You will learn
Learn how to calculate revenue per recipient (RPR) and understand how each of your marketing channels is performing. RPR helps you to determine the success of a campaign or flow and is a great way to hone in on individual channel performance and opportunities for growth.
Before you begin
Ensure that your Klaviyo account is integrated with an ecommerce platform and that you have sent a campaign or flow so that you have data to generate RPR. You can also use a custom placed order metric to determine revenue per recipient as long as that metric uses $value as a property.
We recommend that you have at least a month’s worth of campaigns to get an accurate baseline portrait of RPR.
Revenue per recipient review
Cumulative 30-day campaign RPR
The campaigns section contains a 30-day average of your RPR across all campaigns.
1. Navigate to the Campaigns tab.
2. In Email Performance Review, look for Revenue Per Recipient on the right-hand side. This RPR represents your average over the last 30 days with a comparison to similar industries and your performance (Excellent, Fair, or Poor).
Individual campaign RPR
The overview dashboard provides a way to review an individual campaign’s RPR performance.
1. Navigate to Analytics > Dashboards.
2. Either navigate into an existing dashboard or create a new one by choosing Create Dashboard.
3. Look for the Campaign Performance Detail card. If you do not have this card on your dashboard, click Add Card to find it and add it to your view.
4. Find the campaign you wish to review RPR for from the list. Note that you may need to use the arrows at the bottom of the card to find older campaigns.
5. Once you find the campaign you want to analyze, review the Rev/Rec column; this is your RPR for that particular campaign.
Individual flow RPR
The overview dashboard provides a way to review an individual flow’s RPR performance.
1. Navigate to Analytics > Dashboards.
2. Either navigate into an existing dashboard or create a new one by choosing Create Dashboard.
3. Look for the Flow Performance Detail card. If you do not have this card on your dashboard, click Add Card to find it and add it to your view.
4. Find the flow you wish to review RPR for from the list. Note that you may need to use the arrows at the bottom of the card to find older flows.
5. Once you find the flow you want to analyze, review the Rev/Rec column; this is your RPR for that particular campaign.