How to build a multi-metric report

You will learn

Learn more about the multi-metric report and how to customize it to suit your business and marketing performance needs 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

1. To create a new multi-metric report, navigate to Analytics > Custom Reports.
2. Click Create from scratch. To start with a prebuilt report instead, click Reports Library. The steps below describe creating a report from scratch.

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

4. Select up to 10 metrics available in your account. To add an additional metric, select + Add Metric. Calculated rates such as Open Rate are not available in this report.

5. Next, decide how you want to analyze these metrics. All standard metrics support 2 different dropdowns to customize your analysis. Choose one of the values from the applicable dropdown menu.

• Total, Unique Profiles, or Value
  You can report on the total number of instances of an event (Total) or the number of distinct profiles that performed that event (Unique Profiles). 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 1 of 2 aggregations: SUM or AVG. SUM adds the selected measurement. For example, if there are 2 Placed Order events within the timespan you select, both with a $15 value, Value with SUM will be $30 and Total with SUM will be 2. With Value, AVG is the average value per event, so this example gives $15. With Total, AVG is the average number of events per profile that performed the event. Use Unique Profiles with SUM to count distinct profiles.

6. To group your results by a property, click + Add Group By and select an available attribution field or profile property. For example, choose Country to compare results by country.

• Add Group By
  This option groups values within your report by 1 property. You can group by Attributed Flow, Attributed Message, or an available profile property. You can then add 1 filter on that same property to limit the values shown. Grouping and filtering by other 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, group by Attributed Flow to compare revenue across flows, or by Attributed Message to compare individual messages. To compare countries instead, select Country as your grouping. Then select + Add Filter and choose the countries to include.
• For more information on properties you can use for grouping, head to our Guide to Properties.

7. To limit your results, click + Add Filter and select the property and values to include. If you added a grouping, the filter uses that same property. To filter on several different properties, leave grouping unset or remove it first.

• 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, you can add this as a filter.
• Without a grouping, you can add subsequent filters to limit activity to several different criteria. These will all appear separated by the AND connector. At this time, it is not possible to report on a cross-section of filters separated by the OR connector. For example, you can report on all orders placed by those whose Gender equals Female AND whose Country equals United States. However, you cannot view activity only for those whose Gender equals Female OR whose Country equals United States.
• For more information on the distinction between AND and OR, head to our AND vs. OR Guide.

8. 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.

You can adjust the time range to:

• Today
• 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

The available time groupings depend on your selected range:

• Day
• Week
• Month
• Entire Range combines the selected period without separate time groups. For a Custom date range, choose Day or Entire Range.

Run and export your report

1. After you configure a new report, the next step is to click Save & 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.

Your results appear when the report finishes running. If a report takes at least 20 seconds to generate, Klaviyo sends you an email when the results are ready.

All of your previously run reports will be automatically saved in your Custom Reports 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 CSV button.
2. To export the results of your report for further analysis, simply click Export CSV. The preview may show only part of a larger report; the CSV contains the full 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 without manually rerunning them.

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

Update report results

Unless you schedule them to run, reports do not automatically refresh with data over time if you are using a relative timeframe such as Last 30 Days.

1. To see when report results were last generated for a given report, look at the Last Run timestamp on the Custom Reports page or from within the report itself.
2. If you want to update your report results to pull in fresh data, navigate into the report and click Save & Run Report again.
3. In the event that you need to see historical report results from previous runs, go to Custom Reports and open the 3-dot menu.
4. Then choose View History from the dropdown menu.

This will show completed historical runs for your report of interest.
5. To download the historical results of your report, open the 3-dot menu next to the run and select Export.

Clone and rename reports

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

1. To clone a report, go to Custom Reports and find the report that you want to clone.
2. To the right of the report, open the 3-dot menu.
3. Then choose Clone Report from the dropdown menu.

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.
4. If you would also like to rename your cloned report, navigate to the right of the report and open the 3-dot menu, then choose Edit Name from the dropdown menu.

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

Additional resources