How to use the conversion overview dashboard

You will learn

Learn how to analyze your total conversions and revenue, including Klaviyo attributed values, via the Conversion overview dashboard. You can also review how many profiles are completing different numbers of conversions and the total revenue they represent. This dashboard enables you to optimize marketing efforts and increase conversion rates by targeting specific segments based on conversion behaviors.  

Before you begin

This dashboard is calculated using event data. Thus, you may see a difference in how other Klaviyo reports or dashboards calculate attributed revenue (e.g., the Home dashboard uses data based on when the message was sent).

Accessing and customizing the dashboard

1. Depending on your account setup, navigate to CDP > Intelligence > Customer insights > Conversion overview. 
2. Optional: Once inside the dashboard, select the Conversion metric dropdown to adjust the metric used to calculate the dashboard. For example, if you choose Ordered Product, you will see revenue and conversions related to completed purchases. Learn more about tracking message conversion tracking.
   
3. Click on the time period dropdown. Choose from the following options:
   
   • Last 30 days (default option)
   • Last 90 days
   • Month-to-date
   • Year-to-date
   • Last month
   • Last 3 months
   • Last 12 months
   • Year-to-date
   • Custom
     
4. Optional: if you want to narrow your dashboard to show data specific to a certain segment, click on the Segment dropdown. From here, choose the segment you want to evaluate.
   Note that if your time period is before June 21, 2023, you cannot choose a specific segment. Additionally, if you analyze all active profiles and not a specific segment, it will pull in all profiles that were active within your chosen time period. 
   
5. Optional: to change the comparison period, select the Previous period dropdown.
   
   Choose whether you want to compare your performance in your date range to the:
   • Previous year
   • Previous period
     

     This option compares your data to the same prior date range. For example, if you select the Previous year option and set your time period to the Last 30 days, the dashboard will compare your data to the corresponding 30 days from the previous year. If you choose the Previous period, your data will compare to the same prior date range or, in this case, the preceding 30 days to our chosen data range.

   • Custom set of date ranges.
     

     If you choose a custom range, your data will compare to that particular range only.

   Reviewing the dashboard

   Reviewing the dashboard

   Overview card

   Overview card

   The top Overview card displays information on total revenue and conversions, highlighting the specific amounts that can be attributed to Klaviyo. 

   • Attributed revenue is revenue that can be directly tied to Klaviyo.
   • Total revenue represents Klaviyo revenue and any additional revenue sources you may have (e.g., ads, other channels, in-store purchases, etc.).

   You can see the representation of the total conversion and revenue values in both numbers and bar charts, as shown below. 

   

   You will also be able to see the percentage change compared to the previous period for all revenue or conversions. A positive change will reflect as green, while a negative change will reflect as red.

   On the right-hand side of the card, you can review profile information associated with your conversions and revenue. These include the following values:

   • Active profiles
     The total number of profiles that can be emailed through Klaviyo during your chosen time period. 
   • Profiles converted
     The number of profiles that converted within your chosen time period.
   • Average order value
     The average revenue spent per conversion.
   Conversion group characteristics  card

   Conversion group characteristics  card

   The Conversion group characteristics card represents the total number of conversions and the revenue per grouping. 

   

   The top of the card shows the conversion group (e.g., 3 conversions) and the total number of individual profiles who are in that grouping or completed a conversion event (i.e., the metric you chose at the top).

    

   

   The table on the bottom shows the conversion group and specific related values. For example, if you have a group of profiles who made 2 conversions, you can see what this represents in terms of the total:

   • Number of profiles
   • Number of individual conversions
   • Revenue

   The Total conversions and Total revenue columns also break out these values in terms of total vs. Klaviyo attribute numbers. 

   

   Additional resources

   Additional resources

   Understanding message conversion tracking

   Understanding message attribution