conversion metric.
Changing the time and comparison periods
- Click the control under Date range.
- Open the Time period dropdown.
- Choose from the following options:
- Week-to-date.
- Month-to-date.
- Year-to-date.
- Last 7 days.
- Last 30 days (default option).
- Last 90 days.
- Custom (up to 366 days between the start and end dates).
All data views are based on your account’s local timezone. Dates are inclusive of both start and end date. For example, if you select March 1–March 30, the data is inclusive of both March 1 and March 30. For a custom range, select the start and end dates in the date picker, no more than 366 days apart.
- To change the comparison period, click on the Comparison period dropdown.
- Choose how to compare performance in your selected time period:
- Previous year
- Previous period (default option)
- Custom: select the start and end dates to compare against.
Charts automatically group data by day, week, or month according to the length of the selected time period. For example, Last 7 days displays by day, while Last 30 days and Last 90 days display by week.
For example, if you choose the Previous year option and your time period is set to the last 7 days, your data will compare to the same 7 days in the previous year. If you choose the previous period, your data will compare to the same prior date range or, in this case, the 7 days prior to your chosen data range. If you choose a custom range, your data will compare to that particular range only.
- Once you are satisfied with your changes, click Apply.
Klaviyo attributed value card
The Klaviyo attributed value (KAV) card displays attributed revenue or conversions, depending on whether you choose a revenue or non-revenue metric. Here, you can see how your selected channel performs overall through revenue or conversions, deliveries, revenue per recipient for revenue metrics, and a breakdown of campaigns versus flows.
The SMS examples below illustrate these cards. Card titles and available metrics change with the channel you select.
Revenue or conversions section
The top large number is the total KAV: revenue or total conversions, depending on your conversion metric. The percentage below it is the selected channel’s share of attributed revenue or conversions across all channels. For example, if SMS accounts for 29%, it generated 29% of the attributed value across your channels.
Additionally, the percentage with the up or down arrow signifies how this KAV is different from your comparison period. In the example below this KAV is 87.2% higher compared to the same 90 days last year.
Below these numbers is a bar chart expressing this data daily, weekly, or monthly (depending on what time period you chose). You can also hover over any of these bars to see the total number of conversions or revenue amount, along with the percentage it represents at that point in time.
Deliveries section
The large top number represents messages recorded as successfully delivered for the selected channel. The percentage below it is that channel’s share of successful deliveries across all channels. For example, 7% for SMS means SMS accounts for 7% of successful deliveries, not 7% of all messages sent.
Additionally, the percentage arrow signifies the number of deliveries and how this compares to your comparison period. In the example below, this delivery count is 10.8% lower compared to the same 90 days last year.
Below these numbers is a bar chart expressing this data daily, weekly, or monthly (depending on what time period you chose). You can also hover over any of these bars to see the total number of deliveries, along with the percentage it represents at that point in time.
Conversions or revenue data (bottom data section)
Depending on what conversion metric you choose, the data at the bottom of the card will reflect additional performance indicators related to revenue or conversions.
Using a non-revenue metric
If you have chosen a non-revenue metric, you see the total number of conversions attributed to the selected channel in campaigns versus flows. The card also shows counts of campaign messages and flows represented in that period.
Using a revenue metric
If you have chosen a revenue-based metric, you see revenue per recipient and how it compares to the comparison period. You also see revenue attributed to the selected channel in campaigns versus flows, with counts of campaign messages and flows represented in that period.
Subscribers card
The Subscribers card includes subscriber totals and growth over time for email, text messages, and WhatsApp. It does not appear for push. Click View subscriber growth to learn more about subscriber sources in the subscriber growth report.
Subscribers represented in this card are those who have explicitly consented to receive marketing messages for the selected channel. People who opted in only to SMS order updates are not included in the text message subscriber count.
The top left number represents the total number of subscribers at the end of your chosen time period for the selected channel. By hovering over any of the bars in the chart, you can review the number of subscribers at that point in time.
The top right number represents new subscribers gained during your chosen time period for the selected channel. Hover over a bar to see the number of new subscribers added in that interval.
At the bottom of the card, Excluded profiles shows profiles removed from the selected channel’s marketing audience during the period. For SMS, reasons include an invalid number, a detected landline, a blocked message, carrier deactivation, or unsubscribing. This count covers profiles that previously belonged to that marketing audience.
Subscriber growth data is available from December 13, 2023. A time or comparison period that starts earlier has only partial subscriber data; a period entirely before that date has none.
Performance overview card
The performance overview card provides a breakdown of delivery, engagement, and conversions for the selected channel. For email, text messages, and WhatsApp, click View deliverability to open the channel’s deliverability report. This button is not available for push.
On the left side of the card, Delivered shows the delivery rate for the selected channel.
The remaining bars show engagement and conversion rates. Open, click, and conversion rates are measured against deliveries, not against the preceding bar. For example, 8,910 conversions from 116,220 delivered messages is about 7.7%, regardless of how many recipients clicked.
The available bars depend on the selected channel. Email and WhatsApp show opens and clicks; text messages show clicks; push shows opens. All channels show delivery and conversion rates.
- Delivered
The delivery rate: successfully delivered messages divided by sent messages for the selected channel. - Opened
The open rate: unique opens divided by deliveries. This appears for email, WhatsApp, and push. - Clicked
The click rate: unique clicks divided by deliveries. This appears for email, text messages, and WhatsApp. - Conversion metric (e.g., Placed Order)
Unique conversions attributed to messages divided by deliveries. The action measured follows your chosen conversion metric and your account’s attribution settings.
On the right side of the card, you can review supporting metrics. Availability depends on the channel and conversion metric:
- Click to order
Unique conversions for your selected metric divided by unique clicks. For Placed Order, this compares unique orders with unique clicks. - Avg. order value (shown if a revenue-based conversion metric is chosen)
The total monetary value of your conversions divided by the number of conversions that took place. - Unsubscribe rate
Unique unsubscribes divided by delivered messages. This appears for email, text messages, and WhatsApp, and excludes failed deliveries from the denominator. - Failed to deliver
The rate of failed or bounced messages for the selected channel. For SMS, reasons include a disconnected or unreachable device, carrier or recipient filtering or blocking, or a device that cannot receive SMS.
Additionally, if applicable, these metrics will include the positive or negative percentage difference from your comparison period.
Campaigns summary and flows summary cards
The campaigns summary card shows performance for campaign messages in the selected channel. The flows summary card shows that channel’s performance in flows. Use the campaigns or flows button on each card to explore the corresponding messages in more detail.
Data in the campaign or flow summary card
Depending on the channel and conversion metric you have chosen, you may see the following metrics:
- Deliveries or Delivered
The delivery rate for the selected channel. The tables also show the number of successfully delivered messages. - Opened or Opens
The open rate for email, WhatsApp, and push. The tables also show unique opens. - Click rate or Clicked
Unique clicks divided by deliveries, shown for email, text messages, and WhatsApp. - Conversion metric rate (e.g., Active on Site or Placed Order)
Unique conversions for your selected metric attributed to messages divided by deliveries, using your account’s attribution settings. - Unsubscribe rate or Unsubscribed
Unique unsubscribes divided by delivered messages, shown for email, text messages, and WhatsApp. - Revenue/recipient (only appears for revenue-based conversion metrics)
Revenue attributed to the selected channel divided by deliveries for the period. - Revenue (only appears for revenue-based conversion metrics)
The total revenue attributed to messages in the selected channel, with average order value.
In addition, the percentage with the up or down arrow signifies the positive or negative percentage difference from your comparison period.
To review these metrics over time, use the Performance by day, Performance by week, or Performance by month table below the summary.
Performance by [day, week, or month] table
Expand the Performance by day, Performance by week, or Performance by month section if it is collapsed. The table shows the available delivery, engagement, conversion, and unsubscribe metrics for each interval in your selected time period.
Campaigns with messages sent or Flows with messages sent tables
Expand Campaigns with messages sent or Flows with messages sent to see the available metrics for each campaign message or flow in your selected channel and time period. Click a message or flow name to open its report or flow builder.
You can also click on the Show button in the bottom left or click through the arrows in the lower right to expose more campaigns or flows.
Exporting to PDF
Exporting the dashboard to a PDF creates a downloadable executive summary that you can share with your team. The export reflects the selected channel and dashboard view. Paginated tables include the rows currently displayed, not every page automatically. You need permission to export dashboards.
- Review the selected channel, conversion metric, and date ranges. Expand the tables you want to include and choose the rows to display.
- Click on Export to PDF.
- In your browser’s print dialog, choose a PDF destination and the pages to include. Review the preview before saving.
- Save the PDF, choosing its file name and location.
- Open the PDF from the location you chose.
Reloading the dashboard
The Last updated timestamp in the upper right applies to your current view. It is not a record of updates made by other users.
- Reload the page in your browser to request updated dashboard data for your view.
Additional resources
Getting started with analytics or overview dashboards
Getting started with the business review dashboard
Getting started with the subscriber growth report