Glossary of Metrics and Reporting Terms

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Overview

There are many terms found throughout Klaviyo that pertain to Metrics and Reporting. In this article, you will find a complete list of their definitions alongside images to help you understand each term. Knowing the meaning behind your metrics and reporting tools is a crucial step in the direction of interpreting and analyzing your data to promote business growth.

Terms in the Dashboard Tab

In the Performance Tab

Navigate to Dashboard > Performance.

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  • Total Revenue: the sum of all revenue for a select timeframe
  • Revenue from Klaviyo: the sum of all Klaviyo attribute revenue for a select timeframe
  • Flows: the sum of all revenue deriving from all live and manual flows sent in a given timeframe
  • Campaigns: the sum of all revenue deriving from campaigns sent in a given timeframe
  • $/Recipient: revenue from Klaviyo / number of delivered flows and campaigns
  • Email: the sum of all revenue from Klaviyo emails (in both flows and campaigns)
  • SMS: the sum of all revenue from Klaviyo SMS
  • Push: the sum of all revenue from Klaviyo push notifications

In the Analytics Tab

Navigate to Dashboard > Analytics.

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The following views are prebuilt in the Klaviyo platform, though you also have the choice to generate your own view by selecting Create New View.

  • Business Health Check: provides analytics for an overall view of your business' health; key metrics include revenue, order information, and user activity
  • Business Overview: includes analytics to show your business' performance on a broad scale for a general overview; some key metrics include placed orders, active on site, and revenue per recipient
  • Campaigns Overview: allows you to see all campaign data in one place; key metrics are open rate, click rate, and conversions across all of your campaigns
  • Email Overview: includes all campaign and flow email data; when monitoring deliverability, you can look here for bounce rates, spam complaints, and unsubscribes
  • Flows Overview: allows you to see all flow data in one place; keep track of which flows perform best and which need tweaking with key metrics like open rates, click rates, and attribution rates
  • Forms Overview: includes all form data; some key metrics are form submit rate, total viewed form, average daily unsubscribe rate, and total submitted forms

For a complete breakdown of what each metric value means, please see our documentation on Email Metrics and SMS Metrics respectively.

Terms in Message Report

The Message Report is found within individual flow messages or campaign emails.

In the Overview

For campaigns, navigate to the Campaigns tab and click on the specific campaign email you want to focus on. Then, select Overview.

For flows, navigate to the Flows tab. Select the specific flow and email within that flow that you want to focus on. Click on View all Analytics and then select Overview.

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  • Account Activated (%): the value of the conversion metric in the timeframe selected at the top of the page
  • Clicked (%): count of unique clicks divided by the count of deliveries in the timeframe selected at the top of the page
  • Opened (%): count of unique opens divided by the count of deliveries in the timeframe selected at the top of the page
  • Spam Complaints (%): count of unique spam complaints divided by the count of deliveries in the timeframe selected at the top of the page
  • Unsubscribes (%): count of unique unsubscribes divided by the count of deliveries in the timeframe selected at the top of the page
  • Successful Deliveries: total count and percentage of emails delivered for the selected timeframe in the chart
  • Bounced: total count and percentage of emails bounced for the selected timeframe in the chart
  • Total Opens: total count of emails opened for the selected timeframe in the chart
  • Total Clicks: total count of emails clicked for the selected timeframe in the chart
  • Last Open: the timestamp of the most recent opened email event for this specific email
  • Last Click: the timestamp of the most recent clicked email event for this specific email

Under Recipient Activity

For campaigns, navigate to the Campaigns tab. Select the specific campaign that you want to focus on and click Recipient Activity.

For flows, navigate to the Flows tab and select the specific flow you want to focus on. Then, click into the flow email and select View all Analytics. Click into Recipient Activity.

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  • Waiting (for flows only): the count of queued emails within a flow that will be sent in the future
  • Needs Review (for flows only): the count of emails within a flow that will not send until reviewed because the flow was sent to manual when queued
  • Recipients: the count of emails that were sent to recipients over all time
  • Opened: the count of unique opens over all time
  • Clicked: the count of unique clicks over all time
  • Unsubscribed: the count of unique unsubscribes over all time
  • Marked as Spam: the count of unique spam complaints over all time
  • Bounced: the count of unique bounces over all time

When applicable to your email's analytics, another column for Skipped will appear, as shown below:

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  • Skipped: this section appears when applicable, and is the count of recipients that have a certain status associated with their email (e.g., they are suppressed, failed flow filters, or send failed) which is why they were skipped when the email went out to recipients
  • Opens (per profile): the total number of times (over all time) that a profile has opened the email
  • Clicks (per profile): the total number of times (over all time) that a profile has clicked the email

Under Link Activity

For campaigns, navigate to the Campaigns tab and click into the specific campaign email you want to focus on. Select Link Activity.

For flows, navigate to the Flows tab and click into the specific flow and flow email you want to focus on. Then, select View all Analytics and click Link Activity.

Table View

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  • people clicked: the count of unique clicks over all time and the rate in which they did so (unique clicks divided by the number of email recipients)
  • total clicks: total count of clicks over all time
  • clicks per person: the average number of clicks among people who clicked (unique clicks divided by total clicks)
  • didn't click: count of recipients minus the unique count of clicks over all time; underneath is the percentage of people who didn't click (1 minus the ration of unique click counts divided by the count of recipients)
  • Unique Clicks: the unique count of clicks (accounts for one click per recipient), for each link in the email, over all time
  • Total Clicks: the total count of clicks (accounts for all clicks made by recipients), for each link in the email, over all time

Visual View

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  • Link specific % of clicks: the number of unique clicks on an individual link divided by the number of unique clicks for all links in the email

In Conversions

The Conversions tab only applies to campaign emails, and will not appear in flow analytics. Navigate to the Campaigns tab. Select the specific campaign email and click Conversions.

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It is important to pay attention to the metric you have set, such as Ordered Product, shown above. If you see discrepancies throughout your account, make sure that your metrics match in the opposing areas you are looking at. For example, the results listed here for Ordered Product would likely not match analytics in the Performance Dashboard if you have Placed Order set as the metric instead.

  • Name: shows a list of the names of the specific products ordered from this email, the number of conversions, and the total value of these orders
  • SKU: shows a list of the specific products ordered from this email that are identified by their stockkeeping unit (a mix of numbers and letters), the number of conversions, and the total value of these orders
  • Collections: shows a list of the groupings you have set that pertain to products ordered from this email, the number of conversions, and the total value of these orders

In Advanced Reports

For campaigns, navigate to the Campaigns tab and select the specific campaign email you want to focus on. Click Advanced Reports.

For flows, navigate to the Flows tab and select the specific flow and flow email. Click on View all Analytics and then Advanced Reports.

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  • Performance by Email Domain: the sent, bounced, opened, clicked, and converted email percentages, broken down by the specific email domains of your recipients (e.g., Gmail, Yahoo, AOL, etc.)
  • Performance by Email Client: the percentage of unique opens based on email client used by your recipients (e.g., desktop or mobile)
  • Performance by Country: the percentage of unique opens in each country that an email recipient was located

Terms in the Lists Tab

In the Growth Report

Growth Reports only apply to lists in Klaviyo. To get there, navigate to Lists & Segments and select the specific list you want to analyze. Select Reports and then List Growth.

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  • List Size chart: the total number of profiles in the list for a specific time frame, along with the percentage of subscribes by date
  • Growth Breakdown chart: the total number of subscribes and unsubscribes, broken down by when they took place

In the Engagement Report

Engagement Reports apply to both lists and segments. To get this data, navigate to Lists & Segments the select the specific list or segment. Click into Reports and choose Engagement.

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  • Engaged graph: shows a breakdown of your unsuppressed customers' engagement over the last 30 days; the portions of this graph are defined as:
    • Very engaged: Open rate is greater than or equal to 50%
    • Somewhat engaged: Open rate is between 20% and 50%
    • Barely engaged: Open rate is between 0 and 20%
    • Received no emails: No email deliveries
  • 30 Day Overall Open Rate: the number of opened emails divided by the number of delivered emails (within the last 30 days)
  • 30 Day Overall Click Rate: the number of clicked emails divided by the number of delivered emails (within the last 30 days)
  • 30 Day Average Order Value: the total monetary value of your conversions (orders) in the last 30 days divided by the number of conversions (orders that took place) within the last 30 days; note that this will only be populated if you have a Placed Order metric in your account
  • Engagement Over Time by Age of Profile: showcases the engagement of your unsuppressed customers over time by how long they have been in your Klaviyo account
  • Open Rate by Age of Profile: showcases the open rate (opened emails divided by delivered) for profiles over time, based on how long they have been in your Klaviyo account

Terms in the Profile Tab

Navigate to Profiles and a specific customer profile.

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  • 30d (Δ): shows the total count of each metric over the last 30 days; in parenthesis is the difference of the metrics total count over the last 30 days minus the metric's total count from the prior 30 days
  • All-Time: for each metric, the total count over all time

Terms in the Metrics Tab

Under Charts

Navigate to Metrics. Select the metric you want to analyze and click into Charts.

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  • For each data point on the chart, they are defined by:

    • Metric: selected at the top (in this case, Clicked Email)

    • Timeframe: defined by the time interval you select

    • Frequency: daily, weekly, or monthly

    • Measurement: total or uniques

    • Filter/segment criteria: defined by BY, SUM, or WHERE in the top left-hand corner of the chart.; SUM is the total values of the property for all of the events shown on the graph.

Under Cohorts

Navigate to Metrics and select the metric you want to analyze. Then, click Cohorts.

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  • People: the unique count of events (people who have done the desired metric) in the timeframe (number of months) that the row references
  • People who (metric) per month: chart values are based on the unique count of the specified metric's events in the cell's timeframe
  • Percentage of people who were (metric) per month: count of people per month divided by the people who (metric) per month
  • (Metric) occurrences per month: chart values are based on the total number of metric-related events in the cell's timeframe
  • (Metric) occurrences per customer per month: (metric) occurrences per month divided by the count of people per month
  • (Metric) per active person per month: (metric) occurrences per month divided by the people who (metric) per month
  • Total (metric) value per month: chart values are based on the total monetary value (sum) of events in the cell's timeframe
  • (Metric) value per person per month: total (metric) value per month divided by the count of people per month
  • (Metric) value per active person per month: total (metric) value per month divided by the people who (metric) per month
  • Average values per month: the calculated average of the values for the metric per month

Under Best People

Navigate to Metrics and select the metric you want to analyze. Then, click Best People.

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  • Count: total count of events (from this metric) for the listed profile over all time
  • Value: total monetary value of this profile's events (for this given metric) over all time
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