How to build a campaign performance report

You will learn

Learn more about the campaign performance report, where to find it in Klaviyo, and how to customize it to better serve your business. The campaign performance report lets you deep dive into campaign-specific engagement and conversion data. This reports helps you get up and running quickly by providing a pre-made report that includes all standard engagement and deliverability metrics neatly grouped by campaign name. Tailor it to your needs by customizing the metrics you want to analyze and focusing that analysis using tags and time range filters.

The campaign performance report can help you answer questions like:

• How have my product launch campaigns performed over the last year?
• What does my conversion funnel look like for campaigns sent over the last 90 days compared across different conversion metrics, including attributed site visits, checkouts, and purchases?

Build your report

1. Navigate to Analytics > Custom Reports.
2. Then, either browse our library of prebuilt reports or click Create from scratch.

3. Under Report Type, select Campaign Performance Report from the dropdown.
4. Give your report a name.

Customizing your report

From there, customize your report to best serve your business needs. By default, the report is pre-populated with the standard deliverability and engagement metrics related to your channels in Klaviyo. If you employ both SMS and email, you will see both SMS and email metrics appear.

1. Choose what metrics you want to analyze in your report, adding to or removing from the automated selection. If any pre-populated metric is irrelevant to your needs, remove it by clicking the X to the right of the metric’s name.
For example, to view only SMS performance, you will need to remove all email metrics. To re-add any of these defaults, simply click within the gray box and reselect them from the dropdown.

You may also add up to 10 conversion metrics in addition to the pre-populated set that comes with the report. This includes both standard conversion metrics (e.g., Placed Order) and conversion rates (e.g., Placed Order Rate) that are attributable to your messaging.

2. Select + Add Conversion Metric to add these parameters to your analysis.

3. Once you have customized your report and added your desired conversion metric, the next step is to decide how you want to analyze those conversion metrics. With the exception of rates, all conversion 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 $15 Placed Order events within the time span you select, 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 $15 Placed Order events within the time span you select, the average will be $15.

4. You also have the option to see performance data grouped by specific list or segment. You can add this modifier to group and filter your report by specific values. For guidance and best practices on segments, refer to our resource for segment ideas.

5. You will have a few options for organizing your list or segment data. These options include:

• Grouping by list or segment only
  By checking the box for List/Segment as shown below, this will create a report that aggregates segment-level metrics across all campaigns.
  
  Each row in your report will show data per segment (i.e., Campaign ID) and per campaign send (i.e., Campaign ID and Campaign Name), with additional corresponding report metrics.
  
• Grouping by campaign and list or segment
  By checking the boxes for both Campaign and List/Segment as shown below, this will create a report that breaks down metrics by segment per campaign. Each row in your data report will show per segment and per campaign send, with additional corresponding report metrics.
  
  Each row in your report will show data per segment (i.e., Campaign ID) and per campaign send (i.e., Campaign ID and Campaign Name), with additional corresponding report metrics.
  
• Grouping by campaign variations and list or segment
  By checking the boxes for both Campaign (Including Variations) and List/Segment as shown below, this will create a report that breaks down metrics by segment per campaign and campaign variant. This option is useful if you are sending multiple campaign variations and would like to see which one is more successful down to the segment level.
  
  Each row in your report will show data per segment (i.e., Campaign ID), per variation (i.e., Variant), and campaign send (i.e., Campaign ID and Campaign Name), with additional corresponding report metrics. Note that campaigns without variations will show “N/A” under the variant column, but will still include the segment breakdown for the message.
  

The campaign performance report supports filtering by tags. For example, if you only want to view data from your product announcement campaigns, select that tag from the Filter by Tags dropdown menu. You may select multiple tags at once, separated by the AND connector.

6. 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. If you have not specified a specific grouping, your data will instead be sorted into two rows: one for email and one for SMS.

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

Once you have customized your campaign performance report to include all of your desired engagement, deliverability, and conversion metrics — as well as timeframes, groupings, and filters — you are ready to run your report.

1. Click Save & Run Report. This will process your report and save it in your account.

While it may take some time to populate your results, when it is complete you will see a robust summary of your report. Your new report and its results will automatically be saved, so you may navigate away and return to your report from within the Analytics tab at any time.

When your report is complete, you will see it populated with results and the configuration box will automatically collapse so you can focus on identifying performance trends and opportunities. A timestamp of when the report was last run will appear above your results.

2. If you wish to export the results of your report for further analysis, click Export.

Schedule your reports

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.

Learn how to schedule reports to automatically send to your inbox.

Update report results

Reports do not automatically refresh; rather, you will need to manually re-run the report to pull updated data. To see when a report was last updated, look at the Last Run timestamp from either the Analytics tab or from within the report itself.

1. Reopen your report and click Run Report.
2. 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.

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

Clone and rename reports

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

1. Go to Custom Reports and find the report that you want to clone.
2. To the right of the report, click More and then choose Clone Report from the dropdown menu.
Once you clone your report, you will see a new report appear at the top of your Custom Reports list named "Copy of your original report name.

3. 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.

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

Additional resources

• Understanding custom reports in Klaviyo
• Getting started with reporting
• How to build a flow performance report