Getting started with custom reports in Klaviyo
You will learn
Learn how to use Klaviyo custom reports to monitor your business' health across each of your marketing channels and individual products or services. By using these reports, you can leverage your data to uncover trends in customer behavior, align your team around a cohesive marketing strategy, and grow your business as you act upon new insights.
Just starting out with Klaviyo reporting? Learn more about feature-specific reports and get a general overview of Klaviyo’s analytics tools.
Building a custom report
Klaviyo’s pre-built, customizable reports enable you to dive deeper into metrics, campaign, flow, or product performance. This, in turn, allows you to slice and dice your data as it makes sense for your business needs. You will see how your business performs over time and can adjust your marketing efforts accordingly.
Accessing reports
1. To access custom reports, click on Analytics > Custom Reports from the main dashboard.
2. You can either choose an existing report to analyze, browse prebuilt options in the reports library, or build a new one from scratch.
3. To create a new report select Create from scratch.
4. Choose the specific report type that you want to focus on. To do so, click on Select report type. A dropdown will appear listing your options for our pre-built reports.
The report types that are available to choose from are:
- Single metric deep dive report
To create granular reports on a single metric (e.g., Placed Order); you can then hone in on trends and patterns for this specific aspect of your business. - Multi-metric report
To create a cross-functional report that lets you understand your performance across multiple metrics. - Campaign performance report
To analyze campaign performance across the key metrics that are important to you. - Flows performance report
To gain a deeper understanding of overall or granular flow performance across your key metrics. - Product performance report
To analyze product performance across three key funnel metrics: browse, checkout, and purchase.
5. Give your report a name.
6. There are additional options to filter and group your reports by various properties. You can also select a specific timeframe to focus on to get even more granular in your analysis. The example below is from a single metric deep dive report.
Note that when using custom date ranges, the maximum time range is 2 years. If you attempt to create a report with over 2 worth of data, an error will appear.
Custom reports only include events filtered by a profile property starting after that property was created. Even if a property was retroactively applied to profiles, if the property didn’t exist on profiles at the time the event (e.g. Placed Order) takes place then this won't appear in the report. This differs from segments, as they will include profiles who have properties applied retroactively.
Use cases
The flexibility of custom reports means that you can adapt them for many different business strategies. For inspiration and use cases around custom reports, review the custom reporting strategies and use cases reference.
Additional resources
- Getting started with reporting
Learn about the different robust Klaviyo reporting tools available in your account. Klaviyo is built to help your business grow and strengthen your relationships with your audience by putting data to work. Segmentation and automation tools allow you to personalize and target your communication efforts across channels to boost engagement and drive business growth. However, in order to understand how well your business strategies and marketing efforts are working, you need proper reporting to measure and analyze performance trends over time.
- Getting started with a custom reporting strategy
Learn how to build a comprehensive reporting strategy to grow your business and answer any key performance questions that arise over time. Klaviyo’s robust, customizable analytics let you leverage your data to understand business and marketing performance. With our custom report builder you can understand how customers interact with your messaging over time, identify what owned marketing efforts need to be improved upon, and focus on where you should adjust your marketing strategy to grow your business.
- Customizing your analytics experience