Email metrics reference
You will learn
Learn more about what specific metrics in Klaviyo are associated with your customers' interactions with your emails. Understanding the metrics in your account is crucial to gaining insight into how your marketing initiatives are performing.
Email metrics
To see your email metrics data, navigate to Analytics > Metrics. Click a metric to view its data, or select View activity feed to see recent events in your account.
The following is what each metric means:
- Bounced Email
When an email soft or hard bounces. - Clicked Email
When a tracked link in an email is clicked. These events can include automated bot clicks, so they do not always indicate human engagement. Learn about bot clicks. - Dropped Email
When an email provider declines to send an email, for example because the recipient's address is suppressed or invalid. A difference between suppression status in Klaviyo and the provider can cause this. - Merged Profile
When 2 profiles merge together, one merges “into” the other; the remaining single profile will have this metric tracked. - Marked Email as Spam
When a recipient marks an email as spam. - Opened Email
When Klaviyo records an email open through its tracking pixel. This can include automated opens from Apple Mail Privacy Protection (MPP), as explained below. - Received Email
When a recipient receives an email. - Subscribed to Back in Stock
When a recipient subscribes to be notified about an item being back in stock. - Subscribed to Email Marketing
When a profile subscribes to email marketing. This can occur with or without joining a list. - Subscribed to List
When someone opts in to a list. - Clicked email to unsubscribe
When a recipient uses an email's unsubscribe link to unsubscribe. This records the unsubscribe associated with that email. For consent changes through other methods, use Unsubscribed from Email Marketing. - Unsubscribed from Email Marketing
When a profile's email marketing consent is revoked, including through an email unsubscribe link, a manual change in Klaviyo, or the API. - Unsubscribed from List
When someone unsubscribes from a specific list.
Open and click tracking are separate from email marketing consent. If open or click tracking is disabled for your account, or a profile has opted out of that tracking, Klaviyo does not record the corresponding events. Learn about tracking consent.
With the release of iOS 15, macOS Monterey, iPadOS 15, and watchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. These automatic opens can inflate open rates without a recipient opening the email.
To see if your opens are affected, create a custom report that includes Apple privacy opens. You can also identify these opens in your subscriber segments using the Apple Privacy Open property. A value of True does not tell you whether the recipient personally opened the email.
Additional resources
- Understanding SMS metrics
Learn about the SMS metrics that are pulled into Klaviyo, such as what they are, where to find them, and what they mean.