How to build a product performance report

You will learn

Learn more about the product performance report, where to find it in Klaviyo, and how to customize it to better serve your brand. The product performance report lets you analyze product performance across key funnel metrics like browse, checkout, and purchase. Klaviyo helps you get started by providing a pre-built report. Customize it to your needs by honing in on individual products or focusing on high-level trends among collections and categories.

The product performance report helps you answer questions like:

• What are my best selling products, month over month?
• What does my conversion funnel look like across product categories?
• Do some products see a higher drop-off rate between browse-to-checkout or checkout-to-purchase?
• How has browsing and checkout activity shifted over the last 90 days, by category, as we’ve refreshed collections for a new season?

Before you begin

For Shopify stores, based on your customer privacy settings in Shopify, Klaviyo may not track onsite events for visitors to your Shopify store in the EU, EEA, UK and Switzerland, unless they have provided consent. Thus, if you include an onsite tracking metric (such as Viewed Product) in your report, that metric will not include activity that Klaviyo could not track without consent.

Build your report

The steps below start with a blank report. To use a prebuilt report instead, navigate to Analytics > Custom reports and open Reports Library (or Create custom report on the welcome screen). Select a product performance report and click Create Report. Klaviyo creates and runs the report; continue from step 4 to customize its settings.

1. Navigate to Analytics > Custom reports.
2. Click Create from scratch. If you see Create custom report instead, click it, then click Create New Report if the reports library opens.

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

You will then be able to customize your report to best serve your business.

4. Select the metrics you want to report on under Product Metrics. A report created from scratch starts with an empty metric selector. Choose a supported metric, such as Viewed Product, Ordered Product, or your integration’s checkout metric. Click + Add Metric to add another, up to 10 metrics. You can remove a metric by clicking the X to its right, but you must keep at least 1 metric. Metrics that are not supported for product performance reporting are not available.

5. Next, decide how you want these metrics to be calculated. There are 2 different dropdowns that customize this for you, as defined below.

• Total, Unique Profiles, 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 Profiles). If the metric you select has a monetary value associated with it (e.g., Ordered Product), you can also report on the value of the events (Value).
  
  
• SUM or AVG
  SUM returns the total for the measurement you select. For example, if there are 2 $15 Ordered Product events for the same product within your selected time range, Value with SUM is $30 and Total with SUM is 2.
  
  AVG depends on the measurement. Value with AVG returns the average value per event, which is $15 in this example. Total with AVG returns the average number of events per profile that performed the event. For example, if 1 profile performed both events, the average is 2; if 2 profiles each performed 1 event, the average is 1.

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

• Group By
• By default, your report will be grouped by product name. You can choose to keep the product name (specific product) or switch to Product Category (or the specific product collection) from the associated dropdown.

This report groups and filters by product properties, not profile properties. Product Category must be supported by every selected metric. For example, Started Checkout from a custom integration supports Product Name only. If a selected metric does not support Product Category, switch to Product Name or remove that metric.

• Filter values
  Along with your grouping, you can add filters to make your report even more specific and only display certain instances of an event. For example, if you group by Product Name, then you can select + Add Filter and search for and select the names you want to show in your report. If you change the grouping, add your filter again.

7. Finally, customize the time range of your report so that it only shows the data you care about. Under Timeframe, choose a preset range or select Custom and enter start and end dates.

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

Each row summarizes a product or category across the full selected time range. To compare months or other periods, run and export a report for each date range using the same metrics and grouping.

Run and export your report

1. Once you have customized your product performance report to your liking, click Save & Run Report. This will process your report and save it in your account.

While it may take some time to generate your results, you will see a summary of your report populate as soon as your data is ready for analysis. Your report will automatically be saved, so you may proceed with other marketing activities and return to your report from Custom Reports at any time.

When your report is complete, review Results Preview to identify performance trends and opportunities. A timestamp of when the report was last run will appear above your results. For larger reports, the preview shows only part of the results; export the report to see all results.
2. To export the report results for further analysis, click Export CSV.

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 each time.

Learn how to schedule and automate your custom reports.

Update report results

Reports show the results from their last run. To pull fresh data, rerun the report manually or set up a report schedule.

1. To see when a report was last updated, look at the Last Run timestamp from either the Custom Reports page or from within the report itself.
2. To update your report to display the latest data, reopen it and click Save & Run Report to refresh your results.
3. If you need to see historical report results from previous runs, go to Custom Reports and open the 3-dot menu beside the report.
4. Then choose View History from the dropdown menu. This shows completed historical runs for your report.

5. To export the results of a historic run, open the 3-dot menu beside that 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. 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.

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

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

Additional resources