Email metrics reference

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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 into Metrics, or view the activity feed of your dashboard to see the email events in your account.

The following is what each metric means:

  • Bounced email
    When an email soft or hard bounced.
  • Clicked email
    When a recipient clicked an email.
  • Dropped email
    When an email was not sent because the email address is suspicious.
  • Merged profile 
    When two 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 a recipient opens an email.
  • 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 list
    When someone opts in to a list.
  • Unsubscribed
    When someone unsubscribes from emails globally.
  • Unsubscribed from list
    When someone unsubscribes from a specific list.

With the release of iOS15, 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. With this change, it’s important to understand that open rates will be inflated.

To see if your opens are affected, we suggest creating a custom report that includes an MPP property. You can also identify these opens in your individual subscriber segments.

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