The Flows Performance Report

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Overview

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

To create a new Flows Performance Report, click on the Analytics tab and select Create Custom Report.

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

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From there, you can customize your report to best serve your business needs. First, choose what metrics you want to analyze in your report. By default, the report is pre-populated with the following standard deliverability and engagement metrics:

  • Unique Opens
  • Unique Clicks
  • Unsubscribes
  • Spam Complaints
  • Bounces

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.

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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 email.

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

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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.

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 event property. By default, your report will be grouped by Flow Name. You can choose to keep Flow Name or switch to Message Variations from the dropdown. You also have the option to include individual flows messages and A/B variations in your report. You may do so by clicking the Include individual flow messages and Include A/B email variations checkboxes. This would include new columns in your report results for flow message names and variation letters respectively.

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  • 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.

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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.

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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 Flows 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.

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

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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.

To see the status of your report, return to Analytics > Reports. A status indicator next to the report’s name will show whether it is In Progress or Complete.

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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.

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

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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.

To update your report to display the latest data, reopen it and click Run Report.

In the event that you need to see historic report results, go to the Custom Reports tab and click View History from the right-hand 3-dot menu of a report.

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

Additional Resources

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