How to calculate revenue per recipient
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 review 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.
- Navigate to the Campaigns tab.
- 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.
- Navigate to Analytics > Dashboards.
- Either navigate into an existing dashboard or create a new one by choosing Create Dashboard.
- 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.
- 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.
- Once you find the campaign you want to analyze, review the Rev/Rec column; this is your RPR for that campaign.
- Once you find the campaign you want to analyze, review the Rev/Rec column; this is your RPR for that particular campaign.
RPR or Rev/Rec is determined by the revenue generated from your campaign divided by the number of deliveries in that campaign. If you had campaign messages that were unable to be delivered, they are not counted in this number.
Individual flow RPR
The overview dashboard provides a way to review an individual flow’s RPR performance.
- Navigate to Analytics > Dashboards.
- Either navigate into an existing dashboard or create a new one by choosing Create Dashboard.
- 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.
- 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.
RPR or Rev/Rec is determined by the revenue generated from your flows divided by the number of deliveries. If you had flow messages that weren’t delivered, they are not counted in this number.
Additional resources
- Using revenue per recipient to inform your marketing strategies
Learn how to use revenue per recipient (RPR) in your marketing strategies to improve your campaign performance.
- Getting started with analytics or overview dashboards
Learn how to use analytics dashboards (also referred to as overview dashboards) and understand how each data card can measure performance. Once you send messages from Klaviyo, this dashboard is a place to visualize the data points and trends that matter most to your business.
- Getting started with email deliverability monitoring and performance metrics
Learn what good email deliverability metrics look like by industry, and which strategies to use to help improve your email performance. In this guide, find out about the specific open and click rate, both for email campaign and flow messages, that you should strive for after depending on what vertical or industry you are in. Additionally, learn ways to help mitigate potential deliverability issues and how to continue to monitor these rates over time.