Review Campaign Analytics - Startup

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Klaviyo's built-in campaign reporting includes the basics of delivery rate and data around opens and clicks, as well as website activity, checkouts started, and revenue that is directly attributable to your email.

View General Campaign Analytics

Navigate to your account's Campaigns tab and you'll see a list of all the campaigns you've created and sent.


For sent campaigns, open and click rates are accessible right on this front page.

The far right column displays data around an adjustable conversion metric. You can update it by clicking on the name of the metric and choosing a different one; this allows you to get a comprehensive understanding of how your campaign performed across a number of different metrics by toggling in real-time.


The Placed Order metric in Klaviyo is always customizable. Some example use cases are as follows:
  • See the number of purchases that occurred as a direct result of an email.
  • See how many people viewed at least one product page.
  • See how many people started a checkout after receiving your email.

Individual Campaign Activity Overview

When you click on any sent campaign, you'll be taken to a page with more detailed analytics for that individual campaign.


The graph at the top of the page shows hourly engagement for the first 48 hours after your campaign was sent. You can toggle on/off the different metrics that populate this graph, choosing from Delivered, Opened, Clicked, and then a conversion metric of your choice.


The conversion metric you see here can be adjusted, the same way it can be adjusted when viewing front page analytics. To change the conversion metric in this view, just click on the metric itself and you will see a change menu pop up.


The lefthand area below the graph has summary information for your campaign. This information shows:


  • Subject
    The subject line of the campaign
  • From / Reply-To
    The from/reply-to email set for the campaign
  • Sent To
    Name of the campaign's target list/segment and total number of recipients
  • Sent On
    The date/time the campaign was sent
  • People Skipped
    This section displays the number of people that were "Skipped" by the campaign send, grouping people into key buckets based on why they were skipped; for example, if your campaign had Smart Sending enabled, this section will show how many people were skipped because they had received another email too recently

The key metrics area below the graph shows more detail around how recipients engaged with your campaign.

  • Opens and Clicks
    The data you see directly under the graph represents unique opens and clicks, whereas the Total Opens and Total Clicks data you see below represents all the opens/clicks recorded. These numbers will likely be different.
  • Conversion Metric
    Below the section with Opened and Clicked data, you will see a star icon that represents a configurable conversion metric - you can change this by clicking on it and using the menu that appears; the metric you select will also determine the data that is displayed.
  • Spam Complaints
    This is the percentage of spam complaints received; this number does not represent the percentage of emails that went to the spam folder, but rather what percentage of people marked the email as spam after receiving it in their inbox.
  • Successful Deliveries and Bounces
    If you notice that your Successful Delivery rate drops below 99%, and your bounce rate is increasing above 1%, this suggests that you should probably clean your lists.

Conversion Tracking

By default, conversions for each campaign are tracked up to 5 days after an email is sent; you can adjust this conversion period for your account by navigating to the Account > Settings > Email Settings page and scrolling to the Email Conversions & Smart Sending section.

We associate opens/clicks/revenue with the date the email was sent. If someone was sent a campaign email on 8/01, opened and clicked on it on 8/02, then made a purchase on 8/03, we'd associate the open, click, and purchase with 8/01.

The Difference Between Klaviyo Conversion Tracking and Google Analytics Conversion Tracking

Google Analytics uses pixel tracking and Klaviyo uses data directly from your database, so it's likely the analytics between both services won't always align. In general, Klaviyo is much more accurate than Google Analytics.

Here are a few commons scenarios where Google Analytics and other pixel-based tracking systems will not record a conversion:

  • A subscriber receives an email, reads it, does not click on a link, but goes to your store and makes a purchase. Google Analytics doesn't know they read your email, but Klaviyo does.
  • A subscriber receives an email, reads it, clicks on a link from their phone. They wait until later to complete their purchase and they complete the purchase from their laptop instead of their phone. In this case, Google Analytics does not record a conversion because they read and click the email on their phone, but not on their laptop. Klaviyo does see the conversion by stitching together the customer's activity and noticing which email they read before making their purchase.

Because of this fundamental difference, we recommend deferring to Klaviyo's conversion analytics.

Review Recipient Activity

The Recipient Activity tab contains data about how each recipient has engaged with your campaign.


Recipient Activity data can be exported by clicking the Export CSV button.


The Recipient Activity data available here includes:

  • Recipients
    Every person received the email in their inbox
  • Opened
    People who have opened the email at least once
  • Clicked
    People who have clicked a link inside the email

Select Other to view additional data:

  • Unsubscribed
    People who unsubscribed through the unsubscribe link in your email
  • Marked as Spam
    People who have marked this email as spam after receiving it
  • Bounced
    When trying to send to these people, we received a delivery failure notification
  • Skipped
    The "Skipped" section will include buckets for each reason people were been skipped, such as "Person is no longer in list", "Smart Sending", or "Person is Suppressed"


Review Link Activity

The Link Activity tab contains analytics for the links tracked in your campaign email.


Klaviyo tracks who has clicked a link in the email, how many times they've clicked, and how many times the links have been clicked overall. Below these analytics is a list of the top 25 links in each campaign, including the unique and total clicks. You can toggle between a table view and a visual view of the clicks in the campaign.

One thing to note is that Klaviyo's default tracking UTM parameters will be automatically stripped in the report. If you'd like UTM parameters to appear in the Link Activity tab, you can use custom UTMs instead. Klaviyo will also automatically strip the following tags:

  • utm_medium
  • utm_campaign
  • utm_source
  • utm_term
  • _ke

If you're interested in constructing your own custom UTM parameters, you can use the following format:

Tracking Links

The Link Activity report will only record clicks to unique URLs. If you have several elements in your email that link to the same URL, you will not be able to tell which element was clicked the most.  

If you'd like to differentiate between elements that link to the same location, you can add identifying URL parameters to your links in your email.  For example, instead of having a button and an image both link to, you could have:


Both of the links would still go to the same place, but they will be tracked separately in the Link Activity report.

Review Conversion Activity and Advanced Reporting

The Conversion Activity tab allows you to filter your revenue conversions by product name, SKU, or by collection. The filtered view will then display the number of conversions as well as the total conversion value. This tab is helpful if you're curious how your revenue conversions for a campaign break down across your product catalog.


Advanced Reports

Klaviyo's Advanced Reports tab features three main sections:

  • Performance by Email Domain
    If you are noticing general email deliverability issues, this advanced report can help you determine if these issues can be isolated to a specific email domain (i.e. Gmail, Yahoo, etc.)
  • Performance by Email Client
    We report the percent of emails viewed on desktop vs. mobile, as well as the performance of each desktop and mobile client; if your audience is mainly viewing your email on mobile, optimizing your templates for mobile viewing should become a priority
  • Performance by Country
    This section can help you better understand your contact base; paying attention to the performance breakdown by country can help you optimize send times and messaging for your primary audience

The "Watch Live" Map

You can also use the Watch Live map to view campaign metrics on a Google Maps overlay as they unfold.

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