How to build a flows performance report

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You will learn

The Flows Performance Report lets you do a deep dive into flow-specific engagement and conversion information. We help you get up and running quickly by providing a pre-built report that includes all the standard engagement and deliverability metrics neatly grouped by flow name. Tailor this to your needs by customizing the metrics you want to analyze and focusing that analysis using tags and time range filters.

The Flows Performance Report can help you answer questions like:

  • How has my welcome series performed over the last year?
  • How has each message within my abandoned cart flow performed across multiple engagement metrics in the last month?
  • Are any flows seeing more or less sending activity than usual over the last 90 days? Is this present in my recent Placed Order Rate and revenue generated?

In this guide, you will learn more about the Flows Performance Report, where to find it in Klaviyo, and how to customize it to better serve your brand.

Build your report

1. To create a new flows performance report, navigate to Analytics > Custom Reports.

2. 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

3. Under Report Type, select Flows Performance Report from the dropdown and give your report a name.

Inside a new Custom created report with option to choose type of report on left and ability to name on right

4. From there, you can 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.

A view of the Flow Performance Flow report with the ability to customize by standard Klaviyo and conversion metrics, groupings, and timeframe

5. If any pre-populated metric is irrelevant to your needs, you can remove it by clicking the X to the right of the metric’s name. To re-add any of these defaults, click within the gray box and reselect them from the dropdown menu.

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 messages.

Note that Total Recipient data will include email deliveries plus bounces, and Open Rates are the number of unique opens divided by deliveries.

6. Click + Add Conversion Metric to add these parameters to your analysis.

Inside a Flow Performance Flow Report showing the ability to add additional Conversion Metrics like Placed Order

7. 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 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.

8. 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
    You can group your report values by flow, flow message, or flow message (including variations). If you do not add a group by element, each flow will have two rows: one for email and one for SMS.
    • Flow: Rates will appear as weighted averages of each metric to account for overall flow performance (for example, a weighted average of the open rates to account for each message’s performance in a welcome series).
    • Flow Message: Data will be grouped by individual messages of your flows (for example, Open Rate will be displayed for each message in a welcome series rather than the flow performance as a whole).
    • Flow Message (including variations): Data will be grouped by individual messages of your flows (for example, Open Rate will be displayed for each message in a welcome series rather than the flow performance as a whole).

      Inside a Flow Performance Report, you can open the Group By dropdown to choose how to group metrics like Flow or Flow Message

  • Filter by Tags
    The Flows Performance Report supports filtering by tag. For example, if you only want to view data from a specific flow, you can do so by selecting the desired tag from the dropdown menu. You may select multiple tags at once, separated by the AND connector.

Inside a Flow Performance Report, you can add additional filter tags by choosing your tags from a dropdown

9. Finally, customize the timeframe 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 Flow Performance 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
Please note that timestamp data within your reports, including exported reports, will display in your account's local time from your settings. 

Run and export your report

Once you customize your flows performance report to include all of your desired engagement, deliverability, and conversion metrics — as well as timeframes, groupings, and filters — you’re 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.

Once your report populates, 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.

An example of Results Preview inside the Flow Performance Report after it has run and returned a preview of some results

2. 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 automatically in Klaviyo.

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. To update your report to display the latest data, reopen it 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.

3. 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.

4. To download the historical results of your report, select Export.

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

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, 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 Reports list 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.

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.

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

4. 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


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