How to Build a Multi-Metric Report

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The Multi-Metric Report lets you understand your business and marketing performance across all of your core metrics in one, unified report. You can customize this report to account for your desired timeframe, properties, and groupings.

The Multi-Metric Report helps you answer questions like:

  • What do my key business KPIs over the last quarter look like?
  • What do my key business metrics look like over the last month, attributed only to email campaigns?
  • How are men versus women converting from cart to purchase, and who is spending more per order on average?

In this guide, you will learn more about what the Multi-Metric Report offers and where to find it in Klaviyo.

Build Your Report

To create a new Multi-Metric Report, navigate to the Analytics tab and select Custom Reports.

On the Klaviyo Analytics landing page showing Metric, Benchmark, and Custom reporting sections

Then, either browse our library of prebuilt reports or click Create from scratch.

View of Custom Reports list page with buttons at top left to create own report or button at top right to go into the Reports Library

Under Report Type, select Multi-Metric Report from the dropdown, and give your report a name.

Inside a new Custom creatd report with option to choose type of report on left and ability to rename on right.

You will be able to configure your report by selecting up to 10 different Metrics to report on. You can select any standard metric available in your account as well as select calculated metrics like certain rates (e.g., Open Rate). To add an additional metric, select + Add Metric.

Inside a Metric Report, you can customize it by choosing from different metrics like opens, cliks, checkout started, placed order, etc

Next, decide how you want to analyze these metrics. All standard metrics support two different dropdowns to customize your analysis.

  • Total, Unique, or Value
    You can report on the total number of instances of an event (TOTAL) or the unique number of profiles that performed that event (UNIQUE). If the metric you select has a monetary value associated with it (e.g., Placed Order), you can also report on the value of the events (VALUE).
  • SUM or AVG
    You can choose one of two aggregations: SUM or AVG. SUM shows you the total of all events for your selected metric. For example, if there are two Placed Order events within the timespan you select, both with a $15 value, the VALUE SUM will be $30 and the TOTAL SUM will be 2. AVG shows the average of events that occurred for your metric. For example, if there are two Placed Order events within the timespan you select, both with a value of $15, the average will be $15.

You can add a modifier to group and filter your report by specific values. This allows you to build a more tailored report around your selected metrics, specific to your business needs.

  • Add Group By
    This option allows you to group values within your report by a specific property. You can then add a filter on top of this to make your grouping even more precise. You can group your reports by both email attribution and profile property data. Grouping and filtering by metric event properties are not possible in this report, as the different metrics you select will all have different related detailed event data. Also, reports only include events filtered by a profile property starting after that property was created. Even if a property was retroactively applied, if it didn’t exist on profiles at the time the event takes place then it won't appear in the report.

    For example, you can group a multi-metric report to see a breakdown of how your revenue changes for a given month across flows and campaigns. Alternatively, group by Product Name to see how this differs by product. To do so, select +Add Group By and select your property of Product Name.

    Inside a Metric Report, you can add an filter to group by like product name

    For more information on properties you can use for grouping, head to our Guide to Properties.

  • Add Filter
    Instead of grouping your report by specific attribution or profile properties, you can instead choose to limit your results by filtering what data is included. For example, if you only want to report on performance for a specific gender, select + Add Filter to set this up.

    If you want to be more inclusive, and limit to activity that meets several different criteria, you can add subsequent filters. These will all appear separated by the OR connector. At this time, it is not possible to report on a cross-section of filters separated by the AND connector. For example, you can report on all orders placed by those whose Gender equals Female OR whose Country equals United States. However, you cannot view activity only for those whose Gender equals Female AND whose Country equals United States.

    For more information on the distinction between AND and OR, head to our AND vs. OR Guide.

Finally, customize the time range of your report so that it only shows the data you care about. To adjust the timeframe, choose your selected time range and grouping from the associated dropdowns.

Inside the Metric Report, you can customize the timeframe it pulls for date range and how it's grouped

You can adjust the time range to:

  • Today
  • Last 24 Hours
  • Yesterday
  • This Week
  • Last 7 Days
  • Last Week
  • This Month
  • Last 30 Days
  • Last Month
  • This Year
  • Last 90 Days
  • Last 365 Days
  • Last Year
  • Custom

You can also group the data by:

  • Daily
  • Weekly
  • Monthly
  • Yearly

Run and Export Your Report

After you configure a new report, the next step is to click Run Report to generate your results. A results summary will appear for you to review, and you can choose to export these results for further analysis.

An example of a custom report that is ready to be run by clicking on the Run Report button at the bottom of the page

While it may take some time to generate your results, you will see a robust summary of your report populate as soon as your data is ready for analysis. If you don’t want to wait, we will notify you with an in-app notification and email when your results are ready.

All of your previously run reports will be automatically saved in your Custom Analytics page. It is not possible to save a partially configured report, but every report will be automatically saved after the first time it is run. When you navigate into an existing report, a timestamp of when the report was last run will appear above your results along with an Export button.

To export the results of your report for further analysis, simply click Export.

After a Custom Report has run, click the Export button in the top right to download and export results

Schedule Your Report

You also have the option to schedule a report to auto-run at a specific date and time and be notified via email when your results are ready. This way, you can set up your reports to automatically run and pull data for your review instead of manually exporting them.

Head to our guide on How to Schedule Custom Reports and learn how to set this up for your reports.

Update Report Results

Reports do not automatically refresh with data over time if you are using a relative timeframe such as Last 30 Days. To see when report results were last generated for a given report, look at the Last Run timestamp from either the Analytics tab or from within the report itself.

If you want to update your report results to pull in fresh data, navigate into the report and click Run Report again.

In the event that you need to see historical report results from previous runs, go to Custom Reports and click More and then choose View History from the dropdown menu.

On the Custom Analytics list page, clicking on the More dropdown to the right of the analytics name will expose the View History option

This will show all historical runs for your report of interest. To download the historical results of your report, select Export.

To download all historically run reports, click export to the right of a given report

Clone and Rename Reports

If you have an existing report that you would like to copy, use the clone option.

To clone a report, go to Custom Reports and find the report that you want to clone. To the right of the report, click More and then choose Clone Report from the dropdown menu.
On the Custom Reports list page, the button labeled more to the right of a report will open a dropdown when clicked and shown Clone ReportOnce you clone your report, you will see a new report appear at the top of your Custom Reportslist named "Copy of your original report name.

On the main Custom Reports list page, an example of a cloned report which will appear at the top of the list

Note that cloned reports do not include scheduling preferences from the original report. If you would like to schedule your copied report to deliver to you on a regular cadence, head to our guide on How to Schedule Custom Reports.

If you would also like to rename your cloned report, navigate to the right of the report and click More, then choose Edit Name from the dropdown menu.

On the Custom Reports list page, the button labeled more to the right of a report will open a dropdown when clicked and shown Rename Report

Rename your report in the modal that appears. Once you have renamed your report, click Save.

When Rename Report is chosen from the More dropdown on the custom reports pages, a modal will appear to allow you to rename report

Additional Resources

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