Getting started with the Catalog Insights dashboards

You will learn

Learn how to use Catalog Insights, including the Product Analysis and Category Analysis dashboards, to understand customer purchasing behaviors and craft targeted marketing to match. Review insights around how, what, and when products and categories in your catalog are driving orders and align your messaging at the right time in the customer journey.

Strategically using Catalog Insights

Catalog Insights offers two dashboards: Product Analysis and Category Analysis.

Product Analysis gives you granular, product-level insight which is useful for precise flow timing, bundle recommendations, and next-product targeting. Category Analysis shows the same patterns rolled up to the category level, making it easier to spot broad trends, cross-category affinities, and strategic merchandising opportunities without getting lost in individual SKUs.

Used together, the dashboards give you a fuller picture of your catalog performance, helping you tailor marketing strategies that work at every level, from broad category trends to individual product recommendations. Here are some examples of how to put those insights into action:

• Adjust post-purchase flow timing
  Set up a flow triggered off a purchase event and add a wait step based on insights from the Repeat purchase timing card for the relevant product or category.
• Adjust post-purchase flow content
  Set up a flow triggered off of a purchase event to promote a product or category recommendation from insights in the Products / Categories bought in the next order card.
• Automate recommended bundles/co-purchases
  Set up a flow triggered off an abandoned cart event with a reminder to purchase and a recommendation drawn from the Products / Categories bought in the same cart card.
• Inform your merchandising strategy
  Identify the best products or categories to promote together or in succession in campaigns, using the Products / Categories bought in the next order or Products / Categories bought in the same cart cards.

Before you begin

Setting up your dashboards

To get started with your dashboards, follow these steps:

1. Ensure your integration is connected
   Verify that your ecommerce integration is properly connected to Klaviyo.
2. Sync your catalog
   Once you have configured your integration, make sure your product catalog is synced by reviewing the information in the Products page (in Klaviyo, click the Content dropdown on the left, then select Products). Review the Items tab to ensure all of your products are appearing properly as well as the Categories tab. Note that category data is sourced from the category fields in your product catalog as passed through your ecommerce integration (e.g. Shopify collections / smart collections / tags).
3. Map the Revenue metric to your Placed Order event
   This is the metric used to populate your dashboard. You must ensure that your portfolio or account mapped metrics have Revenue mapped to your Placed Order event.
   • Using standard integrations: If you're using a standard ecommerce integration (e.g., Shopify, WooCommerce), Placed Order events are automatically ingested and include all required data.
   • Using custom metrics or non-standard integrations: You can map Revenue to custom metrics or custom events. However, ensure that these events follow the same structure as Placed Order events or include the following parameters: product ID, order ID, price, and quantity. For more information on the recommended event structure, see the Placed Order event schema.
4. Set up report exclusions (optional)
   Once your dashboards are populated, select Advanced settings, then choose Edit product analysis settings or Edit category analysis settings. Product analysis lets you exclude products or categories; Category analysis lets you exclude categories. Follow the exclusion setup steps below, and save changes for each dashboard separately.

What data is included

• Product and category data for the selected time period, up to the last 2 years.
• Only purchase events (e.g., no views, added to cart events, etc.).
• Single product or category views (i.e., replenishment or repeat purchases of the same product do not get matched up).

Navigating to Catalog Insights

Navigate to Personalization > Catalog insights. This is the navigation path for accounts with access through Personalization or Advanced KDP.

From the Catalog insights section, switch between the Product analysis and Category analysis dashboards using the tabs at the top of the page.

Using the dashboards

Understanding your insights cards

Select a product or category from the left-hand panel to populate the cards on the right. Use the Products or Category filter to search for items, and use Sort by to sort by revenue or customers, from high to low or low to high. All cards update to reflect your selection.

Use Time period to choose Last 90 days, Last 6 months, Last 1 year, or Last 2 years. The initial selection is Last 1 year, and Klaviyo remembers your choice for each dashboard.

Both dashboards include Repeat purchase timing, bought in the same cart, and bought in the next order cards for the selected product or category. Category analysis also includes a Products in this category card.

Repeat purchase timing card

The Repeat purchase timing card visualizes the time between the purchase of a selected product or category and the customer's next order. This helps you understand purchasing behaviors tied to specific products or categories, so you can craft flows and campaigns relative to when customers are most likely to make a second purchase. You can also use this to identify products or categories with a shorter time between purchases and target those customers to encourage repeat shopping.

The x-axis of the chart represents the days between the first product order and the customer’s next purchase. The chart displays up to 180 days, grouped into 5-day intervals. The y-axis is the number of customers who placed a second order.

Bought in the same cart card

The Products bought in the same cart and Categories bought in the same cart cards show a ranked list of products or categories purchased in the same transaction as your selection, with a co-purchase rate showing the percentage of orders that included both. Use these insights to identify bundle opportunities, inform cross-sell offers promoting complementary products in a post-purchase flow or targeting customers based on category affinities in a campaign, or even offer discounts on certain secondary items at checkout.

Bought in the next order card

The Products bought in the next order and Categories bought in the next order cards show a ranked list of products or categories purchased in a subsequent order, with a post-purchase rate and median days between orders. Use these insights to personalize follow-up flows and campaigns with the most likely next product or category purchase, helping you guide customers naturally from one purchase to the next.

Products in this category card

In Category analysis, the Products in this category card lists products within the selected category. Sort by Purchase rate or Revenue to identify products to feature in your marketing.

Showing and hiding rows

Each card's table includes Show / Hide functionality to help you focus on what's relevant. Click Hide on any row to remove it from view without excluding it from reporting or predicted properties. To bring hidden rows back, click Unhide rows. This is useful for temporarily clearing out products or categories that aren't relevant to your business right now, while keeping their data intact.

Export to CSV

You can also export data from these cards to a CSV file. Select the Export to CSV button on the card you'd like to export data for. This will download a CSV with the card's data for the selected time period. Hidden table rows are omitted from the export; click Unhide rows before exporting if you want to include them.

Action center

The action center provides you with recommendations and key steps you should take to improve your performance and get more value from catalog insights.

To access the action center, select the Action center button on the Catalog Insights page.

You’ll see key actions that you should take, in the order they should be completed. You can complete actions like building a flow directly from the action center.

To hide a recommendation in the action center, select Dismiss. This will cause the item to go into the Archived tab.

Predictive profile properties

Catalog Insights generates two predictive properties on customer profiles, visible under Predictive analytics. These are derived from patterns across your entire catalog to give you the most accurate picture of each customer's buying behavior. Rather than manually interpreting the data, these properties allow you to take action on your catalog insights seamlessly, making it easy to build targeted segments, trigger timely flows, and deliver personalized recommendations without additional analysis.

Best cross-sell date

The Best cross-sell date property indicates the optimal time to attempt a cross-sell for a profile, based on the purchasing patterns of customers who bought the same item. This is a dynamic property that updates daily when a profile makes a purchase.

If there is not enough data to make a recommendation based on a product's subsequent purchases, Klaviyo will identify the best cross-sell date based on your entire product catalog.

Build a segment using best cross-sell date

You can also use the best cross-sell date in segments to group customers based on when the best time to attempt cross-selling to them is. For example, you can send a campaign with a coupon code to a group of customers with an upcoming best cross-sell date to further encourage them to purchase.

To create a segment based on the best cross-sell date, select Best cross-sell date under Predictive analytics about someone in the segment builder.

Next best product

The Next best product property determines the next best product for a profile based on their most recent purchase. As a profile continues to place orders, this property updates automatically. The following are excluded from the model:

• The first 48 hours of repeat purchase data for a profile. The first 48 hours after a purchase generally has the highest volume of returns and exchanges, and can skew results.
• Unpublished products.
• Out of stock products.
• Refunded orders.
• Cancelled orders.
• Products and products within categories excluded in Next best product settings. Report exclusions do not change these recommendations.

If a profile does not have a recommended Next best product because they have never made a purchase, Klaviyo uses your most popular product based on the number of units sold as a fallback. If that product is unavailable, a different published product can appear in the message instead.

Using next best product in templates

To make your marketing sends more effective, you can leverage the Next best product profile property. You can take advantage of this profile property through the Next best product block. This product block will show each recipient the next best product they are most likely to purchase based on their last purchase.

For email templates, add a Next best product block. For RCS, SMS, or WhatsApp messages, select Next Best Product in the product picker and follow the linked channel-specific steps. You can also use the next best product templates in the Campaigns and Flows library to get started.

Additionally, make sure to configure the appearance of the block to meet your design requirements.

Learn how to style product blocks in the template editor.

Catalog exclusions

Default exclusions

Refunded and cancelled orders are excluded from your dashboards automatically.

However, there is some integration-specific behavior to note:

• SFCC integrations
  Salesforce commerce cloud (SFCC) integrations do not support the exclusion of refunded and cancelled orders.
• PrestaShop integrations
  Only fully refunded orders are supported with catalog exclusions on PrestaShop integrations. A partially refunded order will not be excluded.
• Custom integrations
  If you have a custom integration, you must have the appropriate metric mapping set up for the cancelled and refunded order metrics.

Product and category exclusions

In Catalog insights, you can exclude products or categories from Product analysis and categories from Category analysis. These updates only apply to your own report views.

Updating category and product exclusions

1. In Catalog insights, select Advanced settings, then choose Edit product analysis settings or Edit category analysis settings for the report you want to update.
2. Expand Excluded categories to choose categories. In Product analysis settings, you can also expand Excluded products to choose individual products.
3. Search for and select the categories or products you want to exclude. Changes to Product analysis settings do not affect Category analysis, and vice versa.
4. Select Save to immediately apply your changes to your reports.
5. To update the other dashboard, open its settings and repeat these steps.

Troubleshooting

If you encounter issues with your Catalog Insights reports, review the common error messages and solutions below:

If you continue to see these error messages after completing the steps above, please contact support for assistance.

Additional resources

Getting started with Advanced KDP

How to add a product block to an email

How to use product feeds and recommendations

How to use next best product in mobile messages